This document discusses segmentation and brand equity. It begins by defining segmentation as identifying clearly identifiable groups within a market based on common characteristics. It discusses why segmentation is important for designing targeted marketing strategies. It then provides examples of how to segment markets based on demographics, behaviors, needs, and other factors. It introduces a new "cell segmentation" model to show how markets can further divide into new segments over time as needs evolve. The document then defines brand equity as the value added to a product by its brand name and discusses Aaker's model of how brand equity generates value for customers and companies. It provides examples of how to measure brand equity using variables related to brand awareness, perceptions, loyalty, and other factors. In the end
Brand Communication PowerPoint Presentation Slides SlideTeam
Presenting this set of slides with name - Brand Communication PowerPoint Presentation Slides. This is a one stage process. The stages in this process are Brand Equity, Brand Communication, Brand Awareness.
Brand Communication PowerPoint Presentation Slides SlideTeam
Presenting this set of slides with name - Brand Communication PowerPoint Presentation Slides. This is a one stage process. The stages in this process are Brand Equity, Brand Communication, Brand Awareness.
http://www.niccotan.com/2011/04/advertising-fundamentals.html
De La Salle University - Master of Marketing Communication Graduate Students presented a comprehensive report regarding the fundamentals of advertising.
This project gives you information on the types and modes of advertising.
Later on it focuses more on the advertising of bags and people's opinion on advertising and media.
Brandharvest is a Branding Agency based in Mumbai, India that provides total Branding Strategies to its clients. Our brand strategy team works closely with our clients’ to achieve positive results. We do consulting for Branding Strategies, Positioning, Re-Positioning and Architecture Services.
http://www.niccotan.com/2011/04/advertising-fundamentals.html
De La Salle University - Master of Marketing Communication Graduate Students presented a comprehensive report regarding the fundamentals of advertising.
This project gives you information on the types and modes of advertising.
Later on it focuses more on the advertising of bags and people's opinion on advertising and media.
Brandharvest is a Branding Agency based in Mumbai, India that provides total Branding Strategies to its clients. Our brand strategy team works closely with our clients’ to achieve positive results. We do consulting for Branding Strategies, Positioning, Re-Positioning and Architecture Services.
Sau 6 buổi huấn luyện, hướng dẫn các bí quyết trình bày, Bạn sẽ:
Tự tin và chiến thắng nỗi sợ khi đứng trước đám đông.
Biết chuẩn bị một bài trình bày có sức thuyết phục, tạo được ấn tượng cho người nghe.
Biết cách thu hút và lôi cuốn sự chú ý của người nghe trong lúc trình bày.
Phối hợp nhuần nhuyễn giữa ngôn từ, giọng nói và hình ảnh để tạo nên sự chuyên nghiệp.
Biết truyền tải thông điệp và nội dung gọn và rõ, mạnh mẽ đầy thách thức!
Học cách sử dụng ngôn ngữ và hình ảnh và các công cụ tạo cảm xúc trong trình bày.
Giới thiệu chung về Startup Day 2016, gồm tổ hợp các sự kiện:
1. Sàn giao dịch và đầu tư khởi nghiệp - Startup Exchange
2. Chung kết và Trao giải Startup Wheel 2016
Event Report - Vietnam Youth to Business Forum July 2014Y2B2014
Vietnam Youth to Business Forum July 2014 is the 6th Vietnamese version of Youth to Business Forum, powered by AIESEC in Vietnam. With 500 student attendants and 20 business partners, the event is the largest annual event of AIESEC, aiming to narrow the gap between Youth and Business, from which prepare students with business mindset and knowledge that can help them better orient their future careers.
Thông qua nhiều sự kiện, chương trình, trò chơi sáng tạo, Tôi xê dịch đã tạo ra một cầu nối văn hóa gần gũi giữa các thế hệ, việc đánh thức niềm tự hào dân tộc và lòng yêu nước và kêu gọi hành động để thúc đẩy những nét đẹp truyền thống - một bước đệm cho thanh niên Việt Nam tự tin tiếp cận với thế giới.
Leroy J. Ebert DipM MCIM, Chartered Marketer, MSLIM
Manager Marketing and Business Development – Logiwiz Ltd.
Presentation Developed as course material for the SLIM Diploma in Brand Management
Content Extracted from “Strategic Brand Management” 3rd Edition
Authors: Kevin Lane Keller
M.G. Parameswaran
Issac Jacob
Presentation developed from SLIM Diploma In Brand Management Students
Presentation developed by Leroy J. Ebert (9th May 2014)
The Brand Audit Toolkit: Organizing Data for Insights Spring 2019Carol Phillips
The first step in developing a brand strategy is to assess where the brand stands today. This presentation explains the most relevant frameworks for organizing information to reveal the insights needed to create an effective brand strategy.
Similar to Young marketers elite 2 - Segmentation & Brand Equity - Van Khai - Mai Bang (20)
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
Digital Money Maker Club – von Gunnar Kessler digital.focsh890
Title One is a comprehensive examination of the impact of digital technologies on
modern society. In a world where technology continues to advance rapidly, this article delves into the nuances and complexities of the digital age, exploring Its implications across various sectors and aspects of life.
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
Search Engine Marketing - Competitor and Keyword researchETMARK ACADEMY
Over 2 Trillion searches are made per day in Google search, which means there are more than 2 Trillion visits happening across the websites of the world wide web.
People search various questions, phrases or words. But some words and phrases are searched
more often than others.
For example, the words, ‘running shoes’ are searched more often than ‘best road running
shoes for men’
These words or phrases which people use to search on Google are called Keywords.
Some keywords are searched more often than others. Number of times a keyword is searched
for in a month is called keyword volume.
Some keywords have more relevant results than others. For the phrase “running shoes” we
get more than 80M relevant results, whereas for “best road running shoes for men” we get
only 8.
The former keyword ‘running shoes’ has way more competition from popular websites to
new and small blogs, whereas the latter keyword doesn’t have that much competition. This
search competition for a keyword is called search difficulty of a keyword or keyword
difficulty.
In other words, if the keyword difficulty is ‘low’ or ‘easy’, there won’t be any competition
and if you target such keywords on your site, you can easily rank on the front page of Google.
Some keywords are searched for, just to know or to learn some information about something,
that’s their search intention. For example, “What shoe size should I choose?” or “How to pick
the right shoe size?”
These keywords which are searched just to know about stuff are called informational
keywords. Typically people who are searching this type of keywords are top of a Conversion
funnel.
Conversion funnel is the journey that search visitors go through on their way to an email
subscription or a premium subscription to the services you offer or a purchase of products
you sell or recommend using your referral link.
For some buyers, research is the most important part when they have to buy a product.
Depending on that, their journey either widens or narrows down. These types of buyers are
Researchers and they spend more time with informational keywords.
Conversion is the action you want from your search visitors. Number of conversions that you
get for every 100 search visitors is called Conversion rate.
People who are at different stages of a conversion funnel use different types of keywords.
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
2. AGENDA
What is segmentation? Good segmentation?
Why segmentation?
Criteria of segmentation
Our theory & example
Brand Equity
Example
1
2
3
4
5
6
Segment
&
Brand Equity
3. Segmentation? GOOD segmentation must be CAMA
The process of defining and subdividing a
large general market into clearly identifiable
groups having common characteristics.
CLEAR identification of the segment
MEASURABLE effective size
APPROPRIATE to the strategy, policies and resources of
the brand or company
ACCESSIBLE through marketing effort
*Common characteristics:
1) Demographics, geography, lifestyle
2) Behavior
3) Needs – wants - demands, or fear-hope-belief-dream
4. Why
segmentation?
Marketing Ultimate Goal
To design a marketing strategy
that precisely matches the
expectations of customers in the
targeted segment
Business Ultimate Goal
so we can better satisfy the
consumer with less
expenditures
More revenue & Profit
Less cost
Criteria of
segmentation
Who What
Why
Geography
Region
Type of settlement
Media
Consumption
Demographics
Gender, age
Type of household
No. of children
Socio-economics
Education
Income
Occupation
Psychographics
Attitude, value
Interest
Activities
Lifestyle
Behavior
Share of customer
Frequency of
purchase/usage
Patterns of usage
Need
Need-want-demand
Fear-hope-belief-
dream
5. The one that is overused recently. Let’s see this segmentation
2 Dimensional Segmentation
Weakness:
1. Only can reflect a part of the whole market,
especially very developed market (automotive,
computer…): In this example, just “High-end
automotive”, not “Automotive”
2. If be used to reflect the whole market, each
segment will be over generic, because of the
4-segments limit & 2-dimension limit
3. Can’t reflect market development through time
Business
Personal life
Outside
world
Inner self
The Success Enjoyment
Ex: Mercedes
The Performer
Ex: BMW
The Explorer
Ex: Land Rover
The Fashionista
Ex: Audi
HIGH-END AUTOMOTIVE SEGMENTATION
6. Khai & Bang would like to introduce: The Cell Segmentation
Big thank to Maslow. Patent pending
We believe that: the Needs evolve through time, so does the Market.
When a segment is satisfied enough, members of this segment start to
develop higher & different needs.
This inner conflict will split it into 2 or more new segments.
So the more developed the market is, the more cells it has.
For example: Automotive market
1) Let’s take a look at “Automotive segmentation” in 1900
Market was not developed. Only Ford manufactured & sold car.
Only 2 segment, grouped by Income. The Unaffordable & Affordable
The cell segmentation
The AffordableThe Unaffordable
Low income High income
Automotive market segmentation in 1900
7. How the markets look like now?
By income, it is divided into 4 big segments
No car – Normal /Cheap Car – High-end Car – Super Car
1) In Normal car, they are further divided by purpose of usage
(For family – For just me)
2) In High end car, they are further divided by “The care about
expressing” (To the world – To the inner self) and “The care
of life” (Career – Personal life)
3) In Super car, they are further divided by “The care about
expressing” (To the world – To the inner self)
So, as we see, 4 segments & 2 dimensions are not always
enough.
If we want to see the big picture, let find something both detail &
sufficient enough.
How automotive will change years from now?
Will more cell divide into more segment?
Let’s wait and see.
The cell segmentation
The Affordable
Extremely high
income
(Super car)
Low (No car)
The Unaffordable
Medium
Income
(Normal car)
High income
(High end car)
The simple mover
Ex: KIA, DAEWOO
The family mover
Ex: Toyota Innova
The success
enjoyment
Ex: Mercedes
The performer
Ex: BMW
The Fashionista
Ex: Audi
The Explorer
Ex: Land Rover
The Noble
Ex: Roll-Royce
The super star
Ex: Lamborghini,
Ferrari
8. WHAT IS BRAND EQUITY ?
• Understand drivers of brand strength in
order to support strategic decision –
making.
• To evaluate performance of brand
management in increasing equity over time.
• To evaluate efficacy of brand building
• To assess the value of the brand for
purposes of licensing or sale.
Reasons to Measure Brand Equity
• Interpretation/Processing of
information.
• Confidence in the Purchase decision.
• Use satisfaction.
Value to Customers
• Efficiency & Effectiveness of
marketing programs.
• Brand Loyalty.
• Prices / Margins.
• Brand Extensions.
• Trade Leverage.
• Competitive Advantage.
Value to Company
Brand Equity is a set of brand assets and liabilities linked to a brand, its symbol, that adds
to or subtracts from the value provided by a product or services to a firm and / or to that
firms customers.
David Aaker, University of California
9. Perceived
Quality
How brand equity generates value (David Aaker’s Model)
Brand
Equity
Perceived
Value
Brand
Awareness
Brand
Associations
Other
Proprietary
Brand Assets
Reduced Marketing costs
Trade Leverage (influence)
Create awareness etc.
Anchor to which other can be attached
Familiarity liking
Signal of substance/ commitment
Reason-to-buy
Differentiate / position
Price the brand
Build extensions
Help process / retrieve information
Differentiate / position
Reason-to-buy
Create positive attitude / feelings
Extensions
Competitive
Advantage
Provides value to
Customer by
Enhancing customer’s:
• Interpretation/ processing
of information
• Confidence in the purchase
• Decision
• Use satisfaction
Provides value to firm
By enhancing:
• Efficiency & effectiveness
of marketing programs
• Brand loyalty
• Prices / margins
• Brand extensions
• Trade leverage
• Competitive advantage
Indicators/Effects Future performanceCategory
Aaker formed his brand equity
model around the five categories
of brand assets
Aaker determines the five
categories as the main
determinants of brand equity
which deliver positive or
negative value to the customer
and organization.
Each category can be seen as a
brand asset that creates value.
It’s of vital importance to
understand the source that
creates value and the way it
creates value
Elements of brand equity
10. We have 10 brand equity
measurement variables, based
on the first four primarily
categories of his equity model
The measures should reflect
brand equity and forces that
drive the market. Next to that,
the measures should be
sensitive and it should be
applicable across brands,
product lines and markets
BRAND EQUITY MEASUREMENT VARIABLES
11. This tool measure brand equity by looking at the brand as a blend of the rational and emotional which are measured
in terms of brand performance and imagery.
Customer’s relationship to a brand is then plotted in terms of their attitude on the pyramid of engagement and their
relative bias towards a rationally dominant or emotionally dominant relationship is established
EXAMPLE ABOUT VICTORIA SECRET
12. THANK YOU
Pham Van Khai Mai Van Bang
Brand equity is very much like an onion. It has layers and a core.
The core is the user who will stick with you until the very end.