Strategic Brand Management: Building,

Measuring, and Managing Brand Equity

• Chapter 9 & 10
• Chapter 9 & 10
• Developing a Brand Equity
Measurement and
Management System
• Measuring Sources of
Brand Equity: Capturing
Customer Mind-Set

• Copyright © 2020, 2013, 2008 Pearson Education, Inc. All Rights Reserved
Brand’s Growth
• Different Brands Grow in Different ways: Stealing market share from
the existing players in the same segment, Change the segment and
playing in it
• Results in measuring their sources of brand equity
• Developing a system to do so
Qualitative Research Techniques
• Free Association
• Projective Techniques
• Zaltman Metaphor Elicitation Technique: Balance, Journey, Transformation, container,
connections, resources and control.
• Neural Research Methods: Using Technologies
• Brand Personality and Values: Can also be Quantified
• Ethnographic and Experiential Methods: Brand Relationship Studies
Brand Personality and Values
• Brand personality
• Human characteristics or traits that consumers can attribute to a brand
• The big five: factors (with underlying facets) of brand personality:
• Sincerity
• Excitement
• Competence
• Sophistication
• Ruggedness
Brand Personality Scale Measures
Ethnographic and Experiential Methods
• Researchers are tapping more directly into consumers’ actual home, work, or shopping
behaviors
• This may help elicit more meaningful responses
• Ethnographic researches uses “thick description” based on participant observation
• Extract and interpret the deep cultural meaning of events and activities
Brand Relationships
• Sense of Community
• Active Engagement
• Fournier’s Brand Relationship Research
Brand Relationship Quality
• Six facets of BRQ:
• Interdependence: The degree to which the brand is ingrained in the consumer’s
daily course of living, both behaviorally (in terms of frequency, scope and strength
of interaction). Interdependence is often revealed through the presence of
routinized behavioral rituals surrounding brand purchase and use and through
separation anxiety experienced during periods of product deprivation. It can
become dependency and addiction.
• Love & Passion: Affinity and adoration towards a brand, in comparison to other
alternatives available. It’s a believe that the brand is irreplaceable and uniquely
qualified as relation partner. Without which customer’s feel they are missing
something.
• Self-Concept Connection: Degree to which a brand delivers on important identity
concerns, thereby expressing a significant part of the self-concept both past and
present, personal as well as social. Its feeling of comfort, control and security.
Brand Relationship Quality
• Commitment: Dedication to continued brand association and betterment of
relationship, despite circumstances foreseen and unforeseen. It means
faithfulness and loyalty.
• Intimacy: Deep familiarity with and understanding of both the essence of the
brand as a partner in relationship and the nature of the consumer-brand
relationship itself. It means strong brand-consumer relationship culture, sharing of
little known personal details, elaborate brand memory containing significant
experiences or association.
• Partner quality: It involves perception about the caliber of the role enactment
performed by the brand in its partnership role. Partner quality includes emphatic
orientation, reliability, trust and faith etc.
Life History of 3 Person (Pg 346 of PTB)
• The life history of 3 person as developed by Fournier
• Its in-depth qualitative interviews on brand attitude and usage pattern of 3 women in
different life stages and cohort group.
• It is life history of Jean, Karen and Vicki.
• Jean is 59 yrs old barmaid, living with her husband.
• Karen is recently divorced 39 yrs, working woman with 2 kids
• Vicki is 22 yrs graduate, staying away from parents, studying
• It explains the personal and socio-cultural context in which a person lives and then
further explains the role of these context on a person’s brand choice.
Takeaways
• Whether and in what sense consumer-brand relationship exists?
• What managerial utility lies exists in considering consumer-brand interaction within
relationship rhetoric frames?
Quantitative Research Techniques
• Brand Awareness
• Brand Image
• Other Approaches
• CBBE Method
• Social Media Analytics
• Brand Response: Purchase, WOM, NPP
The New Accountability
• Virtually every marketing dollar spent today must be justified as both effective and
efficient in terms of
• Return on marketing investment (R O M I)
• Increased accountability
• Has forced marketers to address tough challenges
• Develop new measurement approaches
The New Accountability
• Conducting Brand Audits
• Brand Inventory
• Brand Exploratory
• Brand Positioning and the Supporting Marketing Program
Conducting Brand Audits
• Brand audit
• Comprehensive examination of a brand to discover its sources of brand equity
• Consists of two steps
• Brand inventory
• Brand exploratory
Brand Inventory
• A digital inventory of brand assets may provide useful insights:
• Outdated brand accounts that have fallen into disuse
• Overlapping brand assets which can be merged or deleted
• Existing brand accounts with information that is either inaccurate or not up-to-date
• Particular digital and social media channels where the brand does not have a
presence
Brand Exploratory
• Second step of the brand audit
• Provides detailed information about what consumers actually think of a brand
• Research directed to understanding what consumers:
• Think and feel about a brand
• Act toward it
• Helps identify sources of brand equity and possible barriers
Sample Mayo Clinic Brand Concept Map
Social Media
Instagram
YouTube
Brand Element
Brand Positioning and the Supporting
Marketing Program
• Ideal brand positioning aims to
achieve congruence between:
• What customers currently believe
about the brand
• What customers will value in the
brand
• What the firm is currently saying
about the brand
• Where the firm would like to take
the brand
What to Track
• Product-Brand Tracking
• May want to first ask consumers what brands come to mind
• Next ask for recall of brands
• Then tests of brand recognition
• Corporate or Family Brand Tracking
• May want to track corporation or family brand separately or concurrently with
individual products
• Global Tracking
• May need a broader set of background measure for global tracking
Brand Equity Report
• Second step in establishing a successful brand equity management system
• Assemble results of the tracking survey and other relevant performance measure
for the brand
• Create a brand equity report or scorecard
• Distribute to management regularly
• Contents
• A brand equity report should describe:
• What is happening with the brand?
• Why is it happening?
• Should include more descriptive market-level information
Thank You