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Defining and evaluating Brand Equity / Brand Strength Defining Brand Identity Value Structure Map Brand experience
Attitudes
--
Familiarity
Brand A
Brand B
Brand + Product
Criteria ... n
PSU - 2006 - Global Brand Management - Alain Hutinel 5
Perceptual maps
A car prestigious to own
High * Jaguar * Alfa Toyota(Lexus) * * Audi *Saab Honda(legend)* Volvo
* Mercedes BMW *
High
Low
PSU - 2006 - Global Brand Management - Alain Hutinel 6
Preference Models
100 % Knowers Preferers 70% Non Knowers 15% 0
Indifferents
25% 15% 0
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Rejectors
Behavorial models
Brand A Brand B
Aware
We are looking for Brand Strength &/or Equity = Brand Capacity to create Meanings and Added Value
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ACCORDING TO KELLER
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SALIENCE
PSU - 2006 - Global Brand Management - Alain Hutinel
1. IDENTITY =
Salience Dimensions
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Performance Dimensions
Primary characteristics & supplementary features Product reliability, durability, and serviceability Service effectiveness, efficiency, and empathy
Imagery Dimensions
User profiles
Demographic & psychographic characteristics Actual or aspirational Group perceptions -- popularity
usage
Brand quality
Value Satisfaction
Judgment Dimensions
Brand credibility
Expertise
Trustworthiness
Likability
Brand consideration
Relevance
Brand superiority
Differentiation
PSU - 2006 - Global Brand Management - Alain Hutinel 19
Feelings Dimensions
Warmth Fun Excitement Security Social approval Self-respect
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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
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ConsumerBrand Resonance
Consumer Judgments
Consumer Feelings
Brand Performance
Brand Imagery
Brand Salience
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
We are looking for Brand Strength = Brand Capacity to create Meanings and Added Value
PSU - 2006 - Global Brand Management - Alain Hutinel 24
ACCORDING
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AWARENESS
LOYALTY
BRAND STRENGTH
(EQUITY)
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Brand preference
If a customer / prospect is interested by the product price, or its caracteristics or usage etc... and is not convinced in the Brands 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.
McDo
Awareness +
What is it ? - T.O.M - Spontaneous - Aided
+ ..... ?
+ Saliency - connotations - familiarity - perceived value - activeness - esteem - power - notoriousness/ - reputation
PSU - 2006 - Global Brand Management - Alain Hutinel 31
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Definition : All associations suggested by the Brand + respect trustworthiness innovativeness creativity
meanings ascribed, values attachment affective measures wantibility personality affectivity power ....
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Bond
Affinity
Advantage
Performance Relevance
Presence
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Brand Strength
Level & depth of loyalty (Intensity of) Preference Awareness + saliency Quality Image, positionning, associations selling value price premium potentiality how much bonding ?
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Your Brand
fun
store
friendly
PSU - 2006 - Global Brand Management - Alain Hutinel 41
flashlights
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Most typical/salient aspects of Brand Persona Most typical/active apects of Brand Culture & Ligitimacy
BRAND IDENTITY
Brand Adepts set of mind of Brand & of PSU - 2006 - Global Brand 43 Management - Alain Hutinel themselves
Sincerity : down-to-earth, Honest, Wholesome, Cheerful Excitement : Daring, Spirited, Imaginative, Upto-date Competence : Relaible, Intelligent, successful Sophisitication : upper-class, charming, brilliant Ruggedness : outdorsy, tough
PSU - 2006 - Global Brand Management - Alain Hutinel 44
ATTRACTIVE
0,4 0,3 0,2
RELIABLE
CHARMING
ENTHUSIAST
CLASSIC
ELEGANT
CREATIVE
Nike
Adidas
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ATTRACTIVE
0,3 0,2
RELIABLE
CHARMING
ENTHUSIAST
CLASSIC
ELEGANT
CREATIVE
Coca
Pepsi
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Attitude towards the Brand Commitment Brand Personality Figure 3: Conceptual framework Involvement
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BRAND ?
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Brand experience
A brand is essentially a container for a costumers complete experience with the offer and the company. (Sergio Zyman)
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Individual experience Shared experience Individual/shared experience Hybrid experience = more than one of the 5 basic experiential modules : Sense, Feel, Think, Relate & Act.
PSU - 2006 - Global Brand Management - Alain Hutinel
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Mkt Com
Identities
Products
People
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 Other
Excited, Thrilled, Enthusiastic Guilty, Proud, eager . PSU - 2006 - Global Brand Management - Alain Hutinel 54
Related Experiences
Social Identities Social Categorization Social Influence Social roles Kin relations Cultural Values Group membership Brand communities
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Spontaneous, aided awareness Usage state Spontaneous Established trial associations Next purchase ? Competitive set (usage, Competition trial) awareness Level of familiarity
PSU - 2006 - Global Brand Management - Alain Hutinel 58
Brand Judgments
Relative to Brand Relative to Brand Offer Business Entity Attitudes Innovative ? Satisfaction level, Knowledgeable ? compared Trustworthy ? Recommend to others ? Likable ? Value for money ? Concern about customers What is best sold by the ? brand ? Concerned about society ? What you like best ? Admirable ? What is different ? Quality of management ? Superior, most satisfying vs others ? . PSU - 2006 - Global Brand
Management - Alain Hutinel
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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 .
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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 ?
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