Upload
ivan-petrov
View
219
Download
1
Tags:
Embed Size (px)
Citation preview
Brand awareness is the recognition of a specific
brand name or logo, along with the traits associated
with this brand.
The number of people who know about the brand
Frequency of leaping to peoples mind the brand
name.
Prestigious brand names help increasing sales.
Brand awareness is intangible asset of companies
Monopoly market model – when only the brand
market share has impact on its awareness.
Advertising effort that influences the unaware
segment of the market.
Word-of-mouth effect – we can see it when people
who know about brand influence on the unaware
market segment and tend rise in the brand awareness.
Forgetting effect – when people forget about
brand, that tend loss of awareness.
- Ignoring the role of competition
- sparse empirical knowledge of advertising effectiveness in building awareness for mature products
- Ignoring the role of competition
- sparse empirical knowledge of advertising effectiveness in building awareness for mature products
- lack of guidelines to the optional strategies
- Ignoring the role of competition
- sparse empirical knowledge of advertising effectiveness in building awareness for mature products
- lack of guidelines to the optional strategies
- no information about competitors awareness and strategies
like confusion
effect…
• N-brands share one market.
• All positive and negative effects from competitors ad’s.
… or effects from
comparative ad’s.
• N-brands share one market.
• All positive and negative effects from competitors ad’s.
• All effects that old model include
• N-brands share one market.
• All positive and negative effects from competitors ad’s.
• Allow the total awareness of all N-brand to vary over time
• All effects that old model include
• N-brands share one market.
• All positive and negative effects from competitors ad’s.
We will use data from five different car brands
Fiat PuntoOpel Corsa
Ford Fiesta
Peugeot 206
Renault Clio
We can find optimal amount of money that should be invested in media advertisement (in buying GRP’s)
This optimal strategy gives the best return in the terms of more brand awareness and less
money spend on advertising
Small brands should spend more on advertising, whereas mature brands may “fly on automatic pilot”
without advertising heavily and relying more on brand purchase and consumption experience to
maintain awareness
Using our model we can mathematically prove that in mature market, the category ad spending increases as the number of brands increases
Also we reveal that managers can reduce the category size to three brands by increasing ad
effectiveness
- Managers can use this model to assess ad effectiveness and predict competitors awareness
- We build model of brand awareness in dynamic oligopoly markets
REVIEW:
- Managers can use this model to assess ad effectiveness and predict competitors awareness
- We build model of brand awareness in dynamic oligopoly markets
- We build optimal strategy
REVIEW:
- Managers can use this model to assess ad effectiveness and predict competitors awareness
- We build model of brand awareness in dynamic oligopoly markets
- We build optimal strategy
- We can predict the equilibrium market state
REVIEW:
- Managers can use this model to assess ad effectiveness and predict competitors awareness
- We build model of brand awareness in dynamic oligopoly markets
- We build optimal strategy
- We can predict the equilibrium market state
- We reveal inverse allocation principle
REVIEW:
Presentation based on article:
“Building Brand Awareness in Dynamic Oligopoly Markets”
Authors:
Prasad A.Naik, [email protected]
Ashutosh Prasad, [email protected]
Suresh P.Sethi, [email protected]
Made by Ivan Petrov, [email protected]