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Leveraging Brand Equity
In this presentation we will see how the brand
can be leveraged using:
• Celebrity endorsement

• ...
Celebrity Endorsement
• Role of Celebrity Endorsement
– Build Brand Awareness

MAR5007 Managing The Brand

2
Celebrity Endorsement
• Developing Brand Personality

MAR5007 Managing The Brand

3
Celebrity Endorsement
• Generating Brand Imagery:
http://www.youtube.com/watch?v=yWJbTCd6hp4
http://www.youtube.com/watch?...
Celebrity Endorsement
• Sales are greater for congruous rather than
incongruous pairings

MAR5007 Managing The Brand

5
Celebrity Endorsement
• Congruous stimuli generate unique memory
traces making it easier to locate those
memories
• Congru...
Celebrity Endorsement
• SOURCE FACTORS
*Celebrity Attributes

- Credibility
(Expertise)
(Trustworthiness)
Physical Attract...
Celebrity Endorsement
• MANAGEMENT FACTORS
1) Congruence
2) Multiplicity

3) Activation

MAR5007 Managing The Brand

8
Co-Branding
• In Branding
Used by component manufacturers to develop
pull strategy with consumer over assembler
* To stren...
Sponsorship (Event)
• Events (six classes)
– Sport
– Music
– Festival
– Fine Art
– Trade
– Charity

MAR5007 Managing The B...
Sponsorship (Event)
• Key Factors
– Degree of media exposure for event
– Number of performers
– Physical size of event
– V...
Sponsorship (Event)
• Attitudes toward Events based on
• Experience
• Remote Viewing
• WOM
Events can be Characterised
- Y...
Sponsorship (Event)
• Most Recent Experience most important
• Number of People at event influences
perception of success
•...
Sponsorship (Event)
• Only – Brand Name; Logo; Slogan
–
–
–
–

Known Brand (so brand reinforcement & association)
Peripher...
Sponsorship (Event)
• Moderating Variables
– Event/Sponsor Similarity
Functional (Mobil No1 oil & F1 Racing)
Image (Rolex ...
Sponsorship
• Incongruity Theory applies to e newspapers
- lack of distinction between editorial and ads means
sponsorship...
Event Sponsorship
• Number of Sponsors – greater the less impact
for any individual sponsor

MAR5007 Managing The Brand

1...
Event Sponsorship
• Events with multiple activities are more
difficult for consumers to associate with any
single sponsor
...
Product Placement
• What are we trying to achieve by the use of
Product Placement?
Brand Recall?
http://www.youtube.com/wa...
Product Placement
• Extending Brand knowledge
– By direct celebrity usage.(3.10)
http://www.youtube.com/watch?v=S39paDGZ0E...
Product Placement
• Extending Brand Knowledge by content
inclusion

MAR5007 Managing The Brand

21
Product Placement
• De Lorme & Reid have shown that viewers
– (1) appreciate the realism that product
placements add to a ...
Product Placement
• When brand awareness is already high
product placement increases both brand recall
and positive attitu...
Product Placement
• Obvious and prominent placement leads to
negative shift in brand attitudes (Cowley & Barron 2008)
http...
Product Placement
• Product placement gives better brand recall
than traditional advertising (Gupta & Lord 1999)
http://ww...
Product Placement
• Works well in game formats, but conreuence
is vital
• In violet games it was thought that physical
aro...
Product Placement
• The most negative attitudes toward brands
comes from the inclusion of a brand in TV/film
that is disli...
Product Placement
• Congruence between brand and the celebrity
is critical in developing positive attitudes
toward the bra...
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Leveraging brand equity

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Transcript of "Leveraging brand equity"

  1. 1. Leveraging Brand Equity In this presentation we will see how the brand can be leveraged using: • Celebrity endorsement • Sponsorship • Product placement MAR5007 Managing The Brand 1
  2. 2. Celebrity Endorsement • Role of Celebrity Endorsement – Build Brand Awareness MAR5007 Managing The Brand 2
  3. 3. Celebrity Endorsement • Developing Brand Personality MAR5007 Managing The Brand 3
  4. 4. Celebrity Endorsement • Generating Brand Imagery: http://www.youtube.com/watch?v=yWJbTCd6hp4 http://www.youtube.com/watch?v=NLyXrznmfoY http://www.youtube.com/watch?v=gq_EZjhHaDY MAR5007 Managing The Brand 4
  5. 5. Celebrity Endorsement • Sales are greater for congruous rather than incongruous pairings MAR5007 Managing The Brand 5
  6. 6. Celebrity Endorsement • Congruous stimuli generate unique memory traces making it easier to locate those memories • Congruous stimuli conform to an individuals existing memory traces (selective attention) MAR5007 Managing The Brand 6
  7. 7. Celebrity Endorsement • SOURCE FACTORS *Celebrity Attributes - Credibility (Expertise) (Trustworthiness) Physical Attractiveness MAR5007 Managing The Brand 7
  8. 8. Celebrity Endorsement • MANAGEMENT FACTORS 1) Congruence 2) Multiplicity 3) Activation MAR5007 Managing The Brand 8
  9. 9. Co-Branding • In Branding Used by component manufacturers to develop pull strategy with consumer over assembler * To strengthen both brands * Brand Knowledge ? – in HIP’s? or brand value awareness in LIP’s? MAR5007 Managing The Brand 9
  10. 10. Sponsorship (Event) • Events (six classes) – Sport – Music – Festival – Fine Art – Trade – Charity MAR5007 Managing The Brand 10
  11. 11. Sponsorship (Event) • Key Factors – Degree of media exposure for event – Number of performers – Physical size of event – Venue location Individual Consumer Factors Number of images held about the event Strength of each image Past history individual has with the event MAR5007 Managing The Brand 11
  12. 12. Sponsorship (Event) • Attitudes toward Events based on • Experience • Remote Viewing • WOM Events can be Characterised - Youthful - Highbrow - Fun - Serious MAR5007 Managing The Brand 12
  13. 13. Sponsorship (Event) • Most Recent Experience most important • Number of People at event influences perception of success • Professional standing of Participants • Tradition/History of Event • Venue – standing/reputation • Promotional Investment MAR5007 Managing The Brand 13
  14. 14. Sponsorship (Event) • Only – Brand Name; Logo; Slogan – – – – Known Brand (so brand reinforcement & association) Peripheral Route Classical Conditioning BUT not just successful for low involvement FMCg’s MAR5007 Managing The Brand 14
  15. 15. Sponsorship (Event) • Moderating Variables – Event/Sponsor Similarity Functional (Mobil No1 oil & F1 Racing) Image (Rolex & World Ocean Racing) Both (Barbour and Three Counties Shows) * Level of Sponsorship * Frequency MAR5007 Managing The Brand 15
  16. 16. Sponsorship • Incongruity Theory applies to e newspapers - lack of distinction between editorial and ads means sponsorship difficult for readers to identify, so incongruent pairing can work - Social Cause Sponsorship - (Persuasion Knowledge Model –PKM) Increased scientism of consumers because of knowledge of marketer activity generate negative associations MAR5007 Managing The Brand 16
  17. 17. Event Sponsorship • Number of Sponsors – greater the less impact for any individual sponsor MAR5007 Managing The Brand 17
  18. 18. Event Sponsorship • Events with multiple activities are more difficult for consumers to associate with any single sponsor MAR5007 Managing The Brand 18
  19. 19. Product Placement • What are we trying to achieve by the use of Product Placement? Brand Recall? http://www.youtube.com/watch?v=QzaObD321Ww MAR5007 Managing The Brand 19
  20. 20. Product Placement • Extending Brand knowledge – By direct celebrity usage.(3.10) http://www.youtube.com/watch?v=S39paDGZ0Ew& NR=1&feature=endscreen MAR5007 Managing The Brand 20
  21. 21. Product Placement • Extending Brand Knowledge by content inclusion MAR5007 Managing The Brand 21
  22. 22. Product Placement • De Lorme & Reid have shown that viewers – (1) appreciate the realism that product placements add to a scene (2) familiarity of the brand gives comfort & reassurance to the viewer – (3) aids in relating to the characters within the scenes MAR5007 Managing The Brand 22
  23. 23. Product Placement • When brand awareness is already high product placement increases both brand recall and positive attitudes toward the brand. (Tasai et al 2007) MAR5007 Managing The Brand 23
  24. 24. Product Placement • Obvious and prominent placement leads to negative shift in brand attitudes (Cowley & Barron 2008) http://www.youtube.com/watch?v=LMaXcqD7CU0 Congruence between brand and scene is critical in building good positive brand associations (Tangmanee & Rustanavibul 2012) MAR5007 Managing The Brand 24
  25. 25. Product Placement • Product placement gives better brand recall than traditional advertising (Gupta & Lord 1999) http://www.youtube.com/watch?v=LbwzviroHck MAR5007 Managing The Brand 25
  26. 26. Product Placement • Works well in game formats, but conreuence is vital • In violet games it was thought that physical arousal indicated increased brand awareness, but this is not the case. • Found that individuals with trait aggression had greater spatial awareness & hence better receptivity to brand logo inclusions MAR5007 Managing The Brand 26
  27. 27. Product Placement • The most negative attitudes toward brands comes from the inclusion of a brand in TV/film that is disliked by the audience.(d’Astous & Segmin 1999) • Product Placement in documentaries & Quiz shows produces negative attitudes to those brands MAR5007 Managing The Brand 27
  28. 28. Product Placement • Congruence between brand and the celebrity is critical in developing positive attitudes toward the brand(Tangmanee & Rustanavibul) MAR5007 Managing The Brand 28
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