Bm 8 brand equity & management

We can, We will
Brand Management 8
Brand Equity & its management
Shim, Jae hak

Cold Call
2015-04-13 Shim, Jaehak (jaehak_shim@cambridgejbs.net) 2
Brand platform?
Brand Identity?
Brand Essence?

Contents
Concept of the Brand Equity1
2
CBBE Management over time3
2015-04-13 Shim, Jaehak (jaehak_shim@cambridgejbs.net)
What we will discuss and achieve today ?
3
Customer Based Brand Equity
Brand Name & Brand Extension 4

Brand Equity
A set of associations and behaviors on the part of a brands
customers, channel members, and parent corporation that
permits the brand earn greater volume or greater margins than it
could without the brand name and that gives the brand a strong,
sustainable, and differentiated advantage over competitors
(Marketing Science Institute,1989)

Definition of
Brand Equity
Brand Equity is the set of brand assets and liabilities linked to a
brand that add or subtract from brand value
(David A. Aaker)
a set of memories in the extended minds of a brand's customers,
distribution channel members, parent company, and other key
members of its network that will impact future cash-flow. Memory
is here used in the sense of both what we have learned about how
to do things e.g. habits and behaviors, and things we remember
e.g. prior experience with the brand.
(Srivastava and Shocker, 1991)

Practical meaning
of Brand Equity
2015-04-13Shim, Jaehak (jaehak_shim@cambridgejbs.net)
6
http://www.revenuestrategy.com/Brand.htm

Tell me

Drivers of
Brand Equity
Enduring preference
Sponsorships, admired people using the product, corporate citizenship
Seen as better / best fit for me (functionality, trust, long lasting)
Share of mind
Brand Awareness
Perceived Quality
Brand Loyalty
Positive Associations
Brand
Equity
Other Assets
Trade marks, exclusive channels, merchandising systems

4 Major Dimensions
Brand Awareness
An often undervalued asset
Has been shown to affect perceptions and even taste.
People like the familiar and are prepared to ascribe all sorts of good attitudes to items that are familiar to them.
Which one ???
TOM
Aided Awareness
Un Aided Awareness
The Intel Inside campaign
Dramatically transferred awareness
into perceptions of technological
superiority and market acceptance.

4 Major Dimensions
Perceived quality
Special type of association
Influences brand associations in many contexts
Empirically shows to affect profitability (as measured by both ROI and stock return)
Brand loyalty
The heart of any brands value

4 Major Dimensions
Brand associations
Anything that connects the customer to the brand.
Such as user imagery, product attributes, use situations, organizational associations, brand personality and symbols.
Much of brand management involves determining what associations to develop and then creating programs that will link
the associations to the brand.

Brand Association
Anything which is deep seated in customers mind about the brand
Not benefits, but are images and symbols associated
with a brand or a brand benefit.

Component of
Brand Association
Strength
Uniqueness
Favorability
Strength of B.A.
: Extensiveness or depth of information processing relevant to
a brand
Personal relevance
Consistency over time
Favorability of B.A.
: Extent of positive image and capability of satisfying consumers needs
Uniqueness of B.A.
: Image not shared with competing brands

How to form
Quality of the product
Product class/category to which the brand belongs;
Price at which the brand is sold
POP ( Point of purchase) displays; etc
Advertisements
Celebrity/big entity association
Word of mouth publicity;
Customers contact with the organization and its employees
Products and schemes offered by competitors;

Brand Association
Networks Process starts by understanding how brand is currently
perceived
IMAGE
2015-04-13 16Shim, Jaehak (jaehak_shim@cambridgejbs.net)

Customer-basedBrand Equity (CBBE)
The added value by a brand to the physical product or
service as perceived by customers
Customer-based brand equity is defined as the differential effect
of brand knowledge on consumer response to the marketing of
the brand (Keller 1993)

Powerful Brand
in CBBE Model
Powerful
Brand
1
2
3
4
Establish proper
Brand Identity
Create the appropriate
Brand Meaning
Elicit the right
Brand Responses
Forge appropriate
Brand Relationship

Practical Example
Case of C.R.M.
Quantitative research every month to track the trends
and bottle neck
Development marketing activities focus on bottle neck
2015-04-13
All Target LoyalRegularRepertoireTrialConsiderationAwareness
19Shim, Jaehak (jaehak_shim@cambridgejbs.net)
C.D.M. (Consumer Disposition Funnels)

The iconic bike design
The unparalleled performance engine
The unique low-slung rideThe legendary rallies
Harley Davidson Assets
Slides containing imagery/reference to other brands are not to
be used externally, not to be printed or downloaded2015-04-13 Shim, Jaehak (jaehak_shim@cambridgejbs.net) 20

Driver Analysis & Communication Objectives
DRIVER
ANALYSIS
Whats the problem?
OBJECTIVE
What must the
communication
do?
Visibility
Aware/
Consider
Trial/
Repertoire
Regular/
LoyaltyRepertoire Regular Loyal
CDF Analysis
Old fashioned. Old technology
Few opportunities to ride.
Not for everyday transport.
Impractical.Expensive.
Just a bike.
Create desire and stand out
Boast classic performance creds
Invite them to belong to a community
Indulge your dreams.Own the legend.
Extension of personality. Provide finance.
Community. Personalise, Add value.
ASSETS/BENEFI
TS
What aspects of
the brand should
we leverage?
The bike The engine The experience
ATL, www, DM, Dealership POP
Dealerships, Custom options, HD Merch.,
H.O.G.
H.O.G. , www,Accessories HD Merch
be used externally, not to be printed or downloaded
My funnel issue is
My bottle neck is
Therefore I must
By leveraging

Driver Analysis & Communication Objectives
DRIVER
ANALYSIS
Whats the problem?
OBJECTIVE
What must the
communication do?
LowVisibility
Aware/
Consider
Trial/
Repertoire
Regular/
LoyaltyRepertoire Regular LoyalCDF Analysis
Old fashioned.
Old technology
Few opportunities
to ride.
Impractical.Expensive.
Just a bike.
Create desire and stand out
ASSETS/BENEFITS
What aspects of the
brand should we
leverage?
The bike
Boast classic
performance creds
The engine
Invite them to belong to a community
The experience
Not for everyday transport.
Indulge your dreams.Own the legend.
ATL, www, DM,
Dealership POP
Extension of personality.
Provide finance.
Dealerships, Custom
options, HD Merch.,
H.O.G.
Community. Personalise, Add value.
H.O.G. , www,
Accessories HD Merch
be used externally, not to be printed or downloaded2015-04-13 Shim, Jaehak (jaehak_shim@cambridgejbs.net) 22

Harley Davidson Assets
2015-04-13 23Shim, Jaehak (jaehak_shim@cambridgejbs.net)

Managing CBEE
Over Time
Rei
nfo
rcin
g b
ran
ds
Brand Vision
Rev
itali
zin
g B
ran
ds
Man
agin
g
the
Bra
nd
Port
foli
o

Objectives
Retain an appropriate range of brands to meet differentiation objectiv

Bm 8 brand equity & management

Business

brand management

brand extension

brand essence

brand platform

brand identity

brand equitya

brand personality

brand valuedavid

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