Part II

Defining and evaluating Brand

Equity and Brand Strength
Defining Brand Identity

PSU - Global Brand M

EVALUATING THE
BRAND STRENGTH
ON THE MARKET

From Motivationist Marketing

Models
to
Brand Strength & Brand
Equity
PSU - Global Brand
Management 2
Alain Hutinel

Motivationist models inputs

Favorability

of Attitudes with
the brand name
Familiarity with the brand name
Image profile
Perceptual maps
Preference
Behavorial models
PSU - Global Brand M

Favorability of Attitudes
and Degree of Familiarity
++
+
+

Attitudes

--

Brand C
Brand D

Familiarity

Brand B
Brand A

Is this ever
possible ??
??!!

PSU - Global Brand M

Image profile of the brand

Criteria 1 +++

---

Criteria 2
Criteria 3
Brand
+
Produc
t
Criteria ... n
PSU - Global Brand M

Perceptual maps
Prestige cars
among managers
A car prestigious
to own
* Mercedes
BMW
*

High
* Jaguar
* Alfa
Toyota(Lexus)
*
High
* Aud
i*Saab

A financially
effective car
Low
Honda(legend)*
Volvo

Low

PSU - Global Brand M

Preference Models
100 %

Knowers

15%

Preferers
Non
Knowers

70%
Indifferents
25%
15%

Rejectors

0
PSU - Global Brand M

Behavorial models
Brand A

Brand B

Aware

Repurchas
Positive
Triers e
Satisfied
Total market

PSU - Global Brand M

Which is
strongest ???
8

We are looking for

Brand Strength &/or Equity
=
Brand Capacity
to
create Meanings and
Added Value
PSU - Global Brand M

EVALUATING BRAND
STRENGTH &/or EQUITY
1)

What we must know

2) On what criteria is Brand
strength measured ?
3) Where do we stand in the
brand building continuum ?

PSU - Global Brand M

10

2 approaches :
Keller & Aaker (+ Hutinel)
Customer

approach : Keller
General Market approach : Aaker

PSU - Global Brand M

11

Customer Based Brand Equity

ACCORDING TO KELLER

PSU - Global Brand Management Alain Hutinel

12

Motivation for
Customer-Based Brand Equity
Model

Marketers

know strong brands are

important but arent always sure how
to build one.
CBBE model was designed to be
comprehensive
cohesive
well-grounded
up-to-date
actionable

PSU - Global Brand M

13

Rationale of
Customer-Based Brand Equity
Model

Basic

premise: Power of a brand resides in

the minds of customers
Challenge is to ensure customers have the
right types of experiences with products &
services and their marketing programs to
create the right brand knowledge structures:

Thoughts
Feelings
Images
Perceptions
Attitudes

PSU - Global Brand M

14

Building
Customer-Based Brand
Equity

Building

a strong brand involves a series of

steps as part of a branding ladder
A strong brand is also characterized by a
logically constructed set of brand building
blocks.
Identifies areas of strength and weakness
Provides guidance to marketing activities

PSU - Global Brand M

15

CUSTOMERBASEDBRANDEQUITYPYRAMID

RESONANCE

JUDGMENTS

PERFORMANCE

FEELINGS

IMAGERY

SALIENCE

PSU - Global Brand M

4.RELATIONSHIPS=
4.RELATIONSHIPS=
Whataboutyou&me?
Whataboutyou&me?

3.RESPONSE=
3.RESPONSE=
Whataboutyou?
Whataboutyou?

2.MEANING=
2.MEANING=
Whatareyou?
Whatareyou?

1.IDENTITY=
1.IDENTITY=

Whoareyou?
Whoareyou?

16

Salience Dimensions
Depth

of brand awareness

Ease of recognition & recall

Strength & clarity of category

membership
Breadth

of brand awareness

Purchase consideration
Consumption consideration
PSU - Global Brand M

17

Performance Dimensions
Primary

characteristics &
supplementary features

Product

reliability, durability, and

serviceability

Service

effectiveness, efficiency, and

empathy

Style
Price

and design
PSU - Global Brand M

18

Imagery Dimensions

User profiles
Demographic & psychographic characteristics
Actual or aspirational
Group perceptions -- popularity

Purchase & usage situations

Type of channel, specific stores, ease of purchase
Time (day, week, month, year, etc.), location, and context of

usage

Personality & values

Sincerity, excitement, competence, sophistication, &

ruggedness

History, heritage, & experiences

Nostalgia
Memories

PSU - Global Brand M

19

Judgment Dimensions

Brand quality
Value
Satisfaction

Brand credibility
Expertise
Trustworthiness
Likability

Brand consideration
Relevance

Brand superiority
Differentiation

PSU - Global Brand M

20

Feelings Dimensions
Warmth
Fun
Excitement
Security
Social

approval
Self-respect

PSU - Global Brand M

21

Resonance Dimensions

Behavioral loyalty
Frequency and amount of repeat purchases

Attitudinal attachment
Love brand (favorite possessions; a little pleasure)
Proud of brand

Sense of community
Kinship
Affiliation

Active engagement
Seek information
Join club
Visit web site, chat rooms

PSU - Global Brand M

22

Customer-Based Brand Equity

Model
INTENSE,ACTIVE
INTENSE,ACTIVE
LOYALTY
LOYALTY

Consumer
Brand
Resonance

Consumer
Judgments

Brand
Performance

Consumer
Feelings

Brand
Imagery

BrandSalience

RATIONAL&
RATIONAL&
EMOTIONAL
EMOTIONAL
REACTIONS
REACTIONS
POINTSOF
POINTSOF
PARITY&
PARITY&
POINTSOF
POINTSOF
DIFFERENCE
DIFFERENCE
DEEP,BROAD
DEEP,BROAD
BRAND
BRAND
AWARENESS
AWARENESS

Sub-Dimensions of CBBE Pyramid

LOYALTY
ATTACHMENT
COMMUNITY
ENGAGEMENT

QUALITY
CREDIBILITY
CONSIDERATION
SUPERIORITY

PRIMARYCHARACTERISTICS&
SECONDARYFEATURES
PRODUCTRELIABILITY,DURABILITY
&SERVICEABILITY
SERVICEEFFECTIVENESS,
EFFICIENCY,&EMPATHY
STYLEANDDESIGN
PRICE

WARMTH
FUN
EXCITEMENT
SECURITY
SOCIALAPPROVAL
SELFRESPECT

USERPROFILES
PURCHASE&USAGE
SITUATIONS
PERSONALITY&
VALUES
HISTORY,HERITAGE,
&EXPERIENCES

CATEGORYIDENTIFICATION
NEEDSSATISFIED

J-2

J-1

2
J-1

J-

P3

11
J-

P-2

P-10

R-10
F-2

F3

F-1

2
F-1

11
F-

I- 3

I-1

I-12

I-2

0
F-1

1
I-1

R-4

5
R-

F-4

R-6

Feelings

R-7

I-4

R-8

Imagery

R9

0.58

0.24

R-2

Resonance

0.66

0.17

R3

J-6

J-7

J-8

5
J-

J9

P-6

P-7

P-8

5
P-

P9

0.49

R-1

0.65

J-4

2
R-1

P-4

Judgment

11
R-

P-1

2
P-1

Performance

0
J-1

11
P-

Application:
Identify the key drivers of brand equity

F-6

F-7

F-8

5
F-

F9

I- 6

I-7

I- 8

I-5

I-10
I- 9

We are looking for

Brand Strength
=
Brand Capacity
to
create Meanings and
Added Value
PSU - Global Brand M

26

General Market Approach

ACCORDING

TO AAKER & HUTINEL

PSU - Global Brand Management Alain Hutinel

27

PSU - Global Brand M

28

AWARENES
S

QUALITY
PREFERENCE
IMAGE &
ASS.
PROPERTY

LOYALTY
BRAND
STRENGTH
(EQUITY)

VALUE
FOR
THE
COSTUME

PSU - Global Brand M

VALUE
FOR THE
FIRM

29

Brand preference
If

a customer / prospect is interested

by the product price, or its
caracteristics or usage etc... and is not
convinced in the Brands advantage,
then the Brand preference is weak and
the Brand added value also weak.
weak
Intensity of Brand Preference
Probably the best measurement of
attitudinal strength towards the
brand, of brand loyalty and of brand
value to the individual costumer as
well as to the firm.

PSU - Global Brand M

30

McDo

5F ( 70 cents) - Hamburger at any time

PSU - Global Brand M

31

Awareness +
What is it ?
- T.O.M
- Spontaneous

- Aided

+ ..... ?

+ Saliency
- connotations
- familiarity
- perceived value
- activeness
- esteem
- power
- notoriousness/
- reputation

PSU - Global Brand M

32

PSU - Global Brand M

33

The Image of the Brand

Itself
All
meanings

Definition :
associations
suggested by the
Brand +
respect
trustworthiness
innovativeness
creativity

meanings
ascribed, values
attachment
affective
measures
wantibility
personality
affectivity
power ....

PSU - Global Brand M

34

PSU - Global Brand M

35

PSU - Global Brand M

36

PSU - Global Brand M

37

Levels of brand Loyalty

or Strength of Brand
Link
Promotes
the Brand
Trustfull, likes
the Brand
Satisfied, but still
could change
Conservative to the Brand, but
not really satisfied
Indifference to the
PSU - Global Brand M
brand

38

Measuring Brand
Loyalty
Behavior

&
purchase acts

Switching

costs

Preference
Attitudes

&

emotions
towards the
Brand
Purchase Intent

Satisfaction

PSU - Global Brand M

39

Perceived quality
PIMS

results
On the long run, perceived
quality is the most influential factor
of ROI and ROS ratios.
it affects :
market share,
price
marketing
efficiency
costs
PSU - Global Brand M

40

Perceived Brand quality

Different

from
product quality

does

not rely
ONLY on usage

?
PSU - Global Brand M

41

Brand Strength Building Continuum

Bond

Affinity

Advantage

Performanc
e
Relevance
Presence

PSU - Global Brand M

42

Brand Strength
Level

& depth of loyalty

(Intensity of) Preference
Awareness + saliency
Quality
Image, positionning, associations
selling value
price premium potentiality
how much bonding ?
PSU - Global Brand M

43

Towards Brand Identity

PSU - Global Brand M

44

The Brand Chinese

Picture
An

Object
An animal
A celebrity
A country
A location
An atmosphere
A painting

Synonymous

Brands
Antonymous
Brands

PSU - Global Brand M

45

Brand Mental Map

Build-up

Your Brand

fun

store
friendly

flashlightsPSU - Global Brand M

46

Most typical
Physical offer
and salient
aspects Of Brand

Nature &
activenes
sof
Relation
establishe
d by
Brand

Most
typical/salient
aspects of
Brand
Persona

BRAND
IDENTITY

Most
typical/activ
e apects of
Brand
Culture &
Ligitimacy

Brand Non-Adepts
Brand Adepts set
Set of mind of
of mind of Brand
Mof
47
Brand & of BrandPSU - Global Brand&

Brand Personality Factors and

facets
Sincerity

: down-to-earth, Honest, Wholesome,

Cheerful
Excitement : Daring, Spirited, Imaginative,
Up-to-date
Competence : Relaible, Intelligent, successful
Sophisitication : upper-class, charming,
brilliant
Ruggedness : outdorsy, tough

PSU - Global Brand M

48

Brand Equity Measurement

PSU - Global Brand Management Alain Hutinel

49

Brand Tracking Studies

Structure
1. Brand Awareness and usage
2. Brand Judgments
3. Brand Performance
4. Brand Imagery
5. Brand Feelings
6. Brand Resonance
PSU - Global Brand M

50

Brand Awareness &

Usage/Experience
Spontaneous,

aided
awareness
Spontaneous
Usage state
associations
Established trial
Competitive set
Next purchase ?
(usage, trial)
Competition
Level of familiarity
awareness
PSU - Global Brand M

51

Brand Judgments
Relative to Brand Offer
Attitudes
Satisfaction level,
compared
Recommend to others ?
Value for money ?
What is best sold by the
brand ?
What you like best ?
What is different ?
Superior, most
satisfying vs others ?

Relative to Brand Business

Entity
Innovative ?
Knowledgeable ?
Trustworthy ?
Likable ?
Concern about customers
?
Concerned about
society ?
Admirable ?
Quality of management ?
.

PSU - Global Brand M

52

Brand Performance
Convenience
Efficiency
Quality
All aspects of
brand offer
specific features,
benefits, promises,
positionnings ..

Brand Imagery
Admiration
Respect
Dowmn-to-earth
Daring
Up-to-date
Reliable
Successful
Uuper class
Charming
Out-doorsy
.

PSU - Global Brand M

53

Brand Feelings
Warmth ?
Fun ?
Excitement ?
Security ?
Social
Approval/enhance
ment ?
Self-respect ?
.

Brand Resonance

Do you consider yourself as

loyal ?
Occasionaly .. To would do
anything to buy ?
Love ?
Identification with users ?
Connected to the Brand ?
Recommend the Brand ?
Interest in Brand
achievments ?
Proudness of using ?
Follow news ?
Go to website ?
Own Stock ?

PSU - Global Brand M

54

How do brands work ?

The car industry Cases

Read articles The rle of marque,

How people buy, Reviving up
Autoindustry & New Brand of
Brand Management
Identify how, when, why,
Brand/marque influences the
decision-making process & choice
in the different segments/clusters
Sort rational and emotional
influences
Apply to your brand
Prepare presentation

PSU - Global Brand M

55