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BRAND AUDIT & BRAND RESEARCH. MM6016 BRANDING AND MARKETING COMMUNICATION. Master of Business Administration School of Business and Management Institut Teknologi Bandung. Definition. Keller (2008, p. 126):

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mm6016 branding and marketing communication

BRAND AUDIT & BRAND RESEARCH

MM6016BRANDING AND MARKETING COMMUNICATION

Master of Business Administration

School of Business and Management

Institut Teknologi Bandung

definition
Definition
  • Keller (2008, p. 126):

“Brand audit is a comprehensive examination of a brand to discover its sources of brand equity”

concept of brand audit
Concept of Brand Audit
  • External-oriented
  • Customer-focused
  • Assess the health of the brand
  • Uncover the sources of brand equity
  • Suggest ways to improve and leverage the brand equity
brand audit perspective
Brand Audit Perspective
  • A brand audit reguires understanding sources of brand equity from the perspective of both the firm and the consumer.
  • The Firm perspective

It is necessary to understand exactly what product and services are currently being offered to the consumer and how they are being marketed and branded

  • The Consumer perspective

It is necessary to dig deeply in their minds and tap perceptions and beliefs to uncover the meaning of brands and products

brand audit steps
Brand Audit Steps

Keller (2008):

  • Brand Inventory provide a current, comprehensive profile of how all the products and services sold by a company are marketed and branded

Brand inventory analysis includes the following descriptions:

    • The names, logos, symbols, characteristic, packaging, slogans, or other trademark used
    • The inherent product attributes or historical characteristics of the brand and pricing, communications, distribution policies, and any other relevant marketing activity related to the brand
brand audit steps1
Brand Audit Steps

2. Brand Exploratory  provide detailed information about what consumers think of the brand.

Brand exploratory is reserach acitivity designed to identify potential sources of brand equity.

Activities that useful for brand exploratory are :

  • Reviewing past studies
  • Interviewing relevant personnel to get some insight.
  • Do qualitative and quantitave research for the wide range
slide7

Based on above figure,The data in brand inventory, will help brand flush out the bottom left quadrant and tell the position of brand are claiming out there in the worldThe data in brand exploratory, will help brand fill out the top two slices of the piece, telling the brand position by customers currently think and what customer value for the brand

By Keller

brand audit worksheets
Brand Audit Worksheets
  • MM6016 Branding and Marketing Communication
types of worksheets
Types of Worksheets
  • Market Analysis
  • Target Audience
  • Competitive Analysis
  • Point of Differentiation (POD)
  • Brand Traits
  • Brand Positioning
  • Brand Message
  • Brand Credentials
  • Marketing Communication
  • Brand Measurement
slide10

180MM subscribers, 9 million web users (53% between 18 and 27),

+9.3% growth yoy, QWERTY market

Internet penetration doubled in the past 4 years (45% mail, 45% social media

& chat, 10% browsing)

Applications on smartphones (ala I-Phone)

Community formation (BB communities)

XXX Million USD per year

Practical, useful, worthwhile, easy to get & cheap applications on smartphones

slide11

Source of data:

Cluster Analysis

Media Segmentation Data

In Depth Interviews

Focus Group Discussion

slide12

TV (main)

Magazine

Radio

Mobile

Social network

Male

15-25 yo

SEC A/B

Live in top cities

Techno savvy

Progressive

Want to be the best

5MM people

Electronics malls

Certified dealers

TV (main)

Magazine

Mobile

Social network

Female

15-25 yo

SEC A/B

Live in top cities

High mobility

Design vs feature

Social networking

Function #1

Electronics malls

Certified dealers

5MM people

slide13

49% of cellphone category

86% of smartphone category

Rp.1.5 (C class)

-6M

Nokia

Blackberry

500K users (+3000 per day)

Rp.4-6M

80K users

Rp.6-8M

IPhone

slide14

Result of Discriminant Analysis

Result of

the factors analysis!

slide15

Trusted brand?

User friendly?

NOKIA

Cheap internet connectivity

Trend following

Blackberry

Young, hip & cool

Exclusivity

Interesting Applications

Iphone

slide16

Result of study on brand character association variables

Brand Character that is in line with the brand strategy

slide17

Smart

X

Trendy

Cool

Efficient

The Pioneer

X

A trusted friend

slide18

Source of data:

Qualitative Assesment of Communication Assetss

slide19

Smart phones

Touch/QWERTY, camera, Internet

Sleek design

User friendly interaction

NOKIA

Only Nokia Human technology

enables you to get more out of life.

Internet connection (push email,

Social networking, browsing)

BB messaging

Real time, Instant Access

& connectivity

Blackberry

Touch screen , Camera , Internet

Unique & Free Applications

Personal music organizer

Iphone

brand message worksheet
Brand Message Worksheet

Product :

Brand :

Target Audience:

What the target thinks now:

What we want them to think:

Core brand message :

The message that will change their behavior/perception

RTB:

The claim support/reason to believe that brand

can deliver the message

brand message worksheet1
Brand Message Worksheet

Product : Smart Phone

Brand : Nokia

Target Audience:

Young Urbanites

What the target thinks now:

What we want them to think:

Nokia is the real people connector.

Core brand message :

RTB:

slide23

Based on media budget tracking.

Should also be done on competitors as a comparison

slide24

Source of data:

Retail Data

Brand Health Scorecard

Household Panel data

brand research
Brand Research
  • MM6016 Branding and Marketing Communication
objectives
Objectives
  • Assess customer perception about brand
  • Assess brand health
  • Assess brand competition
  • Assess brand potentials
  • Assess market opportunities
  • Evaluate brand innovation
  • Etc
example sunsilk co creation 1
Example: Sunsilk Co-Creation (1)

Source: Anjani, A.H., 2011. ANALYSING INFLUENCE OF SUNSILK CO-CREATION TOWARD PERCEPTION OF SUNSILK IN BANDUNG, Undergraduate Final Project, School of Business and Management, Institute of Technology Bandung

example sunsilk co creation 2
Example: Sunsilk Co-Creation (2)

Questionnaire variables:

  • Sunsilkas a brand which give beautiful hair result
  • Sunsilkas a brand that solves various hair problems
  • Sunsilkas a brand that gives visible result to the users
  • Sunsilkas a trusted brand
  • Sunsilkas a modern brand
  • Sunsilkas a brand that makes its users feels confident with their hair

Source: Anjani, A.H., 2011. ANALYSING INFLUENCE OF SUNSILK CO-CREATION TOWARD PERCEPTION OF SUNSILK IN BANDUNG, Undergraduate Final Project, School of Business and Management, Institute of Technology Bandung

example sunsilk co creation 3
Example: Sunsilk Co-Creation (3)

Respondent Data

Source: Anjani, A.H., 2011. ANALYSING INFLUENCE OF SUNSILK CO-CREATION TOWARD PERCEPTION OF SUNSILK IN BANDUNG, Undergraduate Final Project, School of Business and Management, Institute of Technology Bandung

example sunsilk co creation 4
Example: Sunsilk Co-Creation (4)

Respondents’ Perceptions

Source: Anjani, A.H., 2011. ANALYSING INFLUENCE OF SUNSILK CO-CREATION TOWARD PERCEPTION OF SUNSILK IN BANDUNG, Undergraduate Final Project, School of Business and Management, Institute of Technology Bandung

example sunsilk co creation 5
Example: Sunsilk Co-Creation (5)

T-Test of Mean Differences

Source: Anjani, A.H., 2011. ANALYSING INFLUENCE OF SUNSILK CO-CREATION TOWARD PERCEPTION OF SUNSILK IN BANDUNG, Undergraduate Final Project, School of Business and Management, Institute of Technology Bandung

example sunsilk co creation 6
Example: Sunsilk Co-Creation (6)

Regression Analysis

Y = 0.938 + (0.017 x X1) + (0.670 x X2)

Y = Overall perception of ability to solve all hair problems of Sunsilk after Co-Creation

X1 = Perception of Sunsilk

X2 =Perception of Sunsilk Co-Creation

Source: Anjani, A.H., 2011. ANALYSING INFLUENCE OF SUNSILK CO-CREATION TOWARD PERCEPTION OF SUNSILK IN BANDUNG, Undergraduate Final Project, School of Business and Management, Institute of Technology Bandung

example sunsilk co creation 7
Example: Sunsilk Co-Creation (7)

Conclusions

“Sunsilk Co-creation significantly affects respondents’ perceptions toward Sunsilk, the strongest one is about its ability to solve all hair problems”

Recommendations

  • Sunsilk can maximize this opportunity by adding well-known brand ingredient to its product or doing ingredient branding.
  • Adding a well known hair experts, preferably Indonesian hair expert, to be a ‘local ambassador’ of Sunsilk in Indonesia

Source: Anjani, A.H., 2011. ANALYSING INFLUENCE OF SUNSILK CO-CREATION TOWARD PERCEPTION OF SUNSILK IN BANDUNG, Undergraduate Final Project, School of Business and Management, Institute of Technology Bandung

example rolex brand audit keller 2008 p 132 137
Example: Rolex Brand Audit (Keller, 2008, p.132-137)
  • History
  • Brand Inventory
    • Product related attributes
    • Rolex brand portfolio
    • Communication, pricing and distribution
  • Brand Exploratory
    • Customer knowledge
    • Sources of brand equity
    • Ambassadors
    • Sports & culture
    • Philanthropy
    • CBBE
    • Counterfeiting: threat to equity
  • Recommendations
    • Introduce new design
    • Connect with female customers
    • Attack the counterfeit industry
    • Understand younger consumers
    • Communicate long-term value
example calvin klein brand audit
Example : Calvin Klein Brand Audit

Brand inventory

Target market : The consumer who is “14 to 50 years old and desires modern fashion forward products”

Distribution : distributed within all tiers department store and reach all levels of consumers

Advertising : advertising spans in 21 countries and reaches and estimated 98 million people globally.

Product : have a variety of product classifications, (women’s sportwear, denim, menswear, underwear, men’s accessories and footwear, swimwear, fragrances, eyewear, footwear, home furnishings)

Price : have the variying prices.

Promotions : used brand ambasador

Place : has stores in 130 territories outside US and 650 domestic retail locations

Brand Mantra : “Sex, luxurious, minimal, classic, intimate and professional”

slide38

Brand Elements  Name : “Calvin Klein”

Symbols : “CK”

Slogans : - “Between love and madness lies obsession”

- “Nothing comes between me and my Calvin Klein” (for CK jeans)

Sultry and neutral colors for the shopping bags

slide39

Brand Exploratory

- Consumers trusting of the brand

- Consumers feel confident used the product

- Consumers have perception that CK produces quality lasting products

- Key word describe the brand by consumers :

“ Sexy, Sophisticated, Casual, Hip, Daring and Distinct”

Recommendation

Calvin Klein for children is currently the weakest of the company brand extentions because it is still lacking in the profit.

The brand must expand their products to include clothing that children living in household with alower income would wear.

mapping brand association
Mapping Brand Association
  • MM6016 Branding and Marketing Communication
strategic brand association map
Strategic Brand Association Map

Strategic brand association maps:

developing brand insight

Brian D. Till

School of Business Administration, Loyola University, Chicago, Illinois, USA

Daniel Baack

Daniels College of Business, University of Denver, Denver, Colorado, USA

Brian Waterman

Waterman Research Solutions, LLC, St Louis, Missouri, US

Journal of Product & Brand Management, 20/2 (2011) 92–100

features of brand association
Features of Brand Association
  • Strength.
  • Favorability/valence.
  • Uniqueness.
  • Relevance.
  • Number.
steps
Steps
  • Determine the competitive set.
  • Generate free associations.
  • Collect response latency data for strength of associations.
  • Measure uniqueness, relevance, and favorability of associations.
  • Construct the strategic brand association maps.