21 Successful and established brands take on a brand personality , a set of human characteristics associated with a brand name. Research shows that consumers assign personality traits to products—traditional, romantic, rugged, sophisticated, rebellious—and choose brands that are consistent with their own or desired self- image. Marketers can and do imbue a brand with a personality through advertising that depicts a certain user or usage situation and conveys emotions or feelings to be associated with the brand. For example, personality traits linked with Coca-Cola are all-American and real; with Pepsi, young and exciting; and with Dr Pepper, nonconforming and unique. The traits often linked to Harley- Davidson are masculinity, defiance, and rugged individualism. Can you describe brand personality traits for the successful Dr Pepper soft drink brand? Does the rock group KISS align with this brand personality? Read the text to learn what personality traits are often associated with the Dr Pepper brand. Dr Pepper Snapple Group, Inc. Page 279 QR 11-3 Dr Pepper Ad
Chapter 11. Managing Successful Products, Services, and Brands 25 Dr Pepper Ad Brand name importance to a company has led to a concept called brand equity , the added value a brand name gives to a product beyond the functional benefits provided. This added value has two distinct advantages. First, brand equity provides a competitive advantage. The Sunkist brand implies quality fruit. The Disney name defines children's entertainment. A second advantage is that consumers are often willing to pay a higher price for a product with brand equity. Brand equity, in this instance, is represented by the premium a consumer will pay for one brand over another when the functional benefits provided are identical. Gillette razors and blades, Bose audio systems, Duracell batteries, and Louis Vuitton luggage all enjoy a price premium arising from brand equity. Creating Brand Equity Brand equity doesn't just happen. It is carefully crafted and nurtured by marketing programs that forge strong, favorable, and unique customer associations and experiences with a brand. Brand equity resides in the minds of consumers and results from what they have learned, felt, seen, and heard about a brand over time. Marketers recognize that brand equity is not easily or quickly achieved. Rather, it arises from a sequential building process consisting of four steps (see Figure 11-6 ). 22
Chapter 11. Managing Successful Products, Services, and Brands 26 FIGURE 11-6 The customer-based brand equity pyramid shows the four-step building process that forges strong, favorable, and unique customer associations with a brand. • The first step is to develop positive brand awareness and an association of the brand in consumers' minds with a product class or need to give the brand an identity. Gatorade and Kleenex have achieved this in the sports drink and facial tissue product classes, respectively.
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