Brand Management Lecture -8 PT MBA – Yr.1 – Trimester III

Today… Brand Equity Measurement and Management System Brand Value Chain Brand Tracking Studies Brand equity management system

Brand Equity Measurement and Management System

Brand Value Chain

Brand Tracking Studies

Brand equity management system

Why measure Brand Equity? Track consumer’s brand knowledge Towards Favourable and unique brand association To trace the ways in which Brand equity is created and its financial implications

Track consumer’s brand knowledge

Towards Favourable and unique brand association

To trace the ways in which Brand equity is created and its financial implications

The Brand Value Chain Basic Assumptions Brand Value resides in customer’s mind Process begins with firm investing on a chosen customer segment Changes in customer mindset Final result of Shareholders Linking factors - Multipliers

Basic Assumptions

Brand Value resides in customer’s mind

Process begins with firm investing on a chosen customer segment

Changes in customer mindset

Final result of Shareholders

Linking factors - Multipliers

The Brand Value Chain Marketing Program Investment Customer Mindset Market Performance Shareholder Value Program Quality Market place Conditions Investor Sentiment Multiplier Value Stages Awareness Associations Attitudes Attachment Activity Product Communication Trade Employee Other Price premium Price elasticities Market share Expansion success Cost structure Profitability Stock prices P/E ratio Market capitalization Market dynamics Growth potential Risk Profile Brand contribution Competitive reactions Channel support Customer size and profile Clarity Relevance Distinctiveness Consistency

Awareness

Associations

Attitudes

Attachment

Activity

Product

Communication

Trade

Employee

Other

Price premium

Price elasticities

Market share

Expansion success

Cost structure

Profitability

Stock prices

P/E ratio

Market capitalization

Market dynamics

Growth potential

Risk Profile

Brand contribution

Competitive reactions

Channel support

Customer size and profile

Clarity

Relevance

Distinctiveness

Consistency

Brand Tracking Studies Involves Information collected from consumers on a routine basis Quantitative measures to indicate current information

What to track? Product- brand tracking Recall and recognition measures More specific questions regarding the brand Strength, Favorability and Uniqueness Corporate or Family brand tracking How well managed is Reliance? How easy is it to do business with Reliance? How concerned is Reliance with its customers? How approachable is Reliance? How accessible is Reliance? How much do you like doing business with Reliance? What products are recalled for the corporate brand? Global Tracking Across markets

Product- brand tracking

Recall and recognition measures

More specific questions regarding the brand

Strength, Favorability and Uniqueness

Corporate or Family brand tracking

How well managed is Reliance?

How easy is it to do business with Reliance?

How concerned is Reliance with its customers?

How approachable is Reliance?

How accessible is Reliance?

How much do you like doing business with Reliance?

What products are recalled for the corporate brand?

Global Tracking Across markets

Global Tracking Economic Indicators : GDP, Interest Rates, Unemployment, Average wage, Disposable income, exchange rates, share markets Media Indicators: Media consumption, Ad expenditure, Share of Voice, Category spends Retail Technology Personal Attitude and Values Demographic profile Other Products and services Attitude to brands and shopping

Retail

Technology

Personal Attitude and Values

Demographic profile

Other Products and services

Attitude to brands and shopping

How to conduct tracking studies Who to track Customer segments across brand loyalties Competitor customers Channel partners When and Where to track Frequency of tracking – new and mature markets Continuous tracking

Who to track

Customer segments across brand loyalties

Competitor customers

Channel partners

When and Where to track

Frequency of tracking – new and mature markets

Continuous tracking

How to interpret tracking studies Reflection of Brand awareness Strength, Favorability and uniqueness of Brand associations Brand judgements and feelings Intensity and activity of Brand loyalty

Reflection of

Brand awareness

Strength, Favorability and uniqueness of Brand associations

Brand judgements and feelings

Intensity and activity of Brand loyalty

Brand Equity Management System Brand Equity Charter Define the firm’s concept of Brand Equity Scope of key terms Desired equity at various levels of Brand Hierarchy Range of relevant associations Method of measurement Brnad equity Strategic guidelines to manage brand (eg.. Stress on Clarity, relevance, distinctiveness and consistency in marketing programmes) Tactical guidelines for marketing programmes Specific guidelines for brand element usage.. Trademarks, packaging, communications

Brand Equity Charter

Define the firm’s concept of Brand Equity

Scope of key terms

Desired equity at various levels of Brand Hierarchy

Range of relevant associations

Method of measurement Brnad equity

Strategic guidelines to manage brand (eg.. Stress on Clarity, relevance, distinctiveness and consistency in marketing programmes)

Tactical guidelines for marketing programmes

Specific guidelines for brand element usage.. Trademarks, packaging, communications

Managing Brand Equity Brand Equity report Descriptive as well as diagnostic Descriptive market level info Product shipments and movements Relevant cost breakdowns Price and discount schedules Sales and Market share information Profit assessments Brand Equity responsibilities Overseeing BE – CEO vs. CBO

Brand Equity report

Descriptive as well as diagnostic

Descriptive market level info

Product shipments and movements

Relevant cost breakdowns

Price and discount schedules

Sales and Market share information

Profit assessments

Brand Equity responsibilities

Overseeing BE – CEO vs. CBO