1.) Brand Inventory

2.) Brand Exploritory

brand awareness

brand associations

brand attitudes

brand attachment

brand activity/experience

free association

ZMET

story telling

bubble drawings

video observations

1) how consumers shop for and use products and services.

2)what consumers know, think and feel about various brands

qualitative and quantitative.

It enables them to form mental maps that models the feelings, beliefs and attitudes regarding a brand.

Brand Asset Valuater.

The BAV is the worlds largest data base of consumer-derived information on brands.

Differentiation

esteem

relevance

knowledge

Brand equity charter

Brand equity report

Defining brand responsibilites

The creation of senior-level executitive positons incharge of overseeing the two steps above

Help assess the specific benefits of brand equity.

-marketing-based comparitive approaches

-brand-based comparitive approaches

-conjoint analysis

strength

favoribility

uniqueness

Survey-based techique that analysis's consumers decisions based on their response with respect to products and brands.

Holistic methods are used to derive an overall brand value in terms of utility or money. It attempts to "net-out" various considerations to determine the unique contribution of the brand.

-residual approach

-valuation approach

Holistic Methods

What is residual approach?

Holistic methods

Valuation approach

Valuation approach measures brand equity in dollars by determining:

a)cost approach the amount of money tha twould required to reproduce or replace the brand.

b) market approach the incremental cash flows that would arise from the sale of the brand verses those that would arise from the sale of an unbranded product.(Selling Liz Claiborne inorder to focus on marketing for the subbrand Juicy)

c) income approach the net present value of the discounted future cash flows to be derived from the brand.

1) Specific products to introduce

2) Number of levels of the brand heirarchy

3) Desired awareness and image at each hierarchy level

4)combining brand elements from different levels

5) Linking brand elements to multiple products

Specific products to introduce

principle of growth

principle of survival

principle of synergy

corporate or company brand (general motors)

family brand (buick)

individual brand (regal)

modifier (GS)

product description  (midsize luxury sport sedan automobile)

Complex products requires more levels of hierarchy(cars and computers)

Low involvement products require fewer levels of hierarchy(coffee and stationary)

Principle of relevance

Principle of differentiation

Flagship product

Principle of prominence

Branding strategy screen

Corperate Branding:

Corporate image dimensions

• Common product attributes, benefits, or attitudes:
•    People and relationships
• Values and programs
• corporate credibility
• corporate likeability
• corporate trustworthiness
• Corporate expertise            

• Adopt a Strong Customer Focus
• Creat broad, robust brand platforms
• Avoid overbranding and having too many brands
• Selectively employ sub-brands
• Selectively extend brands

Managing The Corporate Brand

Corporate image campaigns

1. build awareness

2. Create favorable attitudes

3. Link beliefs

4. make a favorable impression

5. Motivate employees

6. Influence public opinion on issues

Managing The corporate Brand

Corporate Social Responsibility

elization that consumers  and others may be interested in issues beyonfd the product, characteristics and associations has prompted much marketing activity to establish the proper corporate image.

(i.e Tom shoes, Ethos water)

Managing The corporate Brand

Corporate Name Change

• Rational- Mergers and aquisitions
• Guidelines

• Brand hierarchy
• Brand Strategy

Brand Based

Marketing based

• Conducting Brand Audits
• Designing Brand Tracking
• Establishing Brand Equity Management System

-Research for new or existing products relating to cost

Define Marketing Based Applications

     Assessing consumer response to different advertising strategies and Explore potential brand extensions by collecting consumer evaluations of a range of concept statements.

-Studying consumers reactions to advertising using surveys.

 Difficult to discern whether consumer responses to changes in the marketing stimuli are being caused by brand knowledge or by more generic product knowledge.

•       Ease of implementation.

•          Isolates the value of a brand in a very real sense.

•          Applicable when the marketing activity under consideration represents a change from past marketing of the brand.

•          Achievement of realism.

        Simulations and concept statements may highlight the particular product characteristics enough to make them more salient than they would otherwise be, distorting the results.

Designing a Brand Heiarchy

1) Specific products to introduce

Principle of growth: Firms must make cost benefit calculations for investing resources in selling more of a brands existing products to new customers verses launching new products for the brand

Principle of Survival: Brand extension must achieve brand equity in their categories.

Principle of Synergy: Brand extensions should also enhance the equity of the parent brand

Designing a Brand Heiarchy
2) Number of levels of the brand heirarchy

Principle of Simplicity: needs to provide the right amount of branding information for consumers.

Complex Products: i.e. cars and computers

Low Envolvement: i.e coffee

Designing a Brand Heiarchy

3) Desired awareness and image at each hierarchy level

Principle of relevance

Principle of Differentiation

Flagship product

Designing a Brand Heiarchy

4)combining brand elements from different levels

Principle of Prominence

Branding Strategy Screen

Designing a Brand Heiarchy

5) Linking Brand Elements to Mulitple Products

Principle of Commonality