1. Brand Management
Session 2: Brand Equity and Brand Manager
Zeeshan Kingshuk Huq
Guest Faculty
zeeshan.huq@gmail.com

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
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3. BRAND EQUITY
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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
! Is
Mercedes expensive?
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5. Brand Equity consists of …
Brand
Loyalty
Reduced
marketing cost
Brand
Awareness
Perceived
Quality
Anchor to which Reason to buy
other
Differentiation /
associations
Trade Leverage
Position
can be attached
Attracting new
Price
Familiarity-liking
customers
ChannelSignal of
Time to respond
member interest
substance
to competitive
Extension
Consideration
threats
Brand
Association
Easy
interpretation
Reason to buy
Create positive
image
Extension
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6. Can we measure Brand Equity?
§ Yes, and there are various models
§ Details of different approaches to conceptualize brand
equity differ
§ However, all of them share a common core à typically
rely on brand knowledge structures in the minds of
consumers
§ Consumers – individuals or organizations – are the
single source or foundation of brand equity
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7. Generic Model in Measuring Brand Equity
§ Considerations
! Brand
Awareness
- Breadth
- Depth
! Brand
Image
- Characteristics, price,
durability, quality, effective
- Personification (user
versus brand)
- Values, history, heritage
- Feelings
§ Measurements
! Brand
Awareness
- Brand Recognition
- Unaided Recall
- Aided Recall
! Brand
Image
- Free Association
- Means-Ends Chain
Analysis
- Projective Techniques
- Ethnography /
Observation
- Aaker Scale
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8. Other models
§ IPSOS Brand Health
Model
! Consumer
Perception à
Equity
! Category Involvement à
Sensitivity
! Price Perception à Value
§ Research International
Equity Engine
! Affinity
! Identification
! Approval
! Performance
§ Young & Rubicam
BrandAsset® Valuator
! Differentiation
! Relevance
! Strength / Knowledge
! Stature
§ Milward Brown
BrandDynamicsTM
! Presence
! Relevance
! Performance
! Advantage
! Bonding
§ Neilsen Winning Brands
! 4/5
stages
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9. How long does it take to build a brand?
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10. BRAND MANAGER
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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:
! Creativity
! A natural observer
– gathers insights
! Networking, resourcefulness
! People-savvy
! 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.
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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
from jargons
! Positive and truthful – inspiring, driving excellence
§ Outline
§ Should be presented in person to the agency, including
the creative team, preferably with product demo
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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
offer?
§ 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
§ Authority
§ Budget strength
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15. 1. Would you want to be a brand manager? If yes, why? If not, why
not?
QUIZ
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16. QUESTIONS AND ANSWERS
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