THE WORLD’S MOST VALUABLE BRANDS (
Download
1 / 12

THE WORLD’S MOST VALUABLE BRANDS ( Interbrand ) - PowerPoint PPT Presentation


  • 365 Views
  • Uploaded on

THE WORLD’S MOST VALUABLE BRANDS ( Interbrand ). THE WORLD’S MOST VALUABLE BRANDS ( Interbrand ). THE WORLD’S MOST VALUABLE BRANDS ( Interbrand ). PRODUCTS ARE CREATED IN A FACTORY, BUT BRANDS ARE CREATED IN THE MIND. …WALTER LANDOR. Reputation. Consumer Loyalty. Future Earnings/Cash Flow.

loader
I am the owner, or an agent authorized to act on behalf of the owner, of the copyrighted work described.
capcha
Download Presentation

PowerPoint Slideshow about 'THE WORLD’S MOST VALUABLE BRANDS ( Interbrand )' - river


An Image/Link below is provided (as is) to download presentation

Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.


- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -
Presentation Transcript




Reputation THE MIND.

Consumer

Loyalty

Future Earnings/Cash Flow

Associations

Awareness

BRAND STRENGTH

BRAND VALUE

BRAND IMAGE

Feelings

Extension

Potential

Sales

Volume

Price

Elasticity

Price-Cost

Margin

Purchase

Frequency

Personality

BRAND EQUITY DIMENSIONS


Price Premium (%) THE MIND.

Dollar Sales Market Share for a Brand

Unit Volume Market Share for a Brand

Red Bull Price Premium = 43/30 -1 = +43%

Monster Energy Price Premium = 16/27 -1 = -59%

Full Throttle/Tab Energy = 10/10 -1 = 0%

-1

=

CALCULATING A PRICE PREMIUM (BRAND EQUITY) BASED ON DOLLAR AND UNIT VOLUME MARKET SHARE DATA


SOURCES AND OUTCOMES OF BRAND EQUITY THE MIND.

  • Sources of Brand Equity:

    • Equitrak:

      • recognition

      • regard

    • Keller Model:

      • Brand Salience

      • Brand Performance/Imagery

      • Consumer Judgments/Feelings

      • Brand Resonance

    • Young & Rubicam Brand Asset Valuator

      • Differentiation

      • Relevance

      • Esteem

      • Knowledge

  • Outcomes of Brand Equity:

    • Incremental Cash Flow…

    • Economic Value

    • Brand Loyalty

    • Price Premiums


Unaided Awareness THE MIND.

Total Awareness

RECOGNITION

REGARD

Quality

Value

Trust

REPUTATION

No Substitute

Willing to Pay More

DIFFERENTIATION

Gaining Popularity

Declining Popularity

MOMENTUM

Favorite Brand

Proud to Use

AFFILIATION

EQUITRAK BRAND EQUITY MODEL


CUSTOMER-BASED BRAND EQUITY THE MIND.PYRAMID (Keller)

4.Relationships = What about you and me?

Intense, active loyalty

Consumer-

brand

resonance

Positive, accessible reactions

3. Response =

What about you?

Consumer

feelings

Consumer

judgments

Strong, favorable and unique brand associations

2. Meaning =

What are you?

Brand

performance

Brand

imagery

Deep, broad brand awareness

1. Identity =

Who are you?

Brand salience


THE BAV Power Grid THE MIND.

Power Leaders

Niche/

Unrealized Potential

D R E K

Declining

Leaders

D R E K

BRAND STRENGTH

(Differentiation & Relevance)

D R E K

New

Eroded

Unfocused

D R E K

D R E K

BRAND STATURE

(Esteem & Knowledge)

YOUNG & RUBICAM’S BRAND ASSET VALUATOR

  • Differentiation measures the degree to which a brand is seen as different from others.

  • Relevance measures the breadth of a brand’s appeal (the overall size of a brand’s franchise).

  • Esteem measures how well the brand is regarded and respected

  • Knowledge measures how familiar and intimate consumers are with brand.



SOME BRAND ACQUISITIONS: THE MIND.

PRICES AND SALES MULTIPLE


ad