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Todays Presentation
Definition Key terms in brand management The brand management model
Sector overview Behavior of the model
Market Dynamics
Businesses and markets in which brands play an important role are both highly complex: They are tightly coupled: there are lots of complex interactions, interventions based on a single action are unlikely to prove successful in the long term They behave counter-intuitively they can behave in the opposite manner to which one intends
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Brand Management
Some Key Terms
Brand Awareness Brand Loyalty Motivation Desire to Buy Brand Perceived Quality Satisfaction Negative Product Image Positive Product Quality Brand Equity
Brand Equity
Brand Name Industry Brand Value ($US m) 83,845 56,654 43,781 33,502 33,197 32,275 30,021 26,231 24,181 21,048 Brand Value as a % of Market Capitalisation 59% 21% 28% 10% 58% 61% 21% 64% 24% 19%
Coca-Cola Microsoft IBM General Electric Ford Disney Intel McDonald's AT&T Marlboro
Beverages Software Computers Diversified Autos Entertainment Chips Fast Food Telecom Tobacco
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Brand Management
A Conceptualized Sector Overview
The Brand Awareness/Effectiveness Sector
Competitive pressure +
Effectiveness + B
Competition Influences
B
Investment Infl uences
Knowledge +
R Kno wlege is g ood
Investment + +
R
It's What the Customer W ants
+ Motivat ion
+ Satisfaction
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B
Investment Infl uences
Competitive pressure +
Knowledge +
R Knowlege is good
Investment + +
Brand Awareness
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Initial Investment
Forgetting rate
Knowledge gain
<Brand Awareness>
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+ Motivat ion
+
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<Competitive pressure> <Perceived Product Quality> Pressure on loyalty <Brand Awareness> Attractiveness to choose other brands
Brand Loyalty Increase in brand loyalty <Desire to buy brand> Investment effects on brand loyalty <Below-the-line investment> <Price promotion investment> <Perceived Product Quality> Increase in desire
Price PQ multipliers Pe rce ive d Product Quality Effect of price on attractiveness PQ net increase Product Attractiveness De live ry de lay Effect of delivery delay on attractiveness Relative delivery delay Acceptable delivery delay Relative Price Acceptable price
Pressure on PQ
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+ Satisfaction
<Brand Loyalty>
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Model Behavior
Base Run
100 100 100 1 Awareness Loyalty desire Quality
0 0 0 0.4
Brand Awareness : base Brand Loyalty : base Desire to buy brand : base Perceived Product Quality : base
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Model Behavior
100 100 100 0.8 Awareness Loyalty desire Quality
0 0 0 0.4
Brand Awareness : base2 Brand Loyalty : base2 Desire to buy brand : base2 Perceived Product Quality : base2
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Loyal Customers
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Outflow
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Objectives
To gain insides in how to control a desired level of loyal customers, thus support resource allocation decisions of a firm
To test and compare alternative strategies to improve the management of brand equity
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+ +
R3
Competitor determins choice
Price
Brand loyals +
R4
Word of mouth effect
Attractiveness of products + R5
Effect from price value relation
Purchase
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Potential customers
Ownership experience
Attractiveness of p roduct
Evaluation of alternatives
Consideration
Price sensitivity
Preceived quality
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