Upload
aditya
View
214
Download
1
Embed Size (px)
DESCRIPTION
Good Academic
Citation preview
Part II
Defining and evaluating Brand Equity and Brand Strength
Defining Brand Identity
PSU - Global Brand Management - Alain Hutinel
EVALUATING THE BRAND STRENGTH ON THE MARKETFrom Motivationist Marketing Models toBrand Strength & Brand Equity
PSU - Global Brand Management - Alain Hutinel
Motivationist models inputsFavorability of Attitudes with the brand nameFamiliarity with the brand nameImage profile Perceptual mapsPreference Behavorial models
PSU - Global Brand Management - Alain Hutinel
Favorability of Attitudes and Degree of FamiliarityAttitudes++- -Familiarity++--Brand CBrand BBrand A
Brand DIs this everpossible ????!!
PSU - Global Brand Management - Alain Hutinel
Image profile of the brandCriteria 1
Criteria 2
Criteria 3
Criteria ... n+++- - -ABCBrand+Product
PSU - Global Brand Management - Alain Hutinel
Perceptual mapsA car prestigious to ownHighLowA financiallyeffective carLowHigh* MercedesBMW** JaguarToyota(Lexus)** Alfa*VolvoHonda(legend)**Audi*SaabPrestige cars among managers
PSU - Global Brand Management - Alain Hutinel
Preference Models100 %
70%
25%
15%
0
Knowers15%0NonKnowersPreferersIndifferentsRejectors
PSU - Global Brand Management - Alain Hutinel
Behavorial modelsBrand ABrand BAwarePositiveTriersSatisfiedRepurchaseTotal marketWhich is strongest ???
PSU - Global Brand Management - Alain Hutinel
We are looking forBrand Strength &/or Equity=Brand Capacity to create Meanings and Added Value
PSU - Global Brand Management - Alain Hutinel
EVALUATING BRAND STRENGTH &/or EQUITY1) What we must know2) On what criteria is Brand strength measured ?3) Where do we stand in the brand building continuum ?
PSU - Global Brand Management - Alain Hutinel
2 approaches : Keller & Aaker (+ Hutinel)Customer approach : KellerGeneral Market approach : Aaker
PSU - Global Brand Management - Alain Hutinel
Customer Based Brand EquityACCORDING TO KELLER
PSU - Global Brand Management - Alain Hutinel
Motivation forCustomer-Based Brand Equity ModelMarketers know strong brands are important but arent always sure how to build one.CBBE model was designed to be comprehensive cohesive well-grounded up-to-dateactionable
PSU - Global Brand Management - Alain Hutinel
Rationale of Customer-Based Brand Equity ModelBasic premise: Power of a brand resides in the minds of customersChallenge is to ensure customers have the right types of experiences with products & services and their marketing programs to create the right brand knowledge structures:ThoughtsFeelingsImagesPerceptionsAttitudes
PSU - Global Brand Management - Alain Hutinel
Building Customer-Based Brand EquityBuilding a strong brand involves a series of steps as part of a branding ladderA strong brand is also characterized by a logically constructed set of brand building blocks.Identifies areas of strength and weaknessProvides guidance to marketing activities
PSU - Global Brand Management - Alain Hutinel
PSU - Global Brand Management - Alain Hutinel
Salience DimensionsDepth of brand awarenessEase of recognition & recallStrength & clarity of category membershipBreadth of brand awarenessPurchase considerationConsumption consideration
PSU - Global Brand Management - Alain Hutinel
Performance Dimensions Primary characteristics & supplementary featuresProduct reliability, durability, and serviceabilityService effectiveness, efficiency, and empathyStyle and designPrice
PSU - Global Brand Management - Alain Hutinel
Imagery DimensionsUser profilesDemographic & psychographic characteristicsActual or aspirationalGroup perceptions -- popularityPurchase & usage situationsType of channel, specific stores, ease of purchaseTime (day, week, month, year, etc.), location, and context of usagePersonality & valuesSincerity, excitement, competence, sophistication, & ruggednessHistory, heritage, & experiencesNostalgiaMemories
PSU - Global Brand Management - Alain Hutinel
Judgment DimensionsBrand qualityValueSatisfactionBrand credibilityExpertiseTrustworthinessLikabilityBrand considerationRelevanceBrand superiorityDifferentiation
PSU - Global Brand Management - Alain Hutinel
Feelings DimensionsWarmthFunExcitementSecuritySocial approvalSelf-respect
PSU - Global Brand Management - Alain Hutinel
Resonance Dimensions Behavioral loyaltyFrequency and amount of repeat purchasesAttitudinal attachmentLove brand (favorite possessions; a little pleasure)Proud of brandSense of communityKinshipAffiliationActive engagementSeek informationJoin clubVisit web site, chat rooms
PSU - Global Brand Management - Alain Hutinel
PSU - Global Brand Management - Alain Hutinel
PSU - Global Brand Management - Alain Hutinel
Application:Identify the key drivers of brand equity
PSU - Global Brand Management - Alain Hutinel
We are looking forBrand Strength=Brand Capacity to create Meanings and Added Value
PSU - Global Brand Management - Alain Hutinel
General Market Approach
ACCORDING TO AAKER & HUTINEL
PSU - Global Brand Management - Alain Hutinel
PSU - Global Brand Management - Alain Hutinel
LOYALTYAWARENESSQUALITYIMAGE & ASS. PROPERTYBRANDSTRENGTH(EQUITY)VALUE FOR THE COSTUMERVALUEFOR THEFIRMPREFERENCE
PSU - Global Brand Management - Alain Hutinel
Brand preferenceIf a customer / prospect is interested by the product price, or its caracteristics or usage etc... and is not convinced in the Brands advantage, then the Brand preference is weak and the Brand added value also weak.Intensity of Brand Preference Probably the best measurement of attitudinal strength towards the brand, of brand loyalty and of brand value to the individual costumer as well as to the firm.
PSU - Global Brand Management - Alain Hutinel
PSU - Global Brand Management - Alain Hutinel
McDo
5F ( 70 cents) - Hamburger at any time
Awareness +What is it ?- T.O.M- Spontaneous- Aided+ ..... ? + Saliency- connotations- familiarity- perceived value- activeness- esteem- power- notoriousness/- reputation
PSU - Global Brand Management - Alain Hutinel
PSU - Global Brand Management - Alain Hutinel
The Image of the Brand ItselfDefinition : All associations suggested by the Brand +respecttrustworthinessinnovativenesscreativitymeanings ascribed, values attachment affective measureswantibility personalityaffectivitypower ....
PSU - Global Brand Management - Alain Hutinel
PSU - Global Brand Management - Alain Hutinel
PSU - Global Brand Management - Alain Hutinel
PSU - Global Brand Management - Alain Hutinel
Levels of brand Loyaltyor Strength of Brand LinkIndifference to the brandConservative to the Brand, butnot really satisfiedSatisfied, but still could changeTrustfull, likesthe BrandPromotes the Brand
PSU - Global Brand Management - Alain Hutinel
Measuring Brand LoyaltyBehavior & purchase actsSwitching costsSatisfactionPreferenceAttitudes & emotions towards the BrandPurchase Intent
PSU - Global Brand Management - Alain Hutinel
Perceived qualityPIMS resultsOn the long run, perceived quality is the most influential factor of ROI and ROS ratios.it affects :market share,pricemarketing efficiencycosts
PSU - Global Brand Management - Alain Hutinel
Perceived Brand qualityDifferent from product quality
does not rely ONLY on usage
?
PSU - Global Brand Management - Alain Hutinel
PresenceRelevancePerformanceAdvantageBond + AffinityBrand Strength Building Continuum?
PSU - Global Brand Management - Alain Hutinel
Brand Strength Level & depth of loyalty (Intensity of) PreferenceAwareness + saliency QualityImage, positionning, associations selling valueprice premium potentialityhow much bonding ?
PSU - Global Brand Management - Alain Hutinel
Towards Brand Identity
PSU - Global Brand Management - Alain Hutinel
The Brand Chinese PictureAn ObjectAn animalA celebrityA countryA locationAn atmosphereA painting
Synonymous BrandsAntonymous Brands
PSU - Global Brand Management - Alain Hutinel
Brand Mental Map Build-upYour Brandfunfriendlystoreflashlights
PSU - Global Brand Management - Alain Hutinel
Nature & activenessof Relationestablished by BrandBrand Non-AdeptsSet of mind of Brand & of Brand AdeptsBrand Adepts set of mind of Brand & ofthemselvesMost typical/active apects of Brand Culture &LigitimacyMost typical/salient aspects of Brand PersonaMost typical Physical offer and salient aspects Of BrandBRANDIDENTITY
PSU - Global Brand Management - Alain Hutinel
Brand Personality Factors and facetsSincerity : down-to-earth, Honest, Wholesome, Cheerful Excitement : Daring, Spirited, Imaginative, Up-to-dateCompetence : Relaible, Intelligent, successfulSophisitication : upper-class, charming, brilliantRuggedness : outdorsy, tough
PSU - Global Brand Management - Alain Hutinel
Brand Equity Measurement
PSU - Global Brand Management - Alain Hutinel
Brand Tracking StudiesStructureBrand Awareness and usageBrand JudgmentsBrand PerformanceBrand ImageryBrand FeelingsBrand Resonance
PSU - Global Brand Management - Alain Hutinel
Brand Awareness & Usage/Experience Spontaneous, aided awarenessUsage stateEstablished trialNext purchase ?Competition awareness
Spontaneous associationsCompetitive set (usage, trial)Level of familiarity
PSU - Global Brand Management - Alain Hutinel
Brand JudgmentsRelative to Brand OfferAttitudesSatisfaction level, comparedRecommend to others ?Value for money ?What is best sold by the brand ?What you like best ?What is different ? Superior, most satisfying vs others ?
Relative to Brand Business EntityInnovative ?Knowledgeable ?Trustworthy ?Likable ?Concern about customers ?Concerned about society ?Admirable ?Quality of management ?.
PSU - Global Brand Management - Alain Hutinel
Brand PerformanceConvenienceEfficiencyQualityAll aspects of brand offer specific features, benefits, promises, positionnings ..
Brand ImageryAdmirationRespectDowmn-to-earthDaringUp-to-dateReliableSuccessfulUuper classCharmingOut-doorsy.
PSU - Global Brand Management - Alain Hutinel
Brand FeelingsWarmth ?Fun ?Excitement ?Security ?Social Approval/enhancement ?Self-respect ?.
Brand ResonanceDo you consider yourself as loyal ?Occasionaly .. To would do anything to buy ?Love ?Identification with users ?Connected to the Brand ?Recommend the Brand ?Interest in Brand achievments ?Proudness of using ?Follow news ?Go to website ?Own Stock ?
PSU - Global Brand Management - Alain Hutinel
How do brands work ?The car industry CasesRead articles The rle of marque, How people buy, Reviving up Autoindustry & New Brand of Brand ManagementIdentify how, when, why, Brand/marque influences the decision-making process & choice in the different segments/clustersSort rational and emotional influences Apply to your brand Prepare presentation
PSU - Global Brand Management - Alain Hutinel
23