MM6016 BRANDING AND MARKETING COMMUNICATION

MM6016BRANDING AND MARKETING COMMUNICATION

Master of Business AdministrationSchool of Business and Management

Institut Teknologi Bandung

BRAND AUDIT & BRAND RESEARCH

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Definition

• Keller (2008, p. 126):“Brand audit is a comprehensive examination of a brand to discover its sources of brand equity”

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Concept of Brand Audit

• External-oriented• Customer-focused• Assess the health of the brand• Uncover the sources of brand equity• Suggest ways to improve and leverage the

brand equity

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Brand Audit Perspective• A brand audit reguires understanding sources of brand equity

from the perspective of both the firm and the consumer.

• The Firm perspective It is necessary to understand exactly what product and services are currently being offered to the consumer and how they are being marketed and branded

• The Consumer perspectiveIt is necessary to dig deeply in their minds and tap perceptions and beliefs to uncover the meaning of brands and products

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Brand Audit StepsKeller (2008):1. Brand Inventory provide a current,

comprehensive profile of how all the products and services sold by a company are marketed and brandedBrand inventory analysis includes the following descriptions:

1. The names, logos, symbols, characteristic, packaging, slogans, or other trademark used

2. The inherent product attributes or historical characteristics of the brand and pricing, communications, distribution policies, and any other relevant marketing activity related to the brand

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Brand Audit Steps2. Brand Exploratory provide detailed information

about what consumers think of the brand.

Brand exploratory is reserach acitivity designed to identify potential sources of brand equity.

Activities that useful for brand exploratory are :1. Reviewing past studies2. Interviewing relevant personnel to get some insight.

3. Do qualitative and quantitave research for the wide range

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Based on above figure,The data in brand inventory, will help brand flush out the bottom left quadrant and tell the position of brand are claiming out there in the world

The data in brand exploratory, will help brand fill out the top two slices of the piece, telling the brand position by customers currently think and what customer value for the brand

By Keller

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Brand Audit Worksheets

MM6016 Branding and Marketing Communication

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Types of Worksheets• Market Analysis• Target Audience• Competitive Analysis• Point of Differentiation (POD)• Brand Traits• Brand Positioning• Brand Message• Brand Credentials• Marketing Communication• Brand Measurement

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180MM subscribers, 9 million web users (53% between 18 and 27), +9.3% growth yoy, QWERTY market

Internet penetration doubled in the past 4 years (45% mail, 45% social media & chat, 10% browsing)Applications on smartphones (ala I-Phone)Community formation (BB communities)

Practical, useful, worthwhile, easy to get & cheap applications on smartphones

XXX Million USD per year

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Source of data:Cluster Analysis

Media Segmentation DataIn Depth Interviews

Focus Group Discussion

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Male15-25 yoSEC A/BLive in top cities

Techno savvyProgressiveWant to be the best

5MM people Electronics mallsCertified dealers

TV (main)MagazineRadioMobileSocial network

Female15-25 yoSEC A/BLive in top cities

High mobilityDesign vs featureSocial networking Function #1

Electronics mallsCertified dealers

TV (main)MagazineMobileSocial network

5MM people

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Nokia

Blackberry 500K users (+3000 per day)

IPhone 80K users

49% of cellphone category86% of smartphone category

Rp.4-6M

Rp.6-8M

Rp.1.5 (C class)-6M

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Result ofthe factors analysis!

Result of Discriminant

Analysis

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NOKIA

Blackberry

Iphone

Cheap internet connectivityTrend following

Young, hip & coolExclusivityInteresting Applications

Trusted brand?User friendly?

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Result of study on brand character association

variablesBrand Character that is in

line with the brand strategy

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Smart

Trendy

Cool

Efficient

The Pioneer X

X

A trusted friend

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Source of data:Qualitative Assesment of Communication Assetss

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Smart phones

Real time, Instant Access & connectivity

Only Nokia Human technologyenables you to get more out of life.

NOKIA

Blackberry

Iphone

Internet connection (push email,Social networking, browsing)BB messaging

Touch/QWERTY, camera, InternetSleek designUser friendly interaction

Touch screen , Camera , Internet Unique & Free ApplicationsPersonal music organizer

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Brand Message Worksheet

What we want them to think:What the target thinks now:

Core brand message :The message that will change their behavior/perception RTB:The claim support/reason to believe that brand can deliver the message

Target Audience:

Product : Brand :

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Brand Message Worksheet

What we want them to think:What the target thinks now:

Core brand message :

RTB:

Target Audience:

Young Urbanites

Product : Smart PhoneBrand : Nokia

Nokia is the real people connector.

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Historical tracking of brand’s good credentials

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Based on media budget tracking.

Should also be done on competitors as a comparison

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Source of data:Retail Data

Brand Health ScorecardHousehold Panel data

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Brand Measurement Worksheet

Oct 09 Nov 09 Dec 09 Jan-10 Feb-10Sales (MM USD) 121 111 100 156 188

Distribution 89 89 89 89 90Market Share 9% 8.9% 8.6% 9.2% 9.5%Market Price 18999 19001 19201 16700 15900 Complaints 10 12 9 9 9

Awareness 80% 80% 80% 84% 84%

Brand Preference Perceived Quality Perceived Value

Perceived Difference Customer Satisfaction

Purchase Intent Repurchase Intent

Willingness to refer Loyalty 10% 9% 8% 10.5% 11%

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Brand ResearchMM6016 Branding and Marketing Communication

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Objectives

1. Assess customer perception about brand2. Assess brand health3. Assess brand competition4. Assess brand potentials5. Assess market opportunities6. Evaluate brand innovation 7. Etc

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Brand Research Steps

Formulate Research

Problems and Objectives

Conduct Explorative

Study

Prepare Field Study

Conduct Data Collection

Conduct Data Analysis

Conclusion and recommendatio

n

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Example: Sunsilk Co-Creation (1)• Sunsilk launched the co-creation formulas for shampoo and hair care in 2009.• Objective: to strengthen Sunsilk images• Problem: To what extent perception toward Sunsilk Co-Creation influences the

image of Sunsilk?

Research Problem

• Literature study on brand extension and consumer’s perceptions of consumer goods

• In-depth interview with Sunslik Senior Brand Manager and FGD with Sunsilk target market. Objectives: to identify important attributes for survey research

Exploratory Study

• Design questionnaire• Determine population• Design sampling method• Determine sample size• Design data collection and analysis

Field Study Design

Source: Anjani, A.H., 2011. ANALYSING INFLUENCE OF SUNSILK CO-CREATION TOWARD PERCEPTION OF SUNSILK IN BANDUNG, Undergraduate Final Project, School of Business and Management, Institute of Technology Bandung

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Example: Sunsilk Co-Creation (2)


Questionnaire variables:• Sunsilk as a brand which give beautiful hair result• Sunsilk as a brand that solves various hair problems• Sunsilk as a brand that gives visible result to the users• Sunsilk as a trusted brand• Sunsilk as a modern brand• Sunsilk as a brand that makes its users feels confident

with their hair

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Respondent Data

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Respondents’ PerceptionsNo Variable Mean Top Two Box

1 More Convinced that Sunsilk Gives Beautiful Hair All Day 2.67 65.83%

2 More Convinced that Sunsilk as a Brand that Solves Various Hair

Problem 2.75 66.84%

3 More Convinced that Sunsilk Gives Visible Result to its Users 2.68 63.59%

4 Establish Sunsilk Image as Trusted Brand 2.96 80.55%

5 More Convinced that Sunsilk is a Modern Brand 3.11 88.03%

6 Enhance image of Sunsilk as a Brand that Makes its Users Feel Confident 2.84 73.31%

No Variable Mean Top Two Box 1 Sunsilk Gives Beautiful Hair All Day 2.49 48.88%

2 Sunsilk as a Brand that Solves Various Hair Problem 2.4 44.14%

3 Sunsilk Gives Visible Result to its Users 2.36 38.91%

4 Sunsilk is a Trusted Brand 2.72 68.33% 5 Sunsilk is a Modern Brand 2.67 65.84%

6 Sunsilk Makes its Users Feel Confident 2.38 43.40%

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T-Test of Mean Differences

Paired Differences

t Df

Sig. (2-

tailed) Mean

Std. Deviat

ion

Std. Error Mean

95% Confidence Interval of the

Difference Lower Upper

Pair 1

Beautiful Hair Pre – Beautiful Hair Post

-.17955 .63062 .03149 -.24146 -.11764 -5.702 400 .000

Pair 2

Solves Hair Problems Pre – Solves Hair Problems Post

-.34165 .66745 .03333 -.40717 -.27612 -10.250 400 .000

Pair 3

Visible Result Pre – Visible Result Post

-.32419 .60385 .03015 -.38347 -.26491 -10.751 400 .000

Pair 4

Trusted Brand Pre – Trusted Brand Post

-.23441 .63239 .03158 -.29650 -.17233 -7.423 400 .000

Pair 5

Modern Brand Pre – Modern Brand Post

-.44888 .80188 .04004 -.52760 -.37016 -11.210 400 .000

Pair 6

Give Confidence Pre – Give Confidence Post

-.46135 .69938 .03493 -.53001 -.39269 -13.210 400 .000

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Regression Analysis

Y = 0.938 + (0.017 x X1) + (0.670 x X2)

Y = Overall perception of ability to solve all hair problems of Sunsilk after Co-Creation

X1 = Perception of SunsilkX2 =Perception of Sunsilk Co-Creation

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Conclusions“Sunsilk Co-creation significantly affects respondents’

perceptions toward Sunsilk, the strongest one is about its ability to solve all hair problems”

Recommendations• Sunsilk can maximize this opportunity by adding well-known

brand ingredient to its product or doing ingredient branding. • Adding a well known hair experts, preferably Indonesian hair

expert, to be a ‘local ambassador’ of Sunsilk in Indonesia

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Example: Rolex Brand Audit (Keller, 2008, p.132-137)

• History• Brand Inventory

– Product related attributes– Rolex brand portfolio– Communication, pricing and distribution

• Brand Exploratory– Customer knowledge– Sources of brand equity– Ambassadors– Sports & culture– Philanthropy– CBBE– Counterfeiting: threat to equity

• Recommendations– Introduce new design– Connect with female customers– Attack the counterfeit industry– Understand younger consumers– Communicate long-term value

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Example : Calvin Klein Brand Audit

Brand inventory Target market : The consumer who is “14 to 50 years old and desires modern fashion forward products”Distribution : distributed within all tiers department store and reach all levels of consumersAdvertising : advertising spans in 21 countries and reaches and estimated 98 million people globally. Product : have a variety of product classifications, (women’s sportwear, denim, menswear, underwear, men’s accessories and footwear, swimwear, fragrances, eyewear, footwear, home furnishings)Price : have the variying prices.Promotions : used brand ambasador Place : has stores in 130 territories outside US and 650 domestic retail locationsBrand Mantra : “Sex, luxurious, minimal, classic, intimate and professional”

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Brand Elements Name : “Calvin Klein”Symbols : “CK”Slogans : - “Between love and madness lies obsession”

- “Nothing comes between me and my Calvin Klein” (for CK jeans)

Sultry and neutral colors for the shopping bags

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• Brand Exploratory - Consumers trusting of the brand- Consumers feel confident used the product- Consumers have perception that CK produces quality lasting products - Key word describe the brand by consumers :

“ Sexy, Sophisticated, Casual, Hip, Daring and Distinct”

Recommendation Calvin Klein for children is currently the weakest of the company brand

extentions because it is still lacking in the profit. The brand must expand their products to include clothing that children living

in household with alower income would wear.

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Mapping Brand Association

MM6016 Branding and Marketing Communication

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Strategic Brand Association Map

Strategic brand association maps: developing brand insight

Brian D. Till School of Business Administration, Loyola University, Chicago, Illinois, USA

Daniel BaackDaniels College of Business, University of Denver, Denver, Colorado, USA

Brian WatermanWaterman Research Solutions, LLC, St Louis, Missouri, US

Journal of Product & Brand Management, 20/2 (2011) 92–100

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Features of Brand Association

1. Strength.2. Favorability/valence.3. Uniqueness.4. Relevance.5. Number.

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Steps

1. Determine the competitive set.2. Generate free associations.3. Collect response latency data for strength of

associations.4. Measure uniqueness, relevance, and

favorability of associations.5. Construct the strategic brand association

maps.

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Source: Till et al. (2011), p. 96

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Documents

MM6016 BRANDING AND MARKETING COMMUNICATION