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Brand management


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Brand management

  1. 1.  What does a brand equity measurement system mean to you?  What about a brand equity management system?
  2. 2.  Brands need to: ◦ Measure what they do and prove their worth  Ability to generate cash flow  Create customer value
  3. 3.  A structured approach to assessing the sources and outcomes of brand equity and how marketing activities create brand value.
  4. 4.  Where do you think the value of a brand lies?
  5. 5.  Allows insight as to where value is created and where to improve
  6. 6.  To create value, you need a well-funded, well-planned, and well-implemented marketing plan
  7. 7.  Need to ensure value transfers from stage to stage
  8. 8.  What do you think of when you hear audit?
  9. 9.  A comprehensive examination of a brand in terms of its sources of brand equity.  To learn what customers know about your brand  Sets strategic direction for company
  10. 10.  Understand the products and services offered  How they are marketed and branded
  11. 11.  Understand customers perceptions and beliefs to uncover the true meaning of brands and products.
  12. 12.  1. Brand inventory ◦ Provides a comprehensive profile of how all the products and services are marketed and branded. ◦ Asses consistency
  13. 13.  2. Brand Exploratory ◦ Research directed about understanding what customers think and feel about the brand and its product category to identify its sources of brand equity.
  14. 14.  1. review archives  2. interview staff  3. do additional research
  15. 15.  Qualitative: ◦ Find out what customers implicitly mean. • Quantitative: – Strength – Favorability – uniqueness
  16. 16.  Do you think they are worth it?  A good idea?
  17. 17.  Info collected over time  Provides baseline info for day-to-day decisions
  18. 18.  Brand associations ◦ Strength, favorability, uniqueness • Judgments & feelings
  19. 19.  Additional questions warranted
  20. 20.  Who do you think these brands should track?
  21. 21.  Continuous?  Less frequent for durable goods?  Every week?  What do you think?
  22. 22.  Deciding on appropriate benchmarks  Sensitive tracking measures  “don’t know” or no response?
  23. 23.  None of the before mentioned information matters until it is put into action  Increases likelihood of good decisions
  24. 24.  Formal written document containing the company view of brand equity 1.Define 2.Describe 3.Specify 4.Explain 5.Suggest 6.Outline 7.Specify
  25. 25.  Find out what is happening with the brand and why  Summary of customer perfections of attribute or benefit associations  Measures of performance and sources and outcomes of the brand equity
  26. 26.  Goal: identify key brands  Activity: locate status on a baseline compared to competition  Measurement: allocate inputs with objectives such as increasing purchase intensity  Evaluation: assess the outputs
  27. 27.  Organizational responsibilities must be defined clearly  Weak brands have a lack of discipline, commitment, and investment. dunkaroos commercial
  28. 28. 1. Review brand-sensitive material 2. Review status of brand initiatives 3. Review brand-sensitive products 4. Review product and distribution strategies 5. Resolve brand positioning conflicts
  29. 29.  What is the difference between a monetary valuation and the CBBE concept of keller? Where do you see links?
  30. 30.  brands/2012/Best-Global-Brands-2012- Brand-View.aspx  Which brands would you have expected to be higher or lower on the list and why?
  31. 31.  In 2005, Phillips was very proud that their vale as estimated by Interbrand had improved. Philips attributed this to the introduction of the new positioning earmarked by their “Sense and Simplicity” slogan. In how far do you think this is justified? In what way do such branding attics influence the calculations of Interbrand?
  32. 32. What effects do awareness and brand associations have on consumer behavior?
  33. 33.  Brand-based  Market-based  Conjoint analysis
  34. 34.  Consumers respond to the marketing campaign when the brand is changed
  35. 35.  Consumers respond to the brand when the marketing campaign changes (price, new products)
  36. 36.  A combination of changes in brand and marketing campaign A B C Brand Bottle Design Price Nutrition ? Coke A $1.00 Good Coke B $1.50 Bad Pepsi A $1.25 Bad Pepsi C $1.00 Bad Afri-cola C $0.85 Good Afri-cola B $1.25 Bad
  37. 37.  Tries to put a value on the brand, either abstract or financial  Residual approach  Valuation approach
  38. 38.  Brand equity is calculated by taking away the physical aspects of the product and using just consumer preferences
  39. 39.  Attempts to put a financial value on a brand  Cost – how much would it cost to recreate it?  Market – how much could you sell it for right now?  Income – how much will it make in the future?
  40. 40.  How much would it cost to recreate it?  Expensive ads don’t always equal success  C08
  41. 41.  How much could you sell it for right now?  Disney bought Lucasfilm for $4.05 billion  There aren’t enough market transactions to base any solid estimates off of
  42. 42.  Tries to find the value of a brand by using future cash flow and profits
  43. 43.  Split the consumer market into groups according to applicable criteria (product, consumption, geography)
  44. 44.  Forecasted revenues and earnings from intangibles for each of the categories from the market segmentation step
  45. 45.  The role that the brand has in driving demand  Role of Branding Index (RBI) – find the drivers in a market, then calculate the degree to which each driver is connected to the brand
  46. 46.  Determine the strengths and weaknesses of the brand to make a discount rate (risk evaluation)
  47. 47.  Calculate the Net Present Value of future earnings, discounted by the brand discount rate (from the competitive benchmarking step)  This will give the brand’s ability to continue to generate revenue