1
Initial choices for brand elements making up the brand(
like brand names, logos, symbols, jingles )
2
3
Product and service and all accompanying marketing
activities and supporting marketing programs
Other associations indirectly transferred to the brand by
linking it to some other entity(a person, place, or thing)
MEMORABILITYEase of recognition of
brand element.
MEANINGFULNESSCredibility of the
brand element.
LIKABILITYAesthetic appeal of
the brand element.
TRANSFERABILITYIntroduction of new products in
the same or different categories
with the same brand element.
ADAPTABILITYUpdatability of the brand
element.
PROTECTABILITYLegal safety of the brand
element.
Designing Holistic Marketing Activities
BRAND
CONTACT
INTEGRATED
MARKETING
• Brand contact is any information –
bearing experience ,whether positive
or negative, a customer or prospect
has with the brand, its product
category ,or its market.
• Integrated marketing is mixing
and matching marketing
activities to maximize their
individual and collective
effects.
Leveraging Brand Associations
For Building Brand Equity
• This is a way of building brand equity by linking the
brand to other information in memory that conveys
meaning to consumers.
• Secondary brand associations can link the brand to
sources, such as the company itself(through branding
strategies), to countries or other geographical
regions(through identification of product origin), and to
channels of distribution(through channel strategy as
well as to other brands, sports or cultural events or
some other third party sources.
To Measure Brand Equity
Indirect approach assesses potential sources
of brand equity by identifying and tracking
consumer brand knowledge structures.
Direct approach assesses the actual impact
of brand knowledge on consumer response
to different aspects of the marketing.
Stages Of Brand Value Chain
1. Investment in a marketing program to
develop the brand, including product research,
development and design.
2. Assumption of customer’s mind-sets, buying
behavior and response to price change as a
result of the marketing program.
3. Consideration of market performance,
replacement cost and purchase price in
acquisitions to assess shareholder value in
general and the value of brand in particular.
INTERBRAND
BRAND VALUATION
METHOD
• Market segmentation to divide the market in which the brand is sold into
mutually exclusive segments that help determine vacancies in the brand’s
different customer groups
• Financial analysis to assess purchase price, volume, and frequency to help
calculate accurate forecasts of future brand sales and revenues.
• Role of branding to identify the various drivers of demand, then
determining the degree to which the brand directly influences each.
•
Assessment of brand’s strength profile to determine the likelihood that the
brand will realize forecasted Brand Earnings.
• Brand value calculation- Brand value is the net percent value(NPV) of the
forecasted brand earnings discounted by the Brand Discount Rate. The NPV
calculation comprises both the forecast period and the period beyond ,
reflecting the ability of brands to continue generating future earnings.
1.
• By conveying what products it represents, what core
benefits it supplies, and what needs it satisfies.
2.
• By conveying how the brand makes the products superior
and which strong, favorable and unique brand associations
should exist in consumers’ minds.
To understand
the original
sources of
brand equity.
To decide whether
to retain the old
brand associations
or to create a new
one, and if so,
which one.