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2007 Thomson South-Western
Marcom’s Challenges: Enhancing Brand Equity, Influencing Behavior, and
Being Accountable
Chapter Two
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Chapter Two Objectives
• Explain the concept of brand equity from both the company’s and the customer’s perspectives.
• Describe the positive outcomes that result from enhancing brand equity.
• Present a model of brand equity from the customer’s perspective.
• Examine how marcom efforts must influence behavior and achieve financial accountability.
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Brand
A name, term, sign, symbol, or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of the competition.
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Definition of Brand Equity
Brand equity can be considered either from the perspective of the
organization that owns it or from the vantage point of the customer.
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As Brand Equity Increases…
1. A higher market share is achieved
2. Brand loyalty increases
3. Premium prices can be charged
4. The brand earns a revenue premium
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Revenue Premium
The revenue differential between a branded item and a corresponding private labeled item.
Revenue premium=
(volumeb)(priceb)-(volumepl)(pricepl)
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A Customer-Based Perspective on Brand Equity
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Two forms of Brand Knowledge
Brand Awareness
An issue of whether a brand name comes tomind when consumers think about a
particular product category and the easewith which the name is evoked.
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The Brand Awareness Pyramid
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Brand Recognition
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Aided Brand Recall• “We try harder.” |
• “Don’t leave home without it.” |
• “Reach out and touch someone.” |
• “The quicker picker upper.” |
• “M’m! M’m! Good!” |
• “When it absolutely, positively has to be there overnight.” |
• “Say it with flowers” |
• “Finger lickin’ good” |
• “Betcha can’t eat just one.” |
• “Melts in your mouth, not in your hand.” |
• “Good to the last drop.” |
• “Like a good neighbor,…” |
• “Drivers wanted.” |
• “Breakfast of champions.”
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Two Forms of Brand Knowledge
Brand Image
The types of associations that come tothe consumer’s mind when
contemplating a particular brand.
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Dimensions of Brand Personalities
• Sincerity
• Excitement
• Competence
• Sophistication
• Ruggedness
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Illustration of a Sincere
Brand
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Illustration of an Exciting Brand
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Illustration of a Competent
Brand
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Illustration of a Sophisticated
Brand
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Illustration of a Rugged
Brand
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3 Ways Brand Equity Is Enhanced
1. Speak-for-itself
2. Message-driven
3. Leveraging
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Leveraging Brand Meaning From Various Sources
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Co-branding and Ingredient Branding
• Co-branding
A partnership between two brands
• Ingredient branding
Inclusion of one brand within the other
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Roger Enrico, ex-CEO of PepsiCo:
“In my mind the best thing a person can say about a brand is that it’s their favorite….We should be looking at market share, but also at where we stand vis-à-vis our competitors in terms of consumer awareness and regard for our brands.”
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www.lovemarks.com
• “Guinness isn't sold in India. So whenever I'm abroad, I make it a point to get a pint into me. It makes my trip complete! It's a brand I love so much that my house has a wall dedicated to framed postcards with Guinness advertising from down the years. It's a brand I'm hopelessly and madly in love with.”
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www.lovemarks.com
• “I really annoy a lot of my friends because I am constantly talking about Jeep. I absolutely love my Jeep and will continue to love my Jeep. To me there is just no substitute for Jeep. I could walk around with a sign “I – love – my – Jeep”. I do this to my friends. I really do. All the time.”
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Measuring World-Class Brands
– Quality: score ranging from 0 to 10 (unacceptable/ poor to outstanding/ extraordinary)
–Salience: score ranging from 0 to 100 (percentage of people who feel sufficiently well informed about a brand to rate it)
–Equity: score ranging from 0 to 100 (determined by multiplying the quality and salience scores and dividing the product by 10)
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Characteristics of World Class Brands
• Delivers benefits consumers want
• Stays relevant
• Price equals value
• Good positioning
• Consistency
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Characteristics of World Class Brands
• Fits into brand portfolio
• Brand uses all IMC options available to build equity
• Brand’s managers understand what the brand means to consumers
• Support over long run
• Monitoring of the sources of brand equity
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Top-Ten World-Class Brands Overall
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Top 7 Global Brands
1. Coca Cola $65.32 bn.
2. Microsoft $58.71 bn.
3. IBM $57.09 bn.
4. GE $51.57 bn.
5. Nokia $33.70 bn.
6. Toyota $32.07 bn.
7. Intel $30.95 bn
www.interbrand.com
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Affecting Behavior and Achieving Marcom Accountability
Creating brand awareness and boosting brand image serve little positive effect unless individuals make purchases or engage in some other form of desired behavior.
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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)
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Difficulty of Measuring Marcom Effectiveness
• Choosing a Metric• Gaining Agreement • Collecting Accurate
Data • Calibrating Special
Effects
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Choosing a Metric
• Change in brand awareness
• Improved consumer attitude toward the brand
• Increased purchase intentions
• Larger sales volume
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Gaining Agreement
Finance Departments’ Measures of Success:
•Discounted cash flows •Net present values of investment decisions
Marketing Departments’ Measures of Success:
•Measures of brand awareness, image, and equity
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Collecting Accurate Data and Calibrating Special Effects
• What exact sales figures should be used to calculate sales?
• How much relative effect does each program element have on sales volume compared to the effect of other elements?
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Marketing-Mix Modeling
Employing well-known statistical techniques to estimate the effects that various advertising and promotion efforts have in driving sales volume.