2. We read about the the relationship in last class
§ Brand is a promise
§ Product is the system of delivering this promise
§ Advertisement proposes and makes you believe this
delivery of promise
3. BRAND EQUITY
4. But what is a good brand made of?
§ Brand Equity is the difference between the value offered
by a product / service by the company the value
perceived by the consumers
5. Brand Equity consists of …
Anchor to which Reason to buy
can be attached
Time to respond
Reason to buy
6. Can we measure Brand Equity?
§ Yes, and there are various models
§ Details of different approaches to conceptualize brand
§ However, all of them share a common core à typically
rely on brand knowledge structures in the minds of
§ Consumers – individuals or organizations – are the
single source or foundation of brand equity
8. Other models
§ IPSOS Brand Health
! Category Involvement à
! Price Perception à Value
§ Research International
§ Young & Rubicam
! Strength / Knowledge
§ Milward Brown
§ Neilsen Winning Brands
9. How long does it take to build a brand?
10. BRAND MANAGER
12. What are the expertise / role of a Brand Person?
§ S/he is the parent of the brand, agency is the mentor
that grooms the brand
§ Skill-set needed:
! A natural observer
– gathers insights
! Networking, resourcefulness
! Rational, analytical ability
! Capability to write succinctly
! Attention to details
§ S/he is the sole responsible person for the growth of the
brand – there’s nothing s/he can escape from. Rest of
marketing department supports her/him.
13. Brand Person provides a brief
§ A good brief is a reflection of how well the brand person
understands and owns his/her brand
§ Brief means brief
! Concise – no more than 2 pages
! Simple and Clear – for anyone, free
! Positive and truthful – inspiring, driving excellence
§ Should be presented in person to the agency, including
the creative team, preferably with product demo
14. Brief to Agency
§ Why do we want new advertising?
§ Who are we talking to?
§ What effect should the advertising have on the consumer? What
does s/he think now? What would we like her to think/do?
§ The story – what is the single most persuasive benefit we can
§ Why should the believe it?
§ What are the executional considerations?
§ What are the practical considerations, e.g. timing, advertising
properties, competitive reaction, regulatory aspects, etc
§ Budget strength
15. 1. Would you want to be a brand manager? If yes, why? If not, why