GBMPII

Part II
Defining and evaluating Brand Equity / Brand Strength Defining Brand Identity Value Structure Map Brand experience
PSU - 2006 - Global Brand Management - Alain Hutinel
EVALUATING THE BRAND STRENGTH ON THE MARKET
From Motivationist Marketing Models to Brand Strength & Brand Equity

PSU - 2006 - Global Brand Management - Alain Hutinel 2
Motivationist models inputs

Favorability of Attitudes with the brand name Familiarity with the brand name Image profile Perceptual maps Preference Behavorial models
Favorability of Attitudes and Degree of Familiarity

++ + +
Brand C Brand D
Attitudes
--
Familiarity
Brand A
Brand B
Is this ever possible ????!!
Image profile of the brand

Criteria 1 Criteria 2 Criteria 3 +++ A B C ---
Brand + Product
Criteria ... n
Prestige cars among managers
Perceptual maps
A car prestigious to own
High * Jaguar * Alfa Toyota(Lexus) * * Audi *Saab Honda(legend)* Volvo
* Mercedes BMW *
A financially effective car

Low
High
Low
Preference Models
100 % Knowers Preferers 70% Non Knowers 15% 0
Indifferents
25% 15% 0
Rejectors
Behavorial models
Brand A Brand B
Repurchase Positive Triers Satisfied Total market
Aware
Which is strongest ???

8
We are looking for Brand Strength &/or Equity = Brand Capacity to create Meanings and Added Value
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 ?
10
2 approaches : Keller & Aaker (+ Hutinel)
Customer approach : Keller General Market approach : Aaker +
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Customer Based Brand Equity
ACCORDING TO KELLER
12
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

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. We need to :
Identifie areas of strength and weakness
Provide guidance to marketing activities
14
CUSTOMER-BASED BRAND EQUITY PYRAMID
4. RELATIONSHIPS = RESONANCE What about you & me?
3. RESPONSE = JUDGMENTS FEELINGS
What about you?
2. MEANING = PERFORMANCE IMAGERY What are you?
SALIENCE
1. IDENTITY =
Who are you?

15
Salience Dimensions
Depth of brand awareness

Ease of recognition & recall Strength & clarity of category membership
Breadth of brand awareness

Purchase consideration Consumption consideration
16
Performance Dimensions
Primary characteristics & supplementary features Product reliability, durability, and serviceability Service effectiveness, efficiency, and empathy
Style and design

Price
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
Brand quality
Value Satisfaction
Judgment Dimensions
Brand credibility
Expertise
Trustworthiness
Likability
Brand consideration
Relevance
Brand superiority
Differentiation
Feelings Dimensions
Warmth Fun Excitement Security Social approval Self-respect
20
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
Customer-Based Brand Equity Model
ConsumerBrand Resonance
INTENSE, ACTIVE LOYALTY
Consumer Judgments
Consumer Feelings
RATIONAL & EMOTIONAL REACTIONS
Brand Performance
Brand Imagery
POINTS-OFPARITY & POINTS-OFDIFFERENCE
Brand Salience
DEEP, BROAD BRAND AWARENESS
Sub-Dimensions of CBBE Pyramid

LOYALTY ATTACHMENT COMMUNITY ENGAGEMENT
QUALITY CREDIBILITY CONSIDERATION SUPERIORITY
WARMTH FUN EXCITEMENT SECURITY SOCIAL APPROVAL SELF-RESPECT
PRIMARY CHARACTERISTICS & SECONDARY FEATURES PRODUCT RELIABILITY, DURABILITY & SERVICEABILITY SERVICE EFFECTIVENESS, EFFICIENCY, & EMPATHY STYLE AND DESIGN PRICE
USER PROFILES PURCHASE & USAGE SITUATIONS PERSONALITY & VALUES HISTORY, HERITAGE, & EXPERIENCES
CATEGORY IDENTIFICATION NEEDS SATISFIED
We are looking for Brand Strength = Brand Capacity to create Meanings and Added Value
General Market Approach
ACCORDING
TO AAKER & HUTINEL
25
26
AWARENESS
QUALITY PREFERENCE IMAGE & ASS. PROPERTY
LOYALTY
BRAND STRENGTH
(EQUITY)
VALUE FOR THE CUSTOMER
VALUE FOR THE FIRM
27
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. 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.
BRAND EQUITY & MARKETING ASSETS
RATE OF LOYALTY CAPACITY TO BUILD IT

LEVEL AND SCOPE OF AWARENESS
LEVEL & DISTINCTIVENESS OF PERCEIVED QUALITY

MEASURED STRENGTH OF IMAGE AND IDENTITY
UNIQUENESS OF PERCEIVED POSITIONNING

PREFERENCE POWER OF PERCEIVED BENEFITS
McDo
5F ( 70 cents) - Hamburger at any time

Awareness +
What is it ? - T.O.M - Spontaneous - Aided
+ ..... ?
+ Saliency - connotations - familiarity - perceived value - activeness - esteem - power - notoriousness/ - reputation
32
The Image of the Brand Itself
Definition : All associations suggested by the Brand + respect trustworthiness innovativeness creativity
meanings ascribed, values attachment affective measures wantibility personality affectivity power ....
33
34
35
36
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 toBrand the brand PSU - 2006 - Global
Management - Alain Hutinel
37
Brand Strength Building Continuum
Bond
Affinity
Advantage
Performance Relevance
Presence
38
Brand Strength
Level & depth of loyalty (Intensity of) Preference Awareness + saliency Quality Image, positionning, associations selling value price premium potentiality how much bonding ?
Towards Brand Identity
40
The Brand Mental Map

Brand Y
Brand Z
Your Brand
fun
store
friendly
flashlights
The Brand Chinese Picture
An Object An animal A celebrity A country A location An atmosphere A painting
Synonymous Brands Antonymous Brands
42
Most typical Physical offer and salient aspects Of Brand
Most typical/salient aspects of Brand Persona Most typical/active apects of Brand Culture & Ligitimacy
Nature & activeness of Relation established by Brand
BRAND IDENTITY
Brand Non-Adepts Set of mind of Brand & of Brand Adepts
Brand Adepts set of mind of Brand & of PSU - 2006 - Global Brand 43 Management - Alain Hutinel themselves
Brand Personality Factors and facets
Sincerity : down-to-earth, Honest, Wholesome, Cheerful Excitement : Daring, Spirited, Imaginative, Upto-date Competence : Relaible, Intelligent, successful Sophisitication : upper-class, charming, brilliant Ruggedness : outdorsy, tough
ATTRACTIVE
0,4 0,3 0,2
RELIABLE
0,1 0 -0,1 -0,2 -0,3 -0,4
CHARMING
ENTHUSIAST
CLASSIC
ELEGANT
CREATIVE
Nike
Adidas
Figure 1: Personality Profiles of the Sportswear Brands
45
ATTRACTIVE
0,3 0,2
RELIABLE
0,1 0 -0,1 -0,2 -0,3
CHARMING
ENTHUSIAST
CLASSIC
ELEGANT
CREATIVE
Coca
Pepsi
Figure 2: Personality Profiles of the Cola Brands
46
The model Behind the profile
Attitude towards the Brand Commitment Brand Personality Figure 3: Conceptual framework Involvement
47
The Brand Value Structure Map
48
Lifestyles are expressions of sub-cultures
Signs : icons, indexes & Symbols Heroes

Rituals
Expressions of Values cultures
BRAND ?
A value is a broad Tendency to prefer a certain state of affairs over others

50
Brand experience
A brand is essentially a container for a costumers complete experience with the offer and the company. (Sergio Zyman)
51
Total Brand Experience
Individual experience Shared experience Individual/shared experience Hybrid experience = more than one of the 5 basic experiential modules : Sense, Feel, Think, Relate & Act.
52
The Experiential Grid

Experiential modules
Mkt Com
Identities
Products
Cobran- Environ Web ding ment
People
Sense Feel Think Relate Act

16 types of Consumption emotions & experience

Anger
Frustrated, Angry, Irritated
Discontent
Unfulfilled, Discontented,
Worry
Nervous, worried, tense
Sadness
Depressed, sad, miserable
Fear
Scared, afraid, panicky
Shame
Embarrassed,ashamed,h umiliated
Envy
Envious, jealous
Loneliness
Lonely, homesick
Romantic
Sexy, romantic, passionate
Love
Loving, sentimenta, warmhearted
Peacefulness
Calm, peaceful
Contentment
Contented, fulfilled
Optimism
Optimistic, encouraged, hopeful
Joy
Happy, pleased, joyful
Excitement Other
Excited, Thrilled, Enthusiastic Guilty, Proud, eager . PSU - 2006 - Global Brand Management - Alain Hutinel 54
Related Experiences
Social Identities Social Categorization Social Influence Social roles Kin relations Cultural Values Group membership Brand communities
Brand Equity Measurement

Basic brand audit surveys.
56
Brand Tracking Studies

Structure 1. Brand Awareness and usage 2. Brand Judgments 3. Brand Performance 4. Brand Imagery 5. Brand Feelings 6. Brand Resonance 7. Preference 8. .
Brand Awareness & Usage/Experience
Spontaneous, aided awareness Usage state Spontaneous Established trial associations Next purchase ? Competitive set (usage, Competition trial) awareness Level of familiarity
Brand Judgments
Relative to Brand Relative to Brand Offer Business Entity Attitudes Innovative ? Satisfaction level, Knowledgeable ? compared Trustworthy ? Recommend to others ? Likable ? Value for money ? Concern about customers What is best sold by the ? brand ? Concerned about society ? What you like best ? Admirable ? What is different ? Quality of management ? Superior, most satisfying vs others ? . PSU - 2006 - Global Brand
Management - Alain Hutinel
59
Brand Performance Convenience Efficiency Quality All aspects of brand offer specific features, benefits, promises, positionnings ..
Brand Imagery Admiration Respect Down-to-earth Daring Up-to-date Reliable Successful Upper class Charming Out-doorsy .
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Brand Feelings Warmth ? Fun ? Excitement ? Security ? Social Approval/enhancem ent ? 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 ?
61

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Part II

PSU - 2006 - Global Brand Management - Alain Hutinel

EVALUATING THE BRAND STRENGTH ON THE MARKET

From Motivationist Marketing Models to Brand Strength & Brand Equity

Motivationist models inputs

PSU - 2006 - Global Brand Management - Alain Hutinel 3

Favorability of Attitudes and Degree of Familiarity

PSU - 2006 - Global Brand Management - Alain Hutinel

Is this ever possible ????!!

Image profile of the brand

Prestige cars among managers

A financially effective car

Repurchase Positive Triers Satisfied Total market

Which is strongest ???

PSU - 2006 - Global Brand Management - Alain Hutinel

EVALUATING BRAND STRENGTH &/or EQUITY

PSU - 2006 - Global Brand Management - Alain Hutinel

2 approaches : Keller & Aaker (+ Hutinel)

Customer approach : Keller General Market approach : Aaker +

PSU - 2006 - Global Brand Management - Alain Hutinel

Customer Based Brand Equity

PSU - 2006 - Global Brand Management - Alain Hutinel

Rationale of Customer-Based Brand Equity Model

Thoughts Feelings Images Perceptions Attitudes

Building Customer-Based Brand Equity

Identifie areas of strength and weakness

Provide guidance to marketing activities

PSU - 2006 - Global Brand Management - Alain Hutinel

CUSTOMER-BASED BRAND EQUITY PYRAMID

4. RELATIONSHIPS = RESONANCE What about you & me?

3. RESPONSE = JUDGMENTS FEELINGS

What about you?

2. MEANING = PERFORMANCE IMAGERY What are you?

Who are you?

Depth of brand awareness

Breadth of brand awareness

PSU - 2006 - Global Brand Management - Alain Hutinel

Style and design

Purchase & usage situations

Personality & values

History, heritage, & experiences

PSU - 2006 - Global Brand Management - Alain Hutinel

Customer-Based Brand Equity Model

INTENSE, ACTIVE LOYALTY

RATIONAL & EMOTIONAL REACTIONS

POINTS-OFPARITY & POINTS-OFDIFFERENCE

DEEP, BROAD BRAND AWARENESS

Sub-Dimensions of CBBE Pyramid

QUALITY CREDIBILITY CONSIDERATION SUPERIORITY

WARMTH FUN EXCITEMENT SECURITY SOCIAL APPROVAL SELF-RESPECT

CATEGORY IDENTIFICATION NEEDS SATISFIED

General Market Approach

TO AAKER & HUTINEL

PSU - 2006 - Global Brand Management - Alain Hutinel

PSU - 2006 - Global Brand Management - Alain Hutinel

QUALITY PREFERENCE IMAGE & ASS. PROPERTY

VALUE FOR THE CUSTOMER

PSU - 2006 - Global Brand Management - Alain Hutinel

VALUE FOR THE FIRM

PSU - 2006 - Global Brand Management - Alain Hutinel 28

BRAND EQUITY & MARKETING ASSETS

RATE OF LOYALTY CAPACITY TO BUILD IT

LEVEL & DISTINCTIVENESS OF PERCEIVED QUALITY