developing a brand equity measurement and management system
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DEVELOPING A BRAND EQUITY MEASUREMENT
AND MANAGEMENT SYSTEM
Presented By- Yogesh Kakra
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NEW ACCOUNTABILITY
“Return of marketing investment” (ROMI)
Increase in Accountability forced marketers to address tough challenges and develop new measurement approach
Brand as a asset- ability to generate future cash flow
Create value by changing customer behavior not changing attitude
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THE BRAND VALUE CHAIN
Broader perspective than just the CBBE model
The brand value chain is a structured approach to assessing the sources and outcomes of brand equity and the manner by which marketing activities create brand value.
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B
Product - Awareness - Price premiums - Stock Price Communication - Associations - Price elasticity - P/E ratio Trade - Attitude - Market Share - Market
capitalization Employee - Attachment - Expansion success Other - Activity - Cost structure
- Profitability
Multiplier
- Clarity - Competitive reaction - Market Dynamics
- Relevance - Channel support - Growth potential
- Distinctiveness - Customer size & profile - Risk profile
- Consistency - Brand contribution
Customer Mind-set
Marketing Program
investment
Market Performanc
e
Shareholder Value
Program Quality
Marketplace Condition
Investor Sentiment
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VALUE STAGES
Marketing program investment- Any marketing program that can be attributed to brand value development
• Customer mind-set: In what way have customers been changed as a result of the marketing program?
Five dimension came out from CBBE model- Brand awareness Brand association Brand attitude Brand attachment Brand activity
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VALUE STAGES
Market Performance- How do customers respond in the marketplace?
Shareholder value
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MULTIPLIERS
Program Quality Multiplier- ability of marketing program to affect customer mind-set depend on its quality
Clarity Relevance Distinctiveness Consistency Marketplace Conditions Multiplier- The extent to which value
created in the minds of customers affects market performance It depends on factors
Competitive reaction Channel support Customer size & profile
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MULTIPLIERS
Investor Sentiment Multiplier: The extent to which the value generated through brand market performance is manifested in shareholder value It depends on factors
Dynamics Growth potential Risk profile and Brand contribution
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BRAND EQUITY MEASUREMENT SYSTEM A set of research procedures that is designed to provide
timely, accurate, and actionable information for marketers so that they can make the best possible tactical decisions in the short run and strategic decisions in the long run
Brand Equity Measurement System- Conducting brand audits Developing tracking procedures Designing a brand equity management system
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DESIGNING BRAND TRACKING STUDIES Tracking studies involve information collected
from consumers on a routine basis over time
Often done on a “continuous” basis Provide descriptive and diagnostic information
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WHAT TO TRACK
Customize tracking surveys to address the specific issues faced by the brand
Product-brand tracking Corporate or family brand tracking Global tracking
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HOW TO CONDUCT TRACKING STUDIES
Who to track (target market)
When and where to track (how frequently)
How to interpret brand tracking
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THANK YOU