Understanding Brand Image: Brand Associations and Persona | Exercises Brand Management

Brand Management (MKT624) VU

Lesson 10

BRAND PICTURE

Brand picture is based on brand image, which has two following components:

•Brand associations

•Brand persona

Brand Associations

Associations refer to attributes the brand carries and benefits it offers to consumers. Persona is

description of the brand in human characteristics. The basics of this concept were discussed in

lecture 3 under brand identity and image. You must be able to express your brand in human

terms like sturdy, reliable, well-meaning and well-serving, stylish, modern, and caring etc.

A brand expressed as reliable must have those characteristics so that it can be perceived as that

by the target market. By the same token, a brand perceived as outdated by the market while the

company thinks of that as modern is at odds with the market perceptions.

The objective is to better understand brand’s strengths and weaknesses and have realistic

strategic goals. A long exercise in brand vision as discussed in the preceding two chapters

enables us to understand company’s strengths and weaknesses and their reflection on your

brand plans. A clear picture of the brand will emerge out of the understanding of strengths and

weaknesses toward leveraging your brand.

The two components of brand image are expressed graphically in the following figure.

According to Scot Davis, associations are

part of a laddering approach, whereby the

more you ladder up the perceived benefit in

your consumers’ mind the stronger is the

association1.

He goes on to say that features and attributes

remain undifferentiated in the minds of

consumers unless they translate into

perceived benefits.

He also states that benefits are weak unless

they relate to the customers’ central values

and beliefs2.

Example

A chain of schools cannot create

perceptions of good quality education to

children unless its program of teaching

relates to the central values of children’s

parents. The values could be a set of

good worldly education, knowledge of

basic religious tenets, and high morals. Emphasis on physical training and extra-curricular

activities may also be among the beliefs of the parents.

The education system of the school has to create all the relevant attributes and then deliver

those as benefits for the target market (parents) to perceive that the delivered product is

very much in line with their perceptions. The higher the quality of delivery and substance of

education, the higher the school has laddered up the benefits. Add to that the extra-

curricular activities and the school has further laddered up the benefits.

Brand Associations Brand Persona

Human

Characteristics

Product

Characteristics

Brand Image

Source: “Brand Asset Management” by Scot M. Davis

Figure 17

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Lesson 10 BRAND PICTURE Brand picture is based on brand image, which has two following components:

Brand associations
Brand persona Brand Associations Associations refer to attributes the brand carries and benefits it offers to consumers. Persona is description of the brand in human characteristics. The basics of this concept were discussed in lecture 3 under brand identity and image. You must be able to express your brand in human terms like sturdy, reliable, well-meaning and well-serving, stylish, modern, and caring etc. A brand expressed as reliable must have those characteristics so that it can be perceived as that by the target market. By the same token, a brand perceived as outdated by the market while the company thinks of that as modern is at odds with the market perceptions. The objective is to better understand brand’s strengths and weaknesses and have realistic strategic goals. A long exercise in brand vision as discussed in the preceding two chapters enables us to understand company’s strengths and weaknesses and their reflection on your brand plans. A clear picture of the brand will emerge out of the understanding of strengths and weaknesses toward leveraging your brand. The two components of brand image are expressed graphically in the following figure. According to Scot Davis, associations are part of a laddering approach, whereby the more you ladder up the perceived benefit in your consumers’ mind the stronger is the association^1. He goes on to say that features and attributes remain undifferentiated in the minds of consumers unless they translate into perceived benefits. He also states that benefits are weak unless they relate to the customers’ central values and beliefs^2. Example A chain of schools cannot create perceptions of good quality education to children unless its program of teaching relates to the central values of children’s parents. The values could be a set of good worldly education, knowledge of basic religious tenets, and high morals. Emphasis on physical training and extra-curricular activities may also be among the beliefs of the parents. The education system of the school has to create all the relevant attributes and then deliver those as benefits for the target market (parents) to perceive that the delivered product is very much in line with their perceptions. The higher the quality of delivery and substance of education, the higher the school has laddered up the benefits. Add to that the extra- curricular activities and the school has further laddered up the benefits. Brand Associations Brand Persona Human Characteristics Product Characteristics

Brand Image

Source: “Brand Asset Management” by Scot M. Davis Figure 17

The concept of laddering up the attributes and perceived benefits can be explained with the help of the following set of three related examples: Example 1 Think of a brand of clothing that you may not buy but do think is worth considering. The reason you think it is worth the space on the market is that it does demonstrate certain features and attributes that may have appeal for some, if not you. The brand is out in the market fulfilling need of a certain segment that has to be addressed by some brand(s). Example 2 Think of another brand of clothing that you desire just to fulfill certain basic needs with no intention for self-fulfillment. You expect the brand to offer you basic benefits and feel satisfied. You do not feel the need for projecting yourself. Your concern is all about the functional benefit that the brand provides. Consider a basic sport shirt in the light of this example. Example 3 Think of the best possible brand of clothing with which you associate yourself the most. If it rings a chord with your emotional values and beliefs, then it is laddered up in your mind to the highest. Your values dictate that you must look different by way of having expensive and fashionable clothing and be able to project yourself as a modern, sophisticated person. What happens is that you start feeling very important and confident thinking you are projecting the image you deserve. The laddering up of benefits can be explained wit the help of the following graphic illustration: Features refer to demonstrable features and attributes that fulfill basic needs. In the second stage, features and attributes translate into benefits, while in the third stage customer values are also fulfilled along with benefits. Refer to extra-curricular activities offered by a school with a good education system. The concept can be summarized in the following words:

Stage 1: Demonstrable Features & Attributes.
Stage 2: Features & Attributes + Benefits.
Stage 3: Features & Attributes + Benefits + fulfillment of values. We can conclude from the set of three examples that brand associations have different levels in the mind of consumers. The higher the level the more powerful is the brand. When a brand addresses your emotional values, it is at its pinnacle. Getting to the pinnacle should be the objective of all good brands. But then not all brands can do that. The following figure demonstrates the brand value build-up by way of a pyramid.

Features Benefits Values

Figure 18

From pinnacle to bottom There are categories in which all players work hard to win over customers by offering points of difference with quality. The offerings eventually get so close to each other that they lose the charm of having had differentiation at one point, thereby reducing the whole category to basic features and attributes. What once was a differentiated feature offering unique benefits and values is now commonplace and hence calls for working all over again through the brand value pyramid. The renewed working may not mean changing the product all together. It could be done through various ways of offering meaningful value to the customer, like improving service, distribution, and management practices. Toyota Corolla is an excellent example under such circumstances. Its direct competitors offer everything in tangible terms in their models, and yet Toyota is right on top. The position owes to the unmatchable customer value the brand offers through better availability of spares, service, and resale price of cars. The extra meaningful value does not let Toyota lose its exceptional laddering and reduce the model to the first level of brand pyramid. Conversely, in many cases of consumer consumables, similarities let brands catch up with each other and prevent them from offering any meaningful ways of retaining differentiated customer value. The result is all brands lose their exceptional laddering and reduce the category to the first level of brand pyramid. Price wars and massive promotions start. Result is shake-outs. Category gets a new life with the advent of new technology or at least new innovation or a substitute category of products. The next lecture continues with the levels of association a good brand should evoke. How features and benefits should be determined to have the desired associations evoked is the starting point of the lecture. Bibliography:

_1. Scot M. Davis: “Brand Asset Management – Driving Profitable Growth through Your Brands”; Jossey-Bass, A Wiley Imprint (54)

Scot M. Davis: “Brand Asset Management – Driving Profitable Growth through Your Brands”; Jossey-Bass, A Wiley Imprint (56)_

Understanding Brand Image: Brand Associations and Persona, Exercises of Brand Management

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Brand Image

Features Benefits Values