Brand Equity Positioning Values

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7205MKT BRANDING
Dr Dale Miller Course Convenor

Seminar 3 Customer based brand equity
 

‘Brand news’ Customer based brand equity/ FBBE


Uncles ed (2010) Noor, Styles & Cowley Ch.2 Read Ch 14 Fournier Be prepared to discuss Fournier’s work; Advanced students will also discuss subsequent authors who cite Fournier’s seminal 1998 work



Consumer relationships with brands


   

Brand positioning Introduction to the Brand Audit Building new brands Individual project: literature and findings Dr Dale Miller: Towards sustainable branding

Strategic Brand Management Process
Steps
Identify and establish brand positioning and values

Recall:

Key Concepts
Mental maps Competitive frame of reference Points-of-parity and points-of-difference Core brand values Brand mantra Mixing and matching of brand elements Integrating brand marketing activities Leveraging of secondary associations Brand value chain Brand audits Brand tracking Brand equity management system Brand-product matrix Brand portfolios and hierarchies Brand expansion strategies Brand reinforcement and revitalization

Plan and implement brand marketing programs

Measure and interpret brand performance

Grow and sustain brand equity

Building brands

The Four Steps of Brand Building
1.

2.

3.

4.

Ensure identification of the brand with customers and an association of the brand in customers’ minds Establish the totality of brand meaning in the minds of consumers Elicit the proper customer responses to the brand identification and brand meaning Convert brand response to create an intense, active loyalty relationship between customers and the brand

Dr Dale Miller: Towards sustainable branding

Four Questions Customers “ask” of Brands
1. 2. 3.

4.

Who are you? (brand identity) What are you? (brand meaning) What about you? What do I think or feel about you? (brand responses) What about you and me? What kind of association and how much of a connection would I like to have with you? (brand relationships)

Dr Dale Miller: Towards sustainable branding

Brand Building Implications


Customers “own” brands




Don’t take shortcuts with brands


What does this mean? Examples?



Brands should have a duality




Brands should have richness.


What does this mean? What does this mean?



Brand resonance provides important focus.
Dr Dale Miller: Towards sustainable branding

BRAND EQUITY

Recall: The Brand Equity Concept


Lacking common viewpoint on
 

Conceptualization Measurement

 

Importance of brand role in marketing strategies. Brand equity 

defined in terms of the marketing effects uniquely attributable to the brand. different outcomes result from the marketing of a product or service because of its brand name, compared with the same product or service that did not have that name.



Brand equity


Dr Dale Miller: Towards sustainable branding

Noor, Styles & Cowley 2010 Brand equity: linking financial and customer perspectives 

The value of brands to consumers (CBBE)


Impact of marketing (branding) activities



The financial value of the brand to firms (FBBE)


A measure of business performance

Dr Dale Miller: Towards sustainable branding

Fig. 2.1 Integrated framework of CBBE & FBBE Noor et al: 2010

History of brand equity
   

Economic value of the brand Not explicitly reflected in balance sheet Simply a part of ‘goodwill’ ? Problem: more accurate brand valuation method needed

Dr Dale Miller: Towards sustainable branding

Relationship between FBBE & CBBE




FBBE refers to the monetary value of a brand’s intangible assets, such as the strength of its consumer franchise and legal protections. CBBE refers specifically to consumers’ brand knowledge as an asset to the brand Dr Dale Miller: Towards sustainable branding

FBBE


Simon-Sullivan technique


Incremental cash flows...
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