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    Warmth Fun Excitement Security Social Approval Self-Respect

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    ChiragNarula
    The document discusses models for measuring brand equity, including the Brand Asset Valuator model and BrandZ methodology. The Brand Asset Valuator model measures brand equity across four pillars: Differentiation, Relevance, Esteem and Knowledge. It also discusses how the relationships between these pillars impact brand strength and stature. The BrandZ methodology involves three steps: 1) calculating a brand's financial value based on corporate earnings, 2) determining the brand's contribution beyond factors like price and distribution, and 3) applying a multiple to current earnings to estimate future prospects.

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    Warmth Fun Excitement Security Social Approval Self-Respect

    Uploaded by

    ChiragNarula
    41 views4 pages
    The document discusses models for measuring brand equity, including the Brand Asset Valuator model and BrandZ methodology. The Brand Asset Valuator model measures brand equity across four pillars: Differentiation, Relevance, Esteem and Knowledge. It also discusses how the relationships between these pillars impact brand strength and stature. The BrandZ methodology involves three steps: 1) calculating a brand's financial value based on corporate earnings, 2) determining the brand's contribution beyond factors like price and distribution, and 3) applying a multiple to current earnings to estimate future prospects.

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    The document discusses models for measuring brand equity, including the Brand Asset Valuator model and BrandZ methodology. The Brand Asset Valuator model measures brand equity across four pillars: Differentiation, Relevance, Esteem and Knowledge. It also discusses how the relationships between these pillars impact brand strength and stature. The BrandZ methodology involves three steps: 1) calculating a brand's financial value based on corporate earnings, 2) determining the brand's contribution beyond factors like price and distribution, and 3) applying a multiple to current earnings to estimate future prospects.

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    41 views4 pages

    Warmth Fun Excitement Security Social Approval Self-Respect

    Uploaded by

    ChiragNarula
    The document discusses models for measuring brand equity, including the Brand Asset Valuator model and BrandZ methodology. The Brand Asset Valuator model measures brand equity across four pillars: Differentiation, Relevance, Esteem and Knowledge. It also discusses how the relationships between these pillars impact brand strength and stature. The BrandZ methodology involves three steps: 1) calculating a brand's financial value based on corporate earnings, 2) determining the brand's contribution beyond factors like price and distribution, and 3) applying a multiple to current earnings to estimate future prospects.

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    Feelings Dimensions

     Warmth
     Fun
     Excitement
     Security
     Social Approval
     Self-respect

    Resonance Dimensions

     Behavioral loyalty
    o Frequency and amount of repeat purchases
     Attitudinal attachment
    o Love brand (favorite possessions; “a little pleasure”)
    o Proud of brand
     Sense of community
    o Kinship
    o Affiliation
     Active engagement
    o Seek information
    o Join club
    o Visit website, chat rooms

    Customer-Based Brand Equity Model


    Brand Asset Valuator (Young & Rubicam): The four pillars

    Differentiation

     Has your brand attracted consumers attention more than your competitors?
     how often consumers have come across your brand, if they recognize your
    brand, and how different it is from your competitors.
     As a brand matures, Brand Asset Valuator model states that Differentiation
    often declines.
     A low level of Differentiation is a clear warning that a brand is fading.

    Relevance

     How appropriate your brand is for your consumers?


     Is your product relevant to consumers in regards to price, convenience, and
    fulfilling their needs?
     How likely they would be to purchase your product or service, regardless of
    whether or not they have purchased your product or service in the past.
     Relevance & Differentiation determines the success.
     There exists a direct correlation between Relevance and market penetration.

    Esteem

     Perceived quality and customer perceptions about growing popularity of a


    brand.
     The customer’s response to a marketers’ brand building activity is driven by his
    perception of two factors; quality and popularity.
     Does the brand keep its assurances?

    Knowledge

     Knowledge measures the extent of the customer’s awareness of the brand and
    understanding of its identity.
     Shows the familiarity that consumers share with the brand.
     Brand Knowledge is the result and represents the successful finale of building a
    brand.
     Knowledge is a result of strong idea generation.

    BAV Dynamics

    Differentiation > Relevance. 

    • This can attract customers, get them to explore the brand, and find out if it is relevant to
    them.

    Relevance > Differentiation. 

    • Brand is no longer interesting or pulling in consumers.

    • Competing on relevance alone.


    Esteem > Knowledge. 

    • Consumers respect and desire your brand.

    • Consumers want to purchase your product or service.

    Knowledge > Esteem. 

    • Can lead to problems, if they believe they know negative things about your brand.

    • Consumers who think they don’t need to learn anything else about your brand have already
    judged it

    • Learning more about your competition and less about you.

    Brand Strength & Brand Stature

    • Differentiation and Relevance combine to determine Brand Strength.

    • Brand Strength is an important indicator of future potential & performance.

    • Esteem and Knowledge together create Brand Stature.

    • Brand Stature is more of a report on past performance.

    BAV Power Grid


    BrandZ Methodology

    Step 1: Calculating Financial Value

    Part A

    • A corporation owns only one brand or many brands.

    • Apportion the earnings of the corporation across a portfolio of brands.

    Step 2: Calculating Brand Contribution

    • Peeling away a few more layers — for example: price, availability and distribution.

    • Assessing the ability of brand associations in consumers’ minds to deliver sales by


    predisposing consumers to choose the brand or to pay more for it.

    Step 3: Calculating Brand Multiple

    • Future earnings prospects as a multiple of current earnings.

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