Professional Documents
Culture Documents
Session 2
Holistic Brand Strategy
Patrick Collings
Sagacite Brand Agency
Nairobi, Kenya
26th & 27th May 2008
“If this business were split up, I would give
you the land and bricks and mortar, and I
would take the brands and trademarks, and
I would fare better than you”
John Stuart, Chairman of Quaker
however,
tangibleforassets ruled
much of the 20th century
management knew
1980s arrived
the value of brands
was recognized
(more about brand valuation in session four)
so a business perspective on brands
(not to be confused with our market definition )
“Brands are intangible assets, assets that
produces added benefits for the business. This is
the domain of strategic brand management: how
to create value with proper brand management ”
Jean-Noël Kapferer, The New Strategic Brand Management
what is brand
equity
many different viewpoints and definitions
my mashup version
brand equity is the measurable value
derived from marketing and other
strategic and management efforts
attributable to a brand
brand equity is the measurable value
derived from marketing and other
strategic and management efforts
attributable to a brand
lets explore
this value add
1
enables buying
decisions
2 builds customer
loyalty
1+2=
3
builds market
share
4 protects market
share
5
helps command
higher prices
+20%
6
creates a halo
effect
apple itunes commercial
50% 17%
vs
7 assists business
expansion
8
more trade
support
9
increases market
value
but...
there is a flip side
a neglected
brand erodes
value
the point we have arrived at
we have defined brands
we have defined brand equity
shown that a valuable brand adds overall value
now to build
brand equity
kevin
lane
keller
E. B. Osborn Professor of Marketing at the
Tuck School of Business at Dartmouth College
customer-based
brand equity
model
CBBE
approaches brand equity from the
perspective of the consumer
customer-based brand equity is the differential
effect that brand knowledge has on consumer
response to the marketing of the brand
customer-based brand equity is the differential
effect that brand knowledge has on consumer
response to the marketing of the brand
customer-based brand equity is the differential
effect that brand knowledge has on consumer
response to the marketing of the brand
customer-based brand equity is the differential
effect that brand knowledge has on consumer
response to the marketing of the brand
colt 45
pabst
coors
guinness
miller lite
budweiser
budweiser colt 45
miller lite guinness
coors
brand opinion
brand understanding
brand awareness
what about us? brand relationship
positive accessible
who do i think of you? brand opinion reactions
brand
resonance
brand opinion
brand understanding
2
brand equity is the measurable value
derived from activities unique to a brand
www.sagacite.co.za