advanced marketing 4

Advanced Marketing / Chapter 4: Brand Equity

CHART 1

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Euromarketing // ULB

ADVANCED MARKETING

BRAND EQUITY!Brand definition

!Driver, dimensions, and consequences of brand equity

!Brand management: brand architcture, positioning,

understanding brand representations

!How to measure brand equity

4.


CHART 2

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Euromarketing // ULBSource: Prof. Susan Fournier

Branding Benefits ...

! Aids in decision making

" Reduces search costs

" Provides information

" Reduces risk(psychological & financial)

" Simplifies of decisionmaking

! Transforms the consumption

experience

" Provides predictablequality

" Provides comfort andreassurance

" Provides a "badge"

!Source of sustainable competitive

advantage

" Differentiation

" Price premiums

" Channel power

" Increased effectiveness ofmarketing programs

" Increased efficiency of marketingprograms

!Scale and scope economies in customeracquisition and retention

" Encourages trial of new products,cross sales

!Asset with market value

!Employee attraction/retention

… the Customer… the Firm


CHART 3

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WHEN BRAND EQUITY MATTERS MOST

!When there are purchases requiring only low levels of

involvement and simple decision processes

!When product/service is highly visible to others

!When experiences associated with the product/service can be

passed from one individual or generation to the next

!When it is difficult to evaluate the quality of a product or

service prior to consumption


CHART 4

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KEY DRIVERS OF BRAND EQUITY

RUST/ZEITHAML/LEMON

BRANDAWARENESS

CUSTOMERATTITUDE

TW. BRAND

PERCEPTION OFBRAND ETHICS/

BEHAVIOR

BRANDEQUITY

BRAND KNOWLEDGE

DRIVER


CHART 5

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Source:

Business Week,

August/2/2004,

p. 69.

THE WORLDs STRONGEST BRANDSINTERBRAND


CHART 6

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Esch, F.-R./Wicke, A.: Herausforderungen und Aufgaben desMarkenmanagements, in: Esch: Moderne Markenführung, 1999, p. 7.

blind

51% 44%

5%

prefer

Pepsi

prefer

Coke

no

preference

test

23%

65%

12%

prefer

Pepsi

prefer

Coke

no

preference

brandedtest

THE REAL „PEPSI TEST“...


CHART 7

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Source: Sattler, H./Högl, S., Hupp, O.: Evaluation of the Financial Value of Brands, in: ESOMAR - The World

As-sociation of Research Professionals (Hrsg.): Excellence in International Research, Vol. 4, 2003, p. 75-96.

SHARE OF BRAND VALUES IN THE TOTALCOMPANY VALUE OF DIFF. INDUSTRIES

62%

53%

43%

18%

Fast movingconsumer

goods

Durableconsumer

goods

Services Industrialgoods


CHART 8

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you can´t be expected to knoweverything about every product.If the label LANDS´END is in it,that´s all you really need toknow.Gary Comer, Founder of Land´s End

A REALLY STRONG BRAND: LANDS´ END


CHART 9

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DEFINITIONS

Brand: A name, term, sign, symbol or design, or a combination of them which

is intended to identify the goods or services of one seller or group of sellers

to differentiate them from those of competitors!

AMA 1960

Brands are „simply a collection of perceptions held in the

mind of the consumer“.

Fournier 1998

Source: Fournier, Susan: Consumers and Their Brands, in: Journal of Consumer Research, Vol. 24, March 1998, S. 345.


CHART 10

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TWO MORE IDEAS:

BLUEMELHUBER/MEYER

A brand is a (produced and controlled) schemata which can be recalled via

specific symbols (signs).

BRAND BRICOLAGE

BRANDS ARE… # SCHEMATA (Customer´s interpretation count)

# INDIVIDUAL

# TEMPORARY (updating of brand)

# HIJCAKED (consumers seizing control)


CHART 11

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Marketing

Program

Investment

Customer

Mindset

Market

PerformanceShareholder

Value

value stages

Investor

Sentiment

Marketplace

Conditions

Program

Quality

Quelle: Keller, K.L.: Strategic Brand Management, 3rd ed., Upper Saddle River 2003, S. 391

BRAND VALUE CHAIN

multiplier


CHART 12

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BRANDBRAND-

„Benefits“BRAND-

„input“

eg,

! Brand Elements

! Positioning/ Identity

! Marketing Programs

! Customer Input

eg,

! Brand as asset

! Brand Benefits for

Customer

! Benefits for Company

KNOWLEDGE

AWARENESS

THE BRAND SYSTEM

Brand Equity


CHART 13

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BRAND EQUITY: DEFINITIONS

“…brand equity stems from the greater confidence that

consumers place in a brand then they do in its competitors. This

confidence translates into consumer´s loyalty and their

willingness to pay a premium price for the brand”

Walfried Lassar et al.., Measuring customer-based brand equity, Journal of Consumer

Marketing, Vol. 12, No. 4, 1995, S. 11.

“…brand equity is the incremental value of a product due to the

brand”e.g., Boonghee Yoo & Naveen Donthu: Developing and validating a multidimensional

consumer-based brand equity scale, Journal of Business Research, 52, 2000, S.2f.


CHART 14

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Brand Equity

Brand Awareness

Brand Loyalty

Perceived Quality

Brand Associations

Other Brand Assets (Comp.Adv.)

Provides Value to customer

by enhancing customers´:

Interpretation, processing of

information

Confidence in the purchase decision

Use satisfaction

Provides Value to firm by

enhancing:

Efficiency and effectiveness of

marketing programs,

Brand loyalty, Prices, margins,

Brand extension,Trade leverage,

Competetive advantage

Quelle: Aaker, D.A.: Building Strong Brands, New York 2003

BRAND EQUITY MODEL BY DAVID A. AAKER


CHART 15

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Brand-Building Toolsand Objectives

Consumer KnowledgeEffects Branding Benefits

Brand Awareness

Brand Associations

Possible

OutcomesBrand Elements

Marketing

Programs

Secondary

Assoc.

Depth

Breadth

Strong

Favorable

Unique

Quelle: Keller, K.L.: Strategic Brand Management, 3rd ed., Upper Saddle River 2003, S. 46

BRAND EQUITY MODEL BY KEVINE L. KELLER


CHART 16

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Build Awareness and Attract

Customers

Build Emotional Connections with

Customers

Reminds Customers to Repurchase

HOW BRAND EQUITY WORKS


CHART 17

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KEY DRIVERS OF BRAND EQUITYRUST/ZEITHAML/LEMON

BRANDAWARENESS

CUSTOMERATTITUDETW. BRAND

PERCEPTION OFBRAND ETHICS/BEHAVIOR

"Communications Mix

"Media

"Message

"Brand Extensions

"Brand Partners

"Product Placement & Endorsers

"Policy and Standards

"Hiring Practices

"Guarantees


CHART 18

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MEASURES

BRAND AWARENESS

Recall

Recognition

“…degree to which consumers automatically think of a

brand when a given category is mentioned”(Netemeyer et al., 2004, S. 210)

DEPTH

BREADTH

// top-of-mind awareness

Prerequisite fur success


CHART 19

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BRAND ATTITUDES

! are understood as a predisposition to respond in a consitent

manner to a stimulus

! Tendency to act or behave on some predictable way

! Attitudes are usually represented as beeing" positive or negative

" favorable or unfavorable

! A are formed as a result of personal experience, reasoning or

information, communicated expereince of others

! A are a major outcome of learning processes

! 3 components of attitudes.


CHART 20

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ATTITUDES AND BEHAVIOR

Attitudes Behavior

INFORMATION

REASON

EXPERIENCEBELIEFS AFFECT INTENSIONS BEHAVIOR

Attitudes Behavior!ATTITUDE-BAHAVIOR CONSISTENCY

" Acc. To Festingers view that humans strive toward the reduction of

dissonance:

" pressure to reconcile attitude with actions by modifying the former


CHART 21

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IMAGE / ATTITUDES TW. THE BRAND

Stimuli:

Products, situations,

retail outlets, sales

personnel,

advertisements, and

other attitude objects

Overall

orientation

toward object

AFFECTIVE

BEHAVIORAL

COGNITIVE

Emotions or feelings about

specific attributes or overall

object

Beliefs about specific

attributes or overall object

Behavioral intentions with

respect to specific attributes or

overall object

Initiator Component Component manifestation Attitude


CHART 22

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MULTIATTRIBUTE ATTITUDE MODELS

! A consumer´s attitude (evaluation) toward attitude object (Ao) depends on the beliefs heor she has about several attributes of the objectconceptal fluency

" Attributes: Characteristibs of object

" Beliefs: cognitions about specific Ao; extent to which consumer percieves taht abrand posseses a particular attribute

" Importance weights: relative importance of an attribute to a consumer

! Fishbein ModelAjik = !ßijk Iik

i attribute

j brand

k consumer

I importance weight

ß belief

A attitude score


CHART 23

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ATTRIBUTE

beliefs (1-10)

SOLVAY INSEAD VLEUSMITHimportance

Academic reputation 5 5 9 3 2

Library facilities 4 3 6 3 8

Party atmosphere 3 7 2 3 10

Quality of teaching 5 8 8 2 3

Cost 2 7 3 9 9

Woman (share) 2 8 8 4 5

Attitude score 128 137 72 115

THE SOLVAY STRATEGY?

EXAMPLE


CHART 24

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CHANGE ATTITUDES: PERSUASION

Persuasionuse of communication to change attitudes in order to change behavior(definition by Foxall, Goldsmith & Brown, p. 117)

determine impact of comm

message andreciever

source andchannel

!main source characteristics: credibility,attractiveness, power

!source forgetting, source amnesia

!channel: non-marketer dominated andformal, marketer-dominated

!2step flow of communication hypothesis

!Specific information that the marketerbelieves will change consumer´s attitude:encoding and decoding

!Often used: social consequences (fear),humor

!one- or two-side appeal?

!repetition and frequency

!receiver: amount of existing knowledge,strength with which att. are held, lifestyle,norms, etc.

!experts vs. novices


CHART 25

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Culture

Subcultures

Social class

Family

Friends

Institutions

Personal

experiences

Advertising

Mass media

Learning

!Associations

!Values

!Attitudes

!Tastes

!Preferences

!Skills

!Feelings

!Products/brandfeatures

!Symbolicmeanings

!Behaviors

Purchase

and use

behaviors

BRANDS ARE LEARNED!


CHART 26

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BRAND ASSOCIATIONS

" nodes: brand, product, association

" links between associations

" Number of associations

" Strengths of associations

" Valence of associations (positive, negative)

" Uniqueness of associations

" “Origin”” o f association

STRONG BRANDS SHOW

" More associations

" Positive associations.

" Unique associations

" Associations from direct experience and WOM


CHART 27

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LEARNING

Cognitive Learning Behavioral Learning

!Classical conditioning

!Instrumental learning

!Rote or verbal learning

!Social or vicariouslearning

!Information processingor reasoning

Changes that take place within the content or

organization of LTM

Outcome is determined by the receiver´sintellectual functioning and rationalprocessing of information

learning by experience


CHART 28

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COGNITIVE LEARNING

!Rote Learning" Customers are repeatedly exposed to information, which they simply

memorize without paying much attention

" Incidental learning: in addition to simply being stored in memory, theselearned bits may become associated with other chunks in the mind,forming weak beliefs and feelings about the brand

!Learning Vicarious" Observational learning, imitate behavior of others

" Eg., shopping interaction with sales clerks, brand consumption


CHART 29

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INFORMATION PROCESSING

EXPOSURE PREATTENTION FOCAL ATT. COMPREHENSION ELABORATION

MEMORY

containing:"Beliefs

"Feelings

"Associations

"Schemata

"Scripts

Centralroute

Peripheralroute

"Contact with stimulus

"Limitations of consumers

"Attention = amount of mental effort

or cognitive capacity allocated by

individual to stimulus

"Content is deciphered

"Mind retrieves info from memory and

uses it to assign meaning to elements of

contents, forming new representations

"Mental network

"Cognitive structure

Elaboration likelihood


CHART 30

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INVOLVEMENT

TYPES OF INVOLVEMENT

!Situational involvement - i as a process" Communication involvement

" Situational involvement

" Response involvement

!Enduring involvement - i as a state" Ego involvement

" Commitment

" Produt enthusiasm

InvolvementThe relative importance of perceived consequences of the

purchase to the consumer


CHART 31

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SOME DEFINITIONS / CONCEPTS

Decision processesLow-involvement purchase High-involvement purchase

Nominal decision making Limited decision making Extended decision making

Problem Recognition:

Selective


Generic


Generic

Information Search:

Limited internal

Information Search:

Internal / Limited external

Information Search:

Internal / External

Alternative evaluation:

Few attributes / few

alternative / simple rules

Alternative evaluation:

many attributes / many

alternative / complex rules

Postpurchase:

No dissonance / very limited

evaluation

Postpurchase:

No dissonance / limited

evaluation

Postpurchase:

Dissonance / complex

evaluation


CHART 32

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CLASSICAL CONDITIONING

NEUTRAL

STIMULUS (NS)

UNCONDITIONED

STIMULUS (US)

KONDIT.

POST-

KONDIT.

INITIALLY

UNCONDITIONED

REACTION (UR)

NEUTRAL

STIMULUS (NS)

UNCONDITIONED

REACTION (UR)

CONDITIONED

REACTION (UR)

UNCONDITIONED

STIMULUS (US)


CHART 33

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CLASSICAL CONDITIONING

!Repetition" Neutral (conditioned. CS) and unconditional stimuli must have been paired a

number of times

!Stimulus generalization" Tendency of stimuli similar to a CS to evoke similar, conditioned responses

" Me-too products, extensions, etc.

!Stimulus discrimination" Occurs when a UCS does not follow a stimulus similar to a CS

" Reactions are weakend and will soon disappear

" Cheap imitations


CHART 34

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LEARNING INSTRUMENTALLY:OPERANT CONDITIONING

!Behavior is explained in terms or the individual´s learning history: the kinds ofrespones he or she has performed and their reinforcing and punishingconsequences.

SD DISCRIMINATIVE

STIMULIR RESPONSE SR REINFORCING

STIMULI

!NEGATIVE REINFORCEMENT: remove or avoid a consequence

!POSITIVE REINFORCEMENT: reinforcers are accepted

!PRIMARY REINFORCERS: unconditioned or unlearned

!SECONDARY REINFORCERS: learned or conditioned


CHART 35

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EXPLICIT, DECLARATIVE MEMORY

semanticmemory

episodicmemory

source: Tulving // Lee 2002

MEMORY SYSTEMS (LTM)

conceptualpriming

perceptualpriming

IMPLICIT, PROCEDURAL MEMORY

skills


CHART 36

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TWO TYPES OF LONG TERM MEMORY

! Semantic Memory! things people recall without any sense of when they learned them

! includes knowledge about terminology, specific brands and products, and the

rules to use when evaluating a brand

! cognitive differentiation: ability to make distinctions between different

stimulus objects.

! Episodic Memory! includes memories that come tagged with information about when and where

they happened.

! brand image: perceptions about a brand as reflected by the associations held in

consumer memory.


CHART 37

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PRIMING

! Subject is given a cue -- eg, a brand name -- that is related to the target. Prime facilitatesthe recognition of the target

! More or less automatic activation of existing pathways. People are ore likely to useinformation they have been recently exposed to.

! Priming: enhanced performance as a result of prior exposure.

! Consequence: Increased fluency

! Perceptual priming" When person is exposed to stimulus, this representation of physical features is

activated and becomes temporarily strengthened

" Enhancement in perceptual fluency of stimulus

! Conceptual priming" Reflects temporarily enhancement of the conceptual fluency

" Stimulus more accessible in memory


CHART 38

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ASSOCIATION NETWORK

NIKE

Swoosh

Michael

Jordan

Durability

Greek

Goddness

Athletic

Shoes

Expensive

Exercise

Running

Reebok

Aerobic

Shoes


CHART 39

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new

NETWORK THEORIES

! Existing knowledge influences new information

! Updating of a network through new information

Types

Learning through adding new information! Integration of new information into network

! Broadening the evoked set

! Only few repetitions necessary

CARSBRAND

TYPES

SMART

BMW

SKODA

etc.

„There is a newcar-brandcalled SMART“


CHART 40

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Learning through adjusting the network! Modification of the variables range of values

! More complex, higher processing depth, more repetitions.

CAR

BRAND

LENGTH

SMART

BMW

ETC.

DESIGN

<2,5m

ETC.

BODYPANELS

ETC.„This new brandcalled SMART has anew design and isshorter than 2,5 m.“

NETWORK THEORIES

Types

new


CHART 41

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Learning through reorganization of the network! Seldom, due to high cognitive effort

CAR

BRAND

SIZE

BMW

ETC.

ETC.

ETC.

CITICAR

BRAND

LENGTH

SMART

<2,5 m

„There are differentcar concepts“

_CATEGORY

_CONCEPT-

BRANDING

NETWORK THEORIES

Types

new


CHART 42

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BRAND EQUITY EFFECTS

EFFECTIVENESS

EFFICIENCY

BRANDEQUITY

Brand Exploitation via

Globalisation, Line, and Brand Extensions

Price Premium

Brand Loyalty

Purchase Intention


CHART 43

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BRAND LOYALTY

BRAND LOYALTY

Purchase Related Aspects

Attitudinal Aspects!Commitment

!Idiosyncrasy Credit

!Repeat Purchase


CHART 44

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BEHAVIOR/ATTITUDE MATRIX

ATTITUDINAL LOYALTY

BEH

AVIO

RAL

LOYA

LTY

LOW

LOW

MEDIUM

MEDIUM HIGH

HIGH

RealLoyals

(Stability)

Prospects

VulnerableAllan Baldinger & Joel

Rubinson: Brand Loyalty,

JA 1996, S. 32


CHART 45

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Capabilities &

Resources

Business

Portfolio

Brand Architecture

Brand Portfolio

(Overt and latent

demands of current and

potential consumers)

Market

Demands

define drives influences

Resource-based View (RBV) Market-based View (MBV)

A STRATEGIC QUESTION


CHART 46

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! Create strong and powerful

brands

! Create synergy

! Achieve clarity and

differentiation of offerings

! Leverage existing brand equity

! Identify current and future

growth opportunities

! A systematic way of organizing a

portfolio – its brands, sub-brands

and platforms and products –

acting as a strategic blueprint for

the future

! Brand architecture is defined by

five dimensions

!Source of Strength

!Brand Scope

!Strategic Logic

!Brand Platforms

!Implementation

Brand Architecture Today Objectives

…from not only a framework for organizing current products/services,but also to a tool that helps lay the foundation for growth opportunities

ROLE OF BRAND ARCHITECTURE TODAY


CHART 47

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BRANDED HOUSE HOUSE OF BRANDSSUBBRANDS

ENDORSED BRANDS

BRAND ARCHITECTURE


CHART 48

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Invisible Master Brand(House of Brands)

Endorsed Brands

!Master brand

plays a minor

driver role to

transfer

credibility and

positive

associations to

the endorsed

brand

Sub-brands Undera Master Brand

!Both the

master brand

and subbrand

play a driver

role in the

consumer

purchase

process

Dominant Master B.(Branded House)

!The master

brand plays the

dominant role

and drives the

purchase and

usage

experience

!The brands are

independent of the

master brand

!Stand-alone

brands play the

main role in the

consumer’s

purchase decision

!Master brand

plays no role in

this context

STRATEGIES


CHART 49

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TOWARDS A BRANDED HOUSE TOWARDS A HOUSE OF B.

BRAND ARCHITECTURE

Unterstützung durch master brand?

" Assoziationen, die den Wert erhöhen

" Glaubwürdigkeit

" Sichtbarkeit

" Kommunikationseffizienz

Wird auch die master brand gestärkt?

Braucht es separate Marken?

" Eigene Assoziationen nötig

" Assoziationen sollen vermieden

werden

" Channel-Konlikte?

" Markenbeziehung nicht gefährden!

Effektivität und Effizienz der Führung

einer neuen Marke


CHART 50

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Nivea

CremeNivea

Body

Nivea

Hair Care

Nivea

for Men

Nivea

Shower

Nivea

Deo

Nivea

Visage

Nivea

Sun

Nivea

Soap

Care

nurturing products

care as added benefit

Core:

Higher Dynamics

Innovation New Target Groups

Strengthening the

Brand Equity

BRAND ARCHITECTURE NIVEA


CHART 51

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POTENTION OF A BRAND

brand schema

Brand- Product Schema FIT

strong

weak

highlow

Unique brand

schema

Brand schema

shapes

product schema

Brand schema em-

brances attributes

of competing

products

Brand schema

conform with

product schema

Potential BIG Potential SMALL

Potential NO Potential NOEsch et al


CHART 52

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BRAND ZONES ACC. TO KAPFERER

Inner core:

line extension

Outer core:

spontaneous ass.

Brand stretching zone

latent possibilities

FORBIDDEN ZONE:

threat for brand equity


CHART 53

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BRAND EXTENSION

Lineextension Categoryextension

Advantages !Facilitate New Product Acceptance(Improve Brand Image, Reduce risk, Increase profitability, Reduce costs

!Provide Feedback Benefits to Parent BrandClarify brand meaning, Bring new customers in, Revitalize the brand

Disadv. !Can Confuse and frustrate

!Can encounter retailer resistance

!Can fail and hurt parent brand image

!Can succeed but cannibalize

!Can succeed but diminish identification

!Can dilute brand meaning


CHART 54

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… is a technique in which marketers try to

create associations for a product, brand or

company. It is the place a brand occupies in

a given market as perceived by the target

market. A brand´s position is how potential

buyers see the brand.

POSTIONING

WHAT IS IT?

BE CAREFUL IN INTERPRETING POSITIONING-GRAPHS


CHART 55

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POSITIONING 1


CHART 56

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AVOID THE FOLLOWING ERRORS

!!UnderpositioningUnderpositioningFailing to present a strong central benefit or reason to buy this brand

!!OverpositioningOverpositioningAdopting such a narrow positioning that some potential customers may overlook

the brand

!!Confused positioningConfused positioningClaiming two or more benefits that contradict each other

!!Irrelevant positioningIrrelevant positioningClaiming a benefit which few prospects care about

!!Doubtful positioningDoubtful positioningClaiming a benefit that people will doubt the brand or company can really deliver


CHART 57

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Miller Lite

Pabst

Colt 45Budweiser

GuinnessCoors

Taste perceptions of six beer brands when the drinker

does NOT know what he/she is drinking.

EXAMPLE: A BEER TEST

A / BLIND TEST


CHART 58

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Miller Lite

PabstColt 45

Budweiser

Guinness

Coors

Taste perceptions of six beer brands when the drinker

knows what he/she is drinking.

EXAMPLE: A BEER TEST

B / OPEN TEST


CHART 59

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POINTS OF PARITY AND

POINTS OF DIFFERENCE

POP

POD

!No reason why not

!may be shared with other brands (Schema, Expectation,

Must-be dimension) to be a credible and legitimate

offering

!Competitive PoP´s

!Competitive advantage

!Reason-why


CHART 60

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STARBUCKSPOSITIONING

POP POD

Fast Food Chain

Local Cafe

Supermarket Brand

!Convenience

!Value for money

!Quality

!Image

!Experience

!Freshness

!Convenience!Quality

!Experience

!Price

!Community


CHART 61

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STAYING RELEVANT

unawareof trends

drivingtrends

aware of trends andresponsive to them

!all-too common firm

!wake up in surprise

!Firms that closly track

trends and evolution of

category

!Make sure products stay

relevant

!drive trends that

define category


CHART 62

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Dimensions

A B C Dcompetitor

1

2

3

4

POSITIONING 2


CHART 63

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Pric

e

Technical qualityCo

nven

ienc

eLifestyle

ACTIVE POSITIONING

MP3 („classical model“) Find a new spacethrough the IPOD


CHART 64

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IMAGE OF

Maker

IMAGE OF

Product

IMAGE OF

User

IMAGE OF

Competing

Brands

BRAND KNOWLEDGE/IMAGE

Biel, Alexander: Converting Image into Equity, in: Brand Equity & Advertising, ed. by David Aaker

and Alexander Biel, Hillsdale 1993, p. 72

IMAPCT ON BRAND KNOWLEDGE


CHART 65

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BRAND REPRESENTATIONS

BRAND-ID: LOGO, colors, etc.

ADVERTISEMENTS, COMMUNICATION BY COMPANY

PRODUCTS

$ controlled by company


CHART 66

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BRAND REPRESENTATIONS

PEOPLE: TYPICAL CUSTOMER

OTHER BRANDS

METAPHORS

$ different to control by company


CHART 67

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CRITERIA FOR CHOOSING BRAND ID

Memorable

Meaningful

Likable

Transferable

Adaptable

Protectable

!Easily recognized

!Easily recalled

!Descriptive

!Persuasive

!Rich visual and verbal imagery

!Aesthetically pleasing

!Within and across product categories

!Across geogr. boundaries and cultures

!Flexible

!Updatable

!Legally

!Competitively


CHART 68

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EVOLUTION OF A LOGO


CHART 69

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2 VIEWS OF BRAND COMMUNITES

MUNITZ/O´GUINN

BRAND COMMUNITY TRIAD

McALEXANDER/SCHOUTEN/KOENIG

CUSTOMER CENTRIC MODEL

BRAND BRAND

CUSTOMER CUSTOMER

CUSTOMER

PRODUCT

MARKETER

FOCAL

CUSTOMER

BC: „a specialized, non-geographically bound community based on a structured set of socialrelationships among admirers of a brand“ (Munitz/O´Guinn 2001, p. 4)


CHART 70

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BRAND MULECULARMODEL


CHART 71

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TYPES OF BRAND ALLIANCES

CO-BRANDING INGREDIENTBRANDING

ADVERTISINGALLIANCES

3 important factors for

effectivity :

" Complementarity of

products

" Differentiation strategy

(common attributes)

" processing (top down vs.

bottom up)

Samu 1999

" High impact of “header

brand”

" Spillover effects

" Product and brand fit

" Brand Familiarity

" Creating brand equity for

materials, components, or

parts that are contained

within other branded

products

" Signal of quality

" Creating customer pull

" Costs of supporting

marketing comm.

" What´s the “real brand”?

TO STRENGTHEN BRAND EQUITY


CHART 72

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CONCEPTUALIZATION OF BRAND ALLIANCES

BRANDALLIANCE

reason

why

resourceswhat is

done?

interorga-

nizational

integration

" brand & non

brand r.

" strengths &

fit

" leverage r.

" endorse/en-

hence brand

equity

" product vs.

symbolic

attributes

" joint display

vs. joint

product

" formal structure

" durability

" distribution of

impact/benefit

" distribution of

contribution

to brand equ.


CHART 73

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Brand EffectTwo

(1) Attitudes

(2) Brand Fit

(3) Product Fit

(4) Non-Brand

Resources

(5) Management

Alliance

Brand Equity

Partner Firm

Brand Equity

DeterminantsBrand Effect

One

SEQUENCE OF BRAND ALLIANCE EFFECTS


CHART 74

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BRAND EQUITY MEASURES

Keller & Lehmann, 2001 ; Ailawadi/Lehmann/Scott 2003

CUSTOMER MIND SET

PRODUCT MARKET

FINANCIAL MARKET

assess sources of brand equity

diagnostic, predict brand´s potential

surveys, do not provide a single measure

brand´s performance in the marketplace

price premium, market share, relative price

„more complete“, appealing but hypothetical!

brand as financial asset

purchase price when a brand is sold/aquired,

licensing fees, and royalties


CHART 75

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QUALITATIVE RESEARCH

!Autodriving

!Psychodrawings

!Collages

!ZMET

narrative

visuel

!Shopping List

!Free Associations

!Storytelling (Depth Interviews, Focus Groups)


CHART 76

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MASON-HAIRE-STUDYSHOPPING-LIST TECHNIQUE

1_ lbs of hamburger

2 loaves of Wonder Bread

Bunch of carrots

1 can Rumford´s Baking Power

Nescafe Instant Coffee

2 cans of Del Monte Peaches

5 lbs potatoes

1_ lbs of hamburger

2 loaves of Wonder Bread

Bunch of carrots

1 can Rumford´s Baking Power

Maxwell House Coffee

2 cans of Del Monte Peaches

5 lbs potatoes

Shopping List

Shopping List

A

B


CHART 77

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! Projective Techniques

! Underlying motivations, beliefs, attitudes, or feelings through indirect form

of questioning

! Can elicit responses that consumers would be unable or unwilling to give

if they knew the purpose of the study

! Ethnography

! How do consumers purchase and use products in their everyday lives?

! Diversity in the global marketplace leads to a lot of ethnographic studies

! Time-consuming and costly

! Difficult to interprete

QUALITATIVE TECHNIQUES


CHART 78

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ÜBERBLICKVISUELLE MARKENFORSCHUNG:

Data Stimuli

Rese

arch

erCu

stom

er

visuals as...

visualsproduced

b y...eg.

!ZMET

eg.

!Auto-driving

eg.

!Rohrschachtest

eg.

!Collages


CHART 79

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Quelle: Washburn, J./Olank, R.: Measuring Brand Equity, in: Journal of Marketing Theory and

Practice, Winter 2002, S. 48

BRAND EQUITY-SCALE


CHART 80

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PRICE PREMIUM AND BRAND EQUITY

BRANDEQUITY

= PRICE PREMIUM X Sales Volume

quality awareness etc. Product

category

Etc.

z.B. Conjoint-Analyse

•Forced Choice Emperiment


CHART 81

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1. IDENTITY:

Who are you?

2. MEANING:What are you?

3. RESPONSE:What about you?

4. RELATIONSHIIPS:What about you and me?RESONANCE

JUDGEMENTS FEELINGS

PERFORMANCE IMAGERY

SALIENCE

Keller 2003, S. 76.

4 STEPS OF BRAND BUILDING


CHART 82

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ASSETS AND LIABILITIES

Brand LiabilitiesBrand Assets!BRAND AWARENESS and STRONG,

FAVORABLE ASSOCIATIONS" Easily introduce new products and enter

new markets

!MARKET LEADERSHIP" Dominate market, set POPs

!REPUTATION FOR QUALITY

!BRAND RELEVANCE

!BRAND LOYALTY" Lowers marketing expenses, increase

profitability

!CUSTOMER DISSATISFACTION

!PRODUCT/SERVICE FAILURES

!LAWSUITES AND BOYCOTTS

!QUESTIONABLE, UNETHICAL

BUSINESS PRACTICES

!CUSTOMER CONFUSION" eg, through non-coordinated

practices and communication


CHART 83

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BRAND AFFECT

„…is defined … as the potential in a brand to elicit a

positive emotional response in the average

consumer as a result of its use“

Chaudhuri & Holbrook 2002

measure of brand affect

(Chaudhuri&Holbrook 2001):

!„I feel good when I use

this brand“

!„This brand makes me

happy“

!„This brand gives me

pleasure“

Ergebnisse einer wiss. Studie

(Chaudhuri&Holbrook 2001):

Brand Affect $ Purchase Loyalty

Brand Affect $ Attitudinal Loyalty

Utilitarian Value $ Brand Affect

Hedonic Value $ Brand Affect

+

+

-+


CHART 84

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EMOTIONS

Richins, M.: Measuring Emotions, in: JCR 9/97, S. 127ff..

DIRECTION

INTENSITY

QUALITY

Emotionen sind innere Erregungen, die

angenehm oder unangenehmempfunden und mehr oder weniger bewusst

erlebt werden

"Ärger" (Un) Zufriedenheit"Sorge"Traurigkeit"Angst

"Scham"Neid"Einsamkeit"Liebe"Friedlichkeit

"Optimismus"Freude"Erregung"Überraschung

EMOTIONS


CHART 85

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! Information Overload / scarce attention

! Between postmodern „sign economy“ and brand attacks (No

Logo)

! short budgets: brand extensions, global brands

! Shareholder- and stakeholder-economy: „integrative“ brand

management?

CHALLENGES


CHART 86

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THE WORLDs BEST LOGOS

1 !

"2

"3


CHART 87

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„Die Markenidentität stellt eine in sich widerspruchsfreie, geschlossene Ganzheit von

Merkmalen einer Marke dar, die diese von anderen Marken dauerhaft unterscheidet.“

„Zur Markenidentität gehören eine Reihe von Assoziationen mit der Marke, die der

Markenstratege schaffen und pflegen möchte. Diese Assoziationen bedeuten ein

Versprechen der für die Marke Verantwortlichen den Kunden gegenüber.“

„Die Marke sollte ihre Identität selbst erschaffen und es nicht dem Verbraucher

überlassen, diese zu finden. Die Identität garantiert Einzigartigkeit und Permanenz einer

Marke oder eines Firmenzeichens.“

Aaker, D.A./ Joachimsthaler, E.: Brand Leadership – Die Strategie für Siegermarken 2001, S. 53.

Kapferer, J.N.: Die Marke – Kapital des Unternehmens 1992, S. 41, S. 42.

Meffert, H.,/ Burmann, C.: Markenmanagement – Grundfragen der identitätsorientierten Markenführung 2002, S. 47.

KAPFERER

MEFFERT/ BURMANN

AAKER/ JOACHIMSTHALER

MARKENIDENTITÄT: DEFs

advanced marketing 4

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