Chapter 8:Developing a Brand Equity Measurement and Management System

How Can You Brand A Banana? Disclaimer: This presentation was produced by me independently as an educational document to be shared with other interested communicators. It does not reflect the views of my agency, nor is it intended to promote any agency or organization.

Take Charge of Your Communication

King Solomon Knew It “A good name is more desirable than great riches.” - Proverbs 22:1Proverbs 22:1 Artist: Lars JustinenLars Justinen

And So Did The Leaders of Modern Industry "If this business were split up, I would give you the land and bricks and mortar, and I would take the brands and trade marks, and I would fare better than you." - Quaker Chairman John Stuart, ca. 1900, quoted in Brand ValuationBrand Valuation

World’s #1 Brand: Coca-Cola Estimated value of the brand alone: $68.7 million Brand is recognized by 98% of the world’s population World’s #1 provider of “sparkling beverages, juices and juice drinks and ready-to- drink teas and coffees” For nearly half a century (47 years), has increased stock dividend every year Sources: 100 Best Global Brands 2009”, Investor report 2008, America’s Greatest Brands, Volume III (2007), Company website; see also here100 Best Global Brands 2009Investor report 2008America’s Greatest Brands, Volume III Company websitehere

We Intuitively Know Why People Pay More, But Can We Demonstrate The Impact?

Brand Creates Value

Understanding How Your Brand Builds Value Helps With Business Decisions What kinds of businesses or brands to invest in Requests for marketing dollars Where to spend marketing dollars How to measure return on marketing investment How to use different brands for different parts of the organization What kinds of organizations to partner with How to communicate with stakeholders about these decisions (you can show a logical basis) Source: Adapted from “Brand Valuation: The Financial Value of Brands,” InterbrandBrand Valuation: The Financial Value of Brands

You Too Can Learn to Brand A Banana Name Logo/Visual Imagery Customer Loyalty –Differentiation –Relevance –Esteem –Knowledge Reputation –Integrity –Accountability –Transparency

Brand value chain Brand value chain is a structured approach to assessing the sources and outcomes of brand equity and the manner by which marketing activities create brand value.

Value stages Marketing programme help to develop of a brand value. It includes: Advertising Personal selling Sponsorship Publicity Public relation

Marketing programme  Sponsor different kind of national and international games and events.  Building campaign to develop public relation like  Publicity through media, newspaper, magazines, signage and banner  Telling brand story through media by relating it to any occassion  Brand endorsement through various young and popular celebrity.

Program Multiplier Plan The ability of the marketing programme to affect the mind set of the customer depend on quality of marketing programme investment Like “Thunda matlab coco cola”to create the effect in customer mind in such away that whenever they think about cold drinks coca cola comes in the mind

Customer mind Brand awareness-high level of awareness Brand association-strong favourable, and unique brand awareness Brand attitudes-positive brand attitudes Brand attachment-intense brand attachment

Different ways to track brand What to track 1.Product-Brand Tracking Brand Recall. – Life Insurance -Brand Recognition.--zindigi ki saat vi zindigi ki baad vi.Brand Recognition

2. Corporate or Family Brand tracking – Sample Brand Tracking System Assume that Apple iPhone 5 is conducting a short phone interview to gather consumer opinions about the service. Brand awareness and Usage: a)What brands of hand set are you aware of? b)At which brand of hand set you consider using or buying? c)Have you bought any hand set in the last week? Which ones? d)If you need to buy any hand set tomorrow, which one would you go for? Have you ever heard of Apple iPhone 5? [Establish familiarity] Have you used Apple iPhone? [Establish trial]

How to Conduct Tracking Studies 1.Whom to Track -Heavy User- efficacy & speed of relief. -Light User-gentleness & no side effect. 2.When and Where to Track -Continuous tracking over the time-