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Part II. Defining and evaluating Brand Equity and Brand Strength Defining Brand Identity. EVALUATING THE BRAND STRENGTH ON THE MARKET. From Motivationist Marketing Models to Brand Strength & Brand Equity. Motivationist models inputs.

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part ii
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 market

EVALUATING THE BRAND STRENGTH ON THE MARKET

From Motivationist Marketing Models

to

Brand Strength & Brand Equity

PSU - Global Brand Management - Alain Hutinel

motivationist models inputs
Motivationist models inputs
  • Favorability of Attitudes with the brand name
  • Familiarity with the brand name
  • Image profile
  • Perceptual maps
  • Preference
  • Behavorial models

PSU - Global Brand Management - Alain Hutinel

favorability of attitudes and degree of familiarity
Favorability of Attitudes and Degree of Familiarity

Attitudes

- -

++

+

+

Brand D

Brand C

Familiarity

Brand B

Is this ever

possible ????!!

  • Brand A

-

-

PSU - Global Brand Management - Alain Hutinel

image profile of the brand
Image profile of the brand

A

B

C

Criteria 1

Criteria 2

Criteria 3

Criteria ... n

- - -

+++

Brand

+

Product

PSU - Global Brand Management - Alain Hutinel

perceptual maps

Prestige cars

among managers

A car prestigious to own

High

Perceptual maps

* Mercedes

BMW

*

* Jaguar

* Alfa

A financially

effective car

Toyota(Lexus)

*

*

Audi

High

Low

*Saab

Honda(legend)*

Volvo

*

Low

PSU - Global Brand Management - Alain Hutinel

preference models
Preference Models

Knowers

15%

0

100 %

70%

25%

15%

0

Preferers

Non

Knowers

  • Indifferents

Rejectors

PSU - Global Brand Management - Alain Hutinel

behavorial models
Behavorial models

Brand A

Brand B

Aware

Repurchase

Positive

Triers

Satisfied

Total market

Which is

strongest ???

PSU - Global Brand Management - Alain Hutinel

we are looking for brand strength or equity brand capacity to create meanings and added value
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 equity
EVALUATING BRAND STRENGTH &/or EQUITY
  • 1) What we must know
  • 2) 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
2 approaches : Keller & Aaker (+ Hutinel)
  • Customer approach : Keller
  • General « Market » approach : Aaker

PSU - Global Brand Management - Alain Hutinel

customer based brand equity

Customer Based Brand Equity

ACCORDING TO KELLER

PSU - Global Brand Management - Alain Hutinel

motivation for customer based brand equity model
Motivation forCustomer-Based Brand Equity Model
  • Marketers know strong brands are important but aren’t always sure how to build one.
  • CBBE model was designed to be …
    • comprehensive
    • cohesive
    • well-grounded
    • up-to-date
    • actionable

PSU - Global Brand Management - Alain Hutinel

rationale of customer based brand equity model
Rationale of Customer-Based Brand Equity Model
  • Basic premise: Power of a brand resides in the minds of customers
  • Challenge is to ensure customers have the right types of experiences with products & services and their marketing programs to create the right brand knowledge structures:
    • Thoughts
    • Feelings
    • Images
    • Perceptions
    • Attitudes

PSU - Global Brand Management - Alain Hutinel

building customer based brand equity
Building Customer-Based Brand Equity
  • Building a strong brand involves a series of steps as part of a “branding ladder”
  • A strong brand is also characterized by a logically constructed set of brand “building blocks.”
    • Identifies areas of strength and weakness
    • Provides guidance to marketing activities

PSU - Global Brand Management - Alain Hutinel

slide16

CUSTOMER-BASED BRAND EQUITY PYRAMID

4. RELATIONSHIPS =

What about you & me?

RESONANCE

3. RESPONSE =

What about you?

FEELINGS

JUDGMENTS

2. MEANING =

What are you?

PERFORMANCE

IMAGERY

1. IDENTITY =

Who are you?

SALIENCE

PSU - Global Brand Management - Alain Hutinel

salience dimensions
Salience Dimensions
  • Depth of brand awareness
    • Ease of recognition & recall
    • Strength & clarity of category membership
  • Breadth of brand awareness
    • Purchase consideration
    • Consumption consideration

PSU - Global Brand Management - Alain Hutinel

performance dimensions
Performance Dimensions
  • Primary characteristics & supplementary features
  • Product reliability, durability, and serviceability
  • Service effectiveness, efficiency, and empathy
  • Style and design
  • Price

PSU - Global Brand Management - Alain Hutinel

imagery dimensions
Imagery Dimensions
  • User profiles
    • Demographic & psychographic characteristics
    • Actual or aspirational
    • Group perceptions -- popularity
  • Purchase & usage situations
    • Type of channel, specific stores, ease of purchase
    • Time (day, week, month, year, etc.), location, and context of usage
  • Personality & values
    • Sincerity, excitement, competence, sophistication, & ruggedness
  • History, heritage, & experiences
    • Nostalgia
    • Memories

PSU - Global Brand Management - Alain Hutinel

judgment dimensions
Judgment Dimensions
  • Brand quality
    • Value
    • Satisfaction
  • Brand credibility
    • Expertise
    • Trustworthiness
    • Likability
  • Brand consideration
    • Relevance
  • Brand superiority
    • Differentiation

PSU - Global Brand Management - Alain Hutinel

feelings dimensions
Feelings Dimensions
  • Warmth
  • Fun
  • Excitement
  • Security
  • Social approval
  • Self-respect

PSU - Global Brand Management - Alain Hutinel

resonance dimensions
Resonance Dimensions
  • Behavioral loyalty
    • Frequency and amount of repeat purchases
  • Attitudinal attachment
    • Love brand (favorite possessions; “a little pleasure”)
    • Proud of brand
  • Sense of community
    • Kinship
    • Affiliation
  • Active engagement
    • Seek information
    • Join club
    • Visit web site, chat rooms

PSU - Global Brand Management - Alain Hutinel

slide23

Customer-Based Brand Equity Model

INTENSE, ACTIVE LOYALTY

Consumer-

Brand

Resonance

RATIONAL & EMOTIONAL REACTIONS

Consumer Judgments

Consumer Feelings

POINTS-OF-PARITY & POINTS-OF-DIFFERENCE

Brand

Performance

Brand

Imagery

DEEP, BROAD BRAND AWARENESS

Brand Salience

slide24

Sub-Dimensions of CBBE Pyramid

LOYALTY

ATTACHMENT

COMMUNITY

ENGAGEMENT

WARMTH

FUN

EXCITEMENT

SECURITY

SOCIAL APPROVAL

SELF-RESPECT

QUALITY CREDIBILITY

CONSIDERATION

SUPERIORITY

PRIMARY CHARACTERISTICS &

SECONDARY FEATURES

PRODUCT RELIABILITY, DURABILITY & SERVICEABILITY

SERVICE EFFECTIVENESS, EFFICIENCY, & EMPATHY

STYLE AND DESIGN

PRICE

USER PROFILES

PURCHASE & USAGE SITUATIONS

PERSONALITY & VALUES

HISTORY, HERITAGE,

& EXPERIENCES

CATEGORY IDENTIFICATION

NEEDS SATISFIED

slide25

P-1

J-1

P-12

J-12

P-2

J-2

P-11

J-11

P-3

J-3

Performance

Judgment

P-10

J-4

0.65

P-4

J-10

0.49

R-2

R-1

R-12

P-5

J-5

P-9

J-9

R-11

J-8

P-8

J-6

P-6

R-3

J-7

P-7

Resonance

R-10

R-4

0.66

0.17

I-1

R-5

I-12

F-1

R-9

I-2

F-12

F-2

I-11

R-8

R-6

F-11

I-3

R-7

F-3

0.58

Imagery

0.24

Feelings

I-10

F-4

I-4

F-10

I-5

I-9

F-5

F-9

I-8

I-6

F-8

F-6

I-7

F-7

Application:Identify the key drivers of brand equity

we are looking for brand strength brand capacity to create meanings and added value
We are looking forBrand Strength=Brand Capacity to create Meanings and Added Value

PSU - Global Brand Management - Alain Hutinel

general market approach

General « Market » Approach

ACCORDING TO AAKER … & HUTINEL

PSU - Global Brand Management - Alain Hutinel

slide29

PREFERENCE

QUALITY

IMAGE & ASS.

AWARENESS

PROPERTY

LOYALTY

BRAND

STRENGTH

(EQUITY)

VALUE FOR

THE COSTUMER

VALUE

FOR THE

FIRM

PSU - Global Brand Management - Alain Hutinel

brand preference
Brand preference
  • If a customer / prospect is interested by the product price, or it’s caracteristics or usage etc... and is not convinced in the Brand’s advantage, then the Brand preference is weak and the Brand added value also weak.
  • Intensity of Brand PreferenceProbably 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

awareness
What is it ?

- T.O.M

- Spontaneous

- Aided

+ ..... ?

+ Saliency

- connotations

- familiarity

- perceived value

- activeness

- esteem

- power

- notoriousness/

- reputation

Awareness +

PSU - Global Brand Management - Alain Hutinel

the image of the brand itself
Definition : « All associations suggested by the Brand » +

respect

trustworthiness

innovativeness

creativity

meanings ascribed, values

attachment

affective measures

wantibility

personality

affectivity

power ....

The Image of the Brand Itself

PSU - Global Brand Management - Alain Hutinel

levels of brand loyalty or strength of brand link
Levels of brand Loyaltyor Strength of Brand Link

Promotes the Brand

Trustfull, likes

the Brand

Satisfied, but still

could change

Conservative to the Brand, but

not really satisfied

Indifference to the brand

PSU - Global Brand Management - Alain Hutinel

measuring brand loyalty
Behavior & purchase acts

Switching costs

Satisfaction

Preference

Attitudes & emotions towards the Brand

Purchase Intent

Measuring Brand Loyalty

PSU - Global Brand Management - Alain Hutinel

perceived quality
Perceived quality
  • PIMS results «On the long run, perceived quality is the most influential factor of ROI and ROS ratios».
  • it affects : market share, price marketing efficiency costs

PSU - Global Brand Management - Alain Hutinel

perceived brand quality
Different from product quality

does not rely ONLY on usage

Perceived Brand quality

?

PSU - Global Brand Management - Alain Hutinel

slide42

Brand Strength Building Continuum

Bond + Affinity

Advantage

?

Performance

Relevance

Presence

PSU - Global Brand Management - Alain Hutinel

brand strength
Brand Strength
  • Level & depth of loyalty
  • (Intensity of) Preference
  • Awareness + saliency
  • Quality
  • Image, positionning, associations
  • selling value
  • price premium potentiality
  • how much bonding ?

PSU - Global Brand Management - Alain Hutinel

towards brand identity
Towards Brand Identity

PSU - Global Brand Management - Alain Hutinel

the brand chinese picture
An Object

An animal

A celebrity

A country

A location

An atmosphere

A painting …

Synonymous Brands

Antonymous Brands

The Brand Chinese Picture

PSU - Global Brand Management - Alain Hutinel

brand mental map build up
Brand Mental Map Build-up

Your Brand

store

fun

friendly

flashlights

PSU - Global Brand Management - Alain Hutinel

slide47

Most typical Physical offer and salient aspects Of Brand

Most typical/salient aspects of Brand « Persona »

Most typical/active apects of Brand Culture &

Ligitimacy

Nature & activenessof Relation

established by Brand

BRAND

IDENTITY

Brand Non-Adepts’

Set of mind of Brand & of Brand Adepts

Brand Adepts’ set of mind of Brand & of

themselves

PSU - Global Brand Management - Alain Hutinel

brand personality factors and facets
Brand Personality Factors and facets
  • Sincerity : down-to-earth, Honest, Wholesome, Cheerful
  • Excitement : Daring, Spirited, Imaginative, Up-to-date
  • Competence : Relaible, Intelligent, successful
  • Sophisitication : upper-class, charming, brilliant
  • Ruggedness : outdorsy, tough
  • ……

PSU - Global Brand Management - Alain Hutinel

brand equity measurement

Brand Equity Measurement

PSU - Global Brand Management - Alain Hutinel

brand tracking studies
Brand Tracking Studies

Structure

  • Brand Awareness and usage
  • Brand Judgments
  • Brand Performance
  • Brand Imagery
  • Brand Feelings
  • Brand Resonance

PSU - Global Brand Management - Alain Hutinel

brand awareness usage experience
Spontaneous, aided awareness

Usage state

Established trial

Next purchase ?

Competition awareness

Spontaneous associations

Competitive set (usage, trial)

Level of familiarity

Brand Awareness & Usage/Experience

PSU - Global Brand Management - Alain Hutinel

brand judgments
Relative to Brand Offer

Attitudes

Satisfaction level, compared

Recommend 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 Entity »

Innovative ?

Knowledgeable ?

Trustworthy ?

Likable ?

Concern about customers ?

Concerned about society ?

Admirable ?

Quality of management ?

…….

Brand Judgments

PSU - Global Brand Management - Alain Hutinel

slide53
Brand Performance

Convenience

Efficiency

Quality

All aspects of brand offer specific features, benefits, promises, positionnings …..

Brand Imagery

Admiration

Respect

Dowmn-to-earth

Daring

Up-to-date

Reliable

Successful

Uuper class

Charming

Out-doorsy

…….

PSU - Global Brand Management - Alain Hutinel

slide54
Brand Feelings

Warmth ?

Fun ?

Excitement ?

Security ?

Social Approval/enhancement ?

Self-respect ?

…….

Brand Resonance

Do 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 cases
How do brands work ?The car industry Cases
  • Read articles The rôle of marque, How people buy, Reviving up Autoindustry & New Brand of Brand Management
  • Identify how, when, why, Brand/marque influences the decision-making process & choice in the different segments/clusters
  • Sort rational and emotional influences
  • Apply to your brand
  • Prepare presentation

PSU - Global Brand Management - Alain Hutinel

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