psu - global brand management - alain hutinel 1 part ii defining and evaluating brand equity and...
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PSU - Global Brand Management - Alain Hutinel
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Part IIPart II
Defining and evaluating Brand Equity and Brand Strength
Defining Brand Identity
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EVALUATING THE EVALUATING THE BRAND STRENGTH BRAND STRENGTH
ON THE MARKETON THE MARKET
From Motivationist Marketing From Motivationist Marketing Models Models
toto
Brand Strength & Brand Brand Strength & Brand EquityEquity
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Motivationist models inputsMotivationist models inputs
Favorability of Attitudes with Favorability of Attitudes with the brand namethe brand name
Familiarity with the brand nameFamiliarity with the brand nameImage profile Image profile Perceptual mapsPerceptual mapsPreference Preference Behavorial models Behavorial models
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Favorability of Attitudes Favorability of Attitudes and Degree of Familiarityand Degree of Familiarity
Attitudes++ - -
Familiarity
++
--
Brand C
Brand B
Brand A
Brand D
Is this everpossible ????!!
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Image profile of the brandImage profile of the brand
Criteria 1
Criteria 2
Criteria 3
Criteria ... n
+++ - - -A B C
Brand+
Product
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Perceptual mapsPerceptual maps
A car prestigious to ownHigh
Low
A financiallyeffective car
Low High
* Mercedes
BMW*
* Jaguar
Toyota(Lexus)*
* Alfa
*Volvo
Honda(legend)*
* Audi*Saab
Prestige cars among managers
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Preference ModelsPreference Models
100 %
70%
25%
15%
0
Knowers 15% 0
NonKnowers
Preferers
Indifferents
Rejectors
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Behavorial modelsBehavorial modelsBrand A Brand B
Aware PositiveTriersSatisfied
Repurchase
Total market Which is strongest ???
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We are looking forWe are looking forBrand Strength &/or EquityBrand Strength &/or Equity
==Brand Capacity Brand Capacity
toto create Meanings and create Meanings and
Added ValueAdded Value
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EVALUATING BRAND EVALUATING BRAND STRENGTH &/or EQUITYSTRENGTH &/or EQUITY
1) What we must know1) What we must know2) On what criteria is Brand 2) On what criteria is Brand
strength measured ?strength measured ?3) Where do we stand in the 3) Where do we stand in the
brand building continuum ?brand building continuum ?
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2 approaches : 2 approaches : Keller & Aaker (+ Hutinel)Keller & Aaker (+ Hutinel)
Customer approach : KellerGeneral « Market » approach : Aaker
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Customer Based Brand EquityCustomer Based Brand Equity
ACCORDING TO KELLER
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Motivation forMotivation forCustomer-Based Brand Equity Customer-Based Brand Equity
ModelModelMarketers know strong brands are
important but aren’t always sure how to build one.
CBBE model was designed to be …– comprehensive – cohesive – well-grounded – up-to-date– actionable
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Rationale of Rationale of Customer-Based Brand Equity Customer-Based Brand Equity
ModelModel 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
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Building Building Customer-Based Brand Customer-Based Brand
EquityEquity 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.”– Identifies areas of strength and weakness– Provides guidance to marketing activities
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CUSTOMER-BASED BRAND EQUITY PYRAMID
RESONANCE
SALIENCE
JUDGMENTS FEELINGS
PERFORMANCE IMAGERY
4. RELATIONSHIPS =
What about you & me?
4. RELATIONSHIPS =
What about you & me?
3. RESPONSE =
What about you?
3. RESPONSE =
What about you?
2. MEANING =
What are you?
2. MEANING =
What are you?
1. IDENTITY =
Who are you?
1. IDENTITY =
Who are you?
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Salience DimensionsSalience Dimensions
Depth of brand awareness– Ease of recognition & recall– Strength & clarity of category
membership
Breadth of brand awareness– Purchase consideration– Consumption consideration
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Performance DimensionsPerformance Dimensions
Primary characteristics & supplementary features
Product reliability, durability, and serviceability
Service effectiveness, efficiency, and empathy
Style and design
Price
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Imagery DimensionsImagery 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
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Judgment DimensionsJudgment Dimensions Brand quality
– Value– Satisfaction
Brand credibility– Expertise– Trustworthiness– Likability
Brand consideration– Relevance
Brand superiority– Differentiation
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Feelings DimensionsFeelings DimensionsWarmthFunExcitementSecuritySocial approvalSelf-respect
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Resonance Dimensions 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
Consumer-BrandResonance
Brand Salience
Consumer Judgments
Consumer Feelings
BrandPerformance
BrandImagery
INTENSE, ACTIVE LOYALTY
INTENSE, ACTIVE LOYALTY
RATIONAL & EMOTIONAL REACTIONS
RATIONAL & EMOTIONAL REACTIONS
POINTS-OF-PARITY &
POINTS-OF-DIFFERENCE
POINTS-OF-PARITY &
POINTS-OF-DIFFERENCE
DEEP, BROAD BRAND
AWARENESS
DEEP, BROAD BRAND
AWARENESS
Sub-Dimensions of CBBE Pyramid
LOYALTYATTACHMENTCOMMUNITYENGAGEMENT
QUALITY CREDIBILITYCONSIDERATIONSUPERIORITY
WARMTHFUNEXCITEMENTSECURITYSOCIAL APPROVALSELF-RESPECT
CATEGORY IDENTIFICATIONNEEDS SATISFIED
PRIMARY CHARACTERISTICS &SECONDARY FEATURES
PRODUCT RELIABILITY, DURABILITY & SERVICEABILITY
SERVICE EFFECTIVENESS, EFFICIENCY, & EMPATHY
STYLE AND DESIGN PRICE
USER PROFILESPURCHASE & USAGE
SITUATIONSPERSONALITY &
VALUESHISTORY, HERITAGE, & EXPERIENCES
Application:Application:Identify the key drivers of brand equityIdentify the key drivers of brand equity
0.17 0.66
0.24
0.65
P-2
P-2
PerformancePerformance
P-1P-1
P-10 P-10
P-7
P-7
P-8P-8
P-9P-9
P-3
P-3
P-4P-4
P-6P-6
P-5P-5
P-11 P-11 P-
12
P-12
I-2I-2
I-9I-9
ImageryImagery
I-1I-1
I-3I-3
I-6I-6
I-5I-5
I-10 I-10
I-7I-7
I-8I-8
I-11
I-11 I-12
I-12
I-4I-4
F-2
F-2
FeelingsFeelings
F-1F-1
F-3
F-3
F-4F-4
F-6F-6
F-5F-5
F-7
F-7
F-8F-8
F-9F-9
F-11 F-11 F-
12
F-12
F-10F-10
J-2J-2
JudgmentJudgment
J-1J-1
J-3J-3
J-4J-4
J-6J-6
J-5J-5
J-10J-10
J-7J-7
J-8J-8
J-9J-9
J-11
J-11 J-12
J-12
R-2R-2
ResonanceResonance
R-1
R-1
R-3
R-3
R-4R-4
R-6
R-6
R-5R-5
R-10 R-10
R-7
R-7
R-8
R-8
R-9R-9
R-11
R-11 R-1
2R
-12
0.58
0.49
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We are looking forWe are looking forBrand StrengthBrand Strength
==Brand Capacity Brand Capacity
toto create Meanings and create Meanings and
Added ValueAdded Value
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General « Market » ApproachGeneral « Market » Approach
ACCORDING TO AAKER … & HUTINEL
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LOYALTYLOYALTY
AWARENESAWARENESSS
QUALITYQUALITYIMAGE & IMAGE & ASS.ASS.
PROPERTYPROPERTY
BRANDBRANDSTRENGTHSTRENGTH
(EQUITY)(EQUITY)
VALUE VALUE FOR FOR THE THE
COSTUMECOSTUMERR
VALUEVALUEFOR THEFOR THEFIRMFIRM
PREFERENCE
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BrandBrand preference preference If a customer / prospect is interested If a customer / prospect is interested
by the product price, or it’s by the product price, or it’s caracteristics or usage etc... and is not caracteristics or usage etc... and is not convinced in the convinced in the Brand’sBrand’s advantage, advantage, then the then the Brand preferenceBrand preference is weak and is weak and the Brand added value also weakthe Brand added value also weak.
IntensityIntensity of Brand Preference of Brand Preference Probably the best measurement of Probably the best measurement of attitudinal «strength» towards the attitudinal «strength» towards the brand, of brand loyalty and of brand brand, of brand loyalty and of brand value to the individual costumer as value to the individual costumer as well as to the firm.well as to the firm.
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McDo
5F ( 70 cents) - Hamburger at any time
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Awareness +Awareness +
What is it ?What is it ? - T.O.M- T.O.M - Spontaneous- Spontaneous - Aided- Aided
+ ..... ? + ..... ?
+ Saliency+ Saliency - connotations- connotations - familiarity- familiarity - perceived value- perceived value - activeness- activeness - esteem- esteem - power- power - notoriousness/- notoriousness/ - reputation- reputation
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The Image of the Brand The Image of the Brand
ItselfItself Definition :Definition :
« All « All associations associations suggested by the suggested by the Brand »Brand »
++ respectrespect trustworthinesstrustworthiness innovativenessinnovativeness creativitycreativity
meanings meanings ascribed, values ascribed, values
attachment attachment affective affective
measuresmeasures wantibility wantibility personalitypersonality affectivityaffectivity powerpower .... ....
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Levels of brand LoyaltyLevels of brand Loyaltyor Strength of Brand or Strength of Brand
LinkLink
Indifference to the brand
Conservative to the Brand, butnot really satisfied
Satisfied, but still could change
Trustfull, likesthe Brand
Promotes the Brand
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Measuring Brand Measuring Brand LoyaltyLoyalty
Behavior & Behavior & purchase actspurchase acts
Switching costsSwitching costs
SatisfactionSatisfaction
PreferencePreference
Attitudes & Attitudes & emotions emotions towards the towards the BrandBrand
Purchase IntentPurchase Intent
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Perceived qualityPerceived quality
PIMS resultsPIMS results«On the long run, perceived «On the long run, perceived
quality is the most influential factor quality is the most influential factor of ROI and ROS ratios».of ROI and ROS ratios».
it affects :it affects :market share,market share,
pricepricemarketing marketing
efficiencyefficiency costscosts
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Perceived Perceived BrandBrand quality quality
Different from Different from product quality quality
does not rely does not rely ONLY on usageONLY on usage
?
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Presence
Relevance
Performance
Advantage
Bond + Affinity
Brand Strength Building ContinuumBrand Strength Building Continuum
?
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Brand StrengthBrand Strength
Level & depth of loyalty Level & depth of loyalty (Intensity of) Preference(Intensity of) PreferenceAwareness + saliency Awareness + saliency QualityQualityImage, positionning, Image, positionning,
associations associations selling valueselling valueprice premium potentialityprice premium potentialityhow much bonding ?how much bonding ?
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Towards Brand IdentityTowards Brand Identity
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The Brand Chinese The Brand Chinese PicturePicture
An Object An animal A celebrity A country A location An atmosphere A painting …
Synonymous Brands
Antonymous Brands
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Brand Mental Map Brand Mental Map Build-upBuild-up
Your Brand
funfriendly
store
flashlights
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Nature & activenessof Relationestablished by Brand
Brand Non-Adepts’Set of mind of Brand & of Brand Adepts
Brand Adepts’ set of mind of Brand & ofthemselves
Most typical/active apects of Brand Culture &Ligitimacy
Most typical/salient aspects of Brand « Persona »
Most typical Physical offer and salient aspects Of Brand
BRANDIDENTITY
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Brand Personality Factors and Brand Personality Factors and facetsfacets
Sincerity : down-to-earth, Honest, Wholesome, Cheerful
Excitement : Daring, Spirited, Imaginative, Up-to-date
Competence : Relaible, Intelligent, successful Sophisitication : upper-class, charming,
brilliant Ruggedness : outdorsy, tough ……
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Brand Equity MeasurementBrand Equity Measurement
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Brand Tracking StudiesBrand Tracking Studies
Structure1. Brand Awareness and usage2. Brand Judgments3. Brand Performance4. Brand Imagery5. Brand Feelings6. Brand Resonance
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Brand Awareness & Brand Awareness & Usage/Experience Usage/Experience
Spontaneous, aided awareness
Usage state Established trial Next purchase ? Competition
awareness
Spontaneous associations
Competitive set (usage, trial)
Level of familiarity
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Brand JudgmentsBrand Judgments
Relative to Brand Offer Attitudes Satisfaction level,
compared Recommend to others ? Value for money ? What is best sold by
the brand ? What you like best ? What is different ?
Superior, most satisfying vs others ?
……
Relative to Brand « Business Entity »
Innovative ? Knowledgeable ? Trustworthy ? Likable ? Concern about
customers ? Concerned about society
? Admirable ? Quality of management ? …….
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Brand Performance Convenience Efficiency Quality All aspects of
brand offer specific features, benefits, promises, positionnings …..
Brand Imagery Admiration Respect Dowmn-to-earth Daring Up-to-date Reliable Successful Uuper class Charming Out-doorsy …….
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Brand Feelings Warmth ? Fun ? Excitement ? Security ? Social
Approval/enhancement ?
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 ?
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How do brands work ?How do brands work ?The car industry The car industry CasesCases
Read articles The rôle of marque, Read articles The rôle of marque, How people buy, Reviving up How people buy, Reviving up Autoindustry & New Brand of Autoindustry & New Brand of Brand ManagementBrand Management
Identify how, when, why, Identify how, when, why, Brand/marque influences the Brand/marque influences the decision-making process & choice decision-making process & choice in the different in the different segments/clusterssegments/clusters
Sort rational and emotional Sort rational and emotional influences influences
Apply to your brand Apply to your brand Prepare presentationPrepare presentation