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Bakingpages' Brand Equity: Elements And Importance

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Bookstagram, the book-related niche of Instagram, has become a global platform for reviewing and displaying books, with over 34 million #bookstagram posts (Instagram, 2019). My brand ‘bakingpages’ creates customer-based brand equity through strong positioning, high awareness, and strong, favourable, and unique brand associations in consumers’ memory.

Brand Positioning

Importance of identifying a differentiated and motivating positioning

Brand positioning involves devising a company’s offerings and image in order for it to occupy a distinct, unique, and valuable space within the minds of target customers (Kotler & Keller, 2006). Differentiated positioning provides the brand with a sustainable competitive advantage or ‘unique selling proposition’ that gives consumers a compelling reason for buying (Aaker, 1982).

Additionally, a motivating positioning is important in re-linking existing connections related to the brand in consumers’ mind (Ries & Trout, 2001), as positioning is central to customers’ perceptions, choices, and decision-making (Aaker, 1982). Effective positioning allows brands to capture monetary profits from consumers, as they become brand loyal. For instance, consumers may be more willing to attend to additional communications for a brand, process these communications more favorably, and better recall brand communications (Keller, 2009).

Brand positioning is vital in guiding and developing a marketing program as it tells consumers about the brand, how it is unique and or similar to competitive brands, and why consumers should use it (Keller, 2012).

Positioning builds brand equity if it increases consumer brand familiarity and the favourable, strong, and unique brand associations in their memory (Keller, 1993).

Bakingpages’ brand positioning and brand mantra

Bakingpages’ competitive frame of reference is the bookstagram category. The first target segment of readers is divided using behavioural segmentation, as they have vested interests in books, reading, and the online bookish community. Books are part of their job, hobby or passion, and they want to keep up-to-date on new releases, recommendations, and reviews; since 50% of consumers believe influencer authenticity is derived from taste or recommendations (Rakuten Marketing, 2019). The second segment of commercial publishers and other book-related businesses (such as book subscription boxes and Etsy stores) are divided through benefit-sought segmentation. As 83% of Instagram users discover new products and services on Instagram (Facebook, 2019), they value a genuine, reliable, and positive sponsorship relation with my brand.

Direct competitors include other bookstagram influencers within the product category. Indirect competition includes other social influencers that compete for brand exposure, from all social media platforms, including blogs, Twitter, and YouTube.

My brand’s points-of-parity within the bookstagram category, include attributes such as an aesthetic feed, book reviews, book recommendations, book clubs, and interactive questions. My points-of-difference include my incorporation of food and baking, genuine authenticity through behind-the-scenes Instagram Stories, and passion for reading and baking – all of which helps create a welcoming and supportive space.

These points contribute to my brand positioning, where ‘for readers, bakingpages is the bookstagram that best delivers on inspiring tasty conversation because bakingpages creates a personable, welcoming, and genuine space, served with a side of aesthetic books and baked treats.’ This positioning statement is congruent to my brand mantra, shown in Table 1, as ‘inspiring tasty conversation’, as it focuses on the experiential benefit of community and dialogue.

Role of brand elements in aiding brand awareness

Brand elements (or brand identities) are trademarkable devices used to create a distinctive brand identity (Keller, 2012). Consistent brand elements can enhance brand awareness, facilitate brand associations formation, and elicit consumers’ positive brand judgments and feelings (Keller, 2001).

Brand knowledge is defined by brand awareness and brand image (Keller, 1993). Brand awareness measures the strength of the brand node within a consumer’s memory, reflecting their ability to identify the brand whilst under different conditions (Rossiter & Percy, 1987). The depth of brand awareness measures the ease with which brand elements can be recalled, while breadth of brand awareness measures the range of purchase and usage situations in which the brand element comes to mind (Keller, 2012).

Brand elements plays an important role in consumer decision-making as they facilitate consumer brain mapping, helping consumers identify the brand by improving their brand recognition and recall. If a brand’s elements are strong, favourable, and unique, it will have higher positive brand awareness, and lead to greater brand equity (Keller, 1993). This means consumers will more likely think of the brand when they consider the product category, and thus, will more likely to be in their consideration set (Baker et al. 1986).

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Bakingpages’ brand elements

In order to build initial brand equity, an offensive strategy of elements is used to create brand identity. My brand name ‘bakingpages’ is descriptive, uses simple vocabulary, and correct spelling, making it easily shareable. It is meaningful as it is relevant to the brand’s product category and offerings; as well as specific product attributes and benefits, including the unique baking and recipe posts.

As shown in the mood board, bakingpages’ Instagram feed is curated with a bright colour palette, creating a likeable aesthetic appeal to attract readers. Instagram Stories allows me to share unedited behind-the-scenes baking footage, and video book reviews, in order to show the genuine, artistic passion of the brand, as 49% of consumers derive authenticity from an influencer’s passion (Rakuten Marketing, 2019).

Bakingpages’ biography displays a meaningful slogan ‘tasty, bookish conversation’ that reflects the brand mantra and positioning. The profile image exhibits my face with a cheerful facial expression whilst reading a book and eating cake, creating a personable and likeable character. My clothing, hair style, body language, and facial expressions are relaxed, casual, and positive, which is consistently reflected in my optimistic and friendly persona.

The hashtag #bakereaders is used my and followers’ posts to form a brand community and loyal brand fans, especially as having at least one hashtag leads to 12.6% more engagement (Sprout Social, 2019). This hashtag is meaningful to my brand’s product attributes and will also be easily transferable for future brand extensions across other social media platforms.

The cohesiveness of the brand identity depends on the congruency of the brand elements (Keller, 1993), thus, bakingpages’ brand elements are consistently bright and welcoming, reinforcing the brand positioning to further build brand equity.

Brand Associations

Importance of strong, favourable and unique brand associations in building brand image

Brand associations are the informational nodes linked to the brand node within consumers’ memory, containing consumers’ brand meaning (Keller, 1993). The brand image is the result, interpretation, and synthesis of brand associations (Kapferer, 2012).

These associations are identified through three dimensions; firstly, strong associations, that are strongly connected to the brand node, are created when customers encode product information and store it in relation to existing brand knowledge (Keller, 1993). Secondly, favourable associations are created when the brand satisfies consumers’ wants and needs through its relevant attributes and benefits, forming positive brand attitudes. This is important in building brand image as it is the basis of a successful marketing program to be likeable and desired (Keller, 1993). Thirdly, unique associations are determined through direct or indirect comparisons with competitors, and is the basis for sustainable competitive advantage (Keller, 2001).

The presence of strongly held, favourably evaluated associations, that are unique to the brand builds a positive brand image and creates points-of-difference, serving as sources of consumer-based brand equity (Keller, 2001). Positive brand responses include intense and active brand loyalty; more favourable price elasticity responses; greater communication and channel effectiveness; and growth opportunities through extensions or licensing into more diverse categories (Hoeffler and Keller 2003; Keller, 2012).

Bakingpages’ core brand association map

As demonstrated in Figure 1, brand association maps visually aid marketers to realise their consumers’ brand nodes. Within Keller’s Brand Resonance Pyramid (2001), brand meaning is determined by brand performance and imagery.

Bakingpages’ brand performance involves meeting consumers’ functional needs, through its knowledge, aesthetics, and use for enjoyment, to satisfy consumers’ utilitarian attributes, which also reflect points-of-parity for bookstagram accounts. Bakingpages’ product attributes include a core product of a cosy space for conversation. The expected product is regular daily Instagram posts with curated content ranging from book reviews, recommendations, recipes, artistic spreads, and interactive questions. The augmented product involves a supportive reading and baking community, labelled with the collective hashtag #bakereaders. The potential product is to bring colour and brightness to the offline world, by creating welcoming and supportive spaces for conversation.

Brand imagery focuses on the abstract emotions and feelings of the consumer, including symbolic and experiential benefits. As shown in Figure 1, bakingpages’ consumers achieve experiential benefits of cognitive stimulation, book-related discussion, and a wholesome community. Symbolic benefits include social inclusion through shared experiences, as consumers can bond over books and baking. The main intangible aspects of the brand include the user’s profile, whom are young Instagram users interested in books and baking, as 71% of active users are under the age of 35 (Statista, 2019). The usage situation involves an informal and casual perusal on Instagram, where consumers can interact with bakingpages for leisure. Under Aaker’s five dimensions of personality (1997), bakingpages is situated on the sincerity dimension, as bakingpages’ personality is honest, wholesome, and cheerful.

The ‘value-expressive’ attitudes allows individuals to express their self-concept (Katz 1960), as a parallel to bakingpages’ attitudes of friendliness, welcome, and support. Thus, these brand associations reinforce bakingpages’ brand positioning, as a welcoming space for conversation, that delivers genuine and colourful book and baking-related content.

Conclusion

Bakingpages’ positioning as a welcoming space for authentic and cosy conversation is reinforced through its meaningful, memorable, and likeable brand elements, which increase awareness. Its strong, favourable, and unique brand associations create an authentic, welcoming, and supportive brand image. These factors reflect a consistent message, which contributes to the construction of bakingpages’ strong consumer-based brand equity.

Reference

  1. Aaker, D. A., & Shansby, J. (1982). Positioning your product. Business Horizons, 25(3), 56–62. doi: 10.1016/0007-6813(82)90130-6
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  3. Baker, W., Hutchinson, J. W., Moore, D., & Nedungadi, P. (1986), Brand familiarity and advertising: Effects on the evoked set and brand preferences. Advances in Consumer Research, 13, 637-42.
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  8. Katz, D. (1960). The Functional Approach to the Study of Attitudes. Public Opinion Quarterly, 24(2, Special Issue: Attitude Change), 163. doi: 10.1086/266945
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Bakingpages’ Brand Equity: Elements And Importance. (2022, February 17). Edubirdie. Retrieved November 29, 2022, from https://edubirdie.com/examples/bakingpages-brand-equity-elements-and-importance/
“Bakingpages’ Brand Equity: Elements And Importance.” Edubirdie, 17 Feb. 2022, edubirdie.com/examples/bakingpages-brand-equity-elements-and-importance/
Bakingpages’ Brand Equity: Elements And Importance. [online]. Available at: <https://edubirdie.com/examples/bakingpages-brand-equity-elements-and-importance/> [Accessed 29 Nov. 2022].
Bakingpages’ Brand Equity: Elements And Importance [Internet]. Edubirdie. 2022 Feb 17 [cited 2022 Nov 29]. Available from: https://edubirdie.com/examples/bakingpages-brand-equity-elements-and-importance/
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