Session 5, brand measurement & international branding

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Session 5, brand measurement & international branding

  1. 1. B®ANDING ™
  2. 2. Session 5 measuring brand value & international branding
  3. 3. last week • brand strategy & brand extensions • brand architecture & brand hierarchy • the perfect brand portfolio • changing consumer & environment • brand activation • experience marketing
  4. 4. Unconscious Brain Processes Conscious Brain Processes Conscious Buying Behavior
  5. 5. don’t underestimate the power of the brand!
  6. 6. strategic brand management process 1. identify and establish brand positioning and values 2. plan and implement brand marketing programs 3. measure and interpret brand performance 4. grow and sustain brand equity
  7. 7. Brand value & entertainment 1.00 min
  8. 8. what is brand value?
  9. 9. known vs. unknown strong vs. weak valuable vs. worthless
  10. 10. Kevin Lane Keller on brand value
  11. 11. brand measurement “ I’m putting all this effort into my brand, working on the image, giving it the right colors, the right look, the right communication-tools. But is it working? Does this ‘brand building’- thing have any result at all?”
  12. 12. Measuring brand value: the Interbrand methodology
  13. 13. best global brands •Which dutch brands are in the top 100? •Which sector is most present in the top 100? •Which brand takes the biggest positive step?
  14. 14. Why measure brands? • to measure how strong the brand is in comparison to competitors • to review marketing campaigns (return on marketing investment) • to value brands in order to put it in the annual financial overview
  15. 15. “ …what is not measured is not managed…” (well-known saying)
  16. 16. brand equity the monetary value of a brand
  17. 17. brand equity measurement system “...a set of research procedures designed to provide timely, accurate and actionable information for marketeers so that they can make the best possible tactical decisions in the short run and the best strategic decisions in the long run...” source: Kevin L. Keller Building, measuring and managing brand equity
  18. 18. different ways to measure 1. Brand value chain 2. Brand following 3. Brand asset valuator (BAV)
  19. 19. 1. brand value chain Creating brand value starts with investing in marketing campaigns. The value of a brand is determined by consumers. So the success of a brand can be found looking at the stock value of the company.
  20. 20. 1. brand value chain Phases brand value chain
  21. 21. 2. brand following • Periodically • Numeric • A small amount of crucial dimensions – Brand image, awareness, strength of associations, etc. • Helping to predict future consumer behavior and reactions of consumer to brands
  22. 22. 3. Brand asset valuator (BAV) “…the Brand Asset Valuator (BAV) is the world’s largest research about brand value and brand perception. This research has led tot the biggest database when it comes to brands. The data is bases upon more than 400.000 respondents from over 40 countries…”
  23. 23. 3. the brand asset valuator Brand Asset (bezit) Brand stature (reputatie) Brand strength Esteem (waardering) Knowledge Relevance Energized differentiation
  24. 24. 3. the brand asset valuator BAVconsulting.com  explore your brand
  25. 25. Brand stature Brandstrength Low HighLow High Fatigue Leadership Unfocused Mass market New Curiosity
  26. 26. international branding
  27. 27. Regions (local) vs. The world (global) • Increasing amount of niche markets • Increasing amount of consumer data • Increasing amount of 1-to-1 marketing
  28. 28. Why brands go abroad? • Home market is saturated • Heavy competition on the home market • Extra growth possible abroad • Overcapacity • Spreading risk
  29. 29.
  30. 30. Going abroad? • Global marketing program or? • Regionally fitting global marketing program of? • Something in between
  31. 31. Advantages global marketing program • Economies of scale • Lower marketing costs – Packaging, advertising, promotion • Power and reach – Increasing credibility • More consistent brand image
  32. 32. • Fundamental differences: – Between countries – Between cultures • Which leads to boring and ineffective strategies Disadvantages global marketing program
  33. 33. example • McDonald’s calls its hamburgers “big macs” that’s nice, especially in Canada where it means having big breasts.
  34. 34. example • Mitsubishi Motors had to adjust the name of its model Pajero in Spain, this because Pajero means ‘wanker’ in Spanish.
  35. 35. example • In The Netherlands a few decades ago Fiat introduced it’s new car: Fiat Croma
  36. 36. Hofstede’s 5 dimensions • Social psychologist • Cultural differences between countries are often more profound than expected • Example: KLM – Alitalia, KLM - Airfrance
  37. 37. Hofstede’s 5 dimensions • Power distance and acceptance • Individualism • Uncertainty avoidance • Masculinity (emotional roleplaying) • Long term orientation • Indulgence vs. restraint (to control desires)
  38. 38. example A company that sells babyfood, sold its product in cans picturing nice chubby baby’s. In African countries no one bought a box, this because the analphabetic population thought it contained pulverized baby..
  39. 39. Differences between countries & cultures: • Consumer needs / usage • Reactions on marketing mix elements • Competitive environment • Legal environment • Marketing infrastructure • Bureaucratic procedures
  40. 40. Consumer needs / usage • Wine consumption (Netherlands vs. Italia vs. Poland vs. Belarus) • Garlic consumption
  41. 41. Reactions on marketing mix elements • Use of colours (in Japan white is the color of mourning) • Image (C&A, Heineken) • Brand names (Croma, Pajero, Mist) • Price perception (hamburgerindex)
  42. 42. Competitive environment • Difference in phase of the product life cycle (mobile telephone in Europe, China and Africa) • Level of competition • Political situation
  43. 43. • Legislation on tobacco, alcohol, gambling, medicine etc. Legal environment
  44. 44. Marketing infrastructure Bureaucratic procedures • Availability distribution channels (flagstores versus retail, Erke) • Availability of media
  45. 45. Think global, act local Standardizing vs. marketing mix adjustment
  46. 46. • Mac Croquet • Sauce • Frites • Mac Royal (Fr) • Beer / wine
  47. 47. To go abroad! • Country selection • Distribution selection (b.v. Erke flagstore naar Nederland, G-sus naar China) • Alternation of international marketing mix
  48. 48. Country selection • Neighbor method (closest, little differences between cultures (?)) • Filter model (based upon all kinds of dimensions)
  49. 49. • AH voor beginners in België • Ter gelegenheid van zijn entree op de Belgische markt heeft Albert Heijn een Vlaams- Nederlands boodschappenlijstje gemaakt. Wie 'sojascheuten' wil, zoeke 'taugé'. • croque monsieur = tosti • dubbele room = crème fraîche • kotelet = karbonade • pompelmoes = grapefruit • pudding = vla • stoemp = stampot • tournedos = kogelbiefstuk • verse kaas = kwark • vol-au-vent = kippenragout • zwarte pensen = bloedworst
  50. 50. questions? /comments
  51. 51. thank you!

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