1) The document discusses various methods for measuring brand value, including the brand value chain, brand following, and the Brand Asset Valuator methodology. 2) It also covers the importance of measuring brands to evaluate marketing campaigns, value brands for financial reports, and manage brands effectively. 3) The document then discusses considerations for international branding, including differences between local and global marketing strategies, adjusting for cultural dimensions, and selecting appropriate foreign countries for expansion.

1. B®ANDING
™

2. Session 5
measuring brand value
& international branding

3. last week
• brand strategy & brand extensions
• brand architecture & brand hierarchy
• the perfect brand portfolio
• changing consumer & environment
• brand activation
• experience marketing

4. Unconscious
Brain
Processes
Conscious
Brain
Processes
Conscious
Buying
Behavior

5. don’t underestimate
the power of the
brand!

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. Brand value & entertainment
1.00 min

8. what is brand value?

9. known vs. unknown
strong vs. weak
valuable vs. worthless

10. Kevin Lane Keller on
brand value

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. Measuring brand value:
the Interbrand methodology

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. 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. “ …what is not measured
is not managed…”
(well-known saying)

16. brand equity
the monetary value of a brand

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. different ways to measure
1. Brand value chain
2. Brand following
3. Brand asset valuator (BAV)

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. 1. brand value chain
Phases brand value chain

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. 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. 3. the brand asset valuator
Brand Asset (bezit)
Brand stature (reputatie) Brand strength
Esteem (waardering)
Knowledge
Relevance
Energized differentiation

24. 3. the brand asset valuator
BAVconsulting.com  explore your brand

25. Brand stature
Brandstrength
Low
HighLow
High
Fatigue
Leadership
Unfocused
Mass market
New
Curiosity

26. international branding

27. Regions (local) vs.
The world (global)
• Increasing amount of niche markets
• Increasing amount of consumer data
• Increasing amount of 1-to-1 marketing

29. Why brands go abroad?
• Home market is saturated
• Heavy competition on the home market
• Extra growth possible abroad
• Overcapacity
• Spreading risk

30. •

32. Going abroad?
• Global marketing program
or?
• Regionally fitting global marketing
program
of?
• Something in between

33. Advantages global marketing
program
• Economies of scale
• Lower marketing costs
– Packaging, advertising, promotion
• Power and reach
– Increasing credibility
• More consistent brand image

34. • Fundamental differences:
– Between countries
– Between cultures
• Which leads to boring and ineffective strategies
Disadvantages global marketing
program

35. example
• McDonald’s calls its hamburgers “big
macs” that’s nice, especially in Canada
where it means having big breasts.

36. example
• Mitsubishi Motors had to adjust the name
of its model Pajero in Spain, this because
Pajero means ‘wanker’ in Spanish.

37. example
• In The Netherlands a few decades ago
Fiat introduced it’s new car: Fiat Croma

38. Hofstede’s 5 dimensions
• Social psychologist
• Cultural differences between countries are
often more profound than expected
• Example: KLM – Alitalia, KLM - Airfrance

39. Hofstede’s 5 dimensions
• Power distance and acceptance
• Individualism
• Uncertainty avoidance
• Masculinity (emotional roleplaying)
• Long term orientation
• Indulgence vs. restraint (to control desires)

40. 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..

41. Differences between
countries & cultures:
• Consumer needs / usage
• Reactions on marketing mix elements
• Competitive environment
• Legal environment
• Marketing infrastructure
• Bureaucratic procedures

42. Consumer needs / usage
• Wine consumption
(Netherlands vs. Italia vs. Poland vs. Belarus)
• Garlic consumption

43. 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)

44. Competitive environment
• Difference in phase of the product life
cycle (mobile telephone in Europe, China
and Africa)
• Level of competition
• Political situation

45. • Legislation on tobacco, alcohol, gambling,
medicine etc.
Legal environment

46. Marketing infrastructure
Bureaucratic procedures
• Availability distribution channels
(flagstores versus retail, Erke)
• Availability of media

47. Think global, act local
Standardizing vs. marketing mix adjustment

48. • Mac Croquet
• Sauce
• Frites
• Mac Royal (Fr)
• Beer / wine

49. To go abroad!
• Country selection
• Distribution selection (b.v. Erke flagstore
naar Nederland, G-sus naar China)
• Alternation of international marketing mix

50. Country selection
• Neighbor method (closest, little differences
between cultures (?))
• Filter model (based upon all kinds of
dimensions)

51. • 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

52. questions? /comments

53. thank you!