2_m603F10rb_assstrategy

2_m603F10rb_assstrategy - Brand (Association) Strategy 1...

Info iconThis preview shows pages 1–9. Sign up to view the full content.

View Full Document Right Arrow Icon
Brand (Association) Strategy 1 Batra’s Branding Pyramid Loyalty/Bonding Leadership Reputation Trust/Confidence Relevant+ Associations/Imagery Start Where/ How? © Rajeev Batra 1 High Spontaneous Awareness, Identity Perceived Technical Quality Road-Map for Brand-Building Analyze Brand, Needs, Competition, Consumer Segments, Trends, Profits: Build Awareness and Targeted “Identity” Create Targeted Brand Associations (SWOT) Æ Strategize on what your brand must “mean” Æ Understand what “quality” means; create and communicate high quality Æ Create Satisfaction, Emotional Loyalty, Loyalty Incentives (CRM) Æ Build trust and confidence, perception of “leadership”
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Brand (Association) Strategy 2 Brand Strategy Planning Rajeev Batra © Rajeev Batra Ross School of Business University of Michigan Tactics Í Strategy; How Judge? (Brand: Frame/Driver/Essence/DNA) “Everyone’s Invited”
Background image of page 2
Brand (Association) Strategy 3 For Targeted Segment: Seeking Targeted Customer Segment © Rajeev Batra 5 Your Brand Competitive Brands © Rajeev Batra 6
Background image of page 3

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Brand (Association) Strategy 4 1: Differentiating? Apple: Fun, Creative, Friendly, Simplicity P comm Differentiation requires “Us vs. Competition” analysis. Researching “Us vs. Competition:” Samsung Ex. 12-14 Brand Data How learn about your brand + competitive brands? WHAT should you measure? © Rajeev Batra HOW: Methods? Sources?
Background image of page 4
Brand (Association) Strategy 5 Primary Research: Researching Own, Competitive brands Know what associations you/others have now “Competitive Brandscape” Create “Association Maps”. .. © Rajeev Batra 10 CMP:
Background image of page 5

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Brand (Association) Strategy 6 You/comptn By segment, user/non-user Pos. + Neg. How? Brand Israel Case What Research Techniques did they use? Reactions…+ / - ? Strategy Ideas for Re-branding Israel? How accomplish branding – via ads alone?*
Background image of page 6
Brand (Association) Strategy 7 Researching Brands? Focus Groups, Depth Interviews, Picture Interpretation… visual imagery, sounds, feelings, smells, tastes ZMET ethnogr Person/Car/Animal/Magazine/Decade/House-Why? User Photosorts; Why? Acceptance? (2-way) Free Recall, Sentence Completion, Word Association •S u r v e y s Adjective checklists in Surveys (analyze differences, strength, consistency) © Rajeev Batra 16 Collages
Background image of page 7

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Brand (Association) Strategy 8 Focus Groups/Depth Interviews 8-10 “screened” people Comfortable talking to each other (=similar) Multiple groups (user/non; Category – when, where, Multiple groups (user/non; segments) Audio/video tape (with permission), take notes NOT a statistically projectible sample (%s) DIs get more into in-depth probing, “WHY” with whom, WHY (needs being met) Brands aware, tried, use How choose, criteria, WHY Needs/Occas., which met/not Per brand: perceptions (Q,A) lik di lik WHY © Rajeev Batra 18 (nonjudgmental, projective) likes, dislikes, WHY Open-ended guidance but “lead/steer” the conversation (ex); get all to talk and share openly Chapter on CTools (Res./Read.) …Sample FG Guides in CMP Researching Brands?
Background image of page 8
Image of page 9
This is the end of the preview. Sign up to access the rest of the document.

This note was uploaded on 02/09/2012 for the course MKT 303 taught by Professor Rajeevbatra during the Fall '11 term at University of Michigan.

Page1 / 40

2_m603F10rb_assstrategy - Brand (Association) Strategy 1...

This preview shows document pages 1 - 9. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online