introduction to brand equity - feu · introduction to brand equity session 2 ... a brand has...
TRANSCRIPT
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Introduction to brand equity
Session 2Holistic Brand Strategy
Patrick CollingsSagacite Brand Agency
Nairobi, Kenya26th & 27th May 2008
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“If this business were split up, I would give you the land and bricks and mortar, and I
would take the brands and trademarks, and I would fare better than you”
John Stuart, Chairman of Quaker
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tangible assets ruledhowever,
for much of the 20th century
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brands were therebrands were theremanagement knew
but value not recorded
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1980s
then the
arrived
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the value of brands was recognized
(more about brand valuation in session four)
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so a business perspective on brands(not to be confused with our market definition )
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“Brands are intangible assets, assets that produces added benefits for the business. This is the domain of strategic brand management: how to create value with proper brand management ”
Jean-Noël Kapferer, The New Strategic Brand Management
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what is brand equity
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many different viewpoints and definitions
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my mashup version
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brand equity is the measurable value derived from marketing and other strategic and management efforts
attributable to a brand
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brand equity is the measurable value derived from marketing and other strategic and management efforts
attributable to a brand
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lets explore this value add
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enables buying decisions1
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builds customer loyalty2
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1 + 2 =
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builds market share3
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protects market share4
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helps command higher prices5
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+20%
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creates a halo effect6
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apple itunes commercial
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50% vs 17%
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assists business expansion7
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more trade support8
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increases market value9
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but...there is a flip side
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a neglected brand erodes
value
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the point we have arrived at
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we have defined brands
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we have defined brand equity
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shown that a valuable brand adds overall value
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now to build brand equity
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kevin lane keller
E. B. Osborn Professor of Marketing at the Tuck School of Business at Dartmouth College
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customer-based brand equity
model
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CBBE
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approaches brand equity from the perspective of the consumer
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customer-based brand equity is the differential effect that brand knowledge has on consumer
response to the marketing of the brand
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customer-based brand equity is the differential effect that brand knowledge has on consumer
response to the marketing of the brand
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customer-based brand equity is the differential effect that brand knowledge has on consumer
response to the marketing of the brand
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customer-based brand equity is the differential effect that brand knowledge has on consumer
response to the marketing of the brand
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taste perception of six beers when aware of the brands
coors
pabst
miller lite
budweiser
colt 45
guinness
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taste perception of six beers when unaware of the brands
guinnesscoors
pabst
miller litebudweiser colt 45
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a brand has positive cbbe when consumer react more favourably to an offering and its marketing when the brand is identified than
when it is not
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a brand has negative cbbe when consumer react less favourably to an offering and its
marketing when the brand is identified than when it is not
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“The challenge for marketers in building a strong brand is ensuring that customers have
the right type of experiences with products and services and their accompanying marketing
programs so that the desired thoughts, feelings, images, beliefs, perceptions, opinions,
and so on become linked to the brand.”Kevin Lane Keller
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a point of difference
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keller’s cbbe model is marketing focus whilst holistic brand strategy embraces
other management disciplines
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building brand equity
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four sequential steps
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brand awareness
brand understanding
brand opinion
brand relationship
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brand awareness
brand understanding
brand opinion
brand relationship
who are you?
what are you?
who do i think of you?
what about us?
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brand awareness
brand understanding
brand opinion
brand relationship
who are you?
what are you?
who do i think of you?
what about us?
deep and broad brand awareness
points of parity & points of difference
positive accessible reactions
intense and active loyalty
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customer-basedbrand equity
pyramid
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brand awareness
brand understanding
brand opinion
brandresonance
loyal client base
potential market
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takeaways
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brand equity is the measurable value derived from activities unique to a brand 2
building brand equity with keller’s customer-based brand equity model4
1 value of brands only measured and recorded in the last two decades
a valuable brand helps an entire organization 3