BrandManagementWeek3MeasuringBrandEquitypart1Instructor:LiYanChen李雁晨24/6/9Agenda•Abriefreview•Measuringbrandequity–BrandValueChain–IndirectApproaches–DirectApproachesReview:BrandEquityandCBBE•Brandequity:Brandequityconsistsofthemarketingeffectuniquelyattributabletoabrand.Itexplainswhydifferentoutcomesresultfromthemarketingofabrandedproductorservicethanifitwerenotbranded.•CBBE:thedifferentialeffectthatbrandknowledgehasonconsumerresponsetothemarketingofthatbrand.Review:BrandKnowledgeSource:Keller1994Deep,broadbrandawarenessdifferencesPositivereactionsActiveloyaltyReview:Brandbuildingpyramid:thefourstepsofbrandbuildingReview:Thefourstepsofbrandbuilding•EstablishingBrandSalience–Builddeepandbroadbrandawareness.–Depthofbrandawareness:Howlikelyitisforabrandelementtocometomind,andtheeasewithwhichitdoesso.–Breadthofbrandawareness:therangeofpurchaseandusagesituationsinwhichthebrandelementcomestomind.Review:Thefourstepsofbrandbuilding•Brandperformance–Describeshowwelltheproductorservicemeetscustomers’morefunctionalneedsandwants.•Characteristicsandfeatures•Reliability,durabilityandserviceability•Serviceeffectiveness,efficiencyandempathy•Styleanddesign•Price•……Review:Thefourstepsofbrandbuilding•Brandimagery–Dependsontheextrinsicpropertiesoftheproductandservice,includingthewaysinwhichthebrandmeetcustomers’psychologicalandsocialneeds.–Moreintangibleaspectsofabrand.•Userprofiles•Purchaseandusagesituations•Personalityandvalues•History,heritageandexperiencesReview:Thefourstepsofbrandbuilding•Brandjudgment–Customer’spersonalopinionsaboutandevaluationsofthebrand,whichcustomersformbyputtingtogetherallthedifferentbrandperformanceandimageryassociations.•Quality•Credibility•Consideration•SuperiorityReview:Thefourstepsofbrandbuilding•Brandfeelings–Customer'semotionalresponsesandreactionstothebrand•Warmth•Fun•Excitement•Cool•Security•Self-respect•Socialapproval•……Review:Thefourstepsofbrandbuilding•Brandresonance–Focusesonrelationship.•Behaviorloyalty(e.g.,RFM:Recency-Fequency-Monetary;Customershare)•Attitudinalattachment•Senseofcommunity•Activeengagement8.12Measuringbrandequity:Measuringbrandequity:TheNewAccountabilityTheNewAccountability•Virtuallyeverymarketingdollarspenttodaymustbejustifiedasbotheffectiveandefficientintermsof“returnofmarketinginvestment”(ROMI).•Someobserversbelievethatupto70%(orevenmore)ofmarketingexpendituresmaybedevotedtoprogramsandactivitiesthatcannotbelinkedtoshort-termincrementalprofits,butyetcanbeseenasimprovingbrandequity.TheBrandValueChain8.14TheBrandValueChain•BroaderperspectivethanjusttheCBBEmodel•Thebrandvaluechainisastructuredapproachtoassessingthesourcesandoutcomesofbrandequityandthemannerbywhichmarketingactivitiescreatebrandvalue.8.15ValueStages•Marketingprograminvestment–Anymarketingprogramthatcanbeattributedtobrandvaluedevelopment•Customermindset–Inwhatwayhavecustomersbeenchangedasaresultofthemarketingprogram?•Marketperformance–Howdocustomersrespondinthemarketplace?•Shareholdervalue8.16MultipliersMultipliers•Programqualitymultiplier–Theabilityofthemarketingprogramtoaffectcustomermindset–Mustbeclear,relevant,distinct,andconsistent•Customermultiplier–Theextenttowhichvaluecreatedinthemindsofcustomersaffectsmarketperformance–Itdependsonfactorssuchascompetitivesuperiority,channelsupport,an...
