marketing ppt(brand strength)

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


Motivationist models inputsFavorability of Attitudes with the brand nameFamiliarity with the brand nameImage profile Perceptual mapsPreference Behavorial models


Favorability of Attitudes and Degree of FamiliarityAttitudes++- -Familiarity++--Brand CBrand BBrand A

Brand DIs this everpossible ????!!


Image profile of the brandCriteria 1

Criteria 2

Criteria 3

Criteria ... n+++- - -ABCBrand+Product


Perceptual mapsA car prestigious to ownHighLowA financiallyeffective carLowHigh* MercedesBMW** JaguarToyota(Lexus)** Alfa*VolvoHonda(legend)**Audi*SaabPrestige cars among managers


Preference Models100 %

70%

25%

15%

0

Knowers15%0NonKnowersPreferersIndifferentsRejectors


Behavorial modelsBrand ABrand BAwarePositiveTriersSatisfiedRepurchaseTotal marketWhich is strongest ???


We are looking forBrand Strength &/or Equity=Brand Capacity to create Meanings and Added Value


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 ?


2 approaches : Keller & Aaker (+ Hutinel)Customer approach : KellerGeneral Market approach : Aaker


Customer Based Brand EquityACCORDING TO KELLER


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


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


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


Salience DimensionsDepth of brand awarenessEase of recognition & recallStrength & clarity of category membershipBreadth of brand awarenessPurchase considerationConsumption consideration


Performance Dimensions Primary characteristics & supplementary featuresProduct reliability, durability, and serviceabilityService effectiveness, efficiency, and empathyStyle and designPrice


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


Judgment DimensionsBrand qualityValueSatisfactionBrand credibilityExpertiseTrustworthinessLikabilityBrand considerationRelevanceBrand superiorityDifferentiation


Feelings DimensionsWarmthFunExcitementSecuritySocial approvalSelf-respect


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


Application:Identify the key drivers of brand equity


We are looking forBrand Strength=Brand Capacity to create Meanings and Added Value


General Market Approach

ACCORDING TO AAKER & HUTINEL


LOYALTYAWARENESSQUALITYIMAGE & ASS. PROPERTYBRANDSTRENGTH(EQUITY)VALUE FOR THE COSTUMERVALUEFOR THEFIRMPREFERENCE


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.


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


The Image of the Brand ItselfDefinition : All associations suggested by the Brand +respecttrustworthinessinnovativenesscreativitymeanings ascribed, values attachment affective measureswantibility personalityaffectivitypower ....


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


Measuring Brand LoyaltyBehavior & purchase actsSwitching costsSatisfactionPreferenceAttitudes & emotions towards the BrandPurchase Intent


Perceived qualityPIMS resultsOn the long run, perceived quality is the most influential factor of ROI and ROS ratios.it affects :market share,pricemarketing efficiencycosts


Perceived Brand qualityDifferent from product quality

does not rely ONLY on usage

?


PresenceRelevancePerformanceAdvantageBond + AffinityBrand Strength Building Continuum?


Brand Strength Level & depth of loyalty (Intensity of) PreferenceAwareness + saliency QualityImage, positionning, associations selling valueprice premium potentialityhow much bonding ?


Towards Brand Identity


The Brand Chinese PictureAn ObjectAn animalA celebrityA countryA locationAn atmosphereA painting

Synonymous BrandsAntonymous Brands


Brand Mental Map Build-upYour Brandfunfriendlystoreflashlights


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


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


Brand Equity Measurement


Brand Tracking StudiesStructureBrand Awareness and usageBrand JudgmentsBrand PerformanceBrand ImageryBrand FeelingsBrand Resonance


Brand Awareness & Usage/Experience Spontaneous, aided awarenessUsage stateEstablished trialNext purchase ?Competition awareness

Spontaneous associationsCompetitive set (usage, trial)Level of familiarity


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 ?.


Brand PerformanceConvenienceEfficiencyQualityAll aspects of brand offer specific features, benefits, promises, positionnings ..

Brand ImageryAdmirationRespectDowmn-to-earthDaringUp-to-dateReliableSuccessfulUuper classCharmingOut-doorsy.


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 ?


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


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marketing ppt(brand strength)

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