1. Brand Equity 2010

2. Understanding Brand Equity
Key Concepts
Brand – what and how
Understanding Brand Equity

3. Copyright 2007, Prentice-Hall Inc.

4. Brand
Simply put, a brand is a promise By identifying and authenticating a product or service it delivers a pledge of satisfaction and quality.
A set of assets (or liabilities) linked to a brand's name and symbol that adds to (or subtracts from) the value provided by a product or service…

5. Brand
A brand is the most valuable real-estate in the world, a corner of the consumer's mind.
A brand is a collection of perceptions in the mind of the consumer.

6. What is a Brand? Name, logo, slogan and/or design
Embodiment of all the information connected to a product or service
Associations and expectations about a product or service
TRUST

7. Copyright 2007, Prentice-Hall Inc.

8. The Power of a Strong Brand MRI Study
Strong brands produced activity in the part of the brain associated with:
Positive emotions
Self-identification
Rewards
Weak brands provoked activity in the parts of the brain associated with:
Negative emotion
Memory (requiring brain to work harder)
Cars and insurance – well known (Volkswagen) and lesser known (Seat)

9. Marketing Beyond the Monkey
Stimulus, response
End of supply chain
Consumption as improving physical
Passive recipient
Beyond
Creating meaning
Beginning
Consumption as improving life
Active creator

10. “Whenever life becomes unbearable, man has found a new way to look upon it” Theodore Zeldin, historian

11. “We tell ourselves stories in order to live
“We tell ourselves stories in order to live. Good stories make the world more bearable.” Joan Didion

12. Progression to Brands
From Storytelling,
To Mass Media

13. To Brands
Brands symbolize shorthand material representing certain ideas or ideals that seem important to us at the time

14. Marketing Beyond the Monkey
Growth lies not in making more ‘stuff’, but in making ‘stuff’ more meaningful

16. Brands as Belief
“As human beings, we are hard-wired to believe.” Patrick Hanlon, Primal Branding
Brands are belief systems
Believing is belonging
“In a parity world, my best friend wins”

17. Maslow’s Hierarchy of Need

18. Belief System Creation Story Creed Leader Sacred Words Icons Pagans
Rituals

19. Belief System Creation Story Leader Creed Sacred Words Pagans Icons
Rituals

20. The Creation Story

21. The Creed Core Set of Principles

22. The Creed
Starbucks Coffee Company provides an uplifting experience that enriches people’s lives one moment, one human being, one extraordinary cup of coffee at a time.

23. Icons Sensory Imprints that Instantly Summon the Brand Essence
Sound

24. The Rituals
The repeated interactions that people have with your enterprise
The meaningful repeated points of contact between you and your guest, customer, client or target market

26. The Pagans, or Nonbelievers
The Uncola
Mac and PC

27. Sacred Words The language. If you know the language, you belong.
Quad Venti Skinny with Whip Iced Caramel Macchiato
Ttyl g2g2wk lyl
USN – probs, jakes, sip, gaf, gaffleton pie
Probs – a sarcastic probably
Jakes – comes from joking. Means not serious. Can’t be taken seriously. Those shoes are jakes.
Sip – a dis
Gaf – to not care. I have a math test tomorrow – gaf. Add the pie and it is extreme.

28. The Leader
Leader as catalyst, risk taker, visionary, iconoclast against the odds

29. Link to the movie is behind the photo

30. Brand
For brand, use TED Talk:

31. Brand Value to Consumers
Benefits Received
Can be:
Real/Tangible
Perceived/Intangible
All relative to competitors
Price Paid
Relative to competitors
for the
Value always from the consumer’s perspective

32. Brand Equity
Brand equity—the added value endowed on products and services, reflected in how customers think, feel, and act with respect to the brand, as well as in the prices, market share, and profitability the brand commands for the firm.

33. Customer-based Brand Equity
Customer-based brand equity—the differential effect that brand knowledge has on consumer response to that brand’s marketing.
Arises from customer response
Differential response is reflected in perceptions, preferences, and behaviors

34. T-Mobile Heathrow

35. Lebron James http://www.youtube.com/watch?v=cdtejCR413c
lebron-james-and-the-era-of-confessional- advertising?bn=1 76

36. Measurement of Brand Equity
Economic value of the brand asset itself
The price premium (to the end consumer or the trade) that the brand commands
The long term consumer loyalty the brand evokes
The market share gains that result

37. Demand Curve Shift
The power of the brand to shift the consumer demand curve (to achieve a price premium or a market share gain).

38. Brand Equity Pyramid Most enduring but hardest to deliver
Beliefs & Values
Benefits
Easy to deliver and to imitate
Features & Attributes

39. Brand Equity Pyramid Salience Performance Imagery Judgments Feelings
Resonance
Identity: Who are you?
Meaning: What are you?
Response: What about you?
Relationship: What about you and me?
Brand Equity Pyramid
Marketing Management July-Aug Kevin Keller – Tuck - Building Customer-based Brand Equity

40. Subdimensions of Brand Building Blocks
Salience Category Identification Needs Satisfied
Performance Primary Characteristics Secondary Features Product Reliability Durability and Serviceability Service Effectiveness Efficiency and Empathy Style and Design Price
Imagery User Profiles Purchase and Usage
Situations Personality and Values History, Heritage, and Experience
Judgments Quality Credibility Consideration Superiority
Feelings Warmth Fun Excitement
Security Social Approval Self-Respect
Resonance Loyalty Attachment Community
Engagement
Subdimensions of Brand Building Blocks
Who are you?
What are you?
What about you?
What about you and me?

41. Brand Equity Pyramid
Building Customer-based Brand Equity

42. Brand Development Strategies

43. Brand Development Line extension: Brand extension:
introduction of additional items in a given product category under the same brand name (e.g., new flavors, forms, colors, ingredients, or package sizes).
Brand extension:
using a successful brand name to launch a new or modified product in a new category.