1
TABLE OF CONTENTSABOUT                                             P3ACKNOWLEDGEMENTS                                  P4I...
ABOUT THE AUTHORABOUT BRAND-UTILITY.COM3
ACKNOWLEDGMENTS4
INTRODUCTION               Figure 1: Carling’s iPint APP5
6
A LACK OF UTILITY IN WEB ANDMOBILE ADVERTISING                               A NEW GENERATION OF MORE                     ...
A CONSUMER-CENTERED                               MARKETINGLEVERAGING   DATA   TO   ADDRELEVANCE8
CONTEXTUAL MARKETING9
CONTEXTUAL MARKETING IN THEBRANDED APP MARKET            Figure 2: Vodafone sends you an SMS with useful                  ...
11
TOWARDS   A     DEFINITION   OFBRAND UTILITY                                  Figure 3: Charmins SitOrSquat APP helps peop...
IMPACT OF BRAND UTILITY ONBRAND EQUITY13
STUDY ABOUT THE USEOF BRANDED APPS                                                                                  0 (12%...
#1: M e dia #2: A irlines , railw ay s a nd oth er         trav elling facilities           RELEVANCE     #3: B anks an d ...
ENGAGEMENTFigure 6: Huggies iGo Potty app16
INFLUENCE OF PERCEIVEDBRAND UTILITY ON BRANDEQUITY                                                 PRIVACY ISSUESTable 2 :...
Figure 7: Conceptual model for Brand Utility ON SMARTPHONESFigure 8: Importance-Performance Matrix1 Matrix adapted from Ni...
CONCLUSION                                         Bernardin, T. Kemp-Robertson, P. (2008)                                ...
Huang, M. Yu, S. (1999) Are consumers         Strazzieri, A. Chandon, JL. Le Rouw, A.inherently or situationnaly brand loy...
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Conceptual model for brand utility on smartphones

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This file is adapted from my master thesis, and provides people with insights about the way a branded application should be conceived to maximize utility, and how this utility improves brand equity. Download the file for higher quality.

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Conceptual model for brand utility on smartphones

  1. 1. 1
  2. 2. TABLE OF CONTENTSABOUT P3ACKNOWLEDGEMENTS P4INTRODUCTION P5A LACK OF UTILITY IN WEB AND MOBILE ADVERTISING P7A NEW GENERATION OF MORE EXIGENT CONSUMERS P7A CONSUMER-CENTERED MARKETING P8CONTEXTUAL MARKETING P10CONTEXTUAL MARKETING IN THE BRANDED APP MARKET P11TOWARDS A DEFINITION OF BRAND UTILITY P12IMPACT OF BRAND UTILITY ON BRAND EQUITY P13IN THE SMARTPHONE APPLICATIONS MARKETSURVEY ABOUT THE USE OF BRANDED APPLICATIONS P14CONCLUSION P19BIBLIOGRAPHY P192
  3. 3. ABOUT THE AUTHORABOUT BRAND-UTILITY.COM3
  4. 4. ACKNOWLEDGMENTS4
  5. 5. INTRODUCTION Figure 1: Carling’s iPint APP5
  6. 6. 6
  7. 7. A LACK OF UTILITY IN WEB ANDMOBILE ADVERTISING A NEW GENERATION OF MORE EXIGENT CONSUMERS7
  8. 8. A CONSUMER-CENTERED MARKETINGLEVERAGING DATA TO ADDRELEVANCE8
  9. 9. CONTEXTUAL MARKETING9
  10. 10. CONTEXTUAL MARKETING IN THEBRANDED APP MARKET Figure 2: Vodafone sends you an SMS with useful information when roaming.10
  11. 11. 11
  12. 12. TOWARDS A DEFINITION OFBRAND UTILITY Figure 3: Charmins SitOrSquat APP helps people find the nearest open bathrooms.12
  13. 13. IMPACT OF BRAND UTILITY ONBRAND EQUITY13
  14. 14. STUDY ABOUT THE USEOF BRANDED APPS 0 (12%) 1 - 3 (56%) 4 - 6 (17%) 7 - 10 (8%) Figure 5: Monthly app download of the sample Table 1 : How do you discover the apps that you decide to download ? Brand Equity Brand Smartphone Utility appsFigure 4 : Where the study standsSAMPLE14
  15. 15. #1: M e dia #2: A irlines , railw ay s a nd oth er trav elling facilities RELEVANCE #3: B anks an d F in ancial Institutio nsKEY FINDINGSEXPERIENCE15
  16. 16. ENGAGEMENTFigure 6: Huggies iGo Potty app16
  17. 17. INFLUENCE OF PERCEIVEDBRAND UTILITY ON BRANDEQUITY PRIVACY ISSUESTable 2 : If a branded app is useful to you inyour everyday life : Table 3: “How do you feel about geolocation?”17
  18. 18. Figure 7: Conceptual model for Brand Utility ON SMARTPHONESFigure 8: Importance-Performance Matrix1 Matrix adapted from Nigel Slack, "The Importance-Performance Matrix as a Determinant of ImprovementPriority", Int. J. of operations and production Management, Vol. 14, No. 5, pp 59-75, 1994.18
  19. 19. CONCLUSION Bernardin, T. Kemp-Robertson, P. (2008) Envisioning the future of advertising creativity research, Journal of Advertising, Winter 2008, Vol. 37, Numero 4. Bulik (2009), Marketers finally get wise, design apps with purpose. Advertising Age, Vol. 80 , issue 30. Cho and Cheon (2004), Why do people avoid advertising on the internet? Journal of Advertising. Christie, G. (2009). Integrate Mobile, B&T Magazine. Cincotta, K. (2005). Advertisers push the button. B&T Weekly. ComScore, 2010 Mobile Year in review Craik and Lockhart (1972). The Levels of Processing model. Das, S. Stenger, C. Ellis, C. (2009) Managing tomorrow’s brand – moving from measurement towards an integrated system of brand equity. Journal of Brand Management, Vol. 17, Number 1. Dutta, K. (2009), Apps Galore, Revolution Magazine. Eric Newman (2008) Marketers Waiting Before They Will Tackle Adblock, Brandweek, Vol. 48, Issue 34. Fazio and Zenna (1981), Direct experiences and attitude-behaviour consistency. Feig, B. Dinner for one. Frozen Food Age. Figge, S. (2004) Situation-dependent services-a challenge for mobile network operators. Journal Gabay, G. Moskowitz, H. Beckley, J. Ashman, H. (2009). Consumer-centered “brand value” of foods: drivers and segmentation. Journal of Product & Brand Management, Vol. 18, Number 1, p4-16. Gabay, G. Moskowitz, H. Beckley, J. Ashman, H. Relationship marketing, mindset segmentation, optimizedBIBLIOGRAPHY messaging for life insurance, and typing customers into the segments. Gilbreath, B. (2010), The Next Evolution ofBerger, Mitchell (1989), The effect of Marketing: Connect with your CustomersAdvertising on Attitude Accessibility, through Marketing with Meaning.Attitude Confidence, and the Attitude- Howe, Strauss (2000), Millenials rising:Behaviour Relationship. the great next generation.19
  20. 20. Huang, M. Yu, S. (1999) Are consumers Strazzieri, A. Chandon, JL. Le Rouw, A.inherently or situationnaly brand loyal? (1996). Une analyse confirmatoire de laMarketing & Psychology, Vol. 16, number mesure d’implication durable PIA. W.P.6. N°485.Justin Owens (May 2011), Text Tiltman, D. (2009). The age of interruptionAdvertising Blindness: the new banner is dead. Long live the age of, er,blindness? Journal of Usability studies, interruption. Media: Asias Media &Vol. 6, issue 3. Marketing Newspaper, p7-7, 1/3p.Karpinski, R. (2009) Going Mobile? Here Tversky, A. Simonson, I. (1993) Context-are the basics. B to B Magazine. dependent preferences. Journal ofKeller (1993), managing customer-based Management Science.brand equity. Van de Langemaat, W. (2010). MobileKenny, D. Marshall, JF. (2000) Contextual Application strategies, How appsmarketing--the real business of the strategies could lead to an enhanced brandInternet. Harvard Business Review. experienceKim, H., Kim, J., Lee, Y., Chae, M. andChoi, Y. (2002). An empirical study of theuse contexts and usability problems inmobile internet.Klaassen, A. (2008). Mobile MarketingGuide. Advertising Age, Vol. 79, issue 33.Lee, T. Jun, J. (2007) Contextual perceivedvalue? Investigating the role of contextualmarketing for customer relationshipmanagement in a mobile commercecontext. Business Process ManagementJournal. Vol. 13, Number 6.Matt Sadler (2008), Data is our future.McBride, T. Muhle, B. (2008), Meet theMillenials: Fans, Brands, and CulturalCommunities, MusicsTank report.Norman, R. (2006). Do different. TheMarketing Forum.of Business Research, Vol. 57.Orth, U. McDaniel, M. Shellhammer, T.Lopetcharat, K. (2004) Promoting brandbenefits: the role of consumerpsychographics and lifestyle. The Journalof Consumer Marketing, vol. 21.Phillips, C. (2010) Social Media is makingnew demands on Brand Strategy, BrandAmplitude LLC.Sasser, S. Koslow, S. (2008). Desperatelyseeking advertising creativity. Journal ofAdvertising. Vol. 37.Schultz, E.J. Neff, J. Pollack, J. (2010).Purpose-driven marketing all the rage atthe Association of National Advertisers.Advertising Age, Vol. 81, issue 37.20

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