1. PSU - Global Brand Management - Alain Hutinel
Part II
Defining and evaluating Brand Equity and Brand Strength
Defining Brand Identity
PSU - Global Brand Management - Alain Hutinel

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

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

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

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

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

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

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

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

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

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

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

13. Motivation for Customer-Based Brand Equity Model
Marketers 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
PSU - Global Brand Management - Alain Hutinel

14. 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
PSU - Global Brand Management - Alain Hutinel

15. 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.”
Identifies areas of strength and weakness
Provides guidance to marketing activities
PSU - Global Brand Management - Alain Hutinel

16. CUSTOMER-BASED BRAND EQUITY PYRAMID
RESONANCE
SALIENCE
JUDGMENTS
FEELINGS
PERFORMANCE
IMAGERY
4. RELATIONSHIPS =
What about you & me?
3. RESPONSE =
What about you?
2. MEANING =
What are you?
1. IDENTITY =
Who are you?
PSU - Global Brand Management - Alain Hutinel

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

18. Performance Dimensions
Primary characteristics & supplementary features
Product reliability, durability, and serviceability
Service effectiveness, efficiency, and empathy
Style and design
Price
PSU - Global Brand Management - Alain Hutinel 23

19. PSU - Global Brand Management - Alain Hutinel
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
PSU - Global Brand Management - Alain Hutinel

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

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

22. PSU - Global Brand Management - Alain Hutinel
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
PSU - Global Brand Management - Alain Hutinel

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

24. 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

25. Application: Identify the key drivers of brand equity
Performance
P-1
P-10
P-7
P-8
P-9
P-3
P-4
P-6
P-5
P-11
P-12
I-2
I-9
Imagery
I-1
I-3
I-6
I-5
I-10
I-7
I-8
I-11
I-12
I-4
F-2
Feelings
F-1
F-3
F-4
F-6
F-5
F-7
F-8
F-9
F-11
F-12
F-10
J-2
Judgment
J-1
J-3
J-4
J-6
J-5
J-10
J-7
J-8
J-9
J-11
J-12
0.17
0.66
0.24
0.65
R-2
Resonance
R-1
R-3
R-4
R-6
R-5
R-10
R-7
R-8
R-9
R-11
R-12
0.58
0.49

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

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

28. PSU - Global Brand Management - Alain Hutinel

29. PSU - Global Brand Management - Alain Hutinel
PREFERENCE
QUALITY
IMAGE & ASS.
AWARENESS
PROPERTY
LOYALTY
BRAND
STRENGTH
(EQUITY)
VALUE FOR
THE COSTUMER
VALUE
FOR THE
FIRM
PSU - Global Brand Management - Alain Hutinel

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

31. PSU - Global Brand Management - Alain Hutinel

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

33. PSU - Global Brand Management - Alain Hutinel

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

35. PSU - Global Brand Management - Alain Hutinel

36. PSU - Global Brand Management - Alain Hutinel

37. PSU - Global Brand Management - Alain Hutinel

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

39. Measuring Brand Loyalty
Behavior & purchase acts
Switching costs
Satisfaction
Preference
Attitudes & emotions towards the Brand
Purchase Intent
PSU - Global Brand Management - Alain Hutinel

40. PSU - Global Brand Management - Alain Hutinel
Perceived quality
PIMS results «On the long run, perceived quality is the most influential factor of ROI and ROS ratios».
it affects : market share, price marketing efficiency costs
PSU - Global Brand Management - Alain Hutinel

41. Perceived Brand quality
Different from product quality
does not rely ONLY on usage ?
PSU - Global Brand Management - Alain Hutinel

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

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

44. Towards Brand Identity
PSU - Global Brand Management - Alain Hutinel

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

46. Brand Mental Map Build-up
Your Brand
store
fun
friendly
flashlights
PSU - Global Brand Management - Alain Hutinel

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

48. 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 ……
PSU - Global Brand Management - Alain Hutinel

49. Brand Equity Measurement
PSU - Global Brand Management - Alain Hutinel

50. Brand Tracking Studies
Structure
Brand Awareness and usage
Brand Judgments
Brand Performance
Brand Imagery
Brand Feelings
Brand Resonance
PSU - Global Brand Management - Alain Hutinel

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

52. PSU - Global Brand Management - Alain Hutinel
Brand Judgments
Relative to Brand « Business Entity »
Innovative ?
Knowledgeable ?
Trustworthy ?
Likable ?
Concern about customers ?
Concerned about society ?
Admirable ?
Quality of management ?
…….
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 ? ……
PSU - Global Brand Management - Alain Hutinel

53. PSU - Global Brand Management - Alain Hutinel
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
…….
PSU - Global Brand Management - Alain Hutinel

54. PSU - Global Brand Management - Alain Hutinel
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 ?
PSU - Global Brand Management - Alain Hutinel

55. How do brands work ? The car industry Cases
Read articles The rôle of marque, How people buy, Reviving up Autoindustry & New Brand of Brand Management
Identify how, when, why, Brand/marque influences the decision-making process & choice in the different segments/clusters
Sort rational and emotional influences
Apply to your brand
Prepare presentation
PSU - Global Brand Management - Alain Hutinel