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Conative elements

Measurable with numbers

Customer actions

sales and response rates, toll-free number responses, response cards, internet responses, and redemption rates

Test markets assess advertisements, consumer and trade promotions, pricing tactics, and acceptance of new products.

Purchase simulation tests offer cost-effective methods to analyze the impact of advertising and promotion on immediate consumer purchase responses.

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Digital and social media campaigns

Unique set of measures

Real-time measures

clickthroughs, dwell rates, and dwell time.
Dwell rates: - the number of impressions that resulted in users clicking on an ad or mousing over it.
Dwell time-  the amount of time a visitor spent engaged with an advertisement.
Interactive data are carefully evaluated in light of the company’s IMC objectives.

The newest form of evaluation is measuring and monitoring web chat.

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Physical design of ads and marketing materials

Cognitive elements

Affective elements

Behavioral intentions

Positioning advertising copytesting (PACT) -> evaluate TV advertisements

9 principles

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Brand Responses

Brand Relationships

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Brand Awareness
Brand Image

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Free Association
...

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Chapter 10: Measuring Sources of Brand Equity: Capturing Customer Mind-set

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Chapter 10: Measuring Sources of Brand Equity: Capturing Customer Mind-set

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Establishing a brand equity management system

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Establishing a brand equity management system

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Brand Charter and Bible

Brand Equity Report

Brand Equity Responsibilities

Overseeing Brand Equity

Organizational Design and Structures

Managing Marketing Partners

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Brand tracking studies: collect information from consumers on a routine basis over time

What to track

Product-Brand Tracking

Corporate or Family Brand Tracking

Global Tracking

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Brand Positioning and the Supporting Marketing Program

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Brand Positioning and the Supporting Marketing Program

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Big Data and Marketing Analytics Dashboards

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Big Data and Marketing Analytics Dashboards

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- troves of data

Marketing Analytics dashboard

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Preliminary Activities

Interpreting Qualitative Research
direction, depth, and diversity

Mental Maps and Core Brand Associations.
Mental map: salient brand associations
Core brand associations: abstract associations (attributes and benefits) that characterize the 5 to 10 most important aspects or dimensions of a brand
Brand concept maps (BCM)

Conducting Quantitative Research.
Digital Marketing Reviews
way of summarizing info obtained from a digital marketing review: 5Cs related to the brand conversation

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provide a current, comprehensive profile of how all the products and services sold by a company are marketed and branded

Filing:
1, visual and written form for each product or service sold
2, inherent product attributes or characteristics of the brand;
3, pricing, communications, and distribution policies;
4, any other relevant marketing activity related to the brand.

4 types of useful insights a digital inventory of brand assets may provide:
(1) Outdated brand accounts that have fallen into disuse, and perhaps need to be closed or updated;
(2)Overlapping brand assets which can be merged or deleted, to ensure a more streamlined set of assets;
(3) Existing brand accounts with information that is either inaccurate or not up-to-date. (outdated logo - for e.g.)
(4) Particular digital and social media channels where the brand does not have a presence

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a comprehensive examination of a brand to discover its sources of brand equity

Marketing audits - 3 steps:
1, agreement on objectives, scope, and approach
2, data collection
3, + 4, report preparation and presentation

Brand audits - 2 steps

Brand inventory

Brand exploratory

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feelings are private and enduring

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feelings are experiential and immediate

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How frequently

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Strength

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Customers are engaged, or willing to invest time, energy, money, or other resources in the brand beyond those expended during purchase or consumption of the brand.

brand evangelists and ambassadors

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Customers feel a kinship or affiliation with other people associated with the brand

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requires a strong personal attachment

viewing the brand as something special in a broader context
state that they love the brand, and describe it as one of their favorite possessions

brand evangelists

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repeat purchases
amount or share of category volume

Share of category requirements

necessary but not sufficient

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The brand makes consumers feel better about themselves; consumers feel a sense of pride, accomplishment, or fulfillment

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The brand gives consumers a belief that others look favorably on their appearance, behavior,

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The brand produces a feeling of safety, comfort, and self-assurance. As a result of the brand, consumers do not experience worry or concerns that they might have otherwise felt.

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The brand makes consumers feel energized and that they are experiencing something special. Brands that evoke excitement may generate a sense of elation, of being alive, or being cool, sexy,

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Upbeat types of feelings make consumers feel amused, lighthearted, joyous, playful, cheerful

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The brand evokes soothing types of feelings and makes consumers feel a sense of calm or peacefulness.

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the extent to which customers view the brand as unique and better than other brands

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Customers also give it serious consideration and deem it relevant

which strong and favorable brand associations can be
created

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judgments about the company or organization

3 dimensions: perceived expertise, trustworthiness, and likability
(1) competent, innovative, and a market leader (brand expertise)
(2) dependable
and keeping customer interests in mind (brand trustworthiness)
(3) fun, interesting, and worth spending time with (brand likability)

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depend on specific attributes and benefits of the brand

Most important relate to its perceived quality and to customer value and satisfaction

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customers’ personal opinions about and evaluations of the brand

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strength, favorability, and uniquenes

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User imagery might relate to the size or type of organization

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4. History, heritage, and user experiences

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4. History, heritage, and user experiences

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- Associations to their past and certain noteworthy events in the brand’s history

- Recall distinctly personal experiences and episodes or past behaviors and experiences of friends, family, or others

-> create POD

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Five dimensions of brand personality:

sincerity (down-to-earth, honest, wholesome, and cheerful)

excitement (daring, spirited, imaginative, and up-to-date)

competence (reliable, intelligent, successful)

sophistication (upper class and charming)

ruggedness (outdoorsy and tough)

Ads & marketing communication can influence:

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Purchase situation:

Conditions or situations they can or should buy and use the brand

Type of channel

Ease of purchase and associated rewards (if any).

Usage situation

the time of day, week, month, or year to use the brand;

location—for instance, inside or outside the home;

type of activity during which to use the brand—formal or informal.

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Demographic factors: Gender, Age, Race, Income

Psychographic factors: attitudes toward life, careers, possessions, social issues, or political institutions

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The pricing policy creates associations in consumers’ minds about

how relatively expensive (or inexpensive) the brand is,

whether it is frequently or substantially discounted.

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aesthetic considerations: size, shape, materials, and color involved

-> Sensory aspects:

how a product looks and feels

what it sounds or smells like.

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3. Service effectiveness, efficiency, and empathy.

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3. Service effectiveness, efficiency, and empathy.

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Service effectiveness: how well the brand satisfies customers’ service requirement

Service efficiency : speed and responsiveness of service

service empathy : the extent to which service providers are seen as trusting, caring, and having the customer’s interests in mind

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2. Product reliability, durability, and serviceability

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2. Product reliability, durability, and serviceability

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Reliability: consistency of performance over time and from purchase to purchase

Durability: the expected economic life of the product

Serviceability: the ease of repairing the product if needed

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1. Primary ingredients and supplementary features.

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1. Primary ingredients and supplementary features.

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depends on the extrinsic properties of the product or service, including how the brand attempts to meet customers’ psychological or social needs

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Meet customers' more functional needs

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Brand must be top-of-mind awareness, sufficient mindshare, right times and places

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Expand brand breadth via needs satisfied or benefits offered

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Establish

-> Organization of product category tt prevails in memory will play an important role in brand awareness, brand consideration and consumer decision-making

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The range of purchase and usage situations in which the brand element comes to mind and depends to a large extent on the organization of brand and product knowledge in memory.

- Oft-neglected consideration

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how likely it is for a brand element to come to mind and the ease with which it does so.

A brand we easily recall has a deeper level of brand awareness than one that we recognize only when we see it

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customer's ability to recall and recognize the brand under different conditions and link to brand name, logo, symbol, and so forth, to certain associations in memory

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Brand knowledge = brand awareness + brand image

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consumers’ ability to confirm prior exposure to the brand when given
the brand as a cue

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consumers’ ability to retrieve the brand from memory when given the product category, the needs fulfilled by the category, or a purchase or usage situation as a cue

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- Measure aspects of brand awareness

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///Chose Points-Of-Difference

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Defining and Communicating the Competitive Frame of Reference

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Defining and Communicating the Competitive Frame of Reference

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///Communicating Category Membership
Product's category membership tell consumers about the goals they might achieve by using a product or service

3 ways
- Communicating category benefits (e.g. cake)
- Comparing to exemplars
- relying on product descriptor

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///Points of Difference Associations (PODs):
an attribute or benefits tt consumers strongly associate with a brand, positively evaluate and believe tt they could not find to the same extent with a competitive brand
e.g. IKEA

PODs may rely on

performance attributes

performance benefits

imagery associations

PODs are generally defined in terms of consumer benefits tt have important underlying proof points or RTBs (Reason to believe)
-> CAN COME FROM
Functional Design Concerns
Key Attributes
Key Ingredients
Key endorsements

///Points of Parity Associations (POPs):
not necessarily unique to the brand but may, in fact, be shared with other brands

3 types: category, competitive, and correlational

///POPs vs. PODs.
POPs are important because they can undermine PODs; unless POPs can be achieved to overcome potential weaknesses, PODs may not even matter

There is a zone or range of tolerance or acceptance with POPs. The brand doesn't have to be seen as literally equal to competitors, but consumers must feel that it does sufficiently well on that particular attribute or benefit so that they don't consider it to be a negative or a problem

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The competitive analysis considers a whole host of factors:
Resources, Capabilities, and likely intentions of various firms
-> Choose a market where consumers can be profitably served.

///Indirect Competition
Brands compete to serve the same segment within a broad category.
A lesson stressed by many marketing strategists is not to define the competition too narrowly.
Competition often occurs at the benefit level rather than the attribute level.

///Multiple Frames of Reference
When a brand identifies with multiple FOR
e.g: Cannon
e.g: Starbucks

Some POPs AND PODs are shared across competitors. -> 2 main options:
Ideally, develop q robust positioning
Or Prioritize and choose the most relevant set of competitors to serve as the competitive frame

Do not try to be all things to all people. -that typically leads to ineffective lowest common denominator positioning

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results when consumers lack either

purchase motivation (they don't care about product and service)

purchase ability (they don't know anything else about the brands in a category)

or purchase opportunity (they don't have the time or face some other constraint such that they cannot make a more deliberate or thoughtful brand choice)

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Takes marketing programs tt link strong, favorable, and unique/ distinc t associations to the brand in memory.

brand associations may be either brand attributes or brand benefits

Brand Attributes: descriptive features tt characterize a product or service

Brand Benefits: personal value and meaning tt consumers attach to product or service attributes

Strength of Brand Associations

The more deeply a person thinks about product info and relates it to existing brand knowledge, the stronger the resulting brand associations will be

Use personal relevance and the consistency

Favorability of Brand Associations

The brand possesses relevant attributes and benefits that satisfy consumers' needs and wants.

Consumers will not hold all brand associations to be equally important; brand associations may be situation-or context-dependent.

Unique of Brand Associations

The essence of brand positioning is that the brand has a sustainable competitive advantage or unique selling proposition tt gives consumers a compelling reason why they should buy.

Product category associations can be shared with all brands in the category

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Chapter 2 &3 in Part II: Overview of Brand Equity and a blue print for the rest of the book.

Chapter 4-8 in Part III: How to build brand equity

Chapter 9-11 in Part IV: Measure Brand Equity

Chapter 12-15 in part V: Manage Brand Equity

Chapter 16 in part VI: Additional Applications and perspectives

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Brand Relevance
Brand Differentiation

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Maintaining brand relevance and differentiation is important to the success of a brand

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Apple: simple but well-known word tt was distinctive in the product category -> develop BRAND AWARENESS
P.147

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Legally

Competitively

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Flexible

Updatable

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Within and across product categories

Across georaphical boundaries and cultures

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Fun and interesting

Rich visual and verbal imagery

Aesthetically pleasing

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Descriptive

Persuasive

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Easily reconized

Easily recalled

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CRITERIA FOR CHOOSING BRAND ELEMENTS (6)

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CRITERIA FOR CHOOSING BRAND ELEMENTS (6)

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brand identities - trademarkable devices tt serve and identify and differentiate brand

brand names, URLs, logos, symbols, characters, spokespeople, slogans, jingles, packages, and signage

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Lec 4: Choosing Brand Elements to Build Brand Equity

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Lec 4: Choosing Brand Elements to Build Brand Equity

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Can be form indirectly
through advertising or by other source of info (WOM)

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Can be formed directly
from a customer's own experiences and contact with brand

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is made up of 2 major categoris of BRAND ASSOCIATIONS related to

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Brand Salience -> right identity
-> measures brand awareness + how often and easily the brand is evoked under various situations.
-what types of cues or reminders are necessary
-how pervasive the brand awareness

///Breadth & Depth of Awareness
gives product identity by linking brand elements to a product category and associated purchase and consumption or usage situations
- depth: how likely it is for a brand element to come to mind, and the ease with
- breadth: range of purchase and usage situations in which brand elements come to mind, and to large extent on organization of brand and product knowledge in memory

///Product Category Structure
product category hierarchy -> important role in brand awareness, brand consideration, and customer decision-making

///Strategic Implication
-slides