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Brand Measuring and Performance
Brand Measuring and Performance
Brand Measuring and Performance
Brand Measuring and Performance
Brand Measuring and Performance
Brand Measuring and Performance
Brand Measuring and Performance
Brand Measuring and Performance
Brand Measuring and Performance
Brand Measuring and Performance
Brand Measuring and Performance
Brand Measuring and Performance
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Brand Measuring and Performance

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  • 1.  
  • 2. The Seven Components of Brand Strength :
    • Market
    • Stability
    • Leadership
    • Profit trend
    • Support
    • Geographic spread
    • Protection
  • 3. Measuring brand performance is an integral part of brand management .
  • 4. Brand Equity
    • “ The most valuable part of the brand ... the
    • added value bit ... the bit that protects
    • respectable margins and fills up the reservoirs
    • of future cash flow ... the bit that distinguishes
    • a brand from a mere product ... doesn’t
    • belong to it. It belongs to the public.”
  • 5. Brand equity determines a brand’s health and strength as well as its financial value. Four dimensions of Brand Equity
  • 6. Alternative Brand Equity Measures
    • Several proprietary models based on
    • worldwide market research have been
    • developed to measure brand equity.
    • Young & Rubicam (Y&R)
    • is based on consumer perceptions
    • using a 32-item consumer questionnaire that
    • measures four main areas.
    • >Differentiation: how distinctive is the brand
    • in the marketplace?
    • >Relevance: how relevant is the brand to the
    • consumer?
    • >Esteem: how highly does the consumer
    • regard the brand?
    • >Knowledge: how well does the consumer
    • understand what the brand stands for?
  • 7. Brand Equity Ten
    • David Aaker [IPA, 1996] put forward this
    • approach which scores brands against the
    • following:
    • Loyalty measures
    • 1. Price premium
    • 2. Satisfaction/loyalty
    • Perceived quality/leadership measures
    • 3. Perceived quality
    • 4. Leadership/popularity
    • Associations/differentiation measures
    • 5. Perceived value
    • 6. Brand personality
    • 7. Organisational associations
    • Awareness measures
    • 8. Brand awareness
    • Market behaviour measures
    • 9. Market share
    • 10. Market price/distribution coverage
    • This list includes a balance of attitude,
    • behaviour and marketing measures with no
    • prescribed weighting on each element. Aaker
    • recommends tailoring this approach to each
    • brand’s specific circumstances.
  • 8.
    • Interbrand
    • This model calculates brand strength by
    • scoring a brand out of a 100 on the following
    • key attributes:
    • >Market: buoyancy of environment
    • >Stability: proof of survival
    • >Leadership: brand influence
    • >Trend: brand performance vs competition
    • >Support: strength of consumer franchise
    • >Geographic spread
    • >Protection
  • 9.
    • The top ten most powerful brands in the world market,:
    • Sony
    • Coca-Cola
    • Nokia
    • Nestle
    • Pepsi
    • Colgate-Palmolive
    • McDonald's
    • Nike
    • BMW
    • Samsung
  • 10. Evocative word association method
    • 5 simple steps:
    • 1.Please name every jewelry store you can think of.
    • 2.Can u think of any others?
    • 3.I am now going to say a few words, name out the first jewelry store that comes to your mind
    • 4.High pressure
    • Friendly
    • Over priced
    • Quality
    • This method reveals the strengths and weaknesses of each competitor.
  • 11. PEPSI case study
  • 12.
    • Thank u

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