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Exploring Cross Cultural Consumer Brand Relationships

This document discusses assessing consumer brand relationships across borders between Mexico and the USA. It presents BlackBar Consulting's model for measuring consumer brand relationships, which considers both brand perceptions and brand experiences/attitudes. The study measured brand relationships for various categories in Mexico and the USA. Key findings include reinforcement being the most important relationship in Mexico while identification was strongest in the USA. Brand relationships influence franchise development and pricing power in both countries. Relationship profiles differed across some categories and brands between the two countries.

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Assessing Consumer Brand Relationships Across Borders ele Playful Self-Differentiation Identification Role Model Reinforcement May 19, 2014 JP Carrero, Max Blackston & Ed Lebar
CBR Across Borders Mexico and the USA 2
Key Questions • Is CBR just another name for brand equity ? Or is CBR different and grounded in a specific relationship theory applicable to understanding brands ? • Can CBR be reliably measured ? • what methodologies can we use for accessing CBR ? • can we do it quantitatively with repeatable results ? • How does the BlackBar CBR Model provide relevant marketing and communication insight across boarders? • (Mexico and USA)
Questions (cont.) • Are there “ Universal” Consumer Brand Relationships across borders as there are across product categories – does our approach to deriving Consumer Brand Relationships produce similar dimensions – from a macro country perspective ,what is the absolute and relative importance of these relationships • Do these relationships perform similarly in building franchise strength ( acquisition and retention) and pricing power? • Can brands be managed more effectively with these relationships across borders ? – What if any cultural lessons can be derived from the identification and measurement of brand relationships across borders ? • To what extent are there differences in how consumer brand communication (CBC) and CBR interact across the boarder? How are traditional and digital media impacting the valence of consumer brand communication?
BlackBar Consulting’s Consumer Brand Relationship Model • Based on a modern theory of psychology (See Relational Psychology appendix) • Conceptualizes and analyzes Brand Relationships in the same way as any other relationship. • Observes the attitudes and behaviors that the relationship gives rise to, and from those deduces the nature of the relationship. • Treats the Consumer-Brand Relationship – like any other relationship – as having two participants, two sets of attitudes that are being expressed, two sets of behaviors that have to be observed before any deductions can be made. • We listen to both sides of “the conversation”
We Listen to both sides of the conversation There is a dialogue between brand and consumer going on inside the consumer’s mind. In most research we elicit and measure only one side of that dialogue – the one that reflects consumers’ attitudes toward the brand - brand image. But there is a second side to this dialogue going on, which reflects the brand’s attitudes toward the consumer, which are a measure of how someone feels as a result of interaction with the brand. Essentially, we need to ask the consumer not only what s/he thinks of the brand, but also what the brand thinks of him or her. •Not just Brand Perceptions - what you tell consumers about your brand – but also Brand Attitudes - what you make your brand tell consumers about themselves •Not just Brand Use - what the consumer does with your brand- but also Brand Experiences - what your brand does with the consumer.
Our Focus is Understanding the Two Parts of Brand Relationships Brand Perceptions: What are the consumer’s attitudes and behaviors towards the brand ? Brand Experience: What are the brand's attitudes and behaviors towards the consumer ?
Bad Relationships … • …often result from the lack of marketing control over experience and attitudes leading to a brand with a well-defined brand image or personality and a “bad attitude”. • Brand Perceptions have generally been very purposively managed, but Brand Experiences – brands’ attitudes in particular - have not. The right brand attitude can help create a strong relationship, but if a brand has a “bad” or inappropriate attitude, then no amount of emphasis on its good image qualities can make up for that - it may even make the relationship worse.
tells consumers about themselves - and what it does with the Brand Perceptions Brand Relationship is defined by the combination of a specific brand image with a specific attitude of the brand; Based on Relational Psychology Brand Relationships are defined by the combination of Brand Perceptions and Brand Experiences. The combination of the two components is “emergent” – it is more than the sum of its parts Our Perspective on Brand Relationships Not just what you tell consumers about your brand or what the consumer does with your brand. But also what your brand tells consumers about themselves - and what it does with the consumer
Study Methodologies 1 USA • Included 48 brands in 8 product categories • Internet Survey of over 1500 respondents • 3 matched representative cells each evaluating 16 brands Mexico • 84 brands in 13 categories • Internet survey of 2400 respondents • 4 matched cells each evaluating about 20 brands
Methodology 2 • Questionnaire • Familiarity • Brand Image and Personality • Brand Experiences (Brands’ Attitudes) • Brand “Touch” points (Advertising, Websites, Social Media, etc) • Brand Usage and Consideration • Overall brand evaluations • Other brand-related behavior
Methodology 3 • US Study included 30 “mono brands” for which financial data available from public sources: • Market Capitalization • Sales • Operating Profit • P/E Ratio • Operating Margin
Brand Perception Factors - USA Relaxed and Stylish Fun Cool Easy Friendly Stylish Different Positive Differentiation Distinctive Unique Charisma Dynamic Excitingly Innovative Leader Progressive Functionality Performs better Gives Satisfaction Emotional Values A Brand I Love Fits my Life COPYRIGHT 2012 BRANDYIELD CONSULTING LLC
Brand Perception Factors - Mexico Relaxed and Stylish Amusing Cool Stylish Different Exciting Active Differentiation Makes interesting news Dynamic Surprising Worth following Charisma Innovative Leader Visionary Functionality Performs better Gives Satisfaction Emotional Values A Brand I Love Fits my Life COPYRIGHT 2012 BRANDYIELD CONSULTING LLC
Brand Attitude/Experience Factors - USA • Mentoring Challenges Me To Think Differently Teaches Me Inspires Me Shares My Values • There For Me Appreciates My Business Is Recommended By People I Care About Responds To My Needs Has My Interests At Heart • Self-Expression Simplifies My Life Helps Me To Express Myself Frees Me To Be Myself • Self-Esteem Makes Me Look Good To Others Makes Me Feel Good About Myself • Pleasure Brings Back Good Memories Provides A Little Treat For Me Excites Me COPYRIGHT 2012 BRANDYIELD CONSULTING LLC
Brand Attitude/Experience Factors - Mexico • Mentoring Excites me Inspires me Motivates me to communicate Helps me express myself better Makes me feel good about myself • There For Me Appreciates My Business Is Recommended By People I Care About Responds To My Needs Has My Interests At Heart • Self-Expression Simplifies My Life Helps Me To Express Myself Frees Me To Be Myself • Values me (Self-Esteem) Cares how I feel Makes me look good to others Understands me Values my opinions Has my interests at heart Allows me to be myself • Pleasure Brings Back Good Memories Provides A Little Treat For Me Responds to my needs COPYRIGHT 2012 BRANDYIELD CONSULTING LLC
Brand Perceptions Brand Relationship is defined by the combination of a specific brand image with a specific attitude of the brand; Brand Relationships are defined by the combination of Brand Perceptions and Brand Attitudes or Experiences
BRAND ATTITUDES/EXPERIENCES BRAND PERCEPTIONS Self-Esteem / Values me Self- Expression Mentoring There For Me Pleasure Performance/ Satisfaction Reinforcemen t Your brand of choice makes you look and feel good Emotional Attachment Identification Let the brand you love tell the world who you are Charisma Role Model Be empowered by brands that lead the way Positive or Active Differentiatio n Self- Differentiating Let a brand with a difference make a difference to you Relaxed & Stylish Playful Fun brands that are just to enjoy A Brand Relationship is defined by the conjunction of one dimension of brand perception and a dimension of brand attitude or experience Mexico & USA
Brand Perceptions rand Relationship is defined by the combination of a specific brand image with a specific attitude of the brand; 1.Reinforcement The brand is seen as having superior performance and providing better customer satisfaction (brand perception). Use or purchase of the brand makes the customer feel better and smarter (brand experience)– in his/her own eyes and in those of others – strengthening attachment to the brand.
Brand Perceptions Brand Relationship is defined by the combination of a specific brand image with a specific attitude of the brand; There is a very strong affection for the brand and (or because) it is experienced as expressing the customer’s own values and aspirations. 2.Identification
Brand Perceptions Brand Relationship is defined by the combination of a specific brand image with a specific attitude of the brand; The brand is admired for its charisma – a standard of leadership and innovation , which the customer – by allying him/herself with the brand - is invited to share in. 3.Role Model
Brand Perceptions Brand Relationship is defined by the combination of a specific brand image with a specific attitude of the brand; The brand is seen as distinctive and unique – but not in a distant or iconoclastic way. The brand’s difference is inclusive of the customer, who therefore feels distinctive and unique too. 4.Self-Differentiating
Brand Perceptions Brand Relationship is defined by the combination of a specific brand image with a specific attitude of the brand; The brand is liked for its relaxed style; it demands nothing of the consumer other than to experience the pleasure it gives. 5.Playful
Not just what you tell consumers about your brand – but also what your brand tells consumers about themselves Not just what the consumer does with your brand - but also what your brand does with the consumer
Brand Relationship Equity USA & Mexico Comparing the Relative Importance of Relationships
Relative Importance of Relationships in determining Brand Relationship Equity (all categories and brands)
Reinforcement in México. • Reinforcement is the most important type of brand relationship. • Consumers are looking for a combination of performance and an expression of the positive experiences – self-esteem and validation - that goes with it • The requirement for performance is a consequence of the need for relevance that mexicans demands of their brands. • The need of self esteem is part of a societal characteristic whereby it is very important to “be accepted” by the community through the judgment of others. • It is logical that people are attracted to brands that help them “communicate” their best image.
Brand Relationships Create Financial Value
Brand Perceptions $ Financial & Market Returns Brand Relationship Equity – derived from brand perceptions and brand experiences - is a direct influence - along with the size and stability of the brand’s customer franchise - on the financial value of the brand. Brand Relationships are also a significant influence on the development of the customer franchise. Thus brand relationships contribute both directly and indirectly to the financial value of a brand. Brand Relationships create financial value for branded business.
Relationship Equity and Stable Franchise Size are both very significant Influences on Sales to Market Cap. multiple. R2=.42 Market Cap. /Sales .48 .43 Stable Franchise is defined as the percentage of customers saying they use the brand regularly less the percentage saying they do so only if there is no alternative. Brand Relationships Directly Influence Branded Business Valuation Relationship Equity Stable franchise USARelationshipEquity
Relationship Equity Operating Profit Stable franchise R2=.86 Market Cap. .14 .89 .32 -.22 The negative correlation between Relationship Equity and Operating Profit reflects the fact that there is a trade-off between investment in the brand and the quarterly or yearly earnings statement. Nothing comes without a cost. Actual Market Cap. is a function of Relationship Equity, Operating Profit and Stable Franchise Size Brand Relationships Directly Influence Branded Business Valuation USARelationshipEquity
Influence of CBR on Franchise Development and Pricing Power
Acquisition of New Users is more influenced by Brand Relationships in USA than in Mexico. Regression of Non-Users’ Purchase Intention on Brand Relationships Standardized Regression Coefficients
Acquisition of new users is influenced by CBR and Relevance in Mexico. Regression of Non-Users’ Purchase Intention on Brand Relationships and “Importance” Standardized Regression Coefficients
Strength of the Customer Franchise is Influenced by Brand Relationships in both Countries Regression of Users’ Strength of Preference on Brand Relationships Standardized Regression Coefficients
Brand Relationships influence Brands’ Pricing Power (Value) Regression of Value Perceptions on Brand Relationships Standardized Regression Coefficients
Influence of CBR on Franchise Development and Pricing Power • In both Mexico and the USA, CBR significantly influence Customer Franchise parameters • From longitudinal surveys, it is evident that part of the effects of CBR changes are time lagged; in a cross- sectional study only part of the effects are evident. • Main differences between the two countries: – the inversion of the influence of Reinforcement (stronger in Mexico) and Identification (USA) – The relative weakness of Brand Relationships in explaining non- users’ purchase intentions and the significant incremental role of “Importance” (Relevance) in Mexico.
Comparing Category and Brands Assessment and Implicatons Finding the Backbone and Complementary Relationships of the brand: Retail: Walmart Digital: Google and Apple Credit Cards: Amex HBA Soap: Dove
The Credit Card category has different relationship profiles in each market 90 91 86 102 117 105 103 111 104 91 0 20 40 60 80 100 120 140 Mexico USA IndexvsCountryAverageRelationshipStrength Relative Strength of Brand Relationships Mexico vs USA - Credit Card Category Reinforcement Identification Role Model Self-Differentiation Playful Role Model in Mexico’s case is the most important category relationship. The self- differentiating relationship is prominent as well, in the USA
The brand relationships of American Express are quite different in México and USA. In the case of México the brand appears as a charismatic mentor, encouraging consumers to think in alternative ways, and empowering them. In the USA the brand allows consumers to differentiate themselves, but also has a mentoring role for some consumers.
Digital Brands are a source of empowerment and differentiation 97 81 99 98 104 111 98 112 102 99 0 20 40 60 80 100 120 140 Mexico USA IndexvsCountryAverageRelationshipStrength Relative Strength of Brand Relationships Mexico vs USA - Digital Category Reinforcement Identification Role Model Self-Differentiation Playful In the USA the mentoring ability of the brand as a role model is as prominent as the capacity of the brand to create differentiated value for the consumer. In Mexico the fun and cool aspects are also important to build a brand.
Apple is an iconic reference to follow in both countries. The orientation of the relationship is similar in both countries It combines a charismatic perception with an attitude of bringing people new content. People feel empowered by the brand and motivated. In USA Apple is a way to express differentiation also. 92 80 86 90 119 127 96 114 108 89 0 20 40 60 80 100 120 140 Mexico USA IndexvsCountryAverageRelationshipStrength Relative Strength of Brand Relationships Mexico vs USA - Apple Reinforcement Identification Role Model Self-Differentiation Playful
Google develops different kind of relationships. In the USA Google is a charismatic leader followed for the experience it brings. In México the brand is an exemplar of high performance which boosts the self confidence. 114 89 112 109 98 114 92 105 84 84 0 20 40 60 80 100 120 140 Mexico USA IndexvsCountryAverageRelationshipStrength Relative Strength of Brand Relationships Mexico vs USA - Google Reinforcement Identification Role Model Self-Differentiation Playful
In both countries the haircare category has an orientation toward Playful and Reinforcement 105 116 90 84 88 79 98 110 119 111 0 20 40 60 80 100 120 140 Mexico USA IndexvsCountryAverageRelationshipStrength Relative Strength of Brand Relationships Mexico vs USA - Haircare Category Reinforcement Identification Role Model Self-Differentiation Playful Haircare is a category oriented to generate fun and moments of enjoyment for consumers. In the USA and Mexico as well performance- based reinforcement of the consumer is important.
Dove is a good example of consistency across borders There is a consistent pattern in the structure of the brand’s relationships in both countries. “Real Beauty” is matter of confidence- building performance for some consumers, but develops a more pleasure-based, liberating relationship with others. 120 117 97 101 73 71 96 97 114 114 0 20 40 60 80 100 120 140 Mexico USA IndexvsCountryAverageRelationshipStrength Relative Strength of Brand Relationships Mexico vs USA - Dove Reinforcement Identification Role Model Self-Differentiation Playful
Playful and Self Differentiation are the key retail brand relationships in USA and Mexico 89 84 89 101 105 99 108 104 110 112 0 20 40 60 80 100 120 140 Mexico USA IndexvsCountryAverageRelationshipStrength Relative Strength of Brand Relationships Mexico vs USA - Super/Hyper Market Category Reinforcement Identification Role Model Self-Differentiation Playful The category is characterized by an active differentiation (Mexico more than USA) and shopping as a fun and liberating experience .
Walmart is a source of Identification in the USA. In the USA the brand has an strong emotional link with the consumers and is a way for them to express themselves. In México the pattern of the relationships is orientated to differentiation through empowerment. 94 98 91 120 106 89 107 94 103 99 0 20 40 60 80 100 120 140 Mexico USA IndexvsCountryAverageRelationshipStrength Relative Strength of Brand Relationships Mexico vs USA - Wal-Mart Reinforcement Identification Role Model Self-Differentiation Playful
Key Learnings • Categories in each country / market have “conventions”, a specific pattern of relationships. • The situation of the different brands could be consistent or disruptive regarding the category convention, this has several implications for the brand management. • For example, in the Mexican digital category, Apple is following the pattern, meanwhile Google is disrupting it. • What are the implications of that situation in terms of brand strategy? – One of the priorities for global brand management should be identifying the category convention of the markets where the brand is competing, and try to figure out which relationships are the key ones to develop for competitive advantage. – In a context of “glocalization”, social and cultural issues have an important role in the development of brand relationships.
Key Learnings • The situation of Walmart is a good example of the challenge of developing brand relationships in different socio cultural conditions. • In México, as the category, the brand is oriented to “self differentiation” and “role model”. This profile express the role and expectations that consumer associates with the brand. The situation in the USA is different. • Brand Relationships allow us to consider the global and the local elements that are relevant for them.
Consumer Brand Relationships and Consumer Brand Communication
Consumer Brand Communication • The voice of the consumer is louder than ever .The new digital channels for consumer communication have laid the foundation of a new Brand Democracy, in which brand owners now no longer monopolize – or even dominate - the control of brand messages. • Brand managers must take into account the interplay between Consumer Brand Relationships and consumer brand communication. • Better management of consumers’ brand experiences, resulting in stronger Brand Relationships, will result in more positive consumer brand communication via the channels that consumers control.
In the USA, those exposed to a brand’s communication in social media and by word of mouth are more likely to communicate about the brand than those exposed to it in other types of media. However, in net terms, the additional communication of these two groups is negative. 63.7 72.2 62.9 76.1 56 50 49 47 40.0 45.0 50.0 55.0 60.0 65.0 70.0 75.0 80.0 Traditional media Social Media Website or internet From a Friend Type of Media in which exposed to brand Consumer Communication about Brands (cbc) Any Communication Net Positive Communication
At the lowest level of BRE, only brands seen in traditional media result in consumer brand communication that is more positive than negative. For the second BRE quartile, the situation is very different; the level of positive cbc for brands seen in other media rises dramatically to the same level as for traditional media.
As in the USA, consumers are more likely to communicate themselves about brands they have been exposed to in social media or from a friend. However, in Mexico positive cbc generally follows the overall trend. Web chatter about brands in Mexico is as likely to lead to positive cbc as is traditional media. 59.1 73.5 69.3 71.8 34.5 40.1 41.2 45.2 30.0 40.0 50.0 60.0 70.0 80.0 Traditional Soc. Media Website/Other Internet From a Friend %Communicatingaboutbrand Media in which exposed to Brand Consumer Brand Communication in Mexico - by type of Media Any communication Net Positive Communication
Because cbc is generally more positive in Mexico than in the USA – irrespective of the source of consumers exposure to the brand – the level of BRE does not make such a big difference to the tenor of consumers’ communication about brands.
Consumer Brand Communication • In the USA, better management of consumers’ brand experiences, resulting in stronger Brand Relationships, is essential for more positive consumer brand communication via the channels that consumers control. • In Mexico, Consumer Brand Communication is largely positive – irrespective of the media in which consumers are exposed to brands. • Stronger Brand Relationships do increase positive CBC in Mexico too, but they do not yet have the leverage they have in the USA.
Summary and Conclusions • There are ‘Universal” Consumer Brand Relationships that transcend economic sectors and country borders. • But there are a few differences between the USA and Mexico in the composition of these relationships. Self Differentiation is the most interesting. In USA the ‘differentiation” attribute is more conceptual and abstract but positive. In Mexico the “differentiation” is more active e.g. make interesting news or worth following • The relationship that is relatively most dominant in Mexico is Reinforcement. The brands that are strongest on Reinforcement “ over deliver” on the self esteem/ the consumer experience of feeling valued ( see appendix) • With respect to acquisition, in Mexico, CBR only becomes effective in generating consideration among non-users when the brand has strong relevance. In the USA, CBR can stand alone in generating acquisition – In both countries Playful is important in generating consideration
Summary and Conclusions ( cont.) • With respect to retention ( strong user preference), Reinforcement and Identification are the two most important relationships in both countries • Reinforcement, Identification, and Playful are relationships that create Value, for brands. The components of these relationships provide insight into what people in each culture hold dear. • Consumer Brand Communication and Consumer Brand Relationships – In the USA, better management of consumers’ brand experiences, resulting in stronger Brand Relationships, is essential for more positive consumer brand communication via the channels that consumers control. – In Mexico, Consumer Brand Communication is largely positive – irrespective of the media in which consumers are exposed to brands. – Stronger Brand Relationships do increase positive cbc in Mexico too, but they do not yet have the leverage they have in the USA.
Comparison of Mexican and US Brands for the 5 Universal Brand Relationships Appendix 1
Brand Relationships are Not Additive • Although an additive model is often a satisfactory, scientifically parsimonious, way of creating a construct, it does not work for Consumer Brand Relationships. • Consumers’ Brand Perceptions and Brands’ Attitudes are qualitatively different phenomena, and – like “apples and pears” - they need to be kept distinct. • A Brand Relationship is a two-dimensional construct, defined as the resultant vector of the two components of the relationship. • Visually, we compare Brands’ Relationships using a Brand Relationship Map
Brand Attitude/ Brand Experience Brand Perceptions Brand Relationship (x,y) x y A Brand Relationship is defined by the combination of a specific brand image with a specific attitude of the brand; The strength of the relationship is a function of the strength of the two components. But that function is not a simple additive one.
Reinforcement Top reinforcement brands are Pantene, L’Oreal, J&J, Amazon and Google. While both components of the relationship are important, hair care brands do it more by enhancing self-esteem.
Google is the brand with the strongest Reinforcement relationship, followed by Bimbo Facebook and Gandhi. The performance / satisfaction dimension is key to Google’s relationship, whereas retail brands give experiences that enhance self- esteem.
Identification Brands most identified with are Amazon, Google and WalMart. Apple and J&J are well- loved brands, but are not experienced as a means of self-expression like the former. Facebook, on the other hand, is clearly a means of self-expression – but not as well loved.
Identification Google and Facebook are the clearest cases of “Love” brands . Telcel and Wal- Mart strengthen their Identification by being experienced as way for consumers to express themselves.
Role Model Many corporate brands – like GE, 3M, Facebook and Amazon - are seen as leaders and innovators, but only Apple and Google manage to combine those perceptions with that key personal experience of feeling both challenged and encouraged by the brand.
Role Model Google and Bimbo are the most important expression of brands that combine perceptions of innovation and leadership with the experience of empowerment for the consumers.
Self-Differentiating J&J and WalMart epitomize the customer experience of feeling at the center of attention, but their offering is not otherwise differentiated from competitors’. Amazon’s uniqueness - and the way its offering feels customized - makes the customer feel different.
Self-Differentiating Facebook and Apple are the brands that most make a difference for consumers, making them feel that the innovation they bring is a response to and personalized to customers’ needs and expectations
Playful Brands from several very different categories are seen as relaxed and stylish, but the most successful casual dining brands – together with YouTube and Amazon – are the ones which just seem to give pleasure, without requiring anything in return.
Playful Digital Brands and Retailers are oriented to providing fun and entertainment for consumers, giving them the experience of obligation-free enjoyment.
Relational Psychology Appendix 2
Relational vs Freudian Psychology Psychology • External relationships – with other people and with things – are paralleled by psychic representations of these relationships within the mind • A personality is in fact a composite structure which has been formed and built up out of countless never-ending influences and exchanges between ourselves and others • Behavior and attitudes are caused by basic “Drives” which are innate and unchanging elements of the personality. • The relevant characteristics of the personality remain the same – whatever the relationship.
Relational Branding • Relational psychology, in reformulating the concept of self in personality development, also reformulates the concept of brand. • A Freudian “driven” brand is always the same, irrespective of the nature of its consumer-partner; a Relational brand, on the other hand, is a variable outcome of its interactions with its consumers. • Relational Psychology recognizes how inanimate relationship partners -- so-called “Transitional Objects” -- may be invested with the same type of characteristics (personality, motivations, imagined behaviors, etc.) as animate ones. • The Brand is a “Transitional Object”, represented in the individual’s psyche simultaneously as both the object and source of emotions, feelings and behaviors.
The Relational Brand • The Relational brand is not just an “external” player – it is also one of the participants in that transitional space where we all learn to relate to things outside of ourselves. • A Relationship has emergent qualities which, while clearly derived from the separate attributes of brand and consumer are not simply reducible to either.

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Exploring Cross Cultural Consumer Brand Relationships

  • 1.
    Assessing Consumer Brand RelationshipsAcross Borders ele Playful Self-Differentiation Identification Role Model Reinforcement May 19, 2014 JP Carrero, Max Blackston & Ed Lebar
  • 2.
  • 3.
    Key Questions • IsCBR just another name for brand equity ? Or is CBR different and grounded in a specific relationship theory applicable to understanding brands ? • Can CBR be reliably measured ? • what methodologies can we use for accessing CBR ? • can we do it quantitatively with repeatable results ? • How does the BlackBar CBR Model provide relevant marketing and communication insight across boarders? • (Mexico and USA)
  • 4.
    Questions (cont.) • Arethere “ Universal” Consumer Brand Relationships across borders as there are across product categories – does our approach to deriving Consumer Brand Relationships produce similar dimensions – from a macro country perspective ,what is the absolute and relative importance of these relationships • Do these relationships perform similarly in building franchise strength ( acquisition and retention) and pricing power? • Can brands be managed more effectively with these relationships across borders ? – What if any cultural lessons can be derived from the identification and measurement of brand relationships across borders ? • To what extent are there differences in how consumer brand communication (CBC) and CBR interact across the boarder? How are traditional and digital media impacting the valence of consumer brand communication?
  • 5.
    BlackBar Consulting’s Consumer BrandRelationship Model • Based on a modern theory of psychology (See Relational Psychology appendix) • Conceptualizes and analyzes Brand Relationships in the same way as any other relationship. • Observes the attitudes and behaviors that the relationship gives rise to, and from those deduces the nature of the relationship. • Treats the Consumer-Brand Relationship – like any other relationship – as having two participants, two sets of attitudes that are being expressed, two sets of behaviors that have to be observed before any deductions can be made. • We listen to both sides of “the conversation”
  • 6.
    We Listen toboth sides of the conversation There is a dialogue between brand and consumer going on inside the consumer’s mind. In most research we elicit and measure only one side of that dialogue – the one that reflects consumers’ attitudes toward the brand - brand image. But there is a second side to this dialogue going on, which reflects the brand’s attitudes toward the consumer, which are a measure of how someone feels as a result of interaction with the brand. Essentially, we need to ask the consumer not only what s/he thinks of the brand, but also what the brand thinks of him or her. •Not just Brand Perceptions - what you tell consumers about your brand – but also Brand Attitudes - what you make your brand tell consumers about themselves •Not just Brand Use - what the consumer does with your brand- but also Brand Experiences - what your brand does with the consumer.
  • 7.
    Our Focus isUnderstanding the Two Parts of Brand Relationships Brand Perceptions: What are the consumer’s attitudes and behaviors towards the brand ? Brand Experience: What are the brand's attitudes and behaviors towards the consumer ?
  • 8.
    Bad Relationships … •…often result from the lack of marketing control over experience and attitudes leading to a brand with a well-defined brand image or personality and a “bad attitude”. • Brand Perceptions have generally been very purposively managed, but Brand Experiences – brands’ attitudes in particular - have not. The right brand attitude can help create a strong relationship, but if a brand has a “bad” or inappropriate attitude, then no amount of emphasis on its good image qualities can make up for that - it may even make the relationship worse.
  • 9.
    tells consumers aboutthemselves - and what it does with the Brand Perceptions Brand Relationship is defined by the combination of a specific brand image with a specific attitude of the brand; Based on Relational Psychology Brand Relationships are defined by the combination of Brand Perceptions and Brand Experiences. The combination of the two components is “emergent” – it is more than the sum of its parts Our Perspective on Brand Relationships Not just what you tell consumers about your brand or what the consumer does with your brand. But also what your brand tells consumers about themselves - and what it does with the consumer
  • 10.
    Study Methodologies 1 USA •Included 48 brands in 8 product categories • Internet Survey of over 1500 respondents • 3 matched representative cells each evaluating 16 brands Mexico • 84 brands in 13 categories • Internet survey of 2400 respondents • 4 matched cells each evaluating about 20 brands
  • 11.
    Methodology 2 • Questionnaire •Familiarity • Brand Image and Personality • Brand Experiences (Brands’ Attitudes) • Brand “Touch” points (Advertising, Websites, Social Media, etc) • Brand Usage and Consideration • Overall brand evaluations • Other brand-related behavior
  • 12.
    Methodology 3 • USStudy included 30 “mono brands” for which financial data available from public sources: • Market Capitalization • Sales • Operating Profit • P/E Ratio • Operating Margin
  • 13.
    Brand Perception Factors- USA Relaxed and Stylish Fun Cool Easy Friendly Stylish Different Positive Differentiation Distinctive Unique Charisma Dynamic Excitingly Innovative Leader Progressive Functionality Performs better Gives Satisfaction Emotional Values A Brand I Love Fits my Life COPYRIGHT 2012 BRANDYIELD CONSULTING LLC
  • 14.
    Brand Perception Factors- Mexico Relaxed and Stylish Amusing Cool Stylish Different Exciting Active Differentiation Makes interesting news Dynamic Surprising Worth following Charisma Innovative Leader Visionary Functionality Performs better Gives Satisfaction Emotional Values A Brand I Love Fits my Life COPYRIGHT 2012 BRANDYIELD CONSULTING LLC
  • 15.
    Brand Attitude/Experience Factors- USA • Mentoring Challenges Me To Think Differently Teaches Me Inspires Me Shares My Values • There For Me Appreciates My Business Is Recommended By People I Care About Responds To My Needs Has My Interests At Heart • Self-Expression Simplifies My Life Helps Me To Express Myself Frees Me To Be Myself • Self-Esteem Makes Me Look Good To Others Makes Me Feel Good About Myself • Pleasure Brings Back Good Memories Provides A Little Treat For Me Excites Me COPYRIGHT 2012 BRANDYIELD CONSULTING LLC
  • 16.
    Brand Attitude/Experience Factors- Mexico • Mentoring Excites me Inspires me Motivates me to communicate Helps me express myself better Makes me feel good about myself • There For Me Appreciates My Business Is Recommended By People I Care About Responds To My Needs Has My Interests At Heart • Self-Expression Simplifies My Life Helps Me To Express Myself Frees Me To Be Myself • Values me (Self-Esteem) Cares how I feel Makes me look good to others Understands me Values my opinions Has my interests at heart Allows me to be myself • Pleasure Brings Back Good Memories Provides A Little Treat For Me Responds to my needs COPYRIGHT 2012 BRANDYIELD CONSULTING LLC
  • 17.
    Brand Perceptions Brand Relationship is definedby the combination of a specific brand image with a specific attitude of the brand; Brand Relationships are defined by the combination of Brand Perceptions and Brand Attitudes or Experiences
  • 18.
    BRAND ATTITUDES/EXPERIENCES BRAND PERCEPTIONS Self-Esteem / Valuesme Self- Expression Mentoring There For Me Pleasure Performance/ Satisfaction Reinforcemen t Your brand of choice makes you look and feel good Emotional Attachment Identification Let the brand you love tell the world who you are Charisma Role Model Be empowered by brands that lead the way Positive or Active Differentiatio n Self- Differentiating Let a brand with a difference make a difference to you Relaxed & Stylish Playful Fun brands that are just to enjoy A Brand Relationship is defined by the conjunction of one dimension of brand perception and a dimension of brand attitude or experience Mexico & USA
  • 19.
    Brand Perceptions rand Relationship is definedby the combination of a specific brand image with a specific attitude of the brand; 1.Reinforcement The brand is seen as having superior performance and providing better customer satisfaction (brand perception). Use or purchase of the brand makes the customer feel better and smarter (brand experience)– in his/her own eyes and in those of others – strengthening attachment to the brand.
  • 20.
    Brand Perceptions Brand Relationship is definedby the combination of a specific brand image with a specific attitude of the brand; There is a very strong affection for the brand and (or because) it is experienced as expressing the customer’s own values and aspirations. 2.Identification
  • 21.
    Brand Perceptions Brand Relationship is definedby the combination of a specific brand image with a specific attitude of the brand; The brand is admired for its charisma – a standard of leadership and innovation , which the customer – by allying him/herself with the brand - is invited to share in. 3.Role Model
  • 22.
    Brand Perceptions Brand Relationship is definedby the combination of a specific brand image with a specific attitude of the brand; The brand is seen as distinctive and unique – but not in a distant or iconoclastic way. The brand’s difference is inclusive of the customer, who therefore feels distinctive and unique too. 4.Self-Differentiating
  • 23.
    Brand Perceptions Brand Relationship is definedby the combination of a specific brand image with a specific attitude of the brand; The brand is liked for its relaxed style; it demands nothing of the consumer other than to experience the pleasure it gives. 5.Playful
  • 24.
    Not just whatyou tell consumers about your brand – but also what your brand tells consumers about themselves Not just what the consumer does with your brand - but also what your brand does with the consumer
  • 25.
    Brand Relationship Equity USA& Mexico Comparing the Relative Importance of Relationships
  • 26.
    Relative Importance ofRelationships in determining Brand Relationship Equity (all categories and brands)
  • 27.
    Reinforcement in México. •Reinforcement is the most important type of brand relationship. • Consumers are looking for a combination of performance and an expression of the positive experiences – self-esteem and validation - that goes with it • The requirement for performance is a consequence of the need for relevance that mexicans demands of their brands. • The need of self esteem is part of a societal characteristic whereby it is very important to “be accepted” by the community through the judgment of others. • It is logical that people are attracted to brands that help them “communicate” their best image.
  • 28.
  • 29.
    Brand Perceptions $ Financial & MarketReturns Brand Relationship Equity – derived from brand perceptions and brand experiences - is a direct influence - along with the size and stability of the brand’s customer franchise - on the financial value of the brand. Brand Relationships are also a significant influence on the development of the customer franchise. Thus brand relationships contribute both directly and indirectly to the financial value of a brand. Brand Relationships create financial value for branded business.
  • 30.
    Relationship Equity andStable Franchise Size are both very significant Influences on Sales to Market Cap. multiple. R2=.42 Market Cap. /Sales .48 .43 Stable Franchise is defined as the percentage of customers saying they use the brand regularly less the percentage saying they do so only if there is no alternative. Brand Relationships Directly Influence Branded Business Valuation Relationship Equity Stable franchise USARelationshipEquity
  • 31.
    Relationship Equity Operating Profit Stable franchise R2=.86 Market Cap. .14 .89 .32 -.22 The negative correlationbetween Relationship Equity and Operating Profit reflects the fact that there is a trade-off between investment in the brand and the quarterly or yearly earnings statement. Nothing comes without a cost. Actual Market Cap. is a function of Relationship Equity, Operating Profit and Stable Franchise Size Brand Relationships Directly Influence Branded Business Valuation USARelationshipEquity
  • 32.
    Influence of CBRon Franchise Development and Pricing Power
  • 33.
    Acquisition of NewUsers is more influenced by Brand Relationships in USA than in Mexico. Regression of Non-Users’ Purchase Intention on Brand Relationships Standardized Regression Coefficients
  • 34.
    Acquisition of newusers is influenced by CBR and Relevance in Mexico. Regression of Non-Users’ Purchase Intention on Brand Relationships and “Importance” Standardized Regression Coefficients
  • 35.
    Strength of theCustomer Franchise is Influenced by Brand Relationships in both Countries Regression of Users’ Strength of Preference on Brand Relationships Standardized Regression Coefficients
  • 36.
    Brand Relationships influenceBrands’ Pricing Power (Value) Regression of Value Perceptions on Brand Relationships Standardized Regression Coefficients
  • 37.
    Influence of CBRon Franchise Development and Pricing Power • In both Mexico and the USA, CBR significantly influence Customer Franchise parameters • From longitudinal surveys, it is evident that part of the effects of CBR changes are time lagged; in a cross- sectional study only part of the effects are evident. • Main differences between the two countries: – the inversion of the influence of Reinforcement (stronger in Mexico) and Identification (USA) – The relative weakness of Brand Relationships in explaining non- users’ purchase intentions and the significant incremental role of “Importance” (Relevance) in Mexico.
  • 38.
    Comparing Category andBrands Assessment and Implicatons Finding the Backbone and Complementary Relationships of the brand: Retail: Walmart Digital: Google and Apple Credit Cards: Amex HBA Soap: Dove
  • 39.
    The Credit Cardcategory has different relationship profiles in each market 90 91 86 102 117 105 103 111 104 91 0 20 40 60 80 100 120 140 Mexico USA IndexvsCountryAverageRelationshipStrength Relative Strength of Brand Relationships Mexico vs USA - Credit Card Category Reinforcement Identification Role Model Self-Differentiation Playful Role Model in Mexico’s case is the most important category relationship. The self- differentiating relationship is prominent as well, in the USA
  • 40.
    The brand relationshipsof American Express are quite different in México and USA. In the case of México the brand appears as a charismatic mentor, encouraging consumers to think in alternative ways, and empowering them. In the USA the brand allows consumers to differentiate themselves, but also has a mentoring role for some consumers.
  • 41.
    Digital Brands area source of empowerment and differentiation 97 81 99 98 104 111 98 112 102 99 0 20 40 60 80 100 120 140 Mexico USA IndexvsCountryAverageRelationshipStrength Relative Strength of Brand Relationships Mexico vs USA - Digital Category Reinforcement Identification Role Model Self-Differentiation Playful In the USA the mentoring ability of the brand as a role model is as prominent as the capacity of the brand to create differentiated value for the consumer. In Mexico the fun and cool aspects are also important to build a brand.
  • 42.
    Apple is aniconic reference to follow in both countries. The orientation of the relationship is similar in both countries It combines a charismatic perception with an attitude of bringing people new content. People feel empowered by the brand and motivated. In USA Apple is a way to express differentiation also. 92 80 86 90 119 127 96 114 108 89 0 20 40 60 80 100 120 140 Mexico USA IndexvsCountryAverageRelationshipStrength Relative Strength of Brand Relationships Mexico vs USA - Apple Reinforcement Identification Role Model Self-Differentiation Playful
  • 43.
    Google develops differentkind of relationships. In the USA Google is a charismatic leader followed for the experience it brings. In México the brand is an exemplar of high performance which boosts the self confidence. 114 89 112 109 98 114 92 105 84 84 0 20 40 60 80 100 120 140 Mexico USA IndexvsCountryAverageRelationshipStrength Relative Strength of Brand Relationships Mexico vs USA - Google Reinforcement Identification Role Model Self-Differentiation Playful
  • 44.
    In both countriesthe haircare category has an orientation toward Playful and Reinforcement 105 116 90 84 88 79 98 110 119 111 0 20 40 60 80 100 120 140 Mexico USA IndexvsCountryAverageRelationshipStrength Relative Strength of Brand Relationships Mexico vs USA - Haircare Category Reinforcement Identification Role Model Self-Differentiation Playful Haircare is a category oriented to generate fun and moments of enjoyment for consumers. In the USA and Mexico as well performance- based reinforcement of the consumer is important.
  • 45.
    Dove is agood example of consistency across borders There is a consistent pattern in the structure of the brand’s relationships in both countries. “Real Beauty” is matter of confidence- building performance for some consumers, but develops a more pleasure-based, liberating relationship with others. 120 117 97 101 73 71 96 97 114 114 0 20 40 60 80 100 120 140 Mexico USA IndexvsCountryAverageRelationshipStrength Relative Strength of Brand Relationships Mexico vs USA - Dove Reinforcement Identification Role Model Self-Differentiation Playful
  • 46.
    Playful and SelfDifferentiation are the key retail brand relationships in USA and Mexico 89 84 89 101 105 99 108 104 110 112 0 20 40 60 80 100 120 140 Mexico USA IndexvsCountryAverageRelationshipStrength Relative Strength of Brand Relationships Mexico vs USA - Super/Hyper Market Category Reinforcement Identification Role Model Self-Differentiation Playful The category is characterized by an active differentiation (Mexico more than USA) and shopping as a fun and liberating experience .
  • 47.
    Walmart is asource of Identification in the USA. In the USA the brand has an strong emotional link with the consumers and is a way for them to express themselves. In México the pattern of the relationships is orientated to differentiation through empowerment. 94 98 91 120 106 89 107 94 103 99 0 20 40 60 80 100 120 140 Mexico USA IndexvsCountryAverageRelationshipStrength Relative Strength of Brand Relationships Mexico vs USA - Wal-Mart Reinforcement Identification Role Model Self-Differentiation Playful
  • 48.
    Key Learnings • Categoriesin each country / market have “conventions”, a specific pattern of relationships. • The situation of the different brands could be consistent or disruptive regarding the category convention, this has several implications for the brand management. • For example, in the Mexican digital category, Apple is following the pattern, meanwhile Google is disrupting it. • What are the implications of that situation in terms of brand strategy? – One of the priorities for global brand management should be identifying the category convention of the markets where the brand is competing, and try to figure out which relationships are the key ones to develop for competitive advantage. – In a context of “glocalization”, social and cultural issues have an important role in the development of brand relationships.
  • 49.
    Key Learnings • Thesituation of Walmart is a good example of the challenge of developing brand relationships in different socio cultural conditions. • In México, as the category, the brand is oriented to “self differentiation” and “role model”. This profile express the role and expectations that consumer associates with the brand. The situation in the USA is different. • Brand Relationships allow us to consider the global and the local elements that are relevant for them.
  • 50.
    Consumer Brand Relationshipsand Consumer Brand Communication
  • 51.
    Consumer Brand Communication • Thevoice of the consumer is louder than ever .The new digital channels for consumer communication have laid the foundation of a new Brand Democracy, in which brand owners now no longer monopolize – or even dominate - the control of brand messages. • Brand managers must take into account the interplay between Consumer Brand Relationships and consumer brand communication. • Better management of consumers’ brand experiences, resulting in stronger Brand Relationships, will result in more positive consumer brand communication via the channels that consumers control.
  • 52.
    In the USA,those exposed to a brand’s communication in social media and by word of mouth are more likely to communicate about the brand than those exposed to it in other types of media. However, in net terms, the additional communication of these two groups is negative. 63.7 72.2 62.9 76.1 56 50 49 47 40.0 45.0 50.0 55.0 60.0 65.0 70.0 75.0 80.0 Traditional media Social Media Website or internet From a Friend Type of Media in which exposed to brand Consumer Communication about Brands (cbc) Any Communication Net Positive Communication
  • 53.
    At the lowestlevel of BRE, only brands seen in traditional media result in consumer brand communication that is more positive than negative. For the second BRE quartile, the situation is very different; the level of positive cbc for brands seen in other media rises dramatically to the same level as for traditional media.
  • 54.
    As in theUSA, consumers are more likely to communicate themselves about brands they have been exposed to in social media or from a friend. However, in Mexico positive cbc generally follows the overall trend. Web chatter about brands in Mexico is as likely to lead to positive cbc as is traditional media. 59.1 73.5 69.3 71.8 34.5 40.1 41.2 45.2 30.0 40.0 50.0 60.0 70.0 80.0 Traditional Soc. Media Website/Other Internet From a Friend %Communicatingaboutbrand Media in which exposed to Brand Consumer Brand Communication in Mexico - by type of Media Any communication Net Positive Communication
  • 55.
    Because cbc isgenerally more positive in Mexico than in the USA – irrespective of the source of consumers exposure to the brand – the level of BRE does not make such a big difference to the tenor of consumers’ communication about brands.
  • 56.
    Consumer Brand Communication •In the USA, better management of consumers’ brand experiences, resulting in stronger Brand Relationships, is essential for more positive consumer brand communication via the channels that consumers control. • In Mexico, Consumer Brand Communication is largely positive – irrespective of the media in which consumers are exposed to brands. • Stronger Brand Relationships do increase positive CBC in Mexico too, but they do not yet have the leverage they have in the USA.
  • 57.
    Summary and Conclusions •There are ‘Universal” Consumer Brand Relationships that transcend economic sectors and country borders. • But there are a few differences between the USA and Mexico in the composition of these relationships. Self Differentiation is the most interesting. In USA the ‘differentiation” attribute is more conceptual and abstract but positive. In Mexico the “differentiation” is more active e.g. make interesting news or worth following • The relationship that is relatively most dominant in Mexico is Reinforcement. The brands that are strongest on Reinforcement “ over deliver” on the self esteem/ the consumer experience of feeling valued ( see appendix) • With respect to acquisition, in Mexico, CBR only becomes effective in generating consideration among non-users when the brand has strong relevance. In the USA, CBR can stand alone in generating acquisition – In both countries Playful is important in generating consideration
  • 58.
    Summary and Conclusions( cont.) • With respect to retention ( strong user preference), Reinforcement and Identification are the two most important relationships in both countries • Reinforcement, Identification, and Playful are relationships that create Value, for brands. The components of these relationships provide insight into what people in each culture hold dear. • Consumer Brand Communication and Consumer Brand Relationships – In the USA, better management of consumers’ brand experiences, resulting in stronger Brand Relationships, is essential for more positive consumer brand communication via the channels that consumers control. – In Mexico, Consumer Brand Communication is largely positive – irrespective of the media in which consumers are exposed to brands. – Stronger Brand Relationships do increase positive cbc in Mexico too, but they do not yet have the leverage they have in the USA.
  • 59.
    Comparison of Mexican andUS Brands for the 5 Universal Brand Relationships Appendix 1
  • 60.
    Brand Relationships areNot Additive • Although an additive model is often a satisfactory, scientifically parsimonious, way of creating a construct, it does not work for Consumer Brand Relationships. • Consumers’ Brand Perceptions and Brands’ Attitudes are qualitatively different phenomena, and – like “apples and pears” - they need to be kept distinct. • A Brand Relationship is a two-dimensional construct, defined as the resultant vector of the two components of the relationship. • Visually, we compare Brands’ Relationships using a Brand Relationship Map
  • 61.
    Brand Attitude/ Brand Experience BrandPerceptions Brand Relationship (x,y) x y A Brand Relationship is defined by the combination of a specific brand image with a specific attitude of the brand; The strength of the relationship is a function of the strength of the two components. But that function is not a simple additive one.
  • 62.
    Reinforcement Top reinforcement brandsare Pantene, L’Oreal, J&J, Amazon and Google. While both components of the relationship are important, hair care brands do it more by enhancing self-esteem.
  • 63.
    Google is thebrand with the strongest Reinforcement relationship, followed by Bimbo Facebook and Gandhi. The performance / satisfaction dimension is key to Google’s relationship, whereas retail brands give experiences that enhance self- esteem.
  • 64.
    Identification Brands most identifiedwith are Amazon, Google and WalMart. Apple and J&J are well- loved brands, but are not experienced as a means of self-expression like the former. Facebook, on the other hand, is clearly a means of self-expression – but not as well loved.
  • 65.
    Identification Google and Facebookare the clearest cases of “Love” brands . Telcel and Wal- Mart strengthen their Identification by being experienced as way for consumers to express themselves.
  • 66.
    Role Model Many corporatebrands – like GE, 3M, Facebook and Amazon - are seen as leaders and innovators, but only Apple and Google manage to combine those perceptions with that key personal experience of feeling both challenged and encouraged by the brand.
  • 67.
    Role Model Google andBimbo are the most important expression of brands that combine perceptions of innovation and leadership with the experience of empowerment for the consumers.
  • 68.
    Self-Differentiating J&J and WalMartepitomize the customer experience of feeling at the center of attention, but their offering is not otherwise differentiated from competitors’. Amazon’s uniqueness - and the way its offering feels customized - makes the customer feel different.
  • 69.
    Self-Differentiating Facebook and Appleare the brands that most make a difference for consumers, making them feel that the innovation they bring is a response to and personalized to customers’ needs and expectations
  • 70.
    Playful Brands from severalvery different categories are seen as relaxed and stylish, but the most successful casual dining brands – together with YouTube and Amazon – are the ones which just seem to give pleasure, without requiring anything in return.
  • 71.
    Playful Digital Brands andRetailers are oriented to providing fun and entertainment for consumers, giving them the experience of obligation-free enjoyment.
  • 72.
  • 73.
    Relational vs Freudian PsychologyPsychology • External relationships – with other people and with things – are paralleled by psychic representations of these relationships within the mind • A personality is in fact a composite structure which has been formed and built up out of countless never-ending influences and exchanges between ourselves and others • Behavior and attitudes are caused by basic “Drives” which are innate and unchanging elements of the personality. • The relevant characteristics of the personality remain the same – whatever the relationship.
  • 74.
    Relational Branding • Relationalpsychology, in reformulating the concept of self in personality development, also reformulates the concept of brand. • A Freudian “driven” brand is always the same, irrespective of the nature of its consumer-partner; a Relational brand, on the other hand, is a variable outcome of its interactions with its consumers. • Relational Psychology recognizes how inanimate relationship partners -- so-called “Transitional Objects” -- may be invested with the same type of characteristics (personality, motivations, imagined behaviors, etc.) as animate ones. • The Brand is a “Transitional Object”, represented in the individual’s psyche simultaneously as both the object and source of emotions, feelings and behaviors.
  • 75.
    The Relational Brand •The Relational brand is not just an “external” player – it is also one of the participants in that transitional space where we all learn to relate to things outside of ourselves. • A Relationship has emergent qualities which, while clearly derived from the separate attributes of brand and consumer are not simply reducible to either.