MM6016
BRANDING AND MARKETING COMMUNICATION
BRAND AUDIT & BRAND RESEARCH
Master of Business Administration
School of Business and Management
Institut Teknologi Bandung
1
Definition
• Keller (2008, p. 126):
“Brand audit is a comprehensive
examination of a brand to
discover its sources of brand
equity”
2
Concept of Brand Audit
•
•
•
•
•
External-oriented
Customer-focused
Assess the health of the brand
Uncover the sources of brand equity
Suggest ways to improve and leverage the
brand equity
3
Brand Audit Perspective
• A brand audit reguires understanding sources of brand equity
from the perspective of both the firm and the consumer.
• The Firm perspective
It is necessary to understand exactly what product and
services are currently being offered to the consumer and how
they are being marketed and branded
• The Consumer perspective
It is necessary to dig deeply in their minds and tap
perceptions and beliefs to uncover the meaning of brands and
products
4
Brand Audit Steps
Keller (2008):
1. Brand Inventory  provide a current,
comprehensive profile of how all the
products and services sold by a company are
marketed and branded
Brand inventory analysis includes the
following descriptions:
1.
2.
The names, logos, symbols, characteristic, packaging, slogans, or
other trademark used
The inherent product attributes or historical characteristics of the
brand and pricing, communications, distribution policies, and any
other relevant marketing activity related to the brand
5
Brand Audit Steps
2. Brand Exploratory  provide detailed information
about what consumers think of the brand.
Brand exploratory is reserach acitivity designed to
identify potential sources of brand equity.
Activities that useful for brand exploratory are :
1.
2.
Reviewing past studies
Interviewing relevant personnel to get some insight.
3.
Do qualitative and quantitave research for the wide range
6
By Keller
Based on above figure,
The data in brand inventory, will help brand flush out the bottom left
quadrant and tell the position of brand are claiming out there in the world
The data in brand exploratory, will help brand fill out the top two slices of the
piece, telling the brand position by customers currently think and what
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customer value for the brand
MM6016 Branding and Marketing Communication
Brand Audit
Worksheets
8
Types of Worksheets
•
•
•
•
•
•
•
•
•
•
Market Analysis
Target Audience
Competitive Analysis
Point of Differentiation (POD)
Brand Traits
Brand Positioning
Brand Message
Brand Credentials
Marketing Communication
Brand Measurement
9
180MM subscribers, 9 million web users (53% between 18 and 27),
+9.3% growth yoy, QWERTY market
Internet penetration doubled in the past 4 years (45% mail, 45% social media
& chat, 10% browsing)
Applications on smartphones (ala I-Phone)
Community formation (BB communities)
XXX Million USD per year
Practical, useful, worthwhile, easy to get & cheap applications on smartphones
10
Source of data:
Cluster Analysis
Media Segmentation Data
In Depth Interviews
Focus Group Discussion
11
Male
15-25 yo
SEC A/B
Live in top cities
Techno savvy
Progressive
Want to be the best
Female
15-25 yo
SEC A/B
Live in top cities
High mobility
Design vs feature
Social networking
Function #1
5MM people
5MM people
Electronics malls
Certified dealers
Electronics malls
Certified dealers
TV (main)
Magazine
Radio
Mobile
Social network
TV (main)
Magazine
Mobile
Social network
12
Nokia
Blackberry
IPhone
49% of cellphone category
86% of smartphone category
Rp.1.5 (C class)
-6M
500K users (+3000 per day)
Rp.4-6M
80K users
Rp.6-8M
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Result of
the factors analysis!
Result of
Discriminant
Analysis
14
NOKIA
Trusted brand?
User friendly?
Blackberry
Cheap internet connectivity
Trend following
Iphone
Young, hip & cool
Exclusivity
Interesting Applications
15
Result of study on brand
character association
variables
Brand Character that is in
line with the brand strategy
16
Smart
X
Trendy
Cool
Efficient
The Pioneer
X
A trusted friend
17
Source of data:
Qualitative Assesment of
Communication Assetss
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Smart phones
NOKIA
Blackberry
Iphone
Touch/QWERTY, camera, Internet
Sleek design
User friendly interaction
Internet connection (push email,
Social networking, browsing)
BB messaging
Touch screen , Camera , Internet
Unique & Free Applications
Personal music organizer
Only Nokia Human technology
enables you to get more out of life.
Real time, Instant Access
& connectivity
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Brand Message Worksheet
Product :
Brand :
Target
Audience:
What the target thinks now:
What we want them to think:
Core brand message :
The message that will change their behavior/perception
RTB:
The claim support/reason to believe that brand
can deliver the message
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Brand Message Worksheet
Product : Smart Phone
Brand : Nokia
Target
Audience:
Young Urbanites
What the target thinks now:
What we want them to think:
Nokia is the real people connector.
Core brand message :
RTB:
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Historical tracking of brand’s
good credentials
22
Based on media budget
tracking.
Should also be done on
competitors as a comparison
23
Source of data:
Retail Data
Brand Health Scorecard
Household Panel data
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Brand Measurement Worksheet
Sales (MM USD)
Distribution
Market Share
Market Price
Complaints
Awareness
Brand Preference
Perceived Quality
Perceived Value
Perceived Difference
Customer Satisfaction
Purchase Intent
Repurchase Intent
Willingness to refer
Loyalty
Oct 09
121
89
9%
18999
10
Nov 09
111
89
8.9%
19001
12
Dec 09
100
89
8.6%
19201
9
Jan-10
156
89
9.2%
16700
9
Feb-10
188
90
9.5%
15900
9
80%
80%
80%
84%
84%
10%
9%
8%
10.5%
11%
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MM6016 Branding and Marketing Communication
Brand Research
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Objectives
1.
2.
3.
4.
5.
6.
7.
Assess customer perception about brand
Assess brand health
Assess brand competition
Assess brand potentials
Assess market opportunities
Evaluate brand innovation
Etc
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Brand Research Steps
Formulate
Research
Problems and
Objectives
Conduct
Explorative Study
Prepare Field
Study
Conduct Data
Collection
Conduct Data
Analysis
Conclusion and
recommendation
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Example: Sunsilk Co-Creation (1)
Research
Problem
• Sunsilk launched the co-creation formulas for shampoo and hair care in 2009.
• Objective: to strengthen Sunsilk images
• Problem: To what extent perception toward Sunsilk Co-Creation influences the
image of Sunsilk?
Exploratory
Study
• Literature study on brand extension and consumer’s perceptions of consumer
goods
• In-depth interview with Sunslik Senior Brand Manager and FGD with Sunsilk
target market. Objectives: to identify important attributes for survey research
Field Study
Design
• Design questionnaire
• Determine population
• Design sampling method
• Determine sample size
• Design data collection and analysis
Source: Anjani, A.H., 2011. ANALYSING INFLUENCE OF SUNSILK CO-CREATION TOWARD PERCEPTION OF
SUNSILK IN BANDUNG, Undergraduate Final Project, School of Business and Management, Institute of Technology
Bandung
29
Example: Sunsilk Co-Creation (2)
Questionnaire variables:
• Sunsilk as a brand which give beautiful hair result
• Sunsilk as a brand that solves various hair
problems
• Sunsilk as a brand that gives visible result to the
users
• Sunsilk as a trusted brand
• Sunsilk as a modern brand
• Sunsilk as a brand that makes its users feels
confident with their hair
Source: Anjani, A.H., 2011. ANALYSING INFLUENCE OF SUNSILK CO-CREATION TOWARD PERCEPTION OF
SUNSILK IN BANDUNG, Undergraduate Final Project, School of Business and Management, Institute of Technology
Bandung
30
Example: Sunsilk Co-Creation (3)
Respondent Data
Source: Anjani, A.H., 2011. ANALYSING INFLUENCE OF SUNSILK CO-CREATION TOWARD PERCEPTION OF
SUNSILK IN BANDUNG, Undergraduate Final Project, School of Business and Management, Institute of Technology
Bandung
31
Example: Sunsilk Co-Creation (4)
Respondents’ Perceptions
No
Variable
Mean
Top Two Box
No
1
2.49
48.88%
1
2.4
44.14%
2
2.36
38.91%
3
4
Sunsilk Gives Beautiful Hair All Day
Sunsilk as a Brand that Solves Various
Hair Problem
Sunsilk Gives Visible Result to its
Users
Sunsilk is a Trusted Brand
2.72
68.33%
4
5
Sunsilk is a Modern Brand
2.67
65.84%
5
6
Sunsilk Makes its Users Feel Confident
2.38
43.40%
6
2
3
Variable
More Convinced that Sunsilk Gives
Beautiful Hair All Day
More Convinced that Sunsilk as a
Brand that Solves Various Hair
Problem
More Convinced that Sunsilk Gives
Visible Result to its Users
Establish Sunsilk Image as Trusted
Brand
More Convinced that Sunsilk is a
Modern Brand
Enhance image of Sunsilk as a Brand
that Makes its Users Feel Confident
Mean
Top Two Box
2.67
65.83%
2.75
66.84%
2.68
63.59%
2.96
80.55%
3.11
88.03%
2.84
73.31%
Source: Anjani, A.H., 2011. ANALYSING INFLUENCE OF SUNSILK CO-CREATION TOWARD PERCEPTION OF
SUNSILK IN BANDUNG, Undergraduate Final Project, School of Business and Management, Institute of Technology
Bandung
32
Example: Sunsilk Co-Creation (5)
T-Test of Mean Differences
Pair
1
Pair
2
Pair
3
Pair
4
Pair
5
Pair
6
Beautiful Hair Pre –
Beautiful Hair Post
Solves Hair Problems Pre –
Solves Hair Problems Post
Visible Result Pre – Visible
Result Post
Trusted Brand Pre – Trusted
Brand Post
Modern Brand Pre –
Modern Brand Post
Give Confidence Pre – Give
Confidence Post
Paired Differences
95% Confidence
Interval of the
Std.
Std.
Difference
Deviat Error
Mean
ion
Mean
Lower
Upper
-.17955 .63062 .03149 -.24146 -.11764
t
-5.702
Df
400
Sig.
(2taile
d)
.000
-.34165 .66745 .03333
-.40717
-.27612
-10.250
400
.000
-.32419 .60385 .03015
-.38347
-.26491
-10.751
400
.000
-.23441 .63239 .03158
-.29650
-.17233
-7.423
400
.000
-.44888 .80188 .04004
-.52760
-.37016
-11.210
400
.000
-.46135 .69938 .03493
-.53001
-.39269
-13.210
400
.000
Source: Anjani, A.H., 2011. ANALYSING INFLUENCE OF SUNSILK CO-CREATION TOWARD PERCEPTION OF
SUNSILK IN BANDUNG, Undergraduate Final Project, School of Business and Management, Institute of Technology
Bandung
33
Example: Sunsilk Co-Creation (6)
Regression Analysis
Y = 0.938 + (0.017 x X1) + (0.670 x X2)
Y
X1
X2
= Overall perception of ability to solve all
hair problems of Sunsilk after Co-Creation
= Perception of Sunsilk
=Perception of Sunsilk Co-Creation
Source: Anjani, A.H., 2011. ANALYSING INFLUENCE OF SUNSILK CO-CREATION TOWARD PERCEPTION OF
SUNSILK IN BANDUNG, Undergraduate Final Project, School of Business and Management, Institute of Technology
Bandung
34
Example: Sunsilk Co-Creation (7)
Conclusions
“Sunsilk Co-creation significantly affects respondents’
perceptions toward Sunsilk, the strongest one is about its
ability to solve all hair problems”
Recommendations
• Sunsilk can maximize this opportunity by adding wellknown brand ingredient to its product or doing
ingredient branding.
• Adding a well known hair experts, preferably
Indonesian hair expert, to be a ‘local ambassador’ of
Sunsilk in Indonesia
Source: Anjani, A.H., 2011. ANALYSING INFLUENCE OF SUNSILK CO-CREATION TOWARD PERCEPTION OF
SUNSILK IN BANDUNG, Undergraduate Final Project, School of Business and Management, Institute of Technology
Bandung
35
Example: Rolex Brand Audit
(Keller, 2008, p.132-137)
•
•
History
Brand Inventory
–
–
–
•
Brand Exploratory
–
–
–
–
–
–
–
•
Product related attributes
Rolex brand portfolio
Communication, pricing and distribution
Customer knowledge
Sources of brand equity
Ambassadors
Sports & culture
Philanthropy
CBBE
Counterfeiting: threat to equity
Recommendations
–
–
–
–
–
Introduce new design
Connect with female customers
Attack the counterfeit industry
Understand younger consumers
Communicate long-term value
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Example : Calvin Klein Brand Audit
Brand inventory
Target market : The consumer who is “14 to 50 years old and desires modern
fashion forward products”
Distribution : distributed within all tiers department store and reach all levels of
consumers
Advertising : advertising spans in 21 countries and reaches and estimated 98
million people globally.
Product : have a variety of product classifications, (women’s sportwear, denim,
menswear, underwear, men’s accessories and footwear, swimwear, fragrances,
eyewear, footwear, home furnishings)
Price : have the variying prices.
Promotions : used brand ambasador
Place : has stores in 130 territories outside US and 650 domestic retail locations
Brand Mantra : “Sex, luxurious, minimal, classic, intimate and professional”
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Brand Elements  Name : “Calvin Klein”
Symbols : “CK”
Slogans : - “Between love and madness lies obsession”
- “Nothing comes between me and my Calvin Klein”
(for CK jeans)
Sultry and neutral colors for the shopping bags
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• Brand Exploratory
- Consumers trusting of the brand
- Consumers feel confident used the product
- Consumers have perception that CK produces quality lasting products
- Key word describe the brand by consumers :
“ Sexy, Sophisticated, Casual, Hip, Daring and Distinct”
Recommendation
Calvin Klein for children is currently the weakest of the company brand
extentions because it is still lacking in the profit.
The brand must expand their products to include clothing that children living
in household with alower income would wear.
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MM6016 Branding and Marketing Communication
Mapping Brand
Association
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Strategic Brand Association Map
Strategic brand association maps:
developing brand insight
Brian D. Till
School of Business Administration, Loyola University, Chicago, Illinois, USA
Daniel Baack
Daniels College of Business, University of Denver, Denver, Colorado, USA
Brian Waterman
Waterman Research Solutions, LLC, St Louis, Missouri, US
Journal of Product & Brand Management, 20/2 (2011) 92–100
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Features of Brand Association
1.
2.
3.
4.
5.
Strength.
Favorability/valence.
Uniqueness.
Relevance.
Number.
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Steps
1. Determine the competitive set.
2. Generate free associations.
3. Collect response latency data for strength of
associations.
4. Measure uniqueness, relevance, and
favorability of associations.
5. Construct the strategic brand association
maps.
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Source: Till et al. (2011), p. 96
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