BMP: Brand Management Process
• Establishing BRAND POSITIONIING
• Creating BRAND DESIGN
• Measuring BRAND PERFORMANCE
• Sustaining BRAND EQUITY
Why Measure?
• How strong is our brand?
• Impact of Marketing Activity
• Overall value of the Brand
RETURN ON MARKETING INVESTMENT (ROMI)
Brand Value Chain
Marketing
Inputs
Consumer
Mindset
Market
Performance
Measuring Brand Performance
Quantitative Research
Quantitative: Tracking Study
•
•
•
•
Continuous rolling panels
Survey Method
Pre-Defined Parameters
Study the Impact of Marketing Inputs
– Level of Impact
– Degree of Impact
Product-Brand Tracking
• Brand Awareness
– Recall (TOM/Unaided/Aided)
– Recognition
• Ad Awareness
• Brand Associations
– Benefit Associations
– Quality Associations
– Image Associations
• Brand Consideration
ATP by Millward Brown
• 50 to 100 per week
• 10-12 Minute interviews over brand & comp.
• Covering awareness, positioning, loyalty,
response to communication
ATP Sample Data
Methodology
What?
Who?
Millward Brown ATP
MALES
 Aged 25- 50 years
 From SEC A/B
 Working Full Time
 Decision maker for financial products in the household
FEMALES
 Aged 25- 50 years
 From SEC A/B
 Working
 Decision maker OR Joint Decision maker for financial products in the household
Where?
Mumbai, Delhi, Kolkata, Chennai, Bangalore, Hyderabad,
Ahmedabad
When?
October – December, 2004
Top spenders across markets – Press*
Oct’04 – Dec’04
In Rs. Lakhs
Mumbai
Chennai
LIC
65
LIC
21
ICICI Prudential
62
HDFC
15
HDFC Standard
48
Max New York
9
Aviva
33
ICICI Prudential
9
SBI Life
24
AMP Sanmar
7
1.
ICICI Prudential
235
2.
HDFC Standard
178
3.
LIC
136
4.
SBI Life
101
5.
Aviva
86
6.
Bajaj Allianz
84
7.
AMP Sanmar
48
8.
Max New York
53
9.
Birla Sun Life
44
10.
Tata AIG
29
LIC
50
Tata AIG
1
11.
ING Vysya
17
ICICI Prudential
33
SBI Life
4
HDFC Standard
27
Om Kotak
0
12.
Om Kotak
15
SBI Life
15
MetLife
2
13.
MetLife
8
Aviva
12
Max New York
4
Delhi
Bangalore
Ahmedabad
LIC
64
LIC Total
19
ICICI Prudential
15
HDFC Standard
36
HDFC Standard
15
HDFC Standard
12
Aviva
28
ICICI Prudential
12
LIC
11
Max New York
26
SBI Life
9
SBI Life
8
ICICI Prudential
26
Aviva
8
Aviva
5
Kolkata
*Normalized to 100cc
Hyderabad
Source: Mind Share
Snapshot – 7 markets
(Mumbai+Delhi+Kolkata+Chennai+Bangalore+Hyderabad+Ahmedabad)
I-Pru
LIC
TATA-AIG
Brand Awareness
TOM Recall
Spontaneous Recall
6
54
87
99
0
28
Ad Awareness
Spontaneous Recall
28
60
10
Consideration
Top box
Top 2 boxes
2
42
86
91
0
10
Image
The best company to have a
relationship with
26
96
8
Offers the best returns
23
86
6
Comes out with new &
innovative products
30
86
8
7222
169
17
245
3313
38
All figures are in %
Base
- 3654 respondents
GRPs
Press Spends (Rs. Lakhs)
LIC has the highest scores on brand health, imagery and consideration.
Communication Awareness
COMMUNICATION AWARENESS
All markets
I-PRU
3654
%
41
LIC
3654
%
53
SBI
3654
%
11
TATA-AIG
3654
%
10
HDFC
3654
%
7
AMP
3654
%
7
29
6
12
1
34
10
23
1
6
2
3
-
7
2
2
-
2
2
2
-
5
1
1
1
Detailed recall (TV)
Proven recall (TV medium)
Brand generic
Execution-specific
Saath Phera
Wrong recall (brand/product)
1500
%
67
19
12
7
6
4
1948
%
59
7
7
-
388
%
45
27
4
23
378
%
42
16
3
13
243
%
26
1
1
-
260
%
66
27
27
-
-
-
-
-
-
GRPs (TV)
Press spends
1032
34
2
19
358
14
473
4
0
25
345
7
Base: All respondents
Total Brand communication aware
(across media)
TV
Newspapers
Hoardings
Radio
Base: All claimed TV recallers
Overall brand communication awareness is high for LIC followed by I-Pru.
Overall, proven recall is low across brands.
Execution Recall – ICICI Prudential
Execution-recall
Base : Proven recallers of I-Pru Har Vaada ad
Shown man emptying suitcase of angry wife
Voice-over: Saat janmo tak suraksha karoonga
Shown old man help wife get into an escalator
Shown couple walking around fire
Husband applies sindoor on wife’s head
Any mention of ICICI Prudential
90
%
9
7
10
74
60
43
Impressions
Made you more interested to know about pdts of I-Pru
What it said was relevant to me
What it said was believable
Told me something new
Is an enjoyable ad
More likely to consider the next time
% Agree strongly
20
21
29
29
55
26
Mean score
3.73
3.88
3.95
3.85
4.34
3.69
Weak recall of executional lements; seen more as an enjoyable ad and evokes
lower than desired scores on response measures.
Profile of proven recallers
Base : Proven recallers of I-Pru ad
Mumbai
Delhi
Chennai
Bangalore
Hyderabad
Ahmedabad
90
%
23
10
61
1
1
3
25-35 years
36-50 years
64
36
SEC A1+
SEC A1
SEC B
22
33
44
Recall of I-Pru largely led by Chennai and amongst younger audience.
SLOGAN RECALL
All figures are in %
All
Currently Invested
Aware
Currently Invested
Rejecter of L.I
Non-Rejecter of L.I
Non-Rejecter of L.I
ZINDAGI KE SAATH BHI, ZINDAGI KE BAAD BHI
Life Insurance Corporation (LIC) 59
40
65
56
ICICI Prudential Life Insurance
11
22
11
8
SBI Life Insurance
1
4
1
0
1580
131
741
708
34
22
38
32
Life Insurance Corporation (LIC) 23
25
27
18
Base: All respondents recalled the slogan____
HAR VAADE MEIN AAPKE SAATH
ICICI Prudential Life Insurance
Kotak Mahindra
1
-
1
1
SBI Life Insurance
1
3
2
1
Tata AIG Life Insurance
1
1
1
2
1011
72
459
480
Life Insurance Corporation (LIC) 22
29
23
19
ICICI Prudential Life Insurance
10
8
13
6
Tata AIG Life Insurance
6
1
7
5
Base: All respondents recalled the slogan____
JEENE KI AZAADI
Kotak Mahindra
Base: All respondents recalled the slogan____
3
3
2
4
964
106
417
441
SLOGAN RECALL
All figures are in %
All
Currently Invested
Aware
Currently Invested
Rejecter of L.I
Non-Rejecter of L.I
Non-Rejecter of L.I
KAL PAR CONTROL
Aviva Life insurance
21
4
19
26
ICICI Prudential Life Insurance
10
4
12
8
Life Insurance Corporation (LIC)
9
25
11
5
Kotak Mahindra
3
0
3
5
Tata AIG Life Insurance
3
4
2
3
552
48
242
262
MetLife Insurance
65
44
66
67
Life Insurance Corporation (LIC)
3
6
5
1
ICICI Prudential Life Insurance
1
8
1
0
Max New York Life Insurance
1
3
1
1
Base: All respondents recalled the slogan____
902
62
427
413
Base: All respondents recalled the slogan____
HAVE YOU MET LIFE TODAY
Brand Associations
BRAND
IMAGE PROFILING
IMAGE
PROFILES
- An Illustration
Pvt. Brand
PSU Brand
30
40
55
38
55
55
29
27
30
35
45
45
47
52
50
45
50
15
37
30
70
35
4
5
6
Innovative services
50
40
Pvt. Brand
PSU Brand
This brand is most visible
Offers good value
to customers
Good network of agents
15
Good schemes
Open on convenient times
12
-8
Promptness - complaints
Modern organisation
-2
5
wide range of products
Responsive Company
personnel
Innovative schemes
7
10
7
5
-20
15
22
19
10
15
6
-18
3
2
25
Very trustworthy
% Associations
2
Differentiation
©
BIP – 7 markets
(Mumbai+Delhi+Kolkata+Chennai+Bangalore+Hyderabad+Ahmedabad)
I-PRU
Best Insurance Co. to have a relationship with
-1
4
3
Takes care of its customers
Offers the best returns
-1
4
-1
Different policies for the entire family
-3
Ensures safety of my money
-3
2
1
1
1
-1
0
1
-2
0
0
1
4
0
2
1
Will settle claims quickly
2
Addresses queries promptly
2
Avg. Asso :
-1
2 -4
Agents could be trusted to give correct information -1
Base :
1
1
Easy access for buying a policy /pay premiums
Can be trusted to be there ten years from now
1
-6
-1
-5
-3
-1
1
1
0
-1
0
0
0
-1
0
0
-2
1
0
1
0
1
9 -1
1
0
0
0
0
0
0
0
0
0
0
0
0
-3
0
-1
0
-1
1
2
KOTAK
-1
0
-1
ING V
-2
-1
-1
Delivers what it promises
-1
2
-5
T-AIG
1
-2
-3
2
Helps in choosing a policy
HDFC
2
-4
Comes out with new & innovative products
Makes products for people like me
SBI
LIC
0
10
-1
0
-1
0
(3452)
(3654)
(2878)
(2867)
25
89
17
11
1
(2614)
8
-1
(1938)
(2411)
5
5
Imagery
• ICICI Prudential
– Differentiates on following attributes
• Has different policies for entire family (Ahmedabad)
• Comes out with products that are new and innovative (Delhi, Mumbai)
• Takes care of its customers through good service (Hyderabad, Mumbai)
• Best Insurance company to have a relation with (Hyderabad)
• Will settle claims quickly (Hyderabad)
• Has knowledgeable agents who help me in choosing a policy (Bangalore, Chennai)
• Ensures safety of my money (Chennai)
• Will settle claims quickly (Chennai)
• Addresses queries promptly (Chennai)
• Can be trusted to be there ten years from now (Chennai)`
Imagery
•
LIC
– Not differentiated in Chennai & Hyderabad
– Differentiates on following attributes
• Best Insurance company to have a relation with (Ahmedabad, Bangalore, Delhi, Kolkata, , Mumbai)
• Company delivers what it promises (Ahmedabad)
• Addresses queries promptly (Bangalore)
•
SBI Life
– Differentiates on following attributes
• Takes care of its customers through good service (Chennai, Mumbai)
• Ensures safety of my money (Chennai, Hyderabad, Mumbai)
• Can be trusted to be there ten years from now (Chennai, Hyderabad, Mumbai)
• Best Insurance company to have a relation with (Hyderabad)
• Company always delivers what it promises (Mumbai)
Brand Consideration
BRAND CONSIDERATION
Q1’01
%
Q2’01
%
Q3’01
%
11
16
16
One of 2 or 3 brands I would consider 30
22
32
The only brand I would consider
One of several brands
11
8
7
Brand I might consider
7
8
11
Brand I would not consider
41
47
34
© Millward Brown International 2001
JXXXX A2BS00
INTENTION TO PURCHASE
All figures are in %
All
Currently Invested
Aware
Currently Invested
Rejecter of L.I
Non-Rejecter of L.I
Non-Rejecter of L.I
Extremely unlikely to purchase
31
68
17
36
Quite unlikely to purchase
15
10
13
19
Quite likely to purchase
22
14
30
14
Extremely likely to purchase
15
6
21
12
3654
375
1705
1574
Base – All respondents
RECOMMENDED LIFE INSURANCE COMPANY
Currently Invested
Aware
Currently Invested
Rejecter of L.I
Non-Rejecter of L.I
Non-Rejecter of L.I
Life Insurance Corporation (LIC) 87
84
82
95
ICICI Prudential Life Insurance
3
8
3
2
SBI Life Insurance
1
3
1
0
Kotak Mahindra
0
1
0
0
Tata AIG Life Insurance
0
1
0
0
3654
375
1705
1574
All figures are in %
Base – All respondents
All
Brand Dynamics
BRAND DYNAMICS MODEL
What is Brand Dynamics?
• Brand Dynamics both measures and explains a brand's
Consumer Equity or Value.
• It bridges the gap between consumer perceptions and
sales
– By identifying the perceptions & attitudes that will most
effectively strengthen the brand
– And estimating the impact on sales of changing them
Components of Brand Dynamics
Consumer Value
CONSUMER VALUE is the potential value of each consumer
to the brand.
Measured through a “consideration” scale which is suitably
adjusted for effects such as brand size, consumer typology,
brand price etc. Consumer Value correlates very well with value
share of the brand.
Components of Brand Dynamics
Brand Pyramid : the “dynamics” of Consumer Value
Helps to explain why the strength of someone’s relationship
with a brand might vary based on their brand associations.
This is done through the Brand Pyramid framework which
draws a hierarchy of consumers for each brand - depending
on their relationship with the brand.
BRAND PYRAMID
BrandDynamics™ PYRAMID
The Brand Pyramid is the framework for
defining how consumers relate to brands
Bonded
Advantage
Performance
Relevance
Presence
Millward Brown International
[c:\andy aequity \afsell3.ppt\23]
THE FIVE LAYERS OF THE
PYRAMID


Presence is the gateway to the market
Consumers without presence are of little current value to
the brand.
PRESENCE
THE FIVE LAYERS OF THE
PYRAMID

The size of the market available to the brand is defined by
the relevance of the brand to the consumers needs and
pocket.
RELEVANCE
PRESENCE
THE FIVE LAYERS OF THE
PYRAMID

For a consumer to buy the brand repeatedly, it must
deliver acceptable product performance.
PERFORMANCE
RELEVANCE
PRESENCE
THE FIVE LAYERS OF THE
PYRAMID

For consumers to commit more expenditure to the brand,
it must have an advantage for them over other brands.
ADVANTAGE
PERFORMANCE
RELEVANCE
PRESENCE
THE FIVE LAYERS OF THE
PYRAMID

The more unique the perceived advantage, the greater the
chance of consumers becoming bonded to the brand.
BONDING
ADVANTAGE
PERFORMANCE
RELEVANCE
PRESENCE
CALCULATING CONVERSION PROFILES
Conversion
Pyramid
Conversion
Profile
Expected
Conversion
Bonding
29%
29/68 = 43%
58%
Advantage
68%
68/85 = 80%
69%
Performance
85%
85/85 = 100%
95%
Relevance
85%
85/85 = 100%
88%
Presence
85%
85/100 = 85%
75%
-15
11
5
12
10
CASE STUDY
-PEPSODENT-
BRAND PYRAMIDS - PEPSODENT : DELHI
Q3’00
%
Q1’01
%
29%
Performance
19%
21%
38
25%
69
68%
85%
50%
52%
82%
75%
Relevance
85%
82%
76%
Presence
85%
83%
81%
(650)
(650)
Base :
Q3’01
%
40
Bonding
Advantage
Q2’01
%
(550)
79
67%
99
94
81
84%
85%
86%
(650)
100
99
86
DIAGNOSIS OF ADVANTAGE
Q2 ’01
%
Acceptable Price
Q3’01
%
68
57
Appeals More
Better Performance
52
49
48
39
65
Different
56
Growing popular
58
71
61
72
High Opinion
Most Popular
30
32
Base :
414
549
Consumers at product performance level (or above)
© Millward Brown International 2001
JXXXX A2BS00
Measuring Brand Performance
Qualitative Research
Association Techniques
Respond to the presentation of a stimulus with the
first thing(s) that comes to mind

Word association -- Free word / Successive word

Personification [Exercise: Axe/FAL/CP/Surf]

Analogies and Metaphors [Cricketer: Enfield]

Picture Association

Film and Song Titles
Completion Techniques
Respondents are required to complete an
incomplete stimulus

Sentence completion

Story building

Cartoon completion

Clues and scenarios

Make an advertisement
Construction Techniques
Require the respondent to produce/construct
something

Brand Mapping [Cold Drinks]

Classification/Grouping [Indian Filmmakers]

Family Trees [Toothpaste]

Laddering [Sony Plasma]

Life Cycle [Detergent]
Expressive Techniques
Techniques that enable a respondent to better express
his perceptions about the brand

Role Play [Nike vs. Reebok]

Brand Party [Jeans]

Autobiography/Matrimonials/Obituary [Red Bull]

Political Speech [Lakme]

Horoscope [Rooh Afza]

Nightmares / Fantasies [Enfield]
Creativity Techniques
Techniques which use the consumer’s creativity to
derive perceptions about the brand

Random Input [Nike without ‘Just do it’]

Pictionary [Surprise Surprise!]

Transformation [Dabur Chavanprash]

Re-birth [Yamaha RX100]
Group Assignment


Bajaj has launched Pulsar 135
Study the impact of this launch on brand image
amongst existing Pulsar owners

Quantitative: Survey -- 20 Respondents

Qualitative: Any 3 projective techniques

Deadline: Sunday, 12th December, 2010 @ 2:00 PM