Mata kuliah : J0802 - Produk dan Merk
Tahun
: 2010
Pengukuran dan Interpretasi Brand
Performance
Pertemuan 12
Outline
• Rantai Nilai Merek
• Brand Tracking
• Pengukuran Ekuitas Merek – Customer Mindset
The Brand Value Chain
The brand value chain is a structures approach to
assesing the sources and outcomes of brand equity
and the manner by which marketing activities create
brand value
The Brand Value Chain
Value
Stages
Marketing
Program
Investment
Multiplier
Customer
Mind set
Program
Quality
Market
Performance
Marketplace
COndition
Shareholder
Value
Investor
Sentiment
Marketing Program Investment
Any marketing program investment that can contribute to
brand value development, intentionally or not, falls into the first
value stages
a). Program Qualitiy Multiplier : Four particulary important
ones are:
• Claritiy
• Relevance
• Disctinctive
• Consistency
b. Customer Mind set  five dimensions as particulary
important measures of the customer mind-set:
– Brand awareness
– Brand associations
– Brand attitudes
– Brand attachment
– Brand activity
c. Market Place Condition Multiplier  the extend to which
value created in the minds of customes affects market
perfromance depends on factors beyond the individual
customer :
Three such factors:
• Competitive superiority
• Channel and other intermediary support
• Customer size and profile
d. Market Performance
e. Investor sentiment multiplier  financial analyst and
investor consider a host of factors in arriving at their brand
valuations and investment decision:
– Market dynamic
– Growth potential
– Risk Profile
– Brand contribution
Designing Brand Tracking Studies
What to track?
• Product brand tracking
• Corporate or family brand tracking
• Global tracking
How to conduct tracking studies?
• Whom to track
• When and where to track
Brand Equity Management System
Is a set of organizational process designed to improve the
understanding and use of the brand equity concept within a firm
Brand equity charter: That provides relevants guidelines to
marketing managers within the company as well as to key
marketing partners outside the company such as ad agency
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