BRAND MEASUREMENT

GROUP 3
Almas Pratama Indrasti - Dion Wicaksono - Teguh Prasetyo
 What is Brand Measurement System?

• A brand equity measurement system is a set of research procedures designed to

provide marketers with timely, accurate, and actionable information about brands
so they can make the best possible tactical decisions in the short run and strategic
decisions in the long run.

• The goal is to achieve a full understanding of the sources and outcomes of brand
equity and to be able to relate the two as much as possible.

• The ideal brand equity measurement system would provide complete, up-to-date,
and relevant information about the brand and its competitors to the right decision
makers at the right time within the organization.
Measuring Brand Equity

Brand audits
Brand inventory & brand exploratory

Brand tracking
Quantitative research

Brand valuation
Estimating financial value
Brand Equity Model – Aaker Model

Perceived Quality

Brand Loyalty

Brand Awareness

Brand Loyalty
 Brand Equity Measurement
Perceived Quality

Nike general quality perception is High quality Brand

Durable - Lightweight – Material – Design – High Technology – Innovative

Social Identification
“if you are hype or want to be hype, just wear nike”
 Brand Equity Measurement
Brand Loyalty
First Choice?
Will costumer buy other brands if Nike not
available?
How to improve brand loyalty?
Brand Equity Measurement
Brand Loyalty
Brand Equity Measurement
Brand Awareness

Tools:

Survey
Website Traffic
Google Traffic
Social Listening
 Brand Equity Measurement
Brand Associations
Nike Character: Achiever – Winner – Determinant – Accomplishment – Out of the Box
Brand Equity Measurement
Nike – Overall Brand Equity Measurement

Most Associated with Nike:

• Products: Shoes
• Competitors: Adidas
• Related Concepts: Air
• Brand Atributes: Comfortable
Brand Equity Measurement
Resume Example
NIKE other brands