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Part II

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Part II

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  1. Part II Defining and evaluating Brand Equity and Brand Strength Defining Brand Identity PSU - Global Brand Management - Alain Hutinel

  2. EVALUATING THE BRAND STRENGTH ON THE MARKET From Motivationist Marketing Models to Brand Strength & Brand Equity PSU - Global Brand Management - Alain Hutinel

  3. 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

  4. 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

  5. Image profile of the brand A B C Criteria 1 Criteria 2 Criteria 3 Criteria ... n - - - +++ Brand + Product PSU - Global Brand Management - Alain Hutinel

  6. 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

  7. Preference Models Knowers 15% 0 100 % 70% 25% 15% 0 Preferers Non Knowers • Indifferents Rejectors PSU - Global Brand Management - Alain Hutinel

  8. Behavorial models Brand A Brand B Aware Repurchase Positive Triers Satisfied Total market Which is strongest ??? PSU - Global Brand Management - Alain Hutinel

  9. We are looking forBrand Strength &/or Equity=Brand Capacity to create Meanings and Added Value PSU - Global Brand Management - Alain Hutinel

  10. 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

  11. 2 approaches : Keller & Aaker (+ Hutinel) • Customer approach : Keller • General « Market » approach : Aaker PSU - Global Brand Management - Alain Hutinel

  12. Customer Based Brand Equity ACCORDING TO KELLER PSU - Global Brand Management - Alain Hutinel

  13. 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

  14. 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

  15. 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

  16. 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

  17. 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

  18. 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

  19. 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

  20. Judgment Dimensions • Brand quality • Value • Satisfaction • Brand credibility • Expertise • Trustworthiness • Likability • Brand consideration • Relevance • Brand superiority • Differentiation PSU - Global Brand Management - Alain Hutinel

  21. Feelings Dimensions • Warmth • Fun • Excitement • Security • Social approval • Self-respect PSU - Global Brand Management - Alain Hutinel

  22. 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

  23. 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

  24. 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

  25. 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

  26. We are looking forBrand Strength=Brand Capacity to create Meanings and Added Value PSU - Global Brand Management - Alain Hutinel

  27. General « Market » Approach ACCORDING TO AAKER … & HUTINEL PSU - Global Brand Management - Alain Hutinel

  28. PSU - Global Brand Management - Alain Hutinel

  29. PREFERENCE QUALITY IMAGE & ASS. AWARENESS PROPERTY LOYALTY BRAND STRENGTH (EQUITY) VALUE FOR THE COSTUMER VALUE FOR THE FIRM PSU - Global Brand Management - Alain Hutinel

  30. 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

  31. PSU - Global Brand Management - Alain Hutinel

  32. 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

  33. PSU - Global Brand Management - Alain Hutinel

  34. 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

  35. PSU - Global Brand Management - Alain Hutinel

  36. PSU - Global Brand Management - Alain Hutinel

  37. PSU - Global Brand Management - Alain Hutinel

  38. 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

  39. Behavior & purchase acts Switching costs Satisfaction Preference Attitudes & emotions towards the Brand Purchase Intent Measuring Brand Loyalty PSU - Global Brand Management - Alain Hutinel

  40. 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

  41. Different from product quality does not rely ONLY on usage Perceived Brand quality ? PSU - Global Brand Management - Alain Hutinel

  42. Brand Strength Building Continuum Bond + Affinity Advantage ? Performance Relevance Presence PSU - Global Brand Management - Alain Hutinel

  43. 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

  44. Towards Brand Identity PSU - Global Brand Management - Alain Hutinel

  45. 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

  46. Brand Mental Map Build-up Your Brand store fun friendly flashlights PSU - Global Brand Management - Alain Hutinel

  47. 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

  48. 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

  49. Brand Equity Measurement PSU - Global Brand Management - Alain Hutinel

  50. Brand Tracking Studies Structure • Brand Awareness and usage • Brand Judgments • Brand Performance • Brand Imagery • Brand Feelings • Brand Resonance PSU - Global Brand Management - Alain Hutinel