Advanced Marketing 4

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ADVANCED MARKETING
4.
BRAND EQUITY
!Brand definition !Driver, dimensions, and consequences of brand equity !Brand management: brand architcture, positioning, understanding brand representations !How to measure brand equity
Euromarketing // ULB
Advanced Marketing / Chapter 4: Brand Equity
christian.bluemelhuber@ulb .ac.be
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Branding Benefits ... the Firm the Customer
! Aids in decision making !Source of sustainable competitive advantage " Reduces search costs " Provides information " Differentiation " Reduces risk " Price premiums (psychological & financial) " Channel power " Simplifies of decision " Increased effectiveness of making marketing programs ! Transforms the consumption " Increased efficiency of marketing programs experience !Scale and scope economies in customer " Provides predictable acquisition and retention quality " Encourages trial of new products, " Provides comfort and cross sales reassurance " Provides a "badge" !Asset with market value !Employee attraction/retention Euromarketing // ULB Source: Prof. Susan Fournier
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WHEN BRAND EQUITY MATTERS MOST
!When there are purchases requiring only low levels of involvement and simple decision processes !When product/service is highly visible to others !When experiences associated with the product/service can be passed from one individual or generation to the next !When it is difficult to evaluate the quality of a product or service prior to consumption
DRIVER
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RUST/ZEITHAML/LEMON
KEY DRIVERS OF BRAND EQUITY
BRAND AWARENESS
BRAND EQUITY CUSTOMER ATTITUDE TW. BRAND BRAND KNOWLEDGE

PERCEPTION OF BRAND ETHICS/ BEHAVIOR

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THE WORLDs STRONGEST BRANDS

INTERBRAND
Source: Business Week, August/2/2004, p. 69.
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THE REAL PEPSI TEST...
blind
51% 44% 5%
prefer prefer no
branded
test
65% 23%
prefer prefer
test
12%
no
Pepsi
Coke preference
Pepsi
Coke preference
Esch, F.-R./Wicke, A.: Herausforderungen und Aufgaben des Markenmanagements, in: Esch: Moderne Markenfhrung, 1999, p. 7.
Euromarketing // ULB christian.bluemelhuber@ulb .ac.be
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SHARE OF BRAND VALUES IN THE TOTAL COMPANY VALUE OF DIFF. INDUSTRIES

62% 53% 43%
18%
Fast moving consumer goods Durable consumer goods Services Industrial goods
Source: Sattler, H./Hgl, S., Hupp, O.: Evaluation of the Financial Value of Brands, in: ESOMAR - The World As-sociation of Research Professionals (Hrsg.): Excellence in International Research, Vol. 4, 2003, p. 75-96.
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A REALLY STRONG BRAND: LANDS END
you cant be expected to know everything about every product. If the label LANDSEND is in it, thats all you really need to Gary Comer, Founder of Lands End know.
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DEFINITIONS
AMA 1960
Brand: A name, term, sign, symbol or design, or a combination of them which is intended to identify the goods or services of one seller or group of sellers to differentiate them from those of competitors!
Fournier 1998
Brands are simply a collection of perceptions held in the mind of the consumer.
Source: Fournier, Susan: Consumers and Their Brands, in: Journal of Consumer Research, Vol. 24, March 1998, S. 345.
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TWO MORE IDEAS:
BLUEMELHUBER/MEYER
A brand is a (produced and controlled) schemata which can be recalled via specific symbols (signs).
BRAND BRICOLAGE
BRANDS ARE
# # # #
SCHEMATA (Customers interpretation count) INDIVIDUAL TEMPORARY (updating of brand) HIJCAKED (consumers seizing control)
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BRAND VALUE CHAIN

value stages Marketing Program Investment Customer Mindset Market Performance Shareholder Value
multiplier Program Quality Marketplace Conditions Investor Sentiment
Quelle: Keller, K.L.: Strategic Brand Management, 3rd ed., Upper Saddle River 2003, S. 391
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THE BRAND SYSTEM
KNOWLEDGE AWARENESS
BRANDinput
eg,
BRAND
BRANDBenefits
eg,
Brand ! Brand Elements ! Positioning/ Identity ! Marketing Programs ! Customer Input
Equity
! Brand as asset ! Brand Benefits for Customer ! Benefits for Company

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BRAND EQUITY: DEFINITIONS

brand equity stems from the greater confidence that consumers place in a brand then they do in its competitors. This confidence translates into consumers loyalty and their willingness to pay a premium price for the brand
Walfried Lassar et al.., Measuring customer-based brand equity, Journal of Consumer Marketing, Vol. 12, No. 4, 1995, S. 11.
brand equity is the incremental value of a product due to the brand
e.g., Boonghee Yoo & Naveen Donthu: Developing and validating a multidimensional consumer-based brand equity scale, Journal of Business Research, 52, 2000, S.2f.
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BRAND EQUITY MODEL BY DAVID A. AAKER

Brand Equity
Provides Value to customer by enhancing customers:
Interpretation, processing of information Confidence in the purchase decision Use satisfaction
Brand Awareness Brand Associations Perceived Quality Brand Loyalty Other Brand Assets (Comp.Adv.)
Provides Value to firm by enhancing:

Efficiency and effectiveness of marketing programs, Brand loyalty, Prices, margins, Brand extension,Trade leverage, Competetive advantage
Quelle: Aaker, D.A.: Building Strong Brands, New York 2003
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BRAND EQUITY MODEL BY KEVINE L. KELLER
Brand-Building Tools and Objectives
Consumer Knowledge Effects
Branding Benefits
Brand Elements
Brand Awareness
Depth Breadth
Possible Outcomes
Marketing Programs Brand Associations Secondary Assoc.

Strong Favorable Unique
Quelle: Keller, K.L.: Strategic Brand Management, 3rd ed., Upper Saddle River 2003, S. 46 Euromarketing // ULB
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HOW BRAND EQUITY WORKS
Build Awareness and Attract Customers Build Emotional Connections with Customers Reminds Customers to Repurchase
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KEY DRIVERS OF BRAND EQUITY

RUST/ZEITHAML/LEMON
BRAND AWARENESS CUSTOMER ATTITUDE TW. BRAND PERCEPTION OF BRAND ETHICS/ BEHAVIOR
"Communications Mix "Media "Message "Brand Extensions "Brand Partners "Product Placement & Endorsers "Policy and Standards "Hiring Practices "Guarantees
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BRAND AWARENESS
Prerequisite fur success degree to which consumers automatically think of a brand when a given category is mentioned
(Netemeyer et al., 2004, S. 210)
DEPTH BREADTH // top-of-mind awareness MEASURES
Recall Recognition
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BRAND ATTITUDES
! are understood as a predisposition to respond in a consitent manner to a stimulus ! Tendency to act or behave on some predictable way ! Attitudes are usually represented as beeing
" positive or negative " favorable or unfavorable
! A are formed as a result of personal experience, reasoning or information, communicated expereince of others ! A are a major outcome of learning processes ! 3 components of attitudes.
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ATTITUDES AND BEHAVIOR

Attitudes
INFORMATION REASON EXPERIENCE BELIEFS
Behavior
AFFECT INTENSIONS BEHAVIOR
Attitudes
Behavior
!ATTITUDE-BAHAVIOR CONSISTENCY
" Acc. To Festingers view that humans strive toward the reduction of dissonance: " pressure to reconcile attitude with actions by modifying the former
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IMAGE / ATTITUDES TW. THE BRAND

Initiator Component Component manifestation
Emotions or feelings about specific attributes or overall object
Attitude
AFFECTIVE
: Products, situations, retail outlets, sales personnel, advertisements, and other attitude objects
Stimuli
COGNITIVE
Beliefs about specific attributes or overall object
Overall orientation toward object
BEHAVIORAL
Behavioral intentions with respect to specific attributes or overall object
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MULTIATTRIBUTE ATTITUDE MODELS

! A consumers attitude (evaluation) toward attitude object (Ao) depends on the beliefs he or she has about several attributes of the objectconceptal fluency " Attributes: Characteristibs of object " Beliefs: cognitions about specific Ao; extent to which consumer percieves taht a brand posseses a particular attribute " Importance weights: relative importance of an attribute to a consumer
! Fishbein Model
Ajik = !ijk Iik
i j k I A
attribute brand consumer importance weight belief attitude score
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EXAMPLE
ATTRIBUTE Academic reputation Library facilities Party atmosphere Quality of teaching Cost Woman (share) importance beliefs (1-10) SOLVAY INSEAD SMITH VLEU
5 4 3 5 2 2
5 3 7 8 7 8
128
9 6 2 8 3 8
137
3 3 3 2 9 4
72
2 8 10 3 9 5
115
Attitude score
THE SOLVAY STRATEGY?

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CHANGE ATTITUDES: PERSUASION

Persuasion
use of communication to change attitudes in order to change behavior
(definition by Foxall, Goldsmith & Brown, p. 117)
message and reciever
determine impact of comm
source and channel
!Specific information that the marketer believes will change consumers attitude: encoding and decoding !Often used: social consequences (fear), humor !one- or two-side appeal? !repetition and frequency !receiver: amount of existing knowledge, strength with which att. are held, lifestyle, norms, etc. !experts vs. novices
!main source characteristics: credibility, attractiveness, power !source forgetting, source amnesia !channel: non-marketer dominated and formal, marketer-dominated !2step flow of communication hypothesis
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BRANDS ARE LEARNED!

Culture Subcultures Social class Family Friends Institutions Personal experiences Advertising Mass media
Learning !Associations !Values !Attitudes !Tastes !Preferences !Skills !Feelings !Products/brand features !Symbolic meanings !Behaviors
Purchase and use behaviors
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BRAND ASSOCIATIONS
" nodes: brand, product, association " links between associations " Number of associations " Strengths of associations " Valence of associations (positive, negative) " Uniqueness of associations " Origin o f association STRONG BRANDS SHOW " More associations " Positive associations. " Unique associations " Associations from direct experience and WOM
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LEARNING
Changes that take place within the content or organization of LTM
Cognitive Learning !Rote or verbal learning !Social or vicarious learning !Information processing or reasoning
Outcome is determined by the receivers intellectual functioning and rational processing of information
Behavioral Learning !Classical conditioning !Instrumental learning

learning by experience
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COGNITIVE LEARNING
!Rote Learning
" Customers are repeatedly exposed to information, which they simply memorize without paying much attention " Incidental learning: in addition to simply being stored in memory, these learned bits may become associated with other chunks in the mind, forming weak beliefs and feelings about the brand
!Learning Vicarious
" Observational learning, imitate behavior of others " Eg., shopping interaction with sales clerks, brand consumption
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INFORMATION PROCESSING
"Contact with stimulus "Limitations of consumers "Attention = amount of mental effort or cognitive capacity allocated by individual to stimulus "Content is deciphered "Mind retrieves info from memory and uses it to assign meaning to elements of contents, forming new representations "Mental network "Cognitive structure
EXPOSURE
PREATTENTION
FOCAL ATT.
COMPREHENSION
ELABORATION
Peripheral route
MEMORY containing:
"Beliefs "Feelings "Associations "Schemata "Scripts
Central route
Elaboration likelihood
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INVOLVEMENT
Involvement
The relative importance of perceived consequences of the purchase to the consumer TYPES OF INVOLVEMENT
!Situational involvement - i as a process

" Communication involvement " Situational involvement " Response involvement
!Enduring involvement - i as a state

" Ego involvement " Commitment " Produt enthusiasm
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SOME DEFINITIONS / CONCEPTS

Decision processes
Low-involvement purchase High-involvement purchase
Nominal decision making

Problem Recognition:
Limited decision making

Extended decision making

Selective
Information Search:
Generic
Information Search:
Generic
Information Search:
Limited internal
Internal / Limited external

Alternative evaluation:
Internal / External
Alternative evaluation:
Few attributes / few alternative / simple rules

Postpurchase: Postpurchase:
many attributes / many alternative / complex rules

Postpurchase:
No dissonance / very limited evaluation
No dissonance / limited evaluation
Dissonance / complex evaluation

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CLASSICAL CONDITIONING
UNCONDITIONED STIMULUS (US) UNCONDITIONED REACTION (UR)
INITIALLY
KONDIT.
NEUTRAL STIMULUS (NS)
UNCONDITIONED STIMULUS (US)
UNCONDITIONED REACTION (UR)
POSTKONDIT.
NEUTRAL STIMULUS (NS)
CONDITIONED REACTION (UR)
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CLASSICAL CONDITIONING
!Repetition
" Neutral (conditioned. CS) and unconditional stimuli must have been paired a number of times
!Stimulus generalization
" Tendency of stimuli similar to a CS to evoke similar, conditioned responses " Me-too products, extensions, etc.
!Stimulus discrimination
" Occurs when a UCS does not follow a stimulus similar to a CS " Reactions are weakend and will soon disappear " Cheap imitations
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LEARNING INSTRUMENTALLY: OPERANT CONDITIONING

!Behavior is explained in terms or the individuals learning history: the kinds of respones he or she has performed and their reinforcing and punishing consequences. DISCRIMINATIVE STIMULI REINFORCING STIMULI
SD
RESPONSE
SR
!NEGATIVE REINFORCEMENT: remove or avoid a consequence !POSITIVE REINFORCEMENT: reinforcers are accepted !PRIMARY REINFORCERS: unconditioned or unlearned !SECONDARY REINFORCERS: learned or conditioned
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MEMORY SYSTEMS (LTM)
EXPLICIT, DECLARATIVE MEMORY
IMPLICIT, PROCEDURAL MEMORY
semantic memory
episodic memory
conceptual priming
perceptual priming
skills
source: Tulving // Lee 2002 Euromarketing // ULB
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TWO TYPES OF LONG TERM MEMORY
! Semantic Memory
! things people recall without any sense of when they learned them ! includes knowledge about terminology, specific brands and products, and the rules to use when evaluating a brand ! cognitive differentiation: ability to make distinctions between different stimulus objects.
! Episodic Memory
! includes memories that come tagged with information about when and where they happened. ! brand image: perceptions about a brand as reflected by the associations held in consumer memory.
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PRIMING
! Subject is given a cue -- eg, a brand name -- that is related to the target. Prime facilitates the recognition of the target ! More or less automatic activation of existing pathways. People are ore likely to use information they have been recently exposed to. ! Priming: enhanced performance as a result of prior exposure. ! Consequence: Increased fluency
! Perceptual priming
" When person is exposed to stimulus, this representation of physical features is activated and becomes temporarily strengthened " Enhancement in perceptual fluency of stimulus
! Conceptual priming
" Reflects temporarily enhancement of the conceptual fluency " Stimulus more accessible in memory
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ASSOCIATION NETWORK
Durability Swoosh Athletic Shoes Exercise Running
NIKE
Michael Jordan Greek Goddness
Reebok
Expensive Aerobic Shoes

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NETWORK THEORIES
! Existing knowledge influences new information ! Updating of a network through new information
Types
Learning through adding new information
! Integration of new information into network ! Broadening the evoked set ! Only few repetitions necessary There is a new car-brand called SMART
CARS
BRAND TYPES
etc. SKODA BMW SMART new

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NETWORK THEORIES
Types
Learning through adjusting the network
! Modification of the variables range of values ! More complex, higher processing depth, more repetitions.
BRAND LENGTH DESIGN
CAR
This new brand called SMART has a new design and is shorter than 2,5 m.
ETC. BMW SMART ETC. <2,5m ETC. BODYPANELS
new
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NETWORK THEORIES
Types
Learning through reorganization of the network
! Seldom, due to high cognitive effort
BRAND
CAR
SIZE
There are different car concepts
ETC. BMW ETC. ETC. SMART <2,5 m
_CATEGORY _CONCEPTBRANDING
new CITICAR
BRAND
LENGTH
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BRAND EQUITY EFFECTS
EFFECTIVENESS
Price Premium Brand Loyalty Purchase Intention
BRAND EQUITY
EFFICIENCY
Brand Exploitation via Globalisation, Line, and Brand Extensions
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BRAND LOYALTY
BRAND LOYALTY Purchase Related Aspects

!Repeat Purchase
Attitudinal Aspects
!Commitment !Idiosyncrasy Credit
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BEHAVIOR/ATTITUDE MATRIX
LOW
ATTITUDINAL LOYALTY
MEDIUM
HIGH
LOW
BEHAVIORAL LOYALTY
Prospects
MEDIUM
HIGH
Vulnerable
Real Loyals (Stability)
Allan Baldinger & Joel Rubinson: Brand Loyalty, JA 1996, S. 32
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A STRATEGIC QUESTION
define
drives
influences Market Demands

(Overt and latent demands of current and potential consumers)
Capabilities & Resources
Business Portfolio
Brand Portfolio
Brand Architecture
Resource-based View (RBV)
Market-based View (MBV)
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ROLE OF BRAND ARCHITECTURE TODAY

from not only a framework for organizing current products/services, but also to a tool that helps lay the foundation for growth opportunities
Brand Architecture Today portfolio its brands, sub-brands and platforms and products acting as a strategic blueprint for the future Brand architecture is defined by five dimensions !Source of Strength !Brand Scope !Strategic Logic !Brand Platforms !Implementation
Objectives brands Create synergy Achieve clarity and differentiation of offerings Leverage existing brand equity Identify current and future growth opportunities
! A systematic way of organizing a ! Create strong and powerful ! ! ! !
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BRAND ARCHITECTURE
BRANDED HOUSE
SUBBRANDS
HOUSE OF BRANDS
ENDORSED BRANDS
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STRATEGIES
Invisible Master Brand (House of Brands) Endorsed Brands Sub-brands Under a Master Brand Dominant Master B. (Branded House)
!The brands are !
independent of the master brand Stand-alone brands play the main role in the consumers purchase decision Master brand plays no role in this context
!Master brand
plays a minor driver role to transfer credibility and positive associations to the endorsed brand
!Both the
master brand and subbrand play a driver role in the consumer purchase process
!The master
brand plays the dominant role and drives the purchase and usage experience
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BRAND ARCHITECTURE
TOWARDS A BRANDED HOUSE

Untersttzung durch master brand? " Assoziationen, die den Wert erhhen " Glaubwrdigkeit " Sichtbarkeit " Kommunikationseffizienz
TOWARDS A HOUSE OF B.
Braucht es separate Marken? " Eigene Assoziationen ntig " Assoziationen sollen vermieden werden " Channel-Konlikte? " Markenbeziehung nicht gefhrden!
Wird auch die master brand gestrkt?
Effektivitt und Effizienz der Fhrung einer neuen Marke
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BRAND ARCHITECTURE NIVEA
Innovation
Nivea Soap
Nivea Visage
Nivea Hair Care
New Target Groups
Core:
Nivea for Men Nivea Creme Nivea Body
Strengthening the Brand Equity
Care
Nivea Shower Nivea Sun Nivea Deo
Higher Dynamics
nurturing products
care as added benefit

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POTENTION OF A BRAND
Brand- Product Schema FIT
low high Brand schema shapes product schema
Potential
Unique brand schema strong

Potential
BIG
SMALL
brand schema
weak
Brand schema embrances attributes of competing products

Potential
Brand schema conform with product schema

Potential
NO
NO
Esch et al Euromarketing // ULB
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BRAND ZONES ACC. TO KAPFERER

FORBIDDEN ZONE: threat for brand equity Brand stretching zone latent possibilities Outer core: spontaneous ass. Inner core: line extension
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BRAND EXTENSION
Line extension
Advantages
Category extension
(Improve Brand Image, Reduce risk, Increase profitability, Reduce costs Clarify brand meaning, Bring new customers in, Revitalize the brand
!Facilitate New Product Acceptance !Provide Feedback Benefits to Parent Brand
Disadv.
!Can Confuse and frustrate !Can encounter retailer resistance !Can fail and hurt parent brand image !Can succeed but cannibalize !Can succeed but diminish identification !Can dilute brand meaning
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POSTIONING
WHAT IS IT?
is a technique in which marketers try to create associations for a product, brand or company. It is the place a brand occupies in a given market as perceived by the target market. A brands position is how potential buyers see the brand.
BE CAREFUL IN INTERPRETING POSITIONING-GRAPHS

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POSITIONING 1
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AVOID THE FOLLOWING ERRORS

!Underpositioning
Failing to present a strong central benefit or reason to buy this brand
!Overpositioning !Confused positioning

Adopting such a narrow positioning that some potential customers may overlook the brand Claiming two or more benefits that contradict each other
!Irrelevant positioning
Claiming a benefit which few prospects care about
!Doubtful positioning
Claiming a benefit that people will doubt the brand or company can really deliver
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EXAMPLE: A BEER TEST A / BLIND TEST
Budweiser Miller Lite
Pabst Colt 45 Coors Guinness
Taste perceptions of six beer brands when the drinker does NOT know what he/she is drinking.
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EXAMPLE: A BEER TEST B / OPEN TEST

Colt 45
Pabst Coors
Guinness Miller Lite Budweiser

Taste perceptions of six beer brands when the drinker knows what he/she is drinking.
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POINTS OF PARITY AND POINTS OF DIFFERENCE
POP POD
!No reason why not !may be shared with other brands (Schema, Expectation, Must-be dimension) to be a credible and legitimate offering !Competitive PoPs
!Competitive advantage !Reason-why
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STARBUCKS POSITIONING
POP
Fast Food Chain
!Convenience !Value for money
POD
!Quality !Image !Experience !Freshness !Convenience
Local Cafe
!Quality !Experience !Price !Community
Supermarket Brand
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STAYING RELEVANT
unaware of trends
!all-too common firm !wake up in surprise
aware of trends and responsive to them

!Firms that closly track trends and evolution of category !Make sure products stay relevant
driving trends
!drive trends that define category
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POSITIONING 2
Dimensions
competitor
1 2 3 4
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ACTIVE POSITIONING
MP3 (classical model) Find a new space through the IPOD
Technical quality
Convenience
Lifestyle
Price
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IMAPCT ON BRAND KNOWLEDGE
IMAGE OF Maker
IMAGE OF Product
IMAGE OF User
IMAGE OF Competing Brands
BRAND KNOWLEDGE/IMAGE
Biel, Alexander: Converting Image into Equity, in: Brand Equity & Advertising, ed. by David Aaker and Alexander Biel, Hillsdale 1993, p. 72
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BRAND REPRESENTATIONS
BRAND-ID: LOGO, colors, etc.
ADVERTISEMENTS, COMMUNICATION BY COMPANY
PRODUCTS
$ controlled by company
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BRAND REPRESENTATIONS
PEOPLE: TYPICAL CUSTOMER
OTHER BRANDS
METAPHORS
$ different to control by company

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CRITERIA FOR CHOOSING BRAND ID Memorable Meaningful Likable Transferable Adaptable Protectable
!Easily recognized !Easily recalled !Descriptive !Persuasive !Rich visual and verbal imagery !Aesthetically pleasing !Within and across product categories !Across geogr. boundaries and cultures !Flexible !Updatable !Legally !Competitively
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EVOLUTION OF A LOGO
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2 VIEWS OF BRAND COMMUNITES

BC: a specialized, non-geographically bound community based on a structured set of social
relationships among admirers of a brand (Munitz/OGuinn 2001, p. 4)
MUNITZ/OGUINN BRAND COMMUNITY TRIAD

BRAND
McALEXANDER/SCHOUTEN/KOENIG CUSTOMER CENTRIC MODEL

BRAND FOCAL CUSTOMER PRODUCT
CUSTOMER
CUSTOMER CUSTOMER MARKETER

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BRAND MULECULAR MODEL
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TYPES OF BRAND ALLIANCES

TO STRENGTHEN BRAND EQUITY CO-BRANDING INGREDIENT BRANDING
" Creating brand equity for materials, components, or parts that are contained within other branded products " Signal of quality " Creating customer pull " Costs of supporting marketing comm. " Whats the real brand?
Samu 1999
ADVERTISING ALLIANCES
3 important factors for effectivity : " Complementarity of products " Differentiation strategy (common attributes) " processing (top down vs. bottom up)
" High impact of header brand " Spillover effects " Product and brand fit " Brand Familiarity
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CONCEPTUALIZATION OF BRAND ALLIANCES

" formal structure " durability " distribution of impact/benefit " distribution of contribution to brand equ.
interorganizational integration
BRAND ALLIANCE
reason why
" leverage r. " endorse/enhence brand equity
" product vs. symbolic attributes " joint display vs. joint product
what is done?
resources
" brand & non brand r. " strengths & fit
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SEQUENCE OF BRAND ALLIANCE EFFECTS
Determinants Brand Effect One

(1) Attitudes (2) Brand Fit (3) Product Fit (4) Non-Brand Resources (5) Management Alliance Brand Equity
Brand Effect Two

Partner Firm Brand Equity
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BRAND EQUITY MEASURES

CUSTOMER MIND SET
assess sources of brand equity diagnostic, predict brands potential surveys, do not provide a single measure brands performance in the marketplace price premium, market share, relative price more complete, appealing but hypothetical! brand as financial asset purchase price when a brand is sold/aquired, licensing fees, and royalties
PRODUCT MARKET
FINANCIAL MARKET
Keller & Lehmann, 2001 ; Ailawadi/Lehmann/Scott 2003
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QUALITATIVE RESEARCH
!Shopping List !Free Associations !Storytelling (Depth Interviews, Focus Groups)
narrative
!Autodriving !Psychodrawings !Collages !ZMET
visuel
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SHOPPING-LIST TECHNIQUE
MASON-HAIRE-STUDY
Shopping List
1_ lbs of hamburger 2 loaves of Wonder Bread Bunch of carrots 1 can Rumfords Baking Power Nescafe Instant Coffee 2 cans of Del Monte Peaches 5 lbs potatoes
Shopping List
1_ lbs of hamburger 2 loaves of Wonder Bread Bunch of carrots 1 can Rumfords Baking Power Maxwell House Coffee 2 cans of Del Monte Peaches 5 lbs potatoes
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QUALITATIVE TECHNIQUES
! Projective Techniques
! Underlying motivations, beliefs, attitudes, or feelings through indirect form of questioning ! Can elicit responses that consumers would be unable or unwilling to give if they knew the purpose of the study
! Ethnography
! How do consumers purchase and use products in their everyday lives? ! Diversity in the global marketplace leads to a lot of ethnographic studies ! Time-consuming and costly ! Difficult to interprete
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VISUELLE MARKENFORSCHUNG: BERBLICK

visuals as...
Data Stimuli
eg.
Researcher
eg.
!Auto-driving
!Rohrschachtest
Customer
visuals produced b y...
eg.
!Collages
eg.
!ZMET
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BRAND EQUITY-SCALE
Quelle: Washburn, J./Olank, R.: Measuring Brand Equity, in: Journal of Marketing Theory and Practice, Winter 2002, S. 48
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PRICE PREMIUM AND BRAND EQUITY

z.B. Conjoint-Analyse
Forced Choice Emperiment
BRAND = PRICE PREMIUM X Sales Volume EQUITY

quality awareness etc. Product category Etc.
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4 STEPS OF BRAND BUILDING

4. RELATIONSHIIPS:
What about you and me? FEELINGS
RESONANCE
JUDGEMENTS
3. RESPONSE:
What about you?
PERFORMANCE
IMAGERY
2. MEANING:
What are you?
SALIENCE
1. IDENTITY: Who are you?
Keller 2003, S. 76.
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ASSETS AND LIABILITIES Brand Assets

" Easily introduce new products and enter new markets " Dominate market, set POPs
Brand Liabilities
!BRAND AWARENESS and STRONG, !CUSTOMER DISSATISFACTION FAVORABLE ASSOCIATIONS !PRODUCT/SERVICE FAILURES !LAWSUITES AND BOYCOTTS !QUESTIONABLE, UNETHICAL BUSINESS PRACTICES !CUSTOMER CONFUSION
" eg, through non-coordinated practices and communication
!MARKET LEADERSHIP !REPUTATION FOR QUALITY !BRAND RELEVANCE !BRAND LOYALTY

" Lowers marketing expenses, increase profitability
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BRAND AFFECT
is defined as the potential in a brand to elicit a positive emotional response in the average consumer as a result of its use
Chaudhuri & Holbrook 2002
measure of brand affect (Chaudhuri&Holbrook 2001):
Ergebnisse einer wiss. Studie (Chaudhuri&Holbrook 2001):
!I feel good when I use this brand !This brand makes me happy !This brand gives me pleasure
Brand Affect $ Purchase Loyalty Brand Affect $ Attitudinal Loyalty Utilitarian Value $ Brand Affect Hedonic Value $ Brand Affect
+ +
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EMOTIONS
Emotionen sind innere Erregungen, die angenehm oder unangenehm empfunden und mehr oder weniger bewusst erlebt werden INTENSITY DIRECTION QUALITY
EMOTIONS
" rger " (Un) Zufriedenheit " Sorge " Traurigkeit " Angst " Scham " Neid " Einsamkeit " Liebe " Friedlichkeit " Optimismus " Freude " Erregung " berraschung
Richins, M.: Measuring Emotions, in: JCR 9/97, S. 127ff..
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85
CHALLENGES
! Information Overload / scarce attention ! Between postmodern sign economy and brand attacks (No Logo) ! short budgets: brand extensions, global brands ! Shareholder- and stakeholder-economy: integrative brand management?
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86
THE WORLDs BEST LOGOS
"3
"2 1!
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87
MARKENIDENTITT: DEFs
KAPFERER
Die Marke sollte ihre Identitt selbst erschaffen und es nicht dem Verbraucher berlassen, diese zu finden. Die Identitt garantiert Einzigartigkeit und Permanenz einer Marke oder eines Firmenzeichens.
Kapferer, J.N.: Die Marke Kapital des Unternehmens 1992, S. 41, S. 42.
MEFFERT/ BURMANN
Die Markenidentitt stellt eine in sich widerspruchsfreie, geschlossene Ganzheit von
Merkmalen einer Marke dar, die diese von anderen Marken dauerhaft unterscheidet.
Meffert, H.,/ Burmann, C.: Markenmanagement Grundfragen der identittsorientierten Markenfhrung 2002, S. 47.
AAKER/ JOACHIMSTHALER
Zur Markenidentitt gehren eine Reihe von Assoziationen mit der Marke, die der Markenstratege schaffen und pflegen mchte. Diese Assoziationen bedeuten ein Versprechen der fr die Marke Verantwortlichen den Kunden gegenber.
Aaker, D.A./ Joachimsthaler, E.: Brand Leadership Die Strategie fr Siegermarken 2001, S. 53.

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Advanced Marketing / Chapter 4: Brand Equity

Branding Benefits ... the Firm the Customer

Advanced Marketing / Chapter 4: Brand Equity

WHEN BRAND EQUITY MATTERS MOST

Advanced Marketing / Chapter 4: Brand Equity

KEY DRIVERS OF BRAND EQUITY

BRAND EQUITY CUSTOMER ATTITUDE TW. BRAND BRAND KNOWLEDGE

PERCEPTION OF BRAND ETHICS/ BEHAVIOR

THE WORLDs STRONGEST BRANDS

Source: Business Week, August/2/2004, p. 69.

Advanced Marketing / Chapter 4: Brand Equity

THE REAL PEPSI TEST...

Euromarketing // ULB christian.bluemelhuber@ulb .ac.be

Advanced Marketing / Chapter 4: Brand Equity

SHARE OF BRAND VALUES IN THE TOTAL COMPANY VALUE OF DIFF. INDUSTRIES

Advanced Marketing / Chapter 4: Brand Equity

A REALLY STRONG BRAND: LANDS END

Advanced Marketing / Chapter 4: Brand Equity

Advanced Marketing / Chapter 4: Brand Equity

TWO MORE IDEAS:

Advanced Marketing / Chapter 4: Brand Equity

BRAND VALUE CHAIN

multiplier Program Quality Marketplace Conditions Investor Sentiment

Advanced Marketing / Chapter 4: Brand Equity

THE BRAND SYSTEM

Brand ! Brand Elements ! Positioning/ Identity ! Marketing Programs ! Customer Input

! Brand as asset ! Brand Benefits for Customer ! Benefits for Company

Advanced Marketing / Chapter 4: Brand Equity

BRAND EQUITY: DEFINITIONS

brand equity is the incremental value of a product due to the brand

Advanced Marketing / Chapter 4: Brand Equity

BRAND EQUITY MODEL BY DAVID A. AAKER

Provides Value to firm by enhancing:

Quelle: Aaker, D.A.: Building Strong Brands, New York 2003

Euromarketing // ULB christian.bluemelhuber@ulb .ac.be

Advanced Marketing / Chapter 4: Brand Equity

BRAND EQUITY MODEL BY KEVINE L. KELLER

Brand-Building Tools and Objectives

Consumer Knowledge Effects

Marketing Programs Brand Associations Secondary Assoc.

Advanced Marketing / Chapter 4: Brand Equity

HOW BRAND EQUITY WORKS

Advanced Marketing / Chapter 4: Brand Equity

KEY DRIVERS OF BRAND EQUITY

DEPTH BREADTH // top-of-mind awareness MEASURES

Advanced Marketing / Chapter 4: Brand Equity

Advanced Marketing / Chapter 4: Brand Equity

ATTITUDES AND BEHAVIOR

Advanced Marketing / Chapter 4: Brand Equity

IMAGE / ATTITUDES TW. THE BRAND

Beliefs about specific attributes or overall object

Overall orientation toward object

Behavioral intentions with respect to specific attributes or overall object

Advanced Marketing / Chapter 4: Brand Equity

MULTIATTRIBUTE ATTITUDE MODELS

Ajik = !ijk Iik

attribute brand consumer importance weight belief attitude score

Advanced Marketing / Chapter 4: Brand Equity

THE SOLVAY STRATEGY?

Advanced Marketing / Chapter 4: Brand Equity

CHANGE ATTITUDES: PERSUASION

message and reciever