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8/12/2019 BGS Atlanta Pres Building Measuring and Leveraging Brand Equity-27 Slides to Share
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Building, Measuring, and Leveraging
Strong Brands
Professor Steve Hoeffler
Beta Gamma Sigma: Atlanta Area Alumni Chapter
Tuesda, !e"ruar 1#th
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Branding: $oadmap and Sour%es
1) Define Brand Equity
2) Evaluate a Model for Building Brand Equity
3) Use Starbucks exa!le t"roug"out for #"ands$on% learning
Sources&
1)Strategic Brand Management
by Kevin Lane Keller
2) The Marketing Advantages of Strong Brands
by Steve Hoeffler & Kevin Lane Keller
(Journal of Brand Management, Aug, 2003)3)Building Brand Equity through Corporate Societal Marketing
by Steve Hoeffler and Kevin Lane Keller
(Journal of Public Policy and Marketing, Spring, 2002)
)How SocialCause Marketing Affects Consumer !erceptions
by Paul Bloom, Steve Hoeffler, and Kevin Lane Keller
Sloan Management !e"ie#, $inter 200%
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!irst: Lets understand &hat a "rand is
'hat (o )ou Thin* +f 'hen )ou Hear
Cadilla%
At our ta"le -- dis%uss all of the thoughts that %ome to mind
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.nderstanding "rands:
Ho& information a"out "rands is stored
Asso%iative /et&or* Memor Model net&or* of nodes and lin*s nodes: stored information or %on%epts
lin*s: strength of the asso%iation "et&een nodes
A%%uratel portras in detail all salient "rand asso%iations andresponses for a parti%ular target mar*et 0eg, "rand users2
Can %reate a mental map " as*ing %onsumers for their top-of-mind "rand
asso%iations 0eg, 3'hen ou thin* of this "rand, &hat %omes to mind42 Performan%e 0produ%t-related2 5mager 0non-produ%t-related2
$e%all: "ased on the %on%ept of spreading a%tivation
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Star"u%*s Mental Map - Team 67er%ise
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Components of Brand 8no&ledge:
Brand A&areness 9 strength of the "rand node or tra%ein memor Brand $e%all 0retrieval given need, produ%t %ategor or some %ue2
8e to $e%all: lin*ages to Produ%t Categor, Pur%hase Situation,.sage Situation
Brand $e%ognition 0%onfirm prior e7posure2
5n%rease familiarit through repeated e7posure Hen%e the importan%e of 5ntegrated Mar*eting Communi%ations
.se a &ide range of %ommuni%ations options Advertising, Promotions, Sponsorship, P$
(epth versus Breadth of A&areness Amaon e7ample
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Components of Brand 8no&ledge:
B$A/( 5MAG6
Brand 5mage9 %onsumer per%eptions of the "rand
as refle%ted " the asso%iations held in memor
Brand Meaning"ased on the num"er and %ontent of
nodes that are %onne%ted to the "rand in memor !or %ompetitive advantage need:
Strong0"ased on amount of pro%essing2 0personal relevan%e, %onsisten%2
!avora"le0"ased on %onsumer needs2
.ni;ue0asso%iations not shared " %ompetitors2
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!rame&or* for understanding ho& strong
"rands gain an advantage: CBB6 Model
Customer Based Brand 6;uit 0CBB62 9 the
differential effe%tthat "rand *no&ledgehas on
%onsumer responseto the mar*eting of the
"rand (ifferential 6ffe%t 0ne%essar2 Brand 8no&ledge 0in the minds of %onsumers2
Consumer $esponse 0per%eptions, preferen%es, "ehavior2
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Building Brand 6;uit
/6' !$AM6'+$8
Most resear%h on "rands has fo%used on
advantages of strong "rands
Less is *no&n a"out the most effe%tive &as to
"uild "rand e;uit
/e& !rame&or*: Core Brand
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B$A/( P)$AM5(
4. RELATIONSHIPS =
What about you & me?
4. RELATIONSHIPS =
What about you & me?
3. RESPONSE =
What about you?
3. RESPONSE =
What about you?
2. MEANING =
What are you?
2. MEANING =
What are you?
1. IDENTITY =
Who are you?
1. IDENTITY =
Who are you?
INTENSE,
ACTIVE LOYALTY
INTENSE,
ACTIVE LOYALTY
POSITIVE,
ACCESSIBLE
REACTIONS
POSITIVE,
ACCESSIBLE
REACTIONS
STRONG, FAVORABLE
& UNIQUE BRAND
ASSOCIATIONS
POINTS-OF-PARITY
& DIFFERENCE
DEEP, BROAD
BRAND
AWARENESS
DEEP, BROAD
BRAND
AWARENESS
RESONANCE
JUDGMENTS FEELINGS
PERFORMANCE IMAGERY
SALIENCE
Stages of Brand
Development
Branding Objective at
Each StageBuilding Blocks
C+L( H+T
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$6C6/T 6=AMPL6: 0C+L( path of pramid2
Building .tilitarian asso%iations to a Brand
Cadilla% transforming their image via performan%e !rom Car and (river $evie&:
3'ith a folding hardtop that %ompletel disappears at the tou%h of a
"utton, the =L$ presents a slee* and %lean profile4
3.nder the =L$>s hood lies its most signifi%ant ma?or me%hani%aldistin%tion @ the liter /orthstar
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/o& 'hat (o )ou Thin* +f
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Brand Positioning
6ssen%e:Brand has some sustaina"le %ompetitive advantage0SCA2 or uni;ue selling proposition 0.SP2 that gives %onsumers a%ompelling reason to "u that parti%ular "rand
Competition-Based Positioning 5dentif the Appropriate Categor (istinguish from +ther Categor Mem"ers on 5mportant (imension Strongest Positions:Brand has Clear Point of (ifferen%e on Benefit
that Prompts Categor .se 67ample: Tide -- superior %leaning po&er
5mage-Based or Goal-Based Positioning (epi%t Brand or Categor as &a to Satisf Consumer Goal Laddering .p @ 5nferen%es are li*e rungs on a ladder and "e%ome
more a"stra%t and general as ou go up
General Belief: A"stra%t F Competition
Brand #$$en%e
b$tra%t Benefit$
Benefit$
ttribute'(mae
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$e%ent 67ample: /ASCA$
Asso%iations PositioningBehavior
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$e%ent 67ample: /ASCA$
Asso%iations PositioningBehavior
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$e%ent 67ample: /ASCA$
Asso%iations PositioningBehavior
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$e%ent 67ample: /ASCA$
Asso%iations PositioningBehavior
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Brand Positioning:
.nderstand Brand Meaning
Core brand associations Set of a"stra%t asso%iations that %hara%terie the - most
important aspe%ts or dimensions of a "rand
Can serve as the "asis of "rand positioning in terms of ho& the
relate to points-of-parit and points-of-differen%e Challenge is to ma7imie the 3%overage4 of the mental map to
in%lude all relevant asso%iations &hile ma*ing sure ea%h %ore"rand asso%iations is as distin%t as possi"le
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Star"u%*s Core Brand Asso%iations
Team 67er%ise
12 2
I2 2
2 2
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Brand Positioning
Condu%t Competitive Analsis
Competitive frames of reference /ature of %ompetition Target mar*et
Points-of-parity shared brand values /e%essar Competitive
Points-of-difference unique brand values (esira"le (elivera"le
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Brand Positioning
5dentifing E Choosing P+P E P+(
(esira"ilit %riteria 0%onsumer perspe%tive2 Personall relevant
(istin%tive E superior
Believa"le E %redi"le
(elivera"ilit %riteria 0firm perspe%tive2 !easi"le
Profita"le Pre-emptive, defensi"le E diffi%ult to atta%*
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Star"u%*s Competitive Positioning
Team 67er%ise
Competitor
12 !ast food %hains E
%onvenien%e shops
POP
J
J
POD
J
J
2 Supermar*et Brands 0for home2
J
J
J
J
I2 Lo%al CafK
J
J
J
J
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Brand Positioning 555:
Capture Brand 6ssen%e
Brand mantras Short I-to- &ord phrases that %apture the irrefuta"le
essen%e or spirit of the "rand /i*e 9 3Authenti% Athleti% Performan%e4
(isne 9 3!un !amil 6ntertainment4 Brand mantra must %learl delineate &hat the "rand is
supposed to represent and therefore, at leastimpli%itl, &hat it is not
Brand mantras tpi%all are designed to %apture the"rand>s points-of-differen%e, ie, &hat is uni;ue a"outthe "rand
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Brand Mantras
To arrive at the final "rand mantra, the follo&ing %onsiderationsshould %ome into pla
Communicate A good "rand mantra should define the %ategor 0or%ategories2 of "usiness for the "rand and set the "rand "oundaries 5t
should also %larif &hat is uni;ue a"out the "rand
Simplify An effe%tive "rand mantra should "e memora"le As a result, itshould "e short, %risp, and vivid in meaning
Inspire 5deall, the "rand mantra &ould also sta*e out ground that is
personall meaningful and relevant to as man emploees as possi"le
$egardless of e7a%tl ho& man &ords a%tuall ma*e up the mantra,ho&ever, there will always be a level of meaning beneath the brandmantra itself that will need to be articulated
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Star"u%*s Brand Mantra
Team 67er%ise
? ? ?
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Branding Ta*ea&as
Brand 6;uit lies in the minds of %onsumers Mental Maps & Core asso%iations, P+PP+(, et%
Lots of resear%h and *no&ledge a"out the "enefits that
a%%rue to strong "rands
Less is *no&n a"out the right &a to "uild strong "rands
Customer Based Brand 6;uit 0CBB62 Model is useful
overall frame&or* for understanding "rands
Core Brand