Brand Measuring and Performance

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Brand Measuring and Performance

  1. 2. The Seven Components of Brand Strength : <ul><li>Market </li></ul><ul><li>Stability </li></ul><ul><li>Leadership </li></ul><ul><li>Profit trend </li></ul><ul><li>Support </li></ul><ul><li>Geographic spread </li></ul><ul><li>Protection </li></ul>
  2. 3. Measuring brand performance is an integral part of brand management .
  3. 4. Brand Equity <ul><li>“ The most valuable part of the brand ... the </li></ul><ul><li>added value bit ... the bit that protects </li></ul><ul><li>respectable margins and fills up the reservoirs </li></ul><ul><li>of future cash flow ... the bit that distinguishes </li></ul><ul><li>a brand from a mere product ... doesn’t </li></ul><ul><li>belong to it. It belongs to the public.” </li></ul>
  4. 5. Brand equity determines a brand’s health and strength as well as its financial value. Four dimensions of Brand Equity
  5. 6. Alternative Brand Equity Measures <ul><li>Several proprietary models based on </li></ul><ul><li>worldwide market research have been </li></ul><ul><li>developed to measure brand equity. </li></ul><ul><li>Young & Rubicam (Y&R) </li></ul><ul><li>is based on consumer perceptions </li></ul><ul><li>using a 32-item consumer questionnaire that </li></ul><ul><li>measures four main areas. </li></ul><ul><li>>Differentiation: how distinctive is the brand </li></ul><ul><li>in the marketplace? </li></ul><ul><li>>Relevance: how relevant is the brand to the </li></ul><ul><li>consumer? </li></ul><ul><li>>Esteem: how highly does the consumer </li></ul><ul><li>regard the brand? </li></ul><ul><li>>Knowledge: how well does the consumer </li></ul><ul><li>understand what the brand stands for? </li></ul>
  6. 7. Brand Equity Ten <ul><li>David Aaker [IPA, 1996] put forward this </li></ul><ul><li>approach which scores brands against the </li></ul><ul><li>following: </li></ul><ul><li>Loyalty measures </li></ul><ul><li>1. Price premium </li></ul><ul><li>2. Satisfaction/loyalty </li></ul><ul><li>Perceived quality/leadership measures </li></ul><ul><li>3. Perceived quality </li></ul><ul><li>4. Leadership/popularity </li></ul><ul><li>Associations/differentiation measures </li></ul><ul><li>5. Perceived value </li></ul><ul><li>6. Brand personality </li></ul><ul><li>7. Organisational associations </li></ul><ul><li>Awareness measures </li></ul><ul><li>8. Brand awareness </li></ul><ul><li>Market behaviour measures </li></ul><ul><li>9. Market share </li></ul><ul><li>10. Market price/distribution coverage </li></ul><ul><li>This list includes a balance of attitude, </li></ul><ul><li>behaviour and marketing measures with no </li></ul><ul><li>prescribed weighting on each element. Aaker </li></ul><ul><li>recommends tailoring this approach to each </li></ul><ul><li>brand’s specific circumstances. </li></ul>
  7. 8. <ul><li>Interbrand </li></ul><ul><li>This model calculates brand strength by </li></ul><ul><li>scoring a brand out of a 100 on the following </li></ul><ul><li>key attributes: </li></ul><ul><li>>Market: buoyancy of environment </li></ul><ul><li>>Stability: proof of survival </li></ul><ul><li>>Leadership: brand influence </li></ul><ul><li>>Trend: brand performance vs competition </li></ul><ul><li>>Support: strength of consumer franchise </li></ul><ul><li>>Geographic spread </li></ul><ul><li>>Protection </li></ul>
  8. 9. <ul><li>The top ten most powerful brands in the world market,: </li></ul><ul><li>Sony </li></ul><ul><li>Coca-Cola </li></ul><ul><li>Nokia </li></ul><ul><li>Nestle </li></ul><ul><li>Pepsi </li></ul><ul><li>Colgate-Palmolive </li></ul><ul><li>McDonald's </li></ul><ul><li>Nike </li></ul><ul><li>BMW </li></ul><ul><li>Samsung </li></ul>
  9. 10. Evocative word association method <ul><li>5 simple steps: </li></ul><ul><li>1.Please name every jewelry store you can think of. </li></ul><ul><li>2.Can u think of any others? </li></ul><ul><li>3.I am now going to say a few words, name out the first jewelry store that comes to your mind </li></ul><ul><li>4.High pressure </li></ul><ul><li>Friendly </li></ul><ul><li>Over priced </li></ul><ul><li>Quality </li></ul><ul><li>This method reveals the strengths and weaknesses of each competitor. </li></ul>
  10. 11. PEPSI case study
  11. 12. <ul><li>Thank u </li></ul>

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