Brand Equity Management
•Download as PPT, PDF•
0 likes•132 views
A focus on the Brand Equity aspect of marketing & brand management strategy development looking at the four main fundamentals that companies should focus on in order to gain greater market traction with intended market ccustomer segments.
Recommended
More Related Content
What's hot
What's hot (19)
Viewers also liked
Similar to Brand Equity Management
Similar to Brand Equity Management (20)
Recently uploaded
Recently uploaded (20)
Brand Equity Management
- 1. Loyalty Associations Awareness Perceived Quality Branding Dimensions : Equity
- 2. Loyalty Associations Awareness Perceived Quality •influences brand associations •shown to affect profitability •how many decision makers know the brand •know what the brand stands for •awareness of the Promise of the brand •results of marketing and advertising strategies Awareness Branding Dimensions : Equity
- 3. Loyalty Associations Awareness Perceived Quality •influences brand associations •shown to affect profitability •how many decision makers know the brand •know what the brand stands for •awareness of the Promise of the brand •results of marketing and advertising strategies Awareness Branding Dimensions : Equity
- 4. Loyalty Associations Awareness Perceived Quality •influences brand associations •shown to affect profitability •data driven •specifications •competitive comparisons perceived quality Branding Dimensions : Equity
- 5. Loyalty Associations Awareness Perceived Quality •anything that connects the customer to the brand •Include imagery, product attributes, use situations, organisational associations, brand personality, symbols. •determine which associations to develop •create appropriate linking programs associations Branding Dimensions : Equity
- 6. Utilities Loyalty Associations Awareness Perceived Quality •at the heart of the brand’s value •strengthen size & intensity of each loyalty segment •small brand with intense loyal customer base can have high equity loyalty Branding Dimensions : Equity
- 7. Top Of Mind Unaided Aided Measures whether the brand is the first to come to the mind of business partners who are interviewed regarding the available options for their needs [for given product categories]. Brand Awareness Brand Awareness Branding Dimensions : Equity Benefits the brand any time decisions makers have to make a quick decision or want to decide without too much effort.
- 8. Top Of Mind Unaided Aided Measure of the Brand’s impact. i.e. to what extent it associated with a given product category. Branding Dimensions : Equity Brand Awareness Brand Awareness In B2B marketing this awareness indicates a shortlist of names which will quickly be scanned in first phases of the decision making process for later more thorough analysis.
- 9. Top Of Mind Unaided Aided When target markets are asked if they have already heard of certain brands. Branding Dimensions : Equity Brand Awareness Brand Awareness Purpose is to assure – the brand has already been heard of, salespeople can bring into related discussions. The pursuit of a particular type of awareness depends on the buying & decision making process.
- 10. Behavioral Interdependence Personal Commitment Partner Quality Degree to which the actions of the relationship partners are intertwined. Branding Dimensions : Equity Perceived Quality Perceived Quality Indicated by the frequency of, importance of & management involvement in the interaction
- 11. Behavioral Interdependence Personal Commitment Partner Quality Partners are committed to each other Branding Dimensions : Equity Perceived Quality Perceived Quality Desire to improve or maintain quality of the relationship over time.
- 12. Behavioral Interdependence Personal Commitment Partner Quality Evaluation by one partner of the performance and attitude of the other. Branding Dimensions : Equity Perceived Quality Perceived Quality Evaluation by the end user. Quality falls heavily into the Brand Preference aspect of marketing – and to some extent is a given.
- 13. Brand Value Pyramid Relates back to Brand Relevance : new brand and categories enables the ownership of a key association. Branding Dimensions : Equity AssociationsAssociations Evaluation by the end user. Creating And Owning Emotional, values Emotional, values Features or processes that must be demonstrated Features or processes that must be demonstrated Functional or emotional benefits provided Functional or emotional benefits provided Features & attributes Beliefs and values Benefits Easiest to deliver, easily imitated Most meaningful, difficult to imitate
- 14. Brand Value Pyramid Relates back to Brand Relevance : new brand and categories enables the ownership of a key association. Branding Dimensions : Equity AssociationsAssociations Evaluation by the end user. Creating And Owning The pyramid best demonstrates the power of brand associations. The concept is often the missing link in B2B Marketing.
- 15. Branding Dimensions : Equity AssociationsAssociations •Evian Early 1990s owned unique set of Brand Associations Bottled water as a :- Convenient Healthy Natural way to quench thirst These went beyond Benefits and Became Values Put them at the top of the pyramid Help me feel better Help me feel better Help me cleanse my body Help me cleanse my body Help me be the healthiest I can be Help me be the healthiest I can be
- 16. Branding Dimensions : Equity AssociationsAssociations •Over Time What were Values & Benefits become Attributes These become the price of entry Crystal Geyser Aquafina Poland Springs Dasani threatens to shift the category to one based on Price & Distribution
- 17. Premium Pricing Relates back to Brand Relevance : new brand and categories enables the ownership of a key association. Branding Dimensions : Equity LoyaltyLoyalty Evaluation by the end user.
- 18. •The strategic decision regarding the type of marketing to be executed must be made Branding Dimensions : Equity Metrics Perceptual Behavioral Financial • Awareness • Image attributes • Relevance • Purchase consideration • Preference • Satisfaction • Recommendation • Market share • Loyalty • Lifetime value of customer • Relative price • Revnue growth • Operating margin • EVA margin • Customer lifetime value Brand value tracking metrics : interbrand
- 19. •Discuss the four components of Brand Equity as it pertains to your business ? Exercise / Discussion Points Branding Dimensions : Equity •What are you currently focusing on, what can be improved ?
Editor's Notes
- In fashion marketing, involvement refers to the extent of interest in the product category: apparel & accessories We want to encourage this aspect of involvement through our marketing materials: e.g. communication campaign suggesting that every shape is beautiful: you are what you wear. Thus, clothing is personally relevant for the consumer: makes the individual become involved in the product choice Consumer interest in clothing: Gives pleasure & enjoyment – hedonistic perspective related to involvement Hedonics: Suggests that purchasing experience may be more important than product acquisition E.g. customers are more likely to engage in impulse buying when motivated by desires such as fun, fantasy, social or emotional gratification Helps shape their image = means of self-expression – because of the symbolic product properties: vehicle that reflects self image and identity in both a personal and social context Involvement: Important because: Consumers attach meaning to their clothes Highlighted by the role of fashion in today’s society Driven by: Individual motive to use certain products to project a desired self-image Linked to personal values & needs: Use products to express and communicate our values to others Values generate consumer goals and guide consumer making proceses Important to understand the linkage between involvement & values (personal, economic, aesthetics)
- In fashion marketing, involvement refers to the extent of interest in the product category: apparel & accessories We want to encourage this aspect of involvement through our marketing materials: e.g. communication campaign suggesting that every shape is beautiful: you are what you wear. Thus, clothing is personally relevant for the consumer: makes the individual become involved in the product choice Consumer interest in clothing: Gives pleasure & enjoyment – hedonistic perspective related to involvement Hedonics: Suggests that purchasing experience may be more important than product acquisition E.g. customers are more likely to engage in impulse buying when motivated by desires such as fun, fantasy, social or emotional gratification Helps shape their image = means of self-expression – because of the symbolic product properties: vehicle that reflects self image and identity in both a personal and social context Involvement: Important because: Consumers attach meaning to their clothes Highlighted by the role of fashion in today’s society Driven by: Individual motive to use certain products to project a desired self-image Linked to personal values & needs: Use products to express and communicate our values to others Values generate consumer goals and guide consumer making proceses Important to understand the linkage between involvement & values (personal, economic, aesthetics)
- In fashion marketing, involvement refers to the extent of interest in the product category: apparel & accessories We want to encourage this aspect of involvement through our marketing materials: e.g. communication campaign suggesting that every shape is beautiful: you are what you wear. Thus, clothing is personally relevant for the consumer: makes the individual become involved in the product choice Consumer interest in clothing: Gives pleasure & enjoyment – hedonistic perspective related to involvement Hedonics: Suggests that purchasing experience may be more important than product acquisition E.g. customers are more likely to engage in impulse buying when motivated by desires such as fun, fantasy, social or emotional gratification Helps shape their image = means of self-expression – because of the symbolic product properties: vehicle that reflects self image and identity in both a personal and social context Involvement: Important because: Consumers attach meaning to their clothes Highlighted by the role of fashion in today’s society Driven by: Individual motive to use certain products to project a desired self-image Linked to personal values & needs: Use products to express and communicate our values to others Values generate consumer goals and guide consumer making proceses Important to understand the linkage between involvement & values (personal, economic, aesthetics)
- In fashion marketing, involvement refers to the extent of interest in the product category: apparel & accessories We want to encourage this aspect of involvement through our marketing materials: e.g. communication campaign suggesting that every shape is beautiful: you are what you wear. Thus, clothing is personally relevant for the consumer: makes the individual become involved in the product choice Consumer interest in clothing: Gives pleasure & enjoyment – hedonistic perspective related to involvement Hedonics: Suggests that purchasing experience may be more important than product acquisition E.g. customers are more likely to engage in impulse buying when motivated by desires such as fun, fantasy, social or emotional gratification Helps shape their image = means of self-expression – because of the symbolic product properties: vehicle that reflects self image and identity in both a personal and social context Involvement: Important because: Consumers attach meaning to their clothes Highlighted by the role of fashion in today’s society Driven by: Individual motive to use certain products to project a desired self-image Linked to personal values & needs: Use products to express and communicate our values to others Values generate consumer goals and guide consumer making proceses Important to understand the linkage between involvement & values (personal, economic, aesthetics)
- In fashion marketing, involvement refers to the extent of interest in the product category: apparel & accessories We want to encourage this aspect of involvement through our marketing materials: e.g. communication campaign suggesting that every shape is beautiful: you are what you wear. Thus, clothing is personally relevant for the consumer: makes the individual become involved in the product choice Consumer interest in clothing: Gives pleasure & enjoyment – hedonistic perspective related to involvement Hedonics: Suggests that purchasing experience may be more important than product acquisition E.g. customers are more likely to engage in impulse buying when motivated by desires such as fun, fantasy, social or emotional gratification Helps shape their image = means of self-expression – because of the symbolic product properties: vehicle that reflects self image and identity in both a personal and social context Involvement: Important because: Consumers attach meaning to their clothes Highlighted by the role of fashion in today’s society Driven by: Individual motive to use certain products to project a desired self-image Linked to personal values & needs: Use products to express and communicate our values to others Values generate consumer goals and guide consumer making proceses Important to understand the linkage between involvement & values (personal, economic, aesthetics)
- In fashion marketing, involvement refers to the extent of interest in the product category: apparel & accessories We want to encourage this aspect of involvement through our marketing materials: e.g. communication campaign suggesting that every shape is beautiful: you are what you wear. Thus, clothing is personally relevant for the consumer: makes the individual become involved in the product choice Consumer interest in clothing: Gives pleasure & enjoyment – hedonistic perspective related to involvement Hedonics: Suggests that purchasing experience may be more important than product acquisition E.g. customers are more likely to engage in impulse buying when motivated by desires such as fun, fantasy, social or emotional gratification Helps shape their image = means of self-expression – because of the symbolic product properties: vehicle that reflects self image and identity in both a personal and social context Involvement: Important because: Consumers attach meaning to their clothes Highlighted by the role of fashion in today’s society Driven by: Individual motive to use certain products to project a desired self-image Linked to personal values & needs: Use products to express and communicate our values to others Values generate consumer goals and guide consumer making proceses Important to understand the linkage between involvement & values (personal, economic, aesthetics)
- In fashion marketing, involvement refers to the extent of interest in the product category: apparel & accessories We want to encourage this aspect of involvement through our marketing materials: e.g. communication campaign suggesting that every shape is beautiful: you are what you wear. Thus, clothing is personally relevant for the consumer: makes the individual become involved in the product choice Consumer interest in clothing: Gives pleasure & enjoyment – hedonistic perspective related to involvement Hedonics: Suggests that purchasing experience may be more important than product acquisition E.g. customers are more likely to engage in impulse buying when motivated by desires such as fun, fantasy, social or emotional gratification Helps shape their image = means of self-expression – because of the symbolic product properties: vehicle that reflects self image and identity in both a personal and social context Involvement: Important because: Consumers attach meaning to their clothes Highlighted by the role of fashion in today’s society Driven by: Individual motive to use certain products to project a desired self-image Linked to personal values & needs: Use products to express and communicate our values to others Values generate consumer goals and guide consumer making proceses Important to understand the linkage between involvement & values (personal, economic, aesthetics)
- In fashion marketing, involvement refers to the extent of interest in the product category: apparel & accessories We want to encourage this aspect of involvement through our marketing materials: e.g. communication campaign suggesting that every shape is beautiful: you are what you wear. Thus, clothing is personally relevant for the consumer: makes the individual become involved in the product choice Consumer interest in clothing: Gives pleasure & enjoyment – hedonistic perspective related to involvement Hedonics: Suggests that purchasing experience may be more important than product acquisition E.g. customers are more likely to engage in impulse buying when motivated by desires such as fun, fantasy, social or emotional gratification Helps shape their image = means of self-expression – because of the symbolic product properties: vehicle that reflects self image and identity in both a personal and social context Involvement: Important because: Consumers attach meaning to their clothes Highlighted by the role of fashion in today’s society Driven by: Individual motive to use certain products to project a desired self-image Linked to personal values & needs: Use products to express and communicate our values to others Values generate consumer goals and guide consumer making proceses Important to understand the linkage between involvement & values (personal, economic, aesthetics)
- In fashion marketing, involvement refers to the extent of interest in the product category: apparel & accessories We want to encourage this aspect of involvement through our marketing materials: e.g. communication campaign suggesting that every shape is beautiful: you are what you wear. Thus, clothing is personally relevant for the consumer: makes the individual become involved in the product choice Consumer interest in clothing: Gives pleasure & enjoyment – hedonistic perspective related to involvement Hedonics: Suggests that purchasing experience may be more important than product acquisition E.g. customers are more likely to engage in impulse buying when motivated by desires such as fun, fantasy, social or emotional gratification Helps shape their image = means of self-expression – because of the symbolic product properties: vehicle that reflects self image and identity in both a personal and social context Involvement: Important because: Consumers attach meaning to their clothes Highlighted by the role of fashion in today’s society Driven by: Individual motive to use certain products to project a desired self-image Linked to personal values & needs: Use products to express and communicate our values to others Values generate consumer goals and guide consumer making proceses Important to understand the linkage between involvement & values (personal, economic, aesthetics)
- In fashion marketing, involvement refers to the extent of interest in the product category: apparel & accessories We want to encourage this aspect of involvement through our marketing materials: e.g. communication campaign suggesting that every shape is beautiful: you are what you wear. Thus, clothing is personally relevant for the consumer: makes the individual become involved in the product choice Consumer interest in clothing: Gives pleasure & enjoyment – hedonistic perspective related to involvement Hedonics: Suggests that purchasing experience may be more important than product acquisition E.g. customers are more likely to engage in impulse buying when motivated by desires such as fun, fantasy, social or emotional gratification Helps shape their image = means of self-expression – because of the symbolic product properties: vehicle that reflects self image and identity in both a personal and social context Involvement: Important because: Consumers attach meaning to their clothes Highlighted by the role of fashion in today’s society Driven by: Individual motive to use certain products to project a desired self-image Linked to personal values & needs: Use products to express and communicate our values to others Values generate consumer goals and guide consumer making proceses Important to understand the linkage between involvement & values (personal, economic, aesthetics)
- In fashion marketing, involvement refers to the extent of interest in the product category: apparel & accessories We want to encourage this aspect of involvement through our marketing materials: e.g. communication campaign suggesting that every shape is beautiful: you are what you wear. Thus, clothing is personally relevant for the consumer: makes the individual become involved in the product choice Consumer interest in clothing: Gives pleasure & enjoyment – hedonistic perspective related to involvement Hedonics: Suggests that purchasing experience may be more important than product acquisition E.g. customers are more likely to engage in impulse buying when motivated by desires such as fun, fantasy, social or emotional gratification Helps shape their image = means of self-expression – because of the symbolic product properties: vehicle that reflects self image and identity in both a personal and social context Involvement: Important because: Consumers attach meaning to their clothes Highlighted by the role of fashion in today’s society Driven by: Individual motive to use certain products to project a desired self-image Linked to personal values & needs: Use products to express and communicate our values to others Values generate consumer goals and guide consumer making proceses Important to understand the linkage between involvement & values (personal, economic, aesthetics)