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? 2007 Thomson South-Western

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Free (unaided) brand recall. 12. Two Forms of Brand Knowledge ... What does a Brand Associations Concept Map (BACM) tell you? ... Measuring World-Class Brands ... – PowerPoint PPT presentation

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Title: ? 2007 Thomson South-Western


1
Chapter Two
Marcoms Challenges Enhancing Brand Equity,
Influencing Behavior, and Being Accountable
? 2007 Thomson South-Western
2
Brand
  • A Differentiated Product is a Brand
  • A product must satisfy two conditions to be
    called a brand
  • Thums Up, Ariel

3
Definition of Brand Equity
  • Brand Equity is Brand Value
  • Brand equity can be considered either from the
    perspective of the organization that owns it or
    from the vantage point of the customer.

4
As Brand Equity Increases
  • A higher market share is achieved
  • Brand loyalty increases
  • Premium prices can be charged
  • The brand earns a revenue premium

5
Firm based perspective of brand equity
  • The revenue differential between a branded item
    and a corresponding private labeled item.
  • Revenue premium
  • (volumeb)(priceb)-(volumepl)(pricepl)

6
A Customer-Based Perspective on Brand Equity
7
Two forms of Brand Knowledge
  • Brand Awareness
  • An issue of whether a brand name comes to
  • mind when consumers think about a
  • particular product category and the ease
  • with which the name is evoked.

8
The Brand Awareness Pyramid
9
Brand Recognition
10
Aided Brand Recall
11
Free (unaided) brand recall
12
Two Forms of Brand Knowledge
  • Brand Image
  • The types of associations that come to
  • the consumers mind when
  • contemplating a particular brand.

13
Network of Brand Associations
14
Network of Brand Associations
  • Each circle
  • Each line
  • Thickness of each line
  • Number of lines leading into a node

15
Nielsen Buzz MetricsBrand Associations Concept
Map (BACM)
16
What does a Brand Associations Concept Map (BACM)
tell you?
  • What thoughts (names, attributes, benefits,
    pictures, words, images, etc. etc.) come to your
    mind when presented with a brand cue?
  • How strongly/weakly are they linked to the brand
    cue?
  • Conclusions you can draw from a BACM

17
Dimensions of Brand Personalities
  • Competence
  • Ruggedness
  • Excitement
  • Sophistication
  • Sincerity

18
Illustration of a Sincere Brand
19
Illustration of an Exciting Brand
20
Illustration of a Competent Brand
21
Illustration of a Sophisticated Brand
22
Illustration of a Rugged Brand
23
Branding Strategies
  • Leveraging the equity of an established / reputed
    brand name
  • Why do you do it?

24
Branding Strategies
  • Co-branding
  • Ingredient branding
  • Brand Extensions
  • Sub-branding

25
www.lovemarks.com
26
www.lovemarks.com
27
The Lovemark Grid(Pawle and Cooper 2006, Journal
of Advertising Research)
28
Characteristics of World Class Brands
  • Delivers benefits consumers want
  • Stays relevant
  • Price equals value
  • Good positioning
  • Consistency

29
Characteristics of World Class Brands
  • Fits into brand portfolio
  • Brand uses all IMC options available to build
    equity
  • Brands managers understand what the brand means
    to consumers
  • Support over long run
  • Monitoring of the sources of brand equity

30
Top 10 Global Brands (2009)
  • www.interbrand.com

31
How does Interbrand Value these brands
32
Affecting Behavior and Achieving Marcom
Accountability
  • Creating brand awareness and boosting brand image
    has little positive effect unless individuals
    make purchases or engage in some other form of
    desired behavior.

33
ROMI
  • The effect of marcom, or of its specific elements
    such as advertising, can be gauged in terms of
    whether it generates a reasonable revenue return
    on the marcom investment.
  • In marketing, return on investment is called
    return on marketing investment (ROMI)

34
Choosing a Metric
  • Change in brand awareness
  • Improved consumer attitude toward the brand
  • Increased purchase intentions
  • Larger sales volume
  • Greater repeat sales
  • Etc.
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