This document provides an overview of brand utility and its impact on brand equity in the smartphone applications market. It discusses how consumers now demand more useful apps from brands rather than just advertising. The document also presents results from a survey that found consumers are more likely to regularly use apps they find useful and relevant to their lives. The key finding is that perceived brand utility directly influences brand equity, as consumers form more positive brand attitudes when apps provide value and benefits beyond just advertising.

1. 1

2. TABLE OF CONTENTS
ABOUT P3
ACKNOWLEDGEMENTS P4
INTRODUCTION P5
A LACK OF UTILITY IN WEB AND MOBILE ADVERTISING P7
A NEW GENERATION OF MORE EXIGENT CONSUMERS P7
A CONSUMER-CENTERED MARKETING P8
CONTEXTUAL MARKETING P10
CONTEXTUAL MARKETING IN THE BRANDED APP MARKET P11
TOWARDS A DEFINITION OF BRAND UTILITY P12
IMPACT OF BRAND UTILITY ON BRAND EQUITY P13
IN THE SMARTPHONE APPLICATIONS MARKET
SURVEY ABOUT THE USE OF BRANDED APPLICATIONS P14
CONCLUSION P19
BIBLIOGRAPHY P19
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3. ABOUT THE AUTHOR
ABOUT BRAND-UTILITY.COM
3

4. ACKNOWLEDGMENTS
4

5. INTRODUCTION
Figure 1: Carling’s iPint APP
5

6. 6

7. A LACK OF UTILITY IN WEB AND
MOBILE ADVERTISING
A NEW GENERATION OF MORE
EXIGENT CONSUMERS
7

8. A CONSUMER-CENTERED
MARKETING
LEVERAGING DATA TO ADD
RELEVANCE
8

9. CONTEXTUAL MARKETING
9

10. CONTEXTUAL MARKETING IN THE
BRANDED APP MARKET Figure 2: Vodafone sends you an SMS with useful
information when roaming.
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11. 11

12. TOWARDS A DEFINITION OF
BRAND UTILITY
Figure 3: Charmin's SitOrSquat APP helps people
find the nearest open bathrooms.
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13. IMPACT OF BRAND UTILITY ON
BRAND EQUITY
13

14. STUDY ABOUT THE USE
OF BRANDED APPS
0 (12%)
1 - 3 (56%)
4 - 6 (17%)
7 - 10 (8%)
Figure 5: Monthly app download of the sample
Table 1 : How do you discover the apps that you
decide to download ?
Brand
Equity
Brand Smartphone
Utility apps
Figure 4 : Where the study stands
SAMPLE
14

15. #1: M e dia
#2: A irlines , railw ay s a nd oth er
trav elling facilities RELEVANCE
#3: B anks an d F in ancial
Institutio ns
KEY FINDINGS
EXPERIENCE
15

16. ENGAGEMENT
Figure 6: Huggies' iGo Potty app
16

17. INFLUENCE OF PERCEIVED
BRAND UTILITY ON BRAND
EQUITY
PRIVACY ISSUES
Table 2 : If a branded app is useful to you in
your everyday life :
Table 3: “How do you feel about geolocation?”
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18. Figure 7: Conceptual model for Brand Utility ON SMARTPHONES
Figure 8: Importance-Performance Matrix
1
Matrix adapted from Nigel Slack, "The Importance-Performance Matrix as a Determinant of Improvement
Priority", Int. J. of operations and production Management, Vol. 14, No. 5, pp 59-75, 1994.
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19. CONCLUSION
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