BRAND EQUITY MEASUREMENT

Information about BRAND EQUITY MEASUREMENT

Published on November 20, 2007

Author: demirel

Source: authorstream.com

Content

Brand Equity Research:  Brand Equity Research Scott Smith Brigham Young University Marketing Changes…:  Marketing Changes… 1920’s $.50 /hr avg. wage Output doubled, but consumers had inadequate income to buy. 1930’s - 40’s $.66/hr avg. wage... production made products cheaper so consumers could buy. 1940’s customer was the retailer or wholesaler Sales Late 1940’s pent up demand, shortage, made old product better, Chemicals, electronic advances 1960’s Customer Orientation 1970’s Competitor Orientation 1980’s Strategic Marketing Orientation 1990’s Streamlining, Optimizing Market Offerings 2000’s Global markets, Low Price, High Tech, Off Shore Production Marketing is a set of activities designed to satisfy the needs and wants of a market (the customer) through an exchange process. Slide3:  Types of Research Studies by Stage of Product Life Cycle Preintroduction Introduction Growth Mature Decline Product Satisfaction Name/package Product positioning Advertising copy Market response Store Audits: Sales/share Product stocking, out-of-stock, In-store Promotion, Prices Tracking: Awareness, Trial, Repeat buying Product Performance Sales Forecasting Product Positioning New users New product uses Line extensions Competitors’ activities Product availability Price elasticity Cost reductions Product and Brand Associations:  Product and Brand Associations Name and Symbol Product Attributes Intangibles Customer Benefits Relative Price Use / Application User / Customer Celebrity / Person Life Style / Personality Product Class Competitors Country / Geographic Area Brand Associations:  Brand Associations Slide6:  Top Management Quality Plan Quality as perceived by Personnel Quality as desired by Customer Quality as perceived by Customer ACTUAL QUALITY RESULT Involvement Gap Planning Gap Perception Gap Realization Gap Value Gap Point of View Gap Compliance Gap Comprehension Gap Identifying Your Market Strategy:  Identifying Your Market Strategy How to Segment the Market Define the Markets for the Product Identify Scope and Dimensions of each Market: Size, Profitability Expected Segment Growth Requirements for success in each market Market standing with established customers in each segment: Share, Pattern of repeat business, Expansion of customer’s product use, Reputation Benefits that customers in each segment derive from the product: Economics, Better Performance, Cost Reasons for buying the product by segment: Features, Awareness, Price, Advertising, Promotion, Packaging, Display, Sales Assistance Customer Attitudes by Segment: Brand Awareness, Brand Image Mapping Purchase and Use Habits Product’s Life Cycle Position AVERAGE SUBJECT CONFIGURATION & VECTORS:  -1.6 -1.2 -0.8 -0.4 0 0.4 0.8 1.2 1.6 LUXURIOUSNESS SPORTINESS CORR. WITH SEMANTIC DIFFERENTIAL SCALES 1 0.9 0.8 0.7 0.6 0.5 0.4 0.3 0.2 0.1 0 -0.1 -0.2 -0.3 -0.4 -0.5 -0.6 -0.7 -0.8 MUSTANG LINCOLN 300 ZX PORSCHE JAGUAR MERCEDES CADILLAC ESCORT CHEVETTE RENAULT SOPHISTICATED STRONG UNCONVENTIONAL BOLD COMPLEX SPORTY FRESH SWIFT ELEGANT RELIABLE MASCULINE CORVETTE EXCITING AVERAGE SUBJECT CONFIGURATION & VECTORS PRODUCT QUALITY Dimensions of Excellence:  PRODUCT QUALITY Dimensions of Excellence 1. Performance. How well does a drug cure an ailment, or a piece of diagnostic equipment diagnose? A physician operate? 2. Durability. How long will the lawn mower last...any corollaries in the health care area? Treatments? 3. Conformance with Specifications. What are the inside dimensions? Corollaries with health care area? Standard procedures? 4. Features. Does the airline flight offer movies? How Many? MD11 business class (6 movies x 4) Amenities in hotel or hospital...do they differ for each area of the hospital...pediatrics Vs. medical/surgical unit. 5. The Name. Is it a name that means quality? Cars/Planes/Leather/Jewelry? 6. Reliability. Will each visit result in the same satisfaction. 7. Serviceability. Is the service system efficient, competent, convenient? 8. Fit and Finish. Does the product look and feel like a quality product? Achieving a Sustainable Competitive Advantage:  Achieving a Sustainable Competitive Advantage Achieve differentiation in the product delivery attributes: Price, Quality, Aesthetics, Functionality, Availability, Consumer Awareness, Visibility, Service Achieve differentiation on the key buying attributes: 1, 2, or 3 attributes may be critical... Others are marginal Quality Product and Service Name Recognition Achieve breadth of attraction and depth of preference Achieve Capability Gap Business Systems Gap Positioning Gaps: Reputation, Consumer Awareness, Capability Regulatory / Legal Gap Organizational / Managerial Gap

Related presentations


Other presentations created by demirel

BCG Growth1
24. 02. 2008
0 views

BCG Growth1

The Work of Rivers
30. 12. 2007
0 views

The Work of Rivers

ADSL Slideshow07
28. 11. 2007
0 views

ADSL Slideshow07

analyst8
09. 10. 2007
0 views

analyst8

Chapter4IssuesInDeve lopment
16. 11. 2007
0 views

Chapter4IssuesInDeve lopment

musicals
23. 11. 2007
0 views

musicals

2002 Coal Fatalilties
17. 12. 2007
0 views

2002 Coal Fatalilties

talk gassmann
19. 12. 2007
0 views

talk gassmann

changemgt
25. 12. 2007
0 views

changemgt

Alex Tal 1
03. 01. 2008
0 views

Alex Tal 1

Akridge
28. 12. 2007
0 views

Akridge

Urban IPM 3 day training equip
09. 11. 2007
0 views

Urban IPM 3 day training equip

MBP
29. 12. 2007
0 views

MBP

depretto
28. 02. 2008
0 views

depretto

usa irenemorgan06
10. 03. 2008
0 views

usa irenemorgan06

Saint John English FINAL
12. 03. 2008
0 views

Saint John English FINAL

vanderStraten
14. 03. 2008
0 views

vanderStraten

Brain Revolution
18. 03. 2008
0 views

Brain Revolution

islamicarchtecturexx lores
26. 03. 2008
0 views

islamicarchtecturexx lores

ecp2107v2012
27. 03. 2008
0 views

ecp2107v2012

07 document file
04. 10. 2007
0 views

07 document file

Messiah our passover lamb
07. 04. 2008
0 views

Messiah our passover lamb

XMASDEADLIN 2007
30. 03. 2008
0 views

XMASDEADLIN 2007

05 Carlos el al
01. 11. 2007
0 views

05 Carlos el al

SeaportsVisioning 10 24 06
07. 01. 2008
0 views

SeaportsVisioning 10 24 06

43
01. 01. 2008
0 views

43

chapter10 history WWII
13. 11. 2007
0 views

chapter10 history WWII

isoc
15. 11. 2007
0 views

isoc

nasc1100 30
03. 10. 2007
0 views

nasc1100 30

ShipMgr ShipAdmin Pres US
15. 11. 2007
0 views

ShipMgr ShipAdmin Pres US

102 02ammo
04. 01. 2008
0 views

102 02ammo