The Four Steps of Brand Building – Each step explained in Detail (Marketing Video 142 )
Video Duration: 00:08:51
The Four Steps of Brand Building are critical as they help in brand differentiation amongst competitors, brand positioning, creating customer loyalty and attracting potential customers.
The Four Steps of the Brand Building process helps an organization in explaining its position and vision in the market and establishing a powerful connection with the existing and new customers
The Four Steps of Brand Building
Step 1 – Who Are You? [Brand Identity] – Salience
The first step Salience ensures the identity of a brand with a specific customer need, product class and product benefit. It implies relevance and consumer recall in various situations.
Example – McDonald’s, Coco-Cola
Step 2 – What Are You? [Brand Meaning] – Performance
Performance refers to the extent to which the product can meet customer needs.
Example – Burger King, Dell
Step 2 – What Are You? [Brand Meaning] – Imagery
Imagery refers to the extent to which the product can meet customer’s psychological needs. It is concerned about intangible aspects and enables customers to associate a brand with its products.
Types of Imagery Associations
Example – Gillette
Purchase and Usage Imagery
Example – Gatorade
Brand Personality and Values
Dimensions with examples
Sincerity – Microsoft
Competence – Google
Ruggedness – Jeep
Excitement – Tinder
Sophistication – Mercedes Benz
Brand History, Heritage, and Experiences
Example – KFC
Step 3 – What About You? [Brand Response] Judgement
Judgement refers to the personal opinion or response of a customer towards the brand based on several factors. These factors with examples are
Brand Quality – Dell
Brand Credibility – Google
Brand Consideration – Uber
Brand Superiority – Samsung
Step 3 – What About You? [Brand Response] Feelings
Feelings refer to the customer’s emotional reaction and response to the brand. Important brand-building feelings with examples are
Warmth – iPhone
Fun – XBOX
Excitement – Tinder
Security – Singapore Airlines
Social Approval -Rolex
Self-Respect – Oxford University
Step 4 – What About You & Me? [Relationship] Resonance
Relationship refers to the extent to which customers believe they are in sync with the brand. Four types of Brand Resonance with examples are
Behavioural Loyalty – Walmart
Attitudinal Attachment – Apple
Sense of Community – Xbox Ambassadors
Active Engagement – HOG
This video is on The Four Steps of Brand Building and it has the following sub-topics.
02:00 Step 1 – Who Are You? [Brand Identity] – Salience
02:27 Step 2 – What Are You? [Brand Meaning] – Performance
03:22 Step 2 – What Are You? [Brand Meaning] – Imagery
03:29 Types of Imagery Associations
03:31 User Imagery
03:47 Purchase and Usage Imagery
04:08 Brand Personality and Values
04:31 Brand History, Heritage, and Experiences
04:48 Step 3 – What About You? [Brand Response] Judgement
05:01 Brand Quality
05:10 Brand Credibility
05:21 Brand Consideration
05:36 Brand Superiority
05:47 Step 3 – What About You? [Brand Response] Feelings
06:37 Social Approval
07:13 Step 4 – What About You & Me? [Relationship] Resonance
07:27 Behavioural Loyalty
07:42 Attitudinal Attachment
07:52 Sense of Community
08:11 Active Engagement
This video Belongs to the following playlist on Marketing.
Next – Strategic Intent – https://www.youtube.com/watch?v=jcTC531UCMA
Prev – Sources of Brand Equity – https://www.youtube.com/watch?v=H8BbeXkgqIM
Playlist – Marketing Course – https://www.youtube.com/watch?v=BKuvAr7gdpw&list=PLvDdvz8B_JZv3c4nI-KTOjxi6y4JNrr4l&index=1
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