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    Developing A Brand Equity Measurement and Management System

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    Nilay Thakkar
    This document discusses developing a brand equity measurement and management system. It outlines a brand value chain model that shows how marketing investments can create customer mindset changes, lead to market performance impacts, and ultimately increase shareholder value. It also discusses conducting brand audits and tracking studies to measure brand equity over time in order to inform marketing decisions. Finally, it describes key components of a brand equity management system including a brand equity charter, regular brand equity reports, and establishing organizational responsibilities to maximize long-term brand value.

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    Developing A Brand Equity Measurement and Management System

    Uploaded by

    Nilay Thakkar
    53 views17 pages
    This document discusses developing a brand equity measurement and management system. It outlines a brand value chain model that shows how marketing investments can create customer mindset changes, lead to market performance impacts, and ultimately increase shareholder value. It also discusses conducting brand audits and tracking studies to measure brand equity over time in order to inform marketing decisions. Finally, it describes key components of a brand equity management system including a brand equity charter, regular brand equity reports, and establishing organizational responsibilities to maximize long-term brand value.

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    Ch 8

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    This document discusses developing a brand equity measurement and management system. It outlines a brand value chain model that shows how marketing investments can create customer mindset changes, lead to market performance impacts, and ultimately increase shareholder value. It also discusses conducting brand audits and tracking studies to measure brand equity over time in order to inform marketing decisions. Finally, it describes key components of a brand equity management system including a brand equity charter, regular brand equity reports, and establishing organizational responsibilities to maximize long-term brand value.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    53 views17 pages

    Developing A Brand Equity Measurement and Management System

    Uploaded by

    Nilay Thakkar
    This document discusses developing a brand equity measurement and management system. It outlines a brand value chain model that shows how marketing investments can create customer mindset changes, lead to market performance impacts, and ultimately increase shareholder value. It also discusses conducting brand audits and tracking studies to measure brand equity over time in order to inform marketing decisions. Finally, it describes key components of a brand equity management system including a brand equity charter, regular brand equity reports, and establishing organizational responsibilities to maximize long-term brand value.

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    You are on page 1of 17

    CHAPTER 8: DEVELOPING A BRAND EQUITY MEASUREMENT AND MANAGEMENT SYSTEM

    8.1

    The New Accountability

    Virtually every marketing dollar spent today must be justified as both effective and efficient in terms of return of marketing investment (ROMI). Some observers believe that up to 70% (or even more) of marketing expenditures may be devoted to programs and activities that cannot be linked to short-term incremental profits, but yet can be seen as improving brand equity.
    8.2

    The Brand Value Chain

    Broader perspective than just the CBBE model The brand value chain is a structured approach to assessing the sources and outcomes of brand equity and the manner by which marketing activities create brand value.

    8.3

    Brand Value Chain


    VALUE STAGES

    Marketing Program Investment


    - Product - Communications - Trade - Employee - Other

    Customer Mindset
    - Awareness - Associations - Attitudes - Attachment - Activity

    Market Performance
    - Price premiums - Price elasticity - Market share - Expansion success - Cost structure - Profitability

    Shareholder Value
    - Stock price - P/E ratio - Market capitalization

    FILTERS

    Program Multiplier
    - Clarity - Relevance - Distinctiveness - Consistency

    Consumer Multiplier

    Market Multiplier

    - Channel support - Market dynamics - Consumer size and profile - Growth potential - Competitive reactions - Risk profile - Brand contribution

    Value Stages

    Marketing program investment

    Any marketing program that can be attributed to brand value development In what way have customers been changed as a result of the marketing program? How do customers respond in the marketplace?

    Customer mindset

    Market performance

    Shareholder value
    8.5

    Multipliers

    Program quality multiplier


    The ability of the marketing program to affect customer mindset Must be clear, relevant, distinct, and consistent The extent to which value created in the minds of customers affects market performance It depends on factors such as competitive superiority, channel support, and customer size and profile The extent to which the value generated through brand market performance is manifested in shareholder value It depends on factors such as market dynamics, growth potential, risk profile, and brand contribution
    8.6

    Customer multiplier

    Market multiplier

    Brand Equity Measurement System

    A set of research procedures that is designed to provide timely, accurate, and actionable information for marketers so that they can make the best possible tactical decisions in the short run and strategic decisions in the long run

    8.7

    Brand Equity Measurement System


    Conducting brand audits Developing tracking procedures Designing a brand equity management system

    8.8

    Designing Brand Tracking Studies

    Tracking studies involve information collected from consumers on a routine basis over time

    Often done on a continuous basis Provide descriptive and diagnostic information

    8.9

    What to Track

    Customize tracking surveys to address the specific issues faced by the brand Product-brand tracking Corporate or family brand tracking Global tracking

    8.10

    How to Conduct Tracking Studies

    Who to track (target market) When and where to track (how frequently) How to interpret brand tracking

    8.11

    Brand Equity Management System

    A brand equity management system is a set of organizational processes designed to improve the understanding and use of the brand equity concept within a firm:
    Brand equity charter Brand equity report Brand equity responsibilities

    8.12

    Brand Equity Charter

    Provides general guidelines to marketing managers within the company as well as key marketing partners outside the company Should be updated annually

    8.13

    Brand Equity Charter Components


    Define the firms view of the brand equity Describe the scope of the key brands Specify actual and desired equity for the brand Explain how brand equity is measured Suggest how brand equity should be measured Outline how marketing programs should be devised Specify the proper treatment for the brand in terms of trademark usage, packaging, and communication

    8.14

    The Knicks Brand Charter


    The Knicks
    Emotional Bond
    Uniquely authentic An incomparable event, scene and energy Relentless, resourceful, and tough Championship caliber An intensely passionate, professional, unparalleled New York City experience

    The Fans
    Sensory fulfillment

    Looks, feels, and sounds


    Visceral thrill Eager anticipation/excitement War: winning/losing Psychological benefits Personal identification (with heroes) Social currency/belonging Emotional awards Intense experience Childhood Sustaining Exceeds 8.15

    A vital part of New York City


    Unlimited in its possibilities

    Brand Equity Report

    Assembles the results of the tracking survey and other relevant performance measures To be developed monthly, quarterly, or annually Provides descriptive information as to what is happening with the brand as well as diagnostic information on why it is happening

    8.16

    Brand Equity Responsibilities

    Organizational responsibilities and processes that aim to maximize long-term brand equity
    Establish position of VP or Director of Equity Management to oversee implementation of Brand Equity Charter and Reports

    Ensure that, as much as possible, marketing of the brand is done in a way that reflects the spirit of the charter and the substance of the report

    8.17

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