Professional Documents
Culture Documents
1
Brand Image
Brand Image Degree of Abstractness
Brand Perceptions through Associations More abstract Brand Perceptions through Associations
Types of brand
association Types of brand
association
Product-related Product-related
Non-product-related (various degrees of Functional Non-product-related (various degrees of Functional
Features/ingredients) Features/ingredients)
User imagery
User imagery Experiential
Symbolic
Usage imagery
Brand personality
Connection by
Direct Experience
Stronger
Connection by
Communicated
Noncommercial Quantity:
Messages Attention
Brand A
Brand A Quality:
Connection by
Communicated Relevance and
Commercial Consistency
Messages
Connection by
Inferences
Presence of Favorability
Length Brand X can
of time
other product I want it deliver it
information (desirability) (deliverability)
It is different!!
2
Determine Desired Brand Knowledge
What is Brand Positioning? or Develop the Right Position
Approaches in Measuring
Methods in Measuring Brand
Brand Equity
Equity
z Comparative Measurement: assesses specific
z Measuring Sources of Brand Equity
benefits of brand equity by making comparisons
z Indirect assessment of brand equity by measuring z Marketing-based: hold brand fixed & examine consumer
brand knowledge structures responses to changes in the marketing program
z Measuring Outcomes of Brand Equity z Brand-based: hold fixed a particular marketing activity
and examine how consumer responses to the activity
z Direct assessment of brand equity by measuring change as the focal brand is compared to a fictitious,
the impact of brand knowledge on consumer unnamed, or competitive comparison brand.
response
3
Methods in Measuring Brand
Equity Brand Equity Audit System
z Holistic Measurement: Assesses brand equity by placing an
overall value for the brand in either “utility” or “money” terms. 1. Brand Inventory
z Residual approach: measuring the value of the brand by finding
Describe relevant brand elements and marketing
out what remains when preferences for objective characteristics programs
(e.g., physical attributes) of the product are subtracted from 2. Brand Exploratory
overall brand preference Conduct primary and secondary research to provide
z Valuation approach: measuring brand equity in dollars by information on consumer perception of the brand
determining— (identify potential sources of brand equity)
a) the amount of money that would be required to reproduce or replace 3. Brand Positioning
the brand (cost approach)
b) the incremental cash flows that would arise from the sale of the
Determine the desired brand awareness and brand
brand versus those that would arise form the sale of an unbranded image (consider target market, nature of competition,
product (market approach) point-of-parity associations, & point-of-difference
c) the net present value of the discounted future cash flows to be
associations)
derived from the brand (income approach)
Cocoa Puff
Magazine Dimension OptiPlex Precision
Oatmeal Crisp
Educational
Model 2200 Model 2300 Model 4500
video tapes
4
Discussion Points
z Are there any differences in the importance of
awareness and images for different product
categories?
z Which brand measurement system is better?
z Examples of brands that need revitalization?
z Compare the sources of brand equity for:
z Frederick’s of Hollywood & Victoria’s Secret
z Special K & Total
z Maytag & Kenmore washing machines
z USPS & UPS