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L3 Measuring Brand Equity

The document discusses chapters 8, 9, and 10 from a marketing textbook which cover developing brand equity measurement, measuring sources of brand equity by capturing customer mindset, and measuring outcomes of brand equity by examining market performance. It provides an overview of key topics in each chapter including brand value chains, brand tracking surveys, comparative and holistic methods for measuring brand equity.

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Guillaume Calmelet
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42 views23 pages

L3 Measuring Brand Equity

The document discusses chapters 8, 9, and 10 from a marketing textbook which cover developing brand equity measurement, measuring sources of brand equity by capturing customer mindset, and measuring outcomes of brand equity by examining market performance. It provides an overview of key topics in each chapter including brand value chains, brand tracking surveys, comparative and holistic methods for measuring brand equity.

Uploaded by

Guillaume Calmelet
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
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MSc Marketing

Brand Management and Strategy Thurs. February 11, 2010


Lecture 3 Chapters 8, 9, 10 overview Dr Michael Marck
Review of previous class

Positioning by segments

Deliverability Criteria for POD’s


Feasibility
Communicability
Sustainability
Brand Mantras

Points of Parity (POP’s)


Lecture 3 Chapters 8, 9, 10 overview

• These chapters discuss brand knowledge and


how to measure brand success

Chapter 8: Developing Brand Equity Measurement


Brand value chain model see fig. 8.1
Chapter 8
Developing Brand Equity Measurement

“The ability of a marketing program investment


to transfer or multiply farther down the chain
will thus depend on qualitative aspects of the
marketing program via the program multiplier”
( Keller, 2008)
Chapter 8 Developing Brand Equity Measurement

Market Performance
• “Brand value is created with higher market
shares, greater price premiums, and more elastic
responses to price decreases and inelastic
responses to price increases” (Keller, 2008)
Chapter 8
Developing Brand Equity Measurement

Investor Sentiment
• Risk Profile: how vulnerable the brand is to
finance risks which include market dynamics,
growth and competition

• Brand Contribution:
importance of the brand to
a firm’s brand portfolio
. . . and profitability
Brand Value Chain -measuring

Stage and Multiplier Measurement

Marketing program Marketing plan and budget


investment
Customer mindset and Quantitative + Qualitative customer
program multiplier research

Market Performance and Captured thru market scans and


customer multiplier internal accounting records

Shareholder value and Investor analysis and interviews


market multiplier ROI; Share price; P/E
Brand Value Chain

“The marketing of Starbucks is not only what people


see on the outside. The cost of internal marketing*
is quite high, but it is the key to our success”
Howard Schultz CEO Starbucks ref: Advertising Age, March 7, 1994

* Internal marketing = _________________


Brand Tracking Survey
Purpose to track:
 benefit associations
 changes in benefit beliefs for a brand
 feelings, attitudes, attitudes
 behaviour intentions

• See brand brief. 8-2, page 328, Tracking for McDonald’s


Global Tracking factors of Brand Elements
See fig. 8-3, factors include
 Economic indicators
 Media Indicators (time and attention to media, tv, radio etc.)
 Retail
 Demographic Profile
 Technology
 Standard of living
 Personal + Attitudes Values
 Attitude to Brands +and Shopping

 List other factors

Chapter 9 Measuring Sources of Brand Equity:
Capturing Customer Mindset*

*Brand awareness, brand associations,


brand attitudes, brand attachments and
brand activity
An ‘in- class’ marketing survey will be conducted to
highlight and apply the materials from chapter 9

-end of slides, L 3, Chapters 8 + 9


Chapter 10 Measuring Outcomes of Brand Equity:
Capturing Market Performance

Market Performance includes:


 Price Premiums
 Price elasticities
 Market share
 Expansion success
 Cost structure
 Profitability
Chapter 10 Measuring Outcomes of Brand Equity:
Capturing Market Performance
Brand Equity provides: ‘ 7 in heaven’

1. Be perceived differently and produce different interpretations


of product performance
2. Enjoy greater loyalty…less vulnerable to competition
3. Command larger margins…more inelastic responses to price ↑
and elastic responses to price ↓
4. Receive greater trade cooperation and support
5. Increase marketing communication effectiveness
6. Yield licensing opportunities
7. Support brand extensions
Chapter 10 Measuring Outcomes of Brand Equity: Capturing
Market Performance

Comparative Methods
Examine consumers attitudes and behaviour
toward a brand to directly estimate the benefits
arising from high levels of awareness and strong,
unique brand associations

Brand-based comparative approaches: one group


reacts to an element of the marketing program for a
brand…another group reacts to a different brand
“blind testing”
Comparative Methods

• Marketing Based: consumers respond to changes in


elements of the marketing program for the brand or
competitive brand factors to cause switching, disloyalty

• Conjoint Analysis: multi-variable survey to profile


the decision process regarding products and brands
-choices between product profiles, brand attributes
Holistic Methods
Determine an overall value on the brand in abstract
utility terms or fixed monetary term$$$

• Residual Approach: brand equity is what remains


of consumer preferences and choices after
subtracting physical product effects; the
incremental preference the brand offers

• Valuation Approach: place a value on the brand for


accounting purposes, mergers and acquisitions
Research Article: Exploring the role of employees in the
delivery of the brand: a case study

approach; Ceridwyn King; Debra Grace


Qualitative Market Research; 2005; 8, 3; ABI/INFORM Global
pg. 277

Additional Reading: For today’s class


(pdf on the bulletin board)
Consider the following question. Be prepared
to discuss for next class i.e. not a written assignment

1. Discuss why B2E branding is such a critical strategy


for firms today.
Business Case Video: Airwalk
Identify and discuss Airwalk’s global brand strategies
Business Case Video:

Identify and discuss


Airwalk’s global branding strategies

Successful branding for airwalk includes:


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