Jerusalem, November 20th, 2008 Brand: A Mark of Quality
PODRAVKA DD.
KOPRIVNICA, CROATIA
BRAND: A MARK OF QUALITY
Katarina...
BRAND: A MARK OF QUALITY
Presentation topics:
• The importance of brand
• The perceived brand quality
• Aligning the perci...
Jerusalem, 10. srpanj 2013.g. Brand: A Mark of Quality
What is a brand?
3
“Brands are solaces for our soul – beacons in
th...
" A product is something
that is made in a
factory; a brand is
something that is
bought by a customer.
A product can be co...
Jerusalem, 10. srpanj 2013.g. Brand: A Mark of Quality
5
Reasons for branding
• Product differentiation
Brand gives custom...
Jerusalem, 10. srpanj 2013.g. Brand: A Mark of Quality
6
Reasons against branding
• Inability to identify: if brand cannot...
Jerusalem, 10. srpanj 2013.g. Brand: A Mark of Quality
7
Brand Equity
Brand equity is the added value endowed on
products ...
Jerusalem, 10. srpanj 2013.g. Brand: A Mark of Quality
8
What is Brand Equity?
Brand Equity
Brand loyalty
Brand awareness
...
"It is only shallow people who do not judge by
appearances."
Oscar Wilde
Percieved Quality
Perceived quality is defined as a consumer’s
evaluation of a brand’s overall excellence
based on intrins...
Jerusalem, 10. srpanj 2013.g. Brand: A Mark of Quality
11
Perceived Brand Quality
• Reason to buy
- Customer has not the t...
Jerusalem, 10. srpanj 2013.g. Brand: A Mark of Quality
12
Perceived Brand Quality/ cont.
• Marketing chanell members' inte...
Jerusalem, 10. srpanj 2013.g. Brand: A Mark of Quality
13
Customer Expectations
• Performance: fulfillment of product’s pr...
Jerusalem, 10. srpanj 2013.g. Brand: A Mark of Quality
Transforming the real quality into the
percieved quality
14
• Commi...
Brand is the quality pledge
It is not enough to claim "We are the best!"
Customers need a quality warranty that a
company ...
THANK YOU!
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Brand: a mark of quality

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For companies in almost every industry, brands are of paramount importance. The main reason for this is that customer has a staggering number of choices. Along the real world shopping, virtual shopping on the Net becomes more and more prominent. Facing literally thousands of, seemingly, identical products or services, all of which promise “the best, unique, new, perfect” etc., how the customer be certain to obtain promised, expected an always the same quality for his money? Simply, customer chooses the brand. He trusts products or services which are known to him, which he has tried and which gave him satisfaction. Brand becomes a stamp of quality recognized by the customer, trusted, seeked out and loyal to

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Brand: a mark of quality

  1. 1. Jerusalem, November 20th, 2008 Brand: A Mark of Quality PODRAVKA DD. KOPRIVNICA, CROATIA BRAND: A MARK OF QUALITY Katarina Gaži Pavelić
  2. 2. BRAND: A MARK OF QUALITY Presentation topics: • The importance of brand • The perceived brand quality • Aligning the percived quality with the actual brand quality Author: K. Gaži Pavelić, dipl.oec., EOQ Quality Systems Manager and Auditor Jerusalem, 10. srpanj 2013.g. Brand: A Mark of Quality
  3. 3. Jerusalem, 10. srpanj 2013.g. Brand: A Mark of Quality What is a brand? 3 “Brands are solaces for our soul – beacons in the chaotic world.” R. Ridderstråle, K.A. Nordström A brand is a name, term, sign, symbol or design, or a combination of them, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors. Kotler et al. 1999
  4. 4. " A product is something that is made in a factory; a brand is something that is bought by a customer. A product can be copied by a competitor, a brand is unique. A product can be quickly outdated; a successful brand is timeless.“ Brand is unique Source: Stephen King, WPP Group, London
  5. 5. Jerusalem, 10. srpanj 2013.g. Brand: A Mark of Quality 5 Reasons for branding • Product differentiation Brand gives customers clear emotional and logical reasons to buy a product • Value perception Customers perceive brands as products of a higher quality, more reliable and as those who offer higher value for money. - Brand no one > 10% more expensive then brand no two, > 40% more expensive then a private brand. • Brand loyalty Repeat business is significant to long-term business success - Costs are up to 90% lower • Pride Known brand makes company employees proud
  6. 6. Jerusalem, 10. srpanj 2013.g. Brand: A Mark of Quality 6 Reasons against branding • Inability to identify: if brand cannot be identified or distinguished from substitutes • Inability to maintain quality: branding would mark out items to avoid • Very small market: not cost effective • Irregular availability: must assure steady supply
  7. 7. Jerusalem, 10. srpanj 2013.g. Brand: A Mark of Quality 7 Brand Equity Brand equity is the added value endowed on products and services, which may be reflected in the way consumers, think, feel, and act with respect to the brand. Kotler et al. 1999
  8. 8. Jerusalem, 10. srpanj 2013.g. Brand: A Mark of Quality 8 What is Brand Equity? Brand Equity Brand loyalty Brand awareness • Reason-to-buy • Differentiate/ position • Price • Channel member interest • Extensions Perceived brand quality Brand associations Other proprietary brand assets
  9. 9. "It is only shallow people who do not judge by appearances." Oscar Wilde
  10. 10. Percieved Quality Perceived quality is defined as a consumer’s evaluation of a brand’s overall excellence based on intrinsic (e.g., performance, durability) and extrinsic cues (e.g., brand name, warranty) (Kirmani and Baumgartner, 2000)
  11. 11. Jerusalem, 10. srpanj 2013.g. Brand: A Mark of Quality 11 Perceived Brand Quality • Reason to buy - Customer has not the time or ability to evaluate the quality objectively. - Perception of quality is the determinant factor in the buying decision. • Differentiation/ positioning - Establishing a specific image for a brand (the best, premium, excellent) in relation to competing brands and their quality • Premium price - When the perceived quality is high, price may be/ must be accordingly higher - perceived quality enhances profit growth (premium price = quality)
  12. 12. Jerusalem, 10. srpanj 2013.g. Brand: A Mark of Quality 12 Perceived Brand Quality/ cont. • Marketing chanell members' interest - Strong influence on the marketing chanell members (distributors, wholesale, retailers). • Brand extentions - Giving of a popular brand name to a new product in an unrelated product category • Brand contraction (only one, supreme brand), A. Ries - a company is positioning itself as a specialist
  13. 13. Jerusalem, 10. srpanj 2013.g. Brand: A Mark of Quality 13 Customer Expectations • Performance: fulfillment of product’s primary operating characteristics. • Features: desirable product characteristics that supplement basic functioning • Conformance to specifications: failure incidence, occurence of defects (production oriented quality) • Reliability/consistency: allways the same level of Performance, Aesthetics, taste etc. • Durability: actual equals the promised and the expected • Service : efficient, competent and appropriate • Aesthetics: product looks and feels like a quality product Acc. to D. Garvinu
  14. 14. Jerusalem, 10. srpanj 2013.g. Brand: A Mark of Quality Transforming the real quality into the percieved quality 14 • Commitment to quality • Quality culture • Customer feedback • Measuring, goals and standards • Customer expectations Transformation of the real quality into the percieved quality is possible only if a company has:
  15. 15. Brand is the quality pledge It is not enough to claim "We are the best!" Customers need a quality warranty that a company is really behind it's brand promises The pledge must be: – unconditional – understandable – easily fulfilled – significant for a customer
  16. 16. THANK YOU!

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