Brand Management Facilitation: A Systems Dynamic Approach For Decision Makers

1
(No Transcript)
2
Brand Management FacilitationA Systems Dynamic
ApproachFor Decision Makers
A Conceptual Framework MIT 20 April 2001

• Peter A. Otto
• J. Robert Bois

3
Why Do We Care About Brand Management?

• Complex task, unstructured, involves a lot of
  different variables

• Dynamic
• Outcome of decisions often unknown, Voodoo
  marketing
• Financial implication of decision making

4
Definition of a Brand?

• A brand is a complex symbol. It is the
  intangible sum of a products attributes, its
  name, packaging, and price. Its history,
  reputation, and the way its advertised. A brand
  is also defined by consumers impressions of the
  people who use it, as well as their own
  experience.
• David Ogilvy

5
Brand ManagementSome Key Terms

• Brand Awareness

• Brand Loyalty
• Motivation
• Desire to Buy Brand
• Perceived Quality
• Satisfaction
• Negative Product Image
• Positive Product Quality
• Brand Equity

6
Brand Equity
Source Interbrand 1999, The World Biggest Brands
7
The Brand Management Model
8
BrandManagementA ConceptualizedSector Overview
The Brand Awareness/Effectiveness Sector
The Brand Awareness/Loyalty Sector
The Brand Loyalty/Quality Sector
9
Vensim Brand Awareness/Effectiveness Sector
10
Vensim Brand Awareness/Loyalty Sector
11
Vensim Brand Loyalty/Quality Sector
12
The Bottom Line Brand Equity
13
Brand ManagementA Vensim Demo
14
Where To Next

• Simulation of Effectiveness with real data
• Above the Line
• Below the Line
• Price Promotion
• Public Relations

• Testing Brand Strategy Implications against other
  DSS tools

15
Questions
Answers
16
End of Slide Show Press Esc to Exit
17
The Brand Awareness/Effectiveness Sector
18
The Brand Awareness/Loyalty Sector
19
The Brand Loyalty/Quality Sector