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Brand management beyond print sales - Mart Ots
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Brand management beyond print sales - Mart Ots Presentation Transcript

  • 1. INTERNATIONELLA HANDELSHÖGSKOLAN HÖGSKOLAN I JÖNKÖPING Brand management beyond print sales - consumption experience, brand position and advertising sales Mart Ots Media Management and Transformation Centre Jönköping International Business School 2008-10-02 1
  • 2. INTERNATIONELLA HANDELSHÖGSKOLAN Sensory memory: Gustatory and olfactory register HÖGSKOLAN I JÖNKÖPING 2008-10-02 PRODUCTS, SERVICES AND BRANDS • Mart Ots 2
  • 3. INTERNATIONELLA HANDELSHÖGSKOLAN From consumer brand equity to advertising market sales HÖGSKOLAN I JÖNKÖPING Media ? Perceived B2B consumer brand equity market value ? Consumer B2B market market sales sales 2008-10-02 3
  • 4. INTERNATIONELLA HANDELSHÖGSKOLAN HÖGSKOLAN I JÖNKÖPING Should advertisers care if consumers love our brand? 2008-10-02 4
  • 5. INTERNATIONELLA HANDELSHÖGSKOLAN HÖGSKOLAN I JÖNKÖPING What is brand equity? •! ”Customer-based brand equity occurs when the consumer has a high level of awareness and familiarity with the brand and holds some strong, favourable, and unique brand associations in memory” (Keller 2008) 2008-10-02 5
  • 6. Effects of high consumer INTERNATIONELLA HANDELSHÖGSKOLAN HÖGSKOLAN I JÖNKÖPING brand equity •! Attitudinal loyalty •! Behavioral loyalty 2008-10-02 6
  • 7. INTERNATIONELLA HANDELSHÖGSKOLAN Experienced effects from behavioral loyalty HÖGSKOLAN I JÖNKÖPING •! Stability of reach lowers purchasing risk “If you have stability of reach, then you also have a more trustworthy medium. That will show in every aspect. If you don’t know what the reach will be in six months, then it is hard to have a yearly discussion.” (OMD) •! Clearer communication of the offering “For us, strong brands give the ability to see that they (the audiences) are somewhat different from others, or if it is an extremely broad media that there is just very many of them.” (OMD) 2008-10-02 7
  • 8. INTERNATIONELLA HANDELSHÖGSKOLAN Experienced effects from attitudinal loyalty HÖGSKOLAN I JÖNKÖPING •! Matching of advertised brands with media brand attitudes/ consumption experience “I would say that the brand is really important when it comes to magazines, less important when it comes to dailies and so on…” (Starcom) “I think (media brand image) really matters, but sometimes I think it matters too much, because I think that all the individuals working with and making these choices have a personal view. To a larger extent than they should. I mean, sometimes we need to look beyond the brands and look at the figures and trust them.” (Starcom) “Media sometimes use this as an argument for buying them, but I haven’t seen any convincing proof yet, so I don’t know. So I think that’s for them to make sure that they have a loyal audience…” (OMD) 2008-10-02 8
  • 9. INTERNATIONELLA HANDELSHÖGSKOLAN HÖGSKOLAN I JÖNKÖPING Contextual effects 2008-10-02 9
  • 10. INTERNATIONELLA HANDELSHÖGSKOLAN Ad/context congruency and priming HÖGSKOLAN I JÖNKÖPING + 2008-10-02 10
  • 11. INTERNATIONELLA HANDELSHÖGSKOLAN HÖGSKOLAN I JÖNKÖPING Excitation transfer 2008-10-02 11
  • 12. INTERNATIONELLA HANDELSHÖGSKOLAN HÖGSKOLAN I JÖNKÖPING Brand transfer (Halo effect) + 2008-10-02 12
  • 13. INTERNATIONELLA HANDELSHÖGSKOLAN HÖGSKOLAN I JÖNKÖPING •! Brand consumption in a larger context “I had a client with a target audience of ‘women 30 to 54’…. When we looked at the target audience closer, we saw that 30-34 year olds didn’t watch the shows we picked in TV 4 and as we then looked at what shows they did watch, then it was shows like Grey’s Anatomy, E.R, etc., so they had children and they watched shows every week, that they pick, that is their ‘luxury moment’… They are loyal and they watch three shows a week for one hour each while sitting on the sofa with a cup of coffee or whatever, watching their show and also watching the commercials around the show. (Starcom) “A business man can be approached in a work-context, but another strategy would be to reach them in the media which they consume in peace and quite on Sunday nights. This way you can approach them when their guard is down.” (Media edge) 2008-10-02 13
  • 14. INTERNATIONELLA HANDELSHÖGSKOLAN Brand position/consumption experience HÖGSKOLAN I JÖNKÖPING •! Northwestern University (2004) •! 101 newspapers, 37 000 respondents •! 44 identified unique experience dimensions 1.! Something to talk about 2.! Makes me smarter 3.! Looks out for my interests 4.! Regular part of my day 5.! People I know 6.! Touches and inspires me 7.! My personal timeout 8.! High quality, unique content 9.! Makes me more interesting 2008-10-02 14 10.!Taking a stand
  • 15. INTERNATIONELLA HANDELSHÖGSKOLAN Is there value for advertisers in media brands? HÖGSKOLAN I JÖNKÖPING Yes, but how can we assist them in creating more value for themselves? •! No numbers = no perceived value (need for measurement) •! How large is the market for branded contexts? •! Who are these advertisers and product categories? •! Which brand experiences do they search? •! How can we diversify our offering to cater to these different brand experience segments? •! What brand/line extension strategy should be used? 2008-10-02 16
  • 16. INTERNATIONELLA HANDELSHÖGSKOLAN HÖGSKOLAN I JÖNKÖPING End 2008-10-02 18