Title: Defining and evaluating Brand Equity and Brand Strength
1Part II
- Defining and evaluating Brand Equity and Brand
Strength - Defining Brand Identity
2EVALUATING THE BRAND STRENGTH ON THE MARKET
- From Motivationist Marketing Models
- to
- Brand Strength Brand Equity
3Motivationist models inputs
- Favorability of Attitudes with the brand name
- Familiarity with the brand name
- Image profile
- Perceptual maps
- Preference
- Behavorial models
4Favorability of Attitudes and Degree of
Familiarity
Attitudes
- -
Brand D
Brand C
Familiarity
Brand B
Is this ever possible ????!!
Brand A
- -
5Image profile of the brand
A
B
C
Criteria 1 Criteria 2 Criteria
3 Criteria ... n
- - -
Brand Product
6 Perceptual maps
Prestige cars among managers
A car prestigious to own High
Mercedes
BMW
Jaguar
Alfa
A financially effective car
Toyota(Lexus)
Audi
High
Low
Saab
Honda(legend)
Volvo
Low
7Preference Models
Knowers
15
0
100 70 25 15 0
Preferers
Non Knowers
Indifferents
Rejectors
8Behavorial models
Brand A
Brand B
Aware
Repurchase
Positive
Triers
Satisfied
Total market
Which is strongest ???
9We are looking forBrand Strength /or
EquityBrand Capacity to create Meanings and
Added Value
10EVALUATING 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 ?
112 approaches Keller Aaker ( Hutinel)
- Customer approach Keller
- General Market approach Aaker
12Customer Based Brand Equity
13Motivation forCustomer-Based Brand Equity Model
- Marketers 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-date
- actionable
14Rationale 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
15Building 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
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17Salience Dimensions
- Depth of brand awareness
- Ease of recognition recall
- Strength clarity of category membership
- Breadth of brand awareness
- Purchase consideration
- Consumption consideration
18Performance Dimensions
- Primary characteristics supplementary features
- Product reliability, durability, and
serviceability - Service effectiveness, efficiency, and empathy
- Style and design
- Price
19Imagery 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
20Judgment Dimensions
- Brand quality
- Value
- Satisfaction
- Brand credibility
- Expertise
- Trustworthiness
- Likability
- Brand consideration
- Relevance
- Brand superiority
- Differentiation
21Feelings Dimensions
- Warmth
- Fun
- Excitement
- Security
- Social approval
- Self-respect
22Resonance 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
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25ApplicationIdentify the key drivers of brand
equity
26We are looking forBrand StrengthBrand
Capacity to create Meanings and Added Value
27General Market Approach
- ACCORDING TO AAKER HUTINEL
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29PREFERENCE
QUALITY
IMAGE ASS.
AWARENESS
PROPERTY
LOYALTY
BRAND STRENGTH (EQUITY)
VALUE FOR THE COSTUMER
VALUE FOR THE FIRM
30Brand preference
- If 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.
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32Awareness
- What is it ?
- - T.O.M
- - Spontaneous
- - Aided
- ..... ?
- Saliency
- - connotations
- - familiarity
- - perceived value
- - activeness
- - esteem
- - power
- - notoriousness/
- - reputation
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34The 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 ....
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38Levels 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
39Measuring Brand Loyalty
- Behavior purchase acts
- Switching costs
- Satisfaction
- Preference
- Attitudes emotions towards the Brand
- Purchase Intent
40Perceived 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
41Perceived Brand quality
- Different from product quality
- does not rely ONLY on usage
?
42Brand Strength Building Continuum
Bond Affinity
Advantage
?
Performance
Relevance
Presence
43Brand Strength
- Level depth of loyalty
- (Intensity of) Preference
- Awareness saliency
- Quality
- Image, positionning, associations
- selling value
- price premium potentiality
- how much bonding ?
44Towards Brand Identity
45The Brand Chinese Picture
- An Object
- An animal
- A celebrity
- A country
- A location
- An atmosphere
- A painting
- Synonymous Brands
- Antonymous Brands
-
46Brand Mental Map Build-up
Your Brand
store
fun
friendly
flashlights
47Most typical/salient aspects of Brand Persona
Most typical Physical offer and salient aspects
Of Brand
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
48Brand 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
49Brand Equity Measurement
50Brand Tracking Studies
- Structure
- Brand Awareness and usage
- Brand Judgments
- Brand Performance
- Brand Imagery
- Brand Feelings
- Brand Resonance
51Brand Awareness Usage/Experience
- Spontaneous, aided awareness
- Usage state
- Established trial
- Next purchase ?
- Competition awareness
- Spontaneous associations
- Competitive set (usage, trial)
- Level of familiarity
52Brand Judgments
- Relative to Brand Business Entity
- Innovative ?
- Knowledgeable ?
- Trustworthy ?
- Likable ?
- Concern about customers ?
- Concerned about society ?
- Admirable ?
- Quality of management ?
- .
- 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 ? -
53- 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
- .
54- 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 ?
55How 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