1. PSU - 2006 - Global Brand Management - Alain Hutinel 1 Part II Defining and evaluating Brand Equity / Brand Strength Defining Brand Identity Value Structure Map Brand experience

2. PSU - 2006 - Global Brand Management - Alain Hutinel 2 EVALUATING THE BRAND STRENGTH ON THE MARKET From Motivationist Marketing Models to to Brand Strength & Brand Equity

3. PSU - 2006 - Global Brand Management - Alain Hutinel 3 Motivationist models inputs Favorability of Attitudes with the brand name Favorability of Attitudes with the brand name Familiarity with the brand name Familiarity with the brand name Image profile Image profile Perceptual maps Perceptual maps Preference Preference Behavorial models Behavorial models

4. PSU - 2006 - Global Brand Management - Alain Hutinel 4 Favorability of Attitudes and Degree of Familiarity Attitudes ++ - Familiarity ++++ ---- Brand C Brand B Brand A Brand D Is this ever possible ????!!

5. PSU - 2006 - Global Brand Management - Alain Hutinel 5 Image profile of the brand Criteria 1 Criteria 2 Criteria 3 Criteria... n +++ - - - ABC Brand + Product

6. PSU - 2006 - Global Brand Management - Alain Hutinel 6 Perceptual maps Perceptual maps A car prestigious to own High Low A financially effective car Low High * Mercedes BMW * * Jaguar Toyota(Lexus) * * Alfa * Volvo Honda(legend)* * Audi * Saab Prestige cars among managers

7. PSU - 2006 - Global Brand Management - Alain Hutinel 7 Preference Models 100 % 70% 25% 15% 0 Knowers 15%0 Non Knowers Preferers Indifferents Rejectors

8. PSU - 2006 - Global Brand Management - Alain Hutinel 8 Behavorial models Brand ABrand B Aware Positive Triers Satisfied Repurchase Total market Which is strongest ???

9. PSU - 2006 - Global Brand Management - Alain Hutinel 9 We are looking for Brand Strength &/or Equity = Brand Capacity to create Meanings and Added Value

10. PSU - 2006 - Global Brand Management - Alain Hutinel 10 EVALUATING BRAND STRENGTH &/or EQUITY 1) What we must know 1) What we must know 2) On what criteria is Brand strength measured ? 2) On what criteria is Brand strength measured ? 3) Where do we stand in the brand building continuum ? 3) Where do we stand in the brand building continuum ?

11. PSU - 2006 - Global Brand Management - Alain Hutinel 11 2 approaches : Keller & Aaker (+ Hutinel) Customer approach : Keller General « Market » approach : Aaker +

12. PSU - 2006 - Global Brand Management - Alain Hutinel 12 Customer Based Brand Equity ACCORDING TO KELLER

13. PSU - 2006 - Global Brand Management - Alain Hutinel 13 Rationale of Customer-Based Brand Equity Model 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

14. PSU - 2006 - Global Brand Management - Alain Hutinel 14 Building Customer-Based Brand Equity 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.” We need to : – Identifie areas of strength and weakness – Provide guidance to marketing activities

15. PSU - 2006 - Global Brand Management - Alain Hutinel 15 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?

16. PSU - 2006 - Global Brand Management - Alain Hutinel 16 Salience Dimensions Depth of brand awareness – Ease of recognition & recall – Strength & clarity of category membership Breadth of brand awareness – Purchase consideration – Consumption consideration

17. PSU - 2006 - Global Brand Management - Alain Hutinel 17 Performance Dimensions Primary characteristics & supplementary features Product reliability, durability, and serviceability Service effectiveness, efficiency, and empathy Style and design Price

18. PSU - 2006 - Global Brand Management - Alain Hutinel 18 Imagery 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

19. PSU - 2006 - Global Brand Management - Alain Hutinel 19 Judgment Dimensions Brand quality – Value – Satisfaction Brand credibility – Expertise – Trustworthiness – Likability Brand consideration – Relevance Brand superiority – Differentiation

20. PSU - 2006 - Global Brand Management - Alain Hutinel 20 Feelings Dimensions Warmth Fun Excitement Security Social approval Self-respect

21. PSU - 2006 - Global Brand Management - Alain Hutinel 21 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

22. Customer-Based Brand Equity Model Consumer- Brand Resonance Brand Salience Consumer Judgments Consumer Feelings Brand Performance Brand Imagery INTENSE, ACTIVE LOYALTY RATIONAL & EMOTIONAL REACTIONS POINTS-OF- PARITY & POINTS-OF- DIFFERENCE DEEP, BROAD BRAND AWARENESS

23. Sub-Dimensions of CBBE Pyramid LOYALTY ATTACHMENT COMMUNITY ENGAGEMENT QUALITY CREDIBILITY CONSIDERATION SUPERIORITY WARMTH FUN EXCITEMENT SECURITY SOCIAL APPROVAL SELF-RESPECT CATEGORY IDENTIFICATION NEEDS SATISFIED PRIMARY CHARACTERISTICS & SECONDARY FEATURES PRODUCT RELIABILITY, DURABILITY & SERVICEABILITY SERVICE EFFECTIVENESS, EFFICIENCY, & EMPATHY STYLE AND DESIGN PRICE USER PROFILES PURCHASE & USAGE SITUATIONS PERSONALITY & VALUES HISTORY, HERITAGE, & EXPERIENCES

24. PSU - 2006 - Global Brand Management - Alain Hutinel 24 We are looking for Brand Strength = Brand Capacity to create Meanings and Added Value

25. PSU - 2006 - Global Brand Management - Alain Hutinel 25 General « Market » Approach ACCORDING TO AAKER … & HUTINEL

26. PSU - 2006 - Global Brand Management - Alain Hutinel 26

27. PSU - 2006 - Global Brand Management - Alain Hutinel 27 LOYALTY AWARENESS QUALITY IMAGE & ASS. PROPERTY BRANDSTRENGTH(EQUITY) VALUE FOR THE CUSTOMER VALUE FOR THE FIRM PREFERENCE

28. PSU - 2006 - Global Brand Management - Alain Hutinel 28 Brand preference If a customer / prospect is interested by the product price, or it’s caracteristics or usage etc... and is not convinced in the Brand’s advantage, then the Brand preference is weak and the Brand added value also weak If a customer / prospect is interested by the product price, or it’s caracteristics or usage etc... and is not convinced in the Brand’s advantage, then the Brand preference is weak and the Brand added value also weak. Intensity of Brand Preference Probably the best measurement of attitudinal «strength» towards the brand, of brand loyalty and of brand value to the individual costumer as well as to the firm. Intensity of Brand Preference Probably the best measurement of attitudinal «strength» towards the brand, of brand loyalty and of brand value to the individual costumer as well as to the firm.

29. PSU - 2006 - Global Brand Management - Alain Hutinel 29

30. PSU - 2006 - Global Brand Management - Alain Hutinel 30

31. PSU - 2006 - Global Brand Management - Alain Hutinel 31 Awareness + What is it ? - T.O.M - T.O.M - Spontaneous - Spontaneous - Aided - Aided +..... ? +..... ? + Saliency - connotations - connotations - familiarity - familiarity - perceived value - perceived value - activeness - activeness - esteem - esteem - power - power - notoriousness/ - notoriousness/ - reputation - reputation

32. PSU - 2006 - Global Brand Management - Alain Hutinel 32

33. PSU - 2006 - Global Brand Management - Alain Hutinel 33 The Image of the Brand Itself Definition : « All associations suggested by the Brand » + Definition : « All associations suggested by the Brand » + respect respect trustworthiness trustworthiness innovativeness innovativeness creativity creativity meanings ascribed, values meanings ascribed, values attachment attachment affective measures affective measures wantibility wantibility personality personality affectivity affectivity power.... power....

34. PSU - 2006 - Global Brand Management - Alain Hutinel 34

35. PSU - 2006 - Global Brand Management - Alain Hutinel 35

36. PSU - 2006 - Global Brand Management - Alain Hutinel 36

37. PSU - 2006 - Global Brand Management - Alain Hutinel 37 Levels of brand Loyalty or Strength of Brand Link Indifference to the brand Conservative to the Brand, but not really satisfied Satisfied, but still could change Trustfull, likes the Brand Promotes the Brand

38. PSU - 2006 - Global Brand Management - Alain Hutinel 38 Presence Relevance Performance Advantage Bond + Affinity Brand Strength Building Continuum ?

39. PSU - 2006 - Global Brand Management - Alain Hutinel 39 Brand Strength Level & depth of loyalty Level & depth of loyalty (Intensity of) Preference (Intensity of) Preference Awareness + saliency Awareness + saliency Quality Quality Image, positionning, associations Image, positionning, associations selling value selling value price premium potentiality price premium potentiality how much bonding ? how much bonding ?

40. PSU - 2006 - Global Brand Management - Alain Hutinel 40 Towards Brand Identity

41. PSU - 2006 - Global Brand Management - Alain Hutinel 41 The Brand Mental Map Your Brand fun friendly store flashlights Brand Z Brand Y

42. PSU - 2006 - Global Brand Management - Alain Hutinel 42 The Brand Chinese Picture An Object An animal A celebrity A country A location An atmosphere A painting … Synonymous Brands Antonymous Brands

43. PSU - 2006 - Global Brand Management - Alain Hutinel 43 Nature & activeness of Relation established by Brand Brand Non-Adepts’ Set of mind of Brand & of Brand Adepts Brand Adepts’ set of mind of Brand & of themselves Most typical/active apects of Brand Culture & Ligitimacy Most typical/salient aspects of Brand « Persona » Most typical Physical offer and salient aspects Of Brand BRAND IDENTITY

44. PSU - 2006 - Global Brand Management - Alain Hutinel 44 Brand Personality Factors and facets 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 ……

45. PSU - 2006 - Global Brand Management - Alain Hutinel 45 Figure 1: Personality Profiles of the Sportswear Brands

46. PSU - 2006 - Global Brand Management - Alain Hutinel 46 Figure 2: Personality Profiles of the Cola Brands

47. PSU - 2006 - Global Brand Management - Alain Hutinel 47 Figure 3: Conceptual framework The model Behind the profile

48. PSU - 2006 - Global Brand Management - Alain Hutinel 48 The Brand Value Structure Map

49. PSU - 2006 - Global Brand Management - Alain Hutinel 49 Values Expressions of cultures Heroes Rituals Signs : icons, indexes & Symbols A value is a broad Tendency to prefer a certain state of affairs over others Lifestyles are expressions of sub-cultures BRAND ?

50. PSU - 2006 - Global Brand Management - Alain Hutinel 50

51. PSU - 2006 - Global Brand Management - Alain Hutinel 51 Brand experience A brand is essentially a container for a costumer’s complete experience with the offer and the company. (Sergio Zyman)

52. PSU - 2006 - Global Brand Management - Alain Hutinel 52 Total Brand Experience Individual experience Shared experience Individual/shared experience Hybrid experience = more than one of the 5 basic experiential modules : Sense, Feel, Think, Relate & Act.

53. PSU - 2006 - Global Brand Management - Alain Hutinel 53 The Experiential Grid Experien- tial modules Mkt Com Identi- ties Pro- ducts Cobran- ding Environ ment WebPeople Sense Feel Think Relate Act

54. PSU - 2006 - Global Brand Management - Alain Hutinel 54 16 types of Consumption emotions & « experience » Anger Frustrated, Angry, Irritated Discontent Unfulfilled, Discontented, Worry Nervous, worried, tense Sadness Depressed, sad, miserable Fear Scared, afraid, panicky Shame Embarrassed,ashamed,h umiliated Envy Envious, jealous Loneliness Lonely, homesick Romantic Sexy, romantic, passionate Love Loving, sentimenta, warmhearted Peacefulness Calm, peaceful Contentment Contented, fulfilled Optimism Optimistic, encouraged, hopeful Joy Happy, pleased, joyful Excitement Excited, Thrilled, Enthusiastic Other Guilty, Proud, eager ….

55. PSU - 2006 - Global Brand Management - Alain Hutinel 55 Related Experiences Social Identities Social Categorization Social Influence Social roles Kin relations Cultural Values Group membership Brand communities

56. PSU - 2006 - Global Brand Management - Alain Hutinel 56 Brand Equity Measurement Basic brand « audit » surveys.

57. PSU - 2006 - Global Brand Management - Alain Hutinel 57 Brand Tracking Studies Structure 1. Brand Awareness and usage 2. Brand Judgments 3. Brand Performance 4. Brand Imagery 5. Brand Feelings 6. Brand Resonance 7. Preference 8. ….

58. PSU - 2006 - Global Brand Management - Alain Hutinel 58 Brand Awareness & Usage/Experience Spontaneous, aided awareness Usage state Established trial Next purchase ? Competition awareness Spontaneous associations Competitive set (usage, trial) Level of familiarity

59. PSU - 2006 - Global Brand Management - Alain Hutinel 59 Brand 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 ? …….

60. PSU - 2006 - Global Brand Management - Alain Hutinel 60 Brand Performance Convenience Efficiency Quality All aspects of brand offer specific features, benefits, promises, positionnings ….. Brand Imagery Admiration Respect Down-to-earth Daring Up-to-date Reliable Successful Upper class Charming Out-doorsy …….

61. PSU - 2006 - Global Brand Management - Alain Hutinel 61 Brand Feelings Warmth ? Fun ? Excitement ? Security ? Social Approval/enhancem ent ? 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 ?