BRAND EVALUATION & PATRONAGE INTENTION

1. Brand Evaluation and
Patronage intentions in
CB
Presented by:
sanamdeep
radhika
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2. BRAND
 The American Marketing Association (AMA) defines a
brand as a "name, term, sign, symbol or design, or a
combination of them intended to identify the goods and
services of one seller or group of sellers and to
differentiate them from those of other sellers.
 Therefore it makes sense to understand that branding is not
about getting your target market to choose you over the
competition, but it is about getting your prospects to see
you as the only one that provides a solution to their
problem.
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3. OBJECTIVES OF A GOOD BRAND
Delivers the message clearly
Confirms the credibility
Connects the target prospects emotionally
Motivates the buyer
Concretes User Loyalty
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4. BRAND TYPES
Generic
Product :
item characterized by plain label, with no clear
differentiation e.g. Xerox, Bisleri
Manufacturers’
Brand :
brand name owned by a manufacturer or other
Producer e.g. Coca Cola
Private Brand :
brand name placed on products marketed by
wholesalers & retailers e.g. Stop garments from
Shoppers Stop
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5. Family Brand :
brand name that identifies several related
products e.g. Kissan Anapurna atta , jams ,
biscuits etc..(Food category)
Individual
Brand :
unique brand name that identifies a specific
offering within a firm’s product line and that
is not grouped under a family brand e.g.
Dove soap from HLL
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6. BRAND EVALUATION
 Brand evaluation is crucial in effective brand
management. This process enables marketers to obtain a
more accurate idea about how powerful a brand name is.
In turn, this will help marketers decide what their future
marketing strategy would be.
 To succeed in branding marketer must understand the
needs and wants of the customers and prospects.
Marketer do this by integrating brand strategies through
company at every point of public contact.
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7. OBJECTIVES
 The main objective of a brand evaluation is to help the
organization or company to identify the current changes
that need to be made to revitalize the brand.
 It helps an organization or company to develop their
brand based on the core values and beliefs of the brand.
 A brand evaluation plays an important role during
brand building and planning stages and is critical to the
process of building and sustaining brands.
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8. IMPORTANCE AND
NECESSITY OF EVALUATING
BRANDS
The necessity of evaluating brands resides both in the
company’s and in the marketing environment’s
interests,especially those organizations or persons who
are interested in the company’s and its brands’ financial
performance. It is about the company’s
stakeholders(suppliers, investors, financial institutions,
distributors, employees, customers etc.) and the
competition.
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9. BRAND EVALUATION
METHODOLOGIES
Since brand evaluation appeared as a response to the necessity
of introducing their values into the financial reports of the
companies, the most popular methods of evaluation are those
based on different financial indicators.
Three main brands evaluation methods are well known :
 Economic income approach
 Market comparable approach
 Cost approach
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10. 1. Economic income approach
 This method is based on projected incomes conversion into a
unitary sum, subsequently adjusted based on different factors
that lead to determine a final value of the brand.
2. Market comparable approach
 This method is based on evaluating the brand by comparing it
with the selling values of similar brands and the use of some
different factors based ratios, such as the price – earning
relationship.
3. Cost approach
 This approach is based on brand evaluation throughout
determining base costs necessary for the creation of a similar
brand and their introduction in an equation which allows for a
brand’s final value determination.
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11. DIMENSIONS OF BRAND
EVALUATION
The corporate brands can be evaluated along
the five dimensions:
 Competence (factor 1)
 Exuberance (factor 2)
 Credibility (factor)
 Forcefulness (factor 4)
 Sincerity (factor 5)
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12.  Competence : It is a cluster of related abilities, commitments,
knowledge and skills that enable a brand to (or an organization)
to act effectively.
 Exuberance : It is a joyful enthusiasm that a brand shows.
 Credibility : It is the quality of being believed or trusted.
 Forcefulness : Something that is forceful in a brand and has a
very powerful effect and causes you to think or feel something
very strongly.
 Sincerity : It is the quality or condition of being sincere;
genuineness, honesty, and freedom from duplicity.
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13. EVALUATING THE BRAND
STRENGTH ON THE MARKET
 To evaluate brand strength, whether it is of a consumer product, a
business service or a public sector organisation, there are different
questions which can be asked to the client are:-
 What is unique about the function or purpose of your brand
or organisation ?
 What are your service or performance targets ?
 What are the characteristics you want to associate with it ?
 How do you position yourself against the competition ?
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14. What we can actually measure are:
 Functional benefits – performance based on defined service
factors
 Emotional benefits – based on how closely customers identify
with the brand, its status and its reputation
 Loyalty to the brand or organisation (where relevant), or readiness
to switch supplier
 Advocacy – how ready people are to recommend the product or
service
Using these measures we can identify which factors are the most
important in defining the market value of the brand. These may
concern levels of service, familiarity, or perceived quality – the
analysis will identify where investment may be made to improve
the position of the brand in the market.
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15. PATRONAGE INTENTIONS /
MOTIVES IN CB
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16. MOTIVES
 Needs which are unsatisfied are motives
 Consumers buy goods/services because
of some motives
 Motive can be a strong desire, feeling,
stimulus or emotion which play vital role
in consumer buying decisions.
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17. CLASSIFICATION OF BUYING MOTIVES
“Reasons” why a person buys a particular product.
1.Innate and Acquired Motive
2.Primary and Secondary Motive
3.Conscious and Unconscious motive
4.Positive and Negative Motive
5.Product and patronage Motive
6.Rational and Emotional Motive
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18. EMOTIONAL RATIONAL
BUYING MOTIVES
PRODUCT MOTIVES PATRONAGE MOTIVES
EMOTIONAL RATIONAL
BUYING MOTIVES 18

19. Product motives
related to product, its price, size, quality etc.
Patronage motives
related to the physical evidence of the store,
goods/services
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20. Why do buyers purchase from certain
specific shops?
Considerations/factors persuade the buyer
to display his store patronage
Emotional - to gain social recognition , to
imitate others , favorite/most preferred
shop based on subjective reasons
Rational - logical reasoning (offer a variety
of products , latest design stock, prompt
delivery, assure good after sales services)
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21. EMOTIONAL MOTIVES
 Selection of goods acc. to the personal and
subjective criteria, e.g. pride, fear, status,
affections etc.
 These impulses persuade to purchase
products spontaneously & without fore
thinking on the consequences.
 Buyer “let the heart rule over the mind”
e.g. parents purchase cloths, toys to their
child. 21

22. RATIONAL MOTIVES
 Consumer select goods based on total
objective criteria such as size, weight, price
etc.
 Involve careful reasoning & logical analysis
of purchase.
 Carefully consider diff. alternatives &
choose one which gives him greater utility
e.g. Furniture purchase for house
suitability to home envt., durability, economy
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23. Product Emotional Buying Motives:
1) Pride
2) Fashion or Imitation
3) Gender
4) Habits
5) Love and Affection
6) Comfort
7) Praise
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24. Product Rational Buying Motives :
1. Safety or Fear
2. Suitability
3. Durability
4. Economy
5. Convenience
6. Versatility
7. Hobbies
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25. There are four types of approach/avoidance
behaviors including:-
1) physical, related to store patronage
intentions
2) exploratory, related to in-store search and
exposure (response to emotional states)
3) communications, related to personal
interactions
4) performance and satisfaction, related to
repeat shopping and time/money
expenditures.
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26. As with brand loyalty, store loyalty
concerns a consumer’s intentions and
behaviors toward a particular store.
Retailers are interested in store image and
store atmosphere because they focus on
the influence of store attributes on
consumers’ affect and cognitions.
 A common conflict between
manufacturers and retailers centers on
brand loyalty versus store loyalty.
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27. Model
Perceived
Service Quality
Perceived
Merchandise
Quality
Perceived
Merchandise
Price
Perceived
Merchandise
Assortment
Perceived
Shopping mall
Value
Store Patronage
Intention
H5
H1
H2
H3
H4
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28. Measure Items
Service Quality
Interaction
Quality
Responsiveness toward customers’ questions and
complaints
Employees’ willingness to Help customers
Employees’ friendliness and politeness
Physical
Environment
Quality
Employees’ efforts to provide accurate product and service
information
Employees’ efforts to provide conveniences in searching,
ordering, order cancellation and processing.
Employees’ efforts to accept customers’ wants
Outcome
Quality
Employees’ efforts on visual and page design in providing
product and services
Employees’ efforts to maintain security on customers’
private information and payment
Employees’ willingness to help customers in solving their
problems and complaint s after sale
Overall Service
Quality
Service quality comparing to competitors
Reasonable level of service
Perceived
Merchandise Quality
Merchandise quality
Quality differences between the displayed merchandise and the merchandise
delivered
Measurement Scales
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29. Measure Items
Perceived
Merchandise
Price
Reasonableness of Price
Perceived
Merchandise
Assortment
Merchandise variety
Merchandise update interval
Brand variety
Perceived Value Value for merchandise variety, quality, and conveniences
Willing to recommend shopping mall value for the money
Willing to recommend shopping mall value for time and
search effort
Patronage
Intentions
Visit frequency
Repurchase intentions
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30. PATRONAGE MOTIVES
1. Patronage Emotional Motives :
1. Appearance of the store
2. Recommendation of friends and relatives
3. Imitation
4. Prestige
5. Habit
2. Patronage Rational Motives :
1. Proximity
2. Widest Assortment
3. Credit Facilities
4. Treatment
5. Services Offered 30

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