Bangladesh University of Professionals (BUP)

Term Paper
Brand Management
Course code: MKT 4203

Submitted to:
Barnali Nandi
Assistant Professor,
Department of Marketing,
Faculty of Business Studies,
Bangladesh University of Professionals

Submitted by:
Nayeem Hossain
ID: 2025171002
Section: B
CHAPTER 3
BRAND RESONANCE AND THE BRAND VALUE CHAIN MODEL

This chapter outlines the importance of establishing strong, active loyalty bonds with customers
and emphasizes that there is no substitute for building relationships to become a prominent
brand. It delves into how a brand's positioning can influence customers' thoughts, emotions,
actions, and their level of connection with that brand. The Brand Positioning Model is intricately
linked to and contributes to the Brand Resonance Model, which revolves around the "think, feel,
do" concept. For instance, it highlights that there are varying degrees of relationships with
different brands. For example, Many Bangladeshi consumers not only buy Bashundhara products
but also recommend them to friends and family. They have a strong emotional connection to the
brand and feel a sense of pride in supporting a local brand that contributes to the country's
development.

BUILDING A STRONG BRAND: THE FOUR STEPS OF BRAND BUILDING:

According to this book to build a strong band there are four steps they are the following:
1. Ensure identification of the brand with customers and an association of the brand in
customers’ minds with a specific product class, product benefit, or customer need.
2. Firmly establish the totality of brand meaning in the minds of customers by strategically
linking a host of tangible and intangible brand associations.
3. Elicit the proper customer responses to the brand.
4. Convert brand responses to create brand resonance and an intense, active loyalty relationship
between customers and the brand.

The brand resonance model

The Brand Resonance Model, developed by Kevin Lane Keller, defines the various stages of
building a strong and loyal brand. This model consists of four key stages:
1. Brand Identity: At this stage, the focus is on ensuring customers can identify the brand and
associate it with a specific product class, product benefit, or customer need. Example:
Grameenphone, a telecommunications company in Bangladesh, has a strong brand identity
associated with mobile connectivity and communication services. Customers easily recognize
Grameenphone as a telecom brand.
2. Brand Meaning: In this stage, the goal is to establish a comprehensive brand image by
strategically linking tangible and intangible brand associations. Example: The brand
 meaning for BRAC (originally Bangladesh Rural Advancement Committee), a prominent
non-governmental organization in Bangladesh, is deeply associated with social development,
poverty alleviation, and community empowerment.
3. Brand Responses: This stage focuses on eliciting the desired customer responses to the
brand, including their thoughts and emotions about it. Example: PRAN, a well-known
Bangladeshi food and beverage company, has successfully elicited positive customer
responses by promoting quality, taste, and affordability in its products.
4. Brand Resonance: The final stage aims to convert brand responses into a strong, active, and
loyal customer relationship with the brand. Example: Bata, the global footwear brand with a
significant presence in Bangladesh, has created brand resonance by offering comfortable and
durable footwear, resulting in a loyal customer base that repeatedly chooses Bata for their
footwear needs.
These examples illustrate how Bangladeshi brands have built resonance with customers by
progressing through the stages of the Brand Resonance Model. Each brand has established a
unique identity, meaning, elicited specific responses, and achieved resonance with its target
audience, leading to brand loyalty and preference.

Brand resonance Pyramid

Now let’s dive deeper into the stages of the brand resonance pyramid. Brand resonance, often
represented as a pyramid, is a concept in marketing and branding that describes the stages of
consumer engagement and loyalty with a brand. The Brand Resonance Pyramid, also known as
the Customer-Based Brand Equity (CBBE) pyramid, was developed by Kevin Lane Keller. It
consists of four levels or stages, each building upon the previous one.
1. Brand salience: Brand salience refers to the level of awareness and prominence a brand
holds in the minds of consumers when they think about a particular product category or make
purchase decisions. Brand salience encompasses several dimensions:
 Brand Recognition: This dimension relates to how easily consumers can recognize a
brand when they encounter it, whether it's through a logo, packaging, or a brand
name. A brand with high recognition is more likely to be considered by consumers.
 Brand Recall: Brand recall measures a consumer's ability to remember a brand when
prompted with a specific product category or need. If a brand comes to mind readily
when thinking about a particular product or service, it has strong brand recall.

2. Brand performance: Brand performance refers to the ability of a brand to meet or exceed
the expectations and standards set by consumers and stakeholders in various aspects of its
operation.
3. Brand imagery: Brand imagery is the set of mental associations consumers have with a
brand, encompassing perceptions, emotions, and values. For instance, a brand like "Beximco
Pharmaceuticals" in Bangladesh evokes trust, innovation, and healthcare expertise, aligning
with its position as a leading pharmaceutical company.
 User Profiles: Brands must tailor their approach to various customer segments, such
as clothing for young urban professionals in Dhaka and casual wear for Chittagong's
college students. Similarly, electronics brands should cater to tech-savvy individuals,
homemakers, and business professionals.
 Purchase and Usage Situations: Understanding when and how products are bought
and used is vital. For example, tea brands must consider daily family grocery
shopping, tea breaks, social gatherings, and hospitality when marketing their
products.
 Personality and Values: Brands should align with Bangladeshi cultural norms and
values. Embracing eco-friendliness aligns with the growing emphasis on
environmental responsibility. Trustworthiness and reliability resonate with
Bangladesh's culture of trust in business relationships.
 History, Heritage, and Experiences: Brands can draw inspiration from Bangladesh's
rich heritage. Clothing brands may incorporate traditional attire elements into modern
designs, while food brands can evoke nostalgia with traditional recipes and flavors.
4. Brand judgments: encompass customers' evaluations and opinions about a brand, formed by
combining various brand performance and imagery associations. Four crucial types of brand
judgments are:
 Brand Quality: Customers' overall assessments of a brand, influenced by specific
attributes and benefits. For instance, a consumer's perception of Hilton hotels depends
 on factors like location, room quality, service, and more. These judgments are
fundamental for brand choice.
 Brand Credibility: Customers also judge the credibility of the company behind the
brand. This credibility is based on expertise, trustworthiness, and likability.
Customers assess whether the company is competent, dependable, and appealing.
 Brand Consideration: Favorable attitudes and credibility are important, but
customers must also consider the brand for potential purchase or use. Consideration
relies on the relevance of the brand to customers and plays a crucial role in building
brand equity.
 Brand Superiority: This measures how customers perceive the brand as unique as
and better than competitors. It's essential for building strong customer relationships
and depends on distinctive brand associations within the brand image.
5. Brand feelings: Brand feelings refer to the emotional responses and connections that
customers have with a brand. These emotions are often shaped by their experiences,
interactions, and perceptions of the brand, ultimately influencing their brand loyalty and
preference. 6 important types of brand building feelings are the following:
I. Warmth
II. Fun
III. Excitement
IV. Security
V. Social approval
VI. Self-respect
6. Brand Resonance: The final stage of the model focuses on the ultimate connection and
degree of alignment that customers have with the brand. Brand resonance represents the
quality of this relationship and how much customers feel a strong connection with the brand.
Examples of brands historically known for high resonance include Harley-Davidson, Apple,
and eBay. Resonance is gauged by the strength of the emotional bond customers have with
the brand and the level of engagement it generates, such as repeat purchases and active
participation in brand-related activities and communities. We can break down these two
dimensions of brand resonance into four categories: 1. Behavioral loyalty 2. Attitudinal
attachment 3. Sense of community 4. Active engagement.
The brand value chain model
The Brand Value Chain model is a strategic framework that illustrates how marketing activities
can contribute to building brand equity. It consists of several stages:
1. Marketing Program Investment: This is where a company allocates resources to various
marketing activities. In the context of Bangladesh, let's consider a local mobile phone
manufacturer that invests in advertising, product development, and distribution to promote its
brand.
2. Customer Mindset: These investments shape customer perceptions and attitudes towards the
brand. For example, the mobile phone manufacturer's advertisements and product features
create positive perceptions among consumers, making them view the brand as reliable and
innovative.
3. Market Performance: The favorable customer mindset leads to improved market
performance. In Bangladesh, this could mean an increase in the manufacturer's market share,
sales, and revenue due to the positive perception of its brand.
4. Shareholder Value: As market performance improves, the company's shareholder value also
increases. For instance, if the mobile phone manufacturer gains a larger market share and
generates higher profits, its shareholders will likely see an increase in the company's stock
price and overall value.
The Brand Value Chain model emphasizes the interconnectedness of marketing activities,
customer perceptions, and business outcomes. In Bangladesh, local and international brands in
various industries, such as telecom, apparel, and food products, apply this model to enhance their
brand equity and drive business growth.

CHAPTER 4
CHOOSING BRAND ELEMENT TO BUILD BRAND EQUITY

Brand elements, sometimes called brand identities, are those trademark able devices that serve
to identify and differentiate the brand. Brand elements refer to the distinct and identifiable
components that make up a brand's identity and help consumers recognize, remember, and
differentiate the brand from others in the market. These elements play a critical role in shaping
brand perception and influencing consumer behavior.
Criteria for choosing brand element
i. Memorable: Brand elements should be easily recognized and easily recalled.
ii. Meaningful: Brand elements should be descriptive and persuasive
iii. Likeable: Brand elements should be fun and interesting, also should contain rich visual
and verbal imagery.
iv. Transferable: Brand elements should be easily transferable within and across product
categories, also across geographic boundaries and cultures.
v. Adaptable: Brand elements should be flexible and easily updatable.
vi. Protectable: Brand elements should be protectable legally and competitively.
Let's dive a bit deeper into each of the main brand elements with explanations -
1. Brand Names:
Brand names are the primary verbal identifiers of a brand. They are essential for
consumers to recognize and remember a brand in a crowded marketplace.
 Example: "Grameenphone" is an iconic brand name in Bangladesh's telecommunications
industry. It combines "Grameen," representing its association with the Grameen Bank,
and "phone," signifying its core service of mobile telephony.
2. URLs (Uniform Resource Locators):
URLs are web addresses that direct users to a brand's online presence, such as its website
or social media profiles. A memorable URL can make it easier for consumers to find a
brand online.
 Example: "www.bkash.com" is the URL for bKash, a widely used mobile financial
service in Bangladesh. This URL leads users to bKash's official website, where they can
access various financial services.
3. Logos & Symbols:
Logos and symbols are visual representations of a brand's identity. They are designed to
be distinctive, memorable, and instantly recognizable, helping consumers associate visual
elements with the brand.
 Example: The "Bangladesh Bank" logo features a stylized royal Bengal tiger, the
national animal of Bangladesh. This symbolizes strength and represents the central bank
of the country.
4. Characters:
Characters are fictional or real personalities linked to a brand. They can add a human
touch to a brand's image and serve as brand ambassadors.
 Example: "Nonte Fonte" is a beloved comic book duo in Bangladesh, often associated
with the Radhuni brand of spices. These characters have been used in Radhuni's
marketing to connect with consumers.
5. Slogans:
Slogans are short, memorable phrases or taglines that encapsulate a brand's message,
values, or unique selling proposition. They are used in marketing and advertising to
create lasting impressions.
  Example: The slogan "এখানে সবই আপনার" (Everything is here for you) is used by the e-
commerce platform Daraz Bangladesh. It communicates the idea that customers can find
a wide range of products on their platform.
6. Jingles:
 Explanation: Jingles are catchy and musical tunes associated with a brand. They are
often used in radio and television advertisements to enhance brand recall.
 Example: The Grameenphone jingle is a well-known musical tune associated with the
brand. It is instantly recognizable and reinforces Grameenphone's presence in the
telecommunications market.
7. Packages:
 Explanation: Packaging involves the design and physical appearance of a product's
container or wrapping. Effective packaging can influence purchasing decisions and create
a strong visual association with the brand.
 Example: The packaging of "Pran Mango Juice" features vibrant images of ripe mangoes
and the Pran logo. It not only protects the product but also conveys freshness and quality
to consumers.
These brand elements collectively contribute to shaping a brand's identity and perception in the
market. They are instrumental in establishing brand loyalty, recognition, and trust among
consumers.

CHAPTER 5
DESIGNING MARKETING PROGRAMS TO BUILD BRAND EQUITY

NEW PERSPECTIVES OF MARKETING

In recent years, firms have witnessed significant shifts in their marketing environments,
compelling them to adopt new strategies. These shifts encompass changes in the economic,
technological, political-legal, sociocultural, and competitive landscapes. Some notable changes
include rapid technological advancements, greater consumer empowerment, and fragmentation
of traditional media, growth of interactive and mobile marketing, channel transformation,
increased competition, globalization, heightened social and environmental concerns, and
economic recessions. These transformations have necessitated fresh marketing approaches and
philosophies to remain competitive and adaptable in this evolving landscape.
 1. Rapid Technological Developments: Technology has advanced rapidly, influencing
how businesses reach and interact with customers. The rise of the internet, social media,
and e-commerce has transformed marketing strategies.
2. Greater Customer Empowerment: Customers now have more information and options
than ever before, giving them greater control in the buying process. Marketers must cater
to informed and empowered consumers.
3. Fragmentation of Traditional Media: Traditional media like television and print have
fragmented as digital media platforms have gained prominence. Marketers need to
diversify their advertising and communication channels.
4. Growth of Interactive and Mobile Marketing Options: Mobile devices and interactive
marketing have become essential. Marketers must create mobile-friendly content and
engage with customers through interactive channels.
5. Channel Transformation and Disintermediation: The internet has allowed for direct-
to-consumer sales and disintermediation, reducing the need for middlemen. Firms need to
adapt their distribution strategies accordingly.
6. Increased Competition and Industry Convergence: Competition has intensified, and
industries are converging as companies expand their product and service offerings.
Marketers need to differentiate their brands and adapt to changing landscapes.
7. Globalization and Growth of Developing Markets: Globalization has expanded
markets, with businesses targeting consumers worldwide. Emerging markets offer growth
opportunities, but they come with unique challenges.
8. Heightened Environmental, Community, and Social Concerns: Environmental
sustainability, community engagement, and social responsibility have become critical
considerations for consumers. Firms must address these concerns in their marketing
efforts.
9. Severe Economic Recession: Economic recessions have forced companies to be more
cost-effective and value-focused in their marketing strategies. Consumers become more
price-conscious during economic downturns.
INTEGRATING MARKETING
This involves creating marketing programs that provide clarity, consistency, and maximum
impact across various elements of the marketing mix, including product, price, place, and
promotion. Integrated marketing ensures that all marketing activities and messages align with the
brand's core identity and resonate with the target audience. It involves coordination and synergy
between different marketing channels and platforms to create a cohesive and compelling brand
experience. Ultimately, integrating marketing is crucial for enhancing brand equity by delivering
a unified and memorable brand image to consumers.
Personalizing marketing: Personalizing marketing involves tailoring marketing efforts to meet
the specific needs, preferences, and behaviors of individual consumers. It utilizes data and
technology to create customized experiences, product recommendations, and content for each
customer. Personalization enhances engagement, builds customer loyalty, and increases the
relevance and effectiveness of marketing campaigns.
Experiential Marketing: Experiential marketing focuses on creating memorable and immersive
brand experiences for customers. It goes beyond traditional advertising by engaging consumers
in real-life, interactive experiences that evoke emotions, build connections, and leave a lasting
impact. Examples include pop-up stores, live events, interactive social media campaigns, and
product demonstrations.
Relationship Marketing: Relationship marketing is a long-term approach that prioritizes
building strong and lasting connections with customers. It emphasizes customer retention,
loyalty, and satisfaction over time rather than just one-time transactions. Relationship marketing
strategies often involve personalized communication, loyalty programs, excellent customer
service, and ongoing engagement to foster trust and loyalty between the brand and its customers.
Mass Customization: Mass customization is a marketing strategy that combines elements of
mass production with individual customization. It allows companies to produce goods or services
on a large scale while also tailoring them to meet the specific needs or preferences of individual
customers. This approach offers consumers a degree of personalization within a standardized
product or service framework. For example, a shoe company may offer a range of shoe sizes and
styles, allowing customers to choose combinations that suit their unique preferences.
One-to-One Marketing: One-to-one marketing, also known as personalized marketing, involves
tailoring marketing efforts to individual customers on a one-on-one basis. It relies on data
collection and analysis to create highly customized experiences for each customer. This can
include personalized product recommendations, targeted advertising, and individualized
communication. For instance, an online retailer may use a customer's browsing history and
purchase behavior to recommend products they are likely to be interested in.
Permission Marketing: Permission marketing is a marketing approach that emphasizes
obtaining the consent or permission of customers before sending them marketing messages.
Instead of interruptive advertising, where messages are pushed onto consumers, permission
marketing relies on consumers opting in to receive communication from a brand. This can
include subscribing to newsletters, agreeing to receive promotional emails, or following a brand's
social media accounts. Permission marketing aims to build trust and engage customers who have
shown a genuine interest in a brand's offerings, leading to more effective and less intrusive
marketing efforts.
PRODUCT STRATEGY
Perceived Quality: refers to how customers perceive the overall quality and value of a product
or service based on their experiences, expectations, and the brand's reputation. It's a subjective
assessment that customers make, influenced by factors such as product performance, durability,
design, and the level of satisfaction they derive from using the product.
After marketing refers to the marketing activities and strategies that a company employs after a
customer has made a purchase. It focuses on building long-term relationships with customers,
enhancing their post-purchase experience, and encouraging repeat business. Aftermarketing
efforts may include customer support, follow-up communication, loyalty programs, and
soliciting feedback to improve products or services.
Pricing strategy
Consumer Price Perceptions: This concept involves how consumers perceive the price of a
product or service in relation to its perceived value. Consumers make judgments about whether a
price is fair or too high based on their expectations and perceptions of quality, brand reputation,
and other factors. Effective pricing strategies consider and influence these consumer price
perceptions to build brand equity.
Setting Prices to Build Brand Equity: This strategy involves setting prices for products or
services in a way that aligns with the brand's desired image and positioning in the market. For
example, a luxury brand may intentionally set high prices to reinforce its image of exclusivity
and superior quality. Conversely, a value-oriented brand may adopt lower prices to attract
budget-conscious consumers. The goal is to use pricing as a tool to enhance brand equity by
shaping consumer perceptions and brand associations.

CHANNEL STRATEGY
Channel Design: This refers to the process of planning and organizing the distribution channels
through which a brand's products or services reach customers. Channel design decisions include
selecting the types of intermediaries (e.g., wholesalers, retailers), determining the number of
intermediaries, and defining the roles and responsibilities of each intermediary in the distribution
network. Effective channel design helps ensure efficient product delivery and customer
satisfaction.
Indirect Channels: Indirect channels involve intermediaries or third parties that play a role in
distributing a brand's products to end customers. For example, a manufacturer may sell products
to wholesalers, who, in turn, sell to retailers, and finally, the products reach consumers. Indirect
channels can provide broader market reach and local expertise but may reduce control over the
brand's message and customer experience.
Direct Channels: Direct channels involve selling products or services directly from the brand to
the end customer without intermediaries. Examples include company-owned retail stores, e-
commerce websites, or sales teams. Direct channels offer more control over the brand's image
and customer interactions but may require significant investment in infrastructure and marketing.
Online Strategies: Online strategies focus on using digital channels to reach and engage with
customers. This includes e-commerce websites, social media platforms, email marketing, and
mobile apps. Online strategies enable brands to reach a global audience, gather customer data for
personalization, and provide convenient shopping experiences. Effective online strategies are
crucial for building brand equity in the digital age.

CHAPTER 7
LEVERAGING SECONDARY BRAND ASSOCIATIONS TO BUILD
BRAND EQUITY

CONCEPTUALIZING THE LEVERAGING PROCESS

Creation of New Brand Associations: This refers to the deliberate efforts made by a brand to
establish and promote specific attributes, features, or values associated with the brand in the
minds of consumers. Brands often aim to create positive and distinct associations that set them
apart from competitors
Effects on Existing Brand Knowledge: When a brand successfully creates and communicates
new brand associations, it can have various effects on existing brand knowledge or the
perception consumers have of the brand.
COMPANY
A corporate or family brand can be a source of brand equity. If the brand is linked to an existing
brand, then knowledge about the existing brand may also become linked to the brand. Examples:
Samsung and Nestlé.
Three main branding options exist for a new product:
1. Create a new brand.
2. Adopt or modify an existing brand.
3. Combine an existing and a new brand.
COUNTRY OF ORIGIN AND OTHER GEOGRAPHIC AREAS
Refers to the various methods and pathways through which products or services reach
consumers. These channels play a crucial role in creating and leveraging secondary brand
associations. When products are distributed through different channels, each channel can have its
own set of associations and perceptions. Marketers need to carefully manage these channels to
ensure that the brand's image and equity are consistent and positive across all distribution points.
Inconsistencies or negative associations in any channel can harm the brand's overall equity and
consumer perception. Therefore, effective channel management is essential for building and
maintaining brand equity. Examples: Levi’s jeans- United States, Johnnie Walker –Scotland,
Chanel perfume- France, Toyota- Japan.
CHANNELS OF DISTRIBUTION
Retailers develop their own brand images based on factors like product selection, pricing, service
quality, and advertising. When consumers see a brand in a particular store, they may make
assumptions about the brand based on their perceptions of that store. For example, if a brand is
sold at a high-end retailer like Nordstrom, consumers might assume it's of good quality.
However, this image transfer can work both ways, positively or negatively. Brands often aim to
expand their customer base by entering new distribution channels, but this can be risky. Existing
customers and retailers may react differently. For instance, when Vera Wang began selling her
products at Kohl's, Macy's stopped carrying her line. Similarly, they cut ties with Liz Claiborne
when it launched a line at JCPenney. This shows how decisions regarding where a brand is sold
can have a significant impact on its image and relationships with retailers.
CO-BRANDING
Co-branding is a marketing strategy in which two or more brands collaborate to create a new
product, service, or marketing campaign that leverages the strengths of each brand. This
partnership allows brands to combine their resources, customer bases, and brand equity to
achieve mutually beneficial goals.

Advantages:

 Borrow needed expertise

 Leverage equity you don’t have
 Reduce cost of product introduction
 Expand brand meaning into related categories
 Source of additional revenue

Disadvantages:

 Loss of control
  Risk of brand equity dilution
 Negative feedback effects
 Lack of brand focus and clarity
 Organizational distraction

Ingredient branding
Ingredient branding is a marketing strategy where a specific component or ingredient within a
product is given its own brand identity and promoted separately from the main product. This
ingredient, often a key technological or functional component, is highlighted for its unique
qualities and benefits.
Licensing
Licensing is a business arrangement where one party (the licensor) grants permission to another
party (the licensee) to use its intellectual property, such as trademarks, brand names, or
copyrighted material, in exchange for fees or royalties. This allows the licensee to benefit from
the established brand reputation or popular characters of the licensor. For example, a clothing
company may license a famous cartoon character to print on their merchandise, attracting
customers who are fans of that character.
Celebrity Endorsement
Celebrity endorsement is a marketing strategy where well-known personalities, such as actors,
athletes, or public figures, are used to promote a product, service, or brand. Their association
with the brand can influence consumers' perceptions and purchasing decisions. For instance, a
famous athlete endorsing a sports drink can create a strong connection between the product and
the athlete's success and athleticism, potentially increasing sales.
Third-party sources
Marketers can create secondary brand associations by linking their brand to third-party sources,
which can enhance brand credibility and image. For example, endorsements from reputable
organizations, magazines, experts, or online review sites like Yelp can positively influence
consumer perceptions and attitudes toward brands. Third-party sources are often considered
highly credible, and marketers use them in advertising campaigns to build trust and credibility.
Examples include J.D. Power and Associates' Customer Satisfaction Index boosting Japanese
automakers' quality image and Grey Goose vodka using third-party endorsements to drive sales.