One of my work

1. Advertisements Promotions and other
Aspects of Integrated Marketing
Communications
Enhancing Brand
Equity and
Accountability

2. We will Discuss:
• Brand Equity
• A Firm-Based Perspective on Brand Equity
• Brand Equity Models
• Relationships among Brand Concepts, Brand
Equity, and Brand Loyalty
• Strategies to Enhance Brand Equity
• What Benefits Result from Enhancing Brand
Equity?
• Characteristics of World-Class Brands
• Affecting Behavior and Achieving Marcom
Accountability

3. Brand Equity

4. Brand
Before we discuss the important concept of brand
equity, we should be clear about the meaning of the
term BRAND.
A brand is a “name, term, sign, symbol, design, or a
combination of them intended to identify the goods
or services of one seller or group of sellers and to
differentiate them from those of competition.

5. Trade Dress
Trade dress, refers to the appearance and
image of the product, including its
packaging, labeling, shape, color, sounds,
design, lettering, and style
Eg:
• MGM Lion’s roar
• The blue Twitter bird symbol
• Red TV tube with the YouTube brand name

6. What is Brand
Equity?

7. Brand equity is the goodwill
(i.e., equity) that an established brand
has built up over its existence
The concept of brand equity can be
considered both from the perspective of
the organization that owns a brand and
from the vantage point of the customer.

8. A Firm-Based
Perspective on
Brand Equity
The firm-based viewpoint of brand equity focuses on
outcomes extending from efforts to enhance a brand’s value
to its various stakeholders (e.g., final consumers, retailers,
wholesalers, suppliers, and employees)
With Increase in Brand Equity Positive Changes for the firm
are:
(1)Achieving a higher market share, (2) increasing brand
loyalty, (3) being able to charge premium prices, and (4)
earning a revenue premium.
A revenue premium is defined as the revenue differential
between a branded item and a corresponding private-labeled

9. Brand Equity Models

10. Some Models of
Brand Equity
Brand Asset
Valuator
The BAV is composed of four
key components or pillars of
brand equity. Differentiation,
Relevance, Esteem,
Knowledge
Dimensions of
Brand
Knowledge
“Dimensions of Brand
Knowledge,” is the thoughts
and feelings that consumers
have linked in memory with a
particular brand.It consists of
brand awareness and brand
image
The Brand-
Awareness
Pyramid
The marcom imperative is to
move brands from a state of
unawareness, to recognition,
on to recall, and ultimately to
top-of-mind awareness
(TOMA)
The Customer-Based Brand Equity Model and The Brand Dynamics Pyramid are other two models which are not

11. Brand Asset
Valuator
Developed by Chicago based advertising
agency, Y&R
The BAV is composed of four key components
or pillars of brand equity:
• Differentiation: The degree to which the
brand is seen as unique or different from
others.
• Relevance: The degree to which the
consumer identifies with the brand
• Esteem: The degree to which the brand is
held in high regard and well respected
• Knowledge: The degree to which
consumers are familiar with and aware of
the brand.

12. BrandAsset® Valuator’s
Power Grid

13. Dimensions
of Brand
Knowledge
From the perspective of the customer, a brand
can be said to possess equity to the extent
that people are familiar with the brand and
have stored in memory favorable, strong, and
unique brand associations.This association to
a brand is Dimension of Brand Knowledge.
It consists of two forms of brand-related
knowledge: brand
awareness and brand image
• Brand Awareness: is an issue of whether
a brand name comes to mind when
consumers think about a particular
product category and the ease with which
the name is evoked
• Brand Image: represents the associations
that are activated in memory when people
think about a particular brand.

14. A Customer-Based Brand
Equity Framework

15. The Brand-
Awareness
Pyramid
The marcom imperative is to move
brands from a state of unawareness, to
recognition, on to recall, and ultimately to
top-of-mind awareness (TOMA).
This pinnacle of brand-name awareness
(i.e., TOMA status) exists when your
company’s
brand is the first brand that consumers
recall when thinking about brands in a
particular product category.

16. Brand-Related
Personality
Dimensions
Research has identified five personality
dimensions that describe most brands: sincerity,
excitement, competence, sophistication, and
ruggedness
• Sincerity—This dimension includes brands that
are perceived as being down-to-earth, honest,
wholesome, and cheerful.
• Excitement—Brands scoring high on the
excitement dimension are perceived as daring,
spirited, imaginative, and up to date.
• Competence—Brands scoring high on this
personality dimension are considered reliable,
intelligent, and successful.
• Sophistication—Brands that are considered
upper class and charming score high on the
sophistication dimension.
• Ruggedness—Rugged brands are thought of
as tough and outdoorsy.

17. Relationships among
Brand Concepts,
Brand Equity, and
Brand Loyalty

18. Relationships among Brand Concepts,
Brand Equity, and Brand Loyalty
Brand Concepts
The brand concept is the
specific meaning that brand
managers create and
communicate to their target
market.
In Brand concept management
development can be achieved
with appeals to consumers’
functional,
symbolic, and/or experiential
needs.
Brand Equity
Brand equity is the goodwill
(i.e., equity) that an established
brand has built up over its
existence
Brand Loyalty
Brand loyalty is a consumer’s
commitment to continue using
or advocating a brand, as
demonstrated not only by repeat
purchases, but also by other
positive brand behaviors.

19. Relationships among Brand Concepts,
Brand Equity, and Brand Loyalty
Functional, Symbolic, Experiential appeal types all can help to develop a brand’s concept,
hopefully,
leading to enhanced brand equity and long-term brand loyalty

20. Strategies to Enhance
Brand Equity

21. What
strategies can
be taken to
enhance a
brand’s equity?

22. Enhancing Brand Equity By:
Having a Brand
Speak for Itself
The brand “speaks for itself” in
informing consumers of its
quality, desirability, and
suitability for satisfying their
consumptionrelated goals.
Creating
Appealing
Messages
This type of brand-equity-
building can be thought of as
the “message-driven
approach.” Such an approach
is effective if marcom
messages are creative,
attention getting, believable,
and memorable.
Enhancing
Equity via
Leveraging
Brand associations can be
shaped and equity enhanced
by having a brand tie into, or
leverage, positive associations
that already exist through
socialization in culture and
society.

23. Leveraging Brand Meaning from
Various Sources

24. Leveraging Associations
from Other Brands
23
Co-branding relationship
potentially serves to enhance
both brands’ associated,equity
and profitability.
Ingredient branding is a
special type of alliance
between branding partners.
For example, Lycra.

25. Leveraging Associations
from People
24
A Brand can leverage its equity by aligning
itself with people, such as its own employees
or endorsers

26. Leveraging Associations
from Things
25
Associating a brand with things such as events
(e.g., sponsorship of the World
Cup soccer championship) and causes (e.g.,
sponsorship of a save-Darfur rally) is
Leveraging Associations from Things.

27. Leveraging Associations
from Places
26
A brand’s equity can be leveraged by being
associated with places such as the channel in
which a brand is
distributed or a country image.

28. What Benefits
Result from
Enhancing
Brand Equity?

29. One major by-product of efforts to
increase a Brand’s equity is that
consumer Brand loyalty might also
increase. Indeed, long-term
growth and profitability are largely
dependent on creating and reinforcing
brand loyalty.

30. Characteristics of
World-Class Brands

31. Some brands have such
exceptional brand equity
that they deserve the
label “world class.”
EquiTrend research evaluates in terms of: (1) whether he or she is familiar with
the brand, (2) how good the brand’s quality is, and (3) whether he or she would
consider purchasing the brand.
InterBrand evaluates in terms of: (1) the percentage of a company’s revenue that
can be credited to a brand, (2) the strength of a brand in terms of influencing
customer demand at the point of purchase, and (3) the ability of the brand to
secure continued customer demand as a result of brand loyalty and repurchase
likelihood

32. Difficulty of Measuring
Marcom Effectiveness
Affecting Behavior and Achieving Marcom Accountability

33. Difficulty of Measuring
Marcom Effectiveness
Measuring marketing performance is critically important, but
problems resides with the difficulty of measuring marcom
effectiveness. Which are:
1) Obstacles in identifying an appropriate measure, or metric,
of effectiveness.
2) Complications with getting people throughout the
organization to agree that a particular measure is the most
appropriate.
3) Snags with gathering accurate data to assess
effectiveness.
4) Problems with determining the exact effect that specific
marcom elements have on the measure that has been
selected to indicate effectiveness.

34. Assessing Effects with
Marketing Mix Modeling

35. Assessing Effects with
Marketing Mix Modeling
34
Let us explain this with an example of an automobile marketer that increased its marcom budget for a
particular model by 25 percent over the previous year’s budget. To advertise and promote the brand, the
following marcom tools were used: (1) advertising via TV, magazine, and online media; (2) sponsorship of
a
professional golf tournament along with several other sporting and entertainment events; and (3) use of an
attractive rebate program to encourage consumers to buy now rather than later.
The issue that marketing mix modeling addresses is
this: what effect did each of these elements have in affecting this automobile
model’s sales volume in a prior period?

36. Let us demonstrate this approach using the following multivariate regression equation:

37. Advertisements Promotions and other
Aspects of Integrated Marketing
Communications
Brand Adoption,
Brand Naming,
and Intellectual
Property Issues

38. We will Discuss:
• Brand Characteristics That Facilitate Adoption
• Quantifying the Adoption-Influencing
Characteristics
• Brand Naming
• What Constitutes a Good Brand Name?
• The Brand-Naming Process
• The Role of Logos
• Intellectual Property

39. Marcom and Brand
Adoption

40. Brand
Adoption
The process of brand adoption occurs when
consumers and B2B customers become aware of
new brands, undertake trial purchases of these
brands, and possibly become repeat purchasers.
Brand Adoption Process has three main stages
through which an individual becomes an
adopter of a new brand. These stages are the
awareness, trier, and repeater classes, with the
term class referring to a group, or category, of
consumers who occupy the same stage.

41. Brand Adoption

42. Marcom and Brand Adoption
Awareness
Class
The first step in facilitating
adoption is to make
consumers aware of a
product’s existence.
Four determinants of the
awareness class are free
samples and coupons, trade
shows and personal selling,
advertising and social media,
and distribution.
Trier
Class
Once customers and
consumers become aware of a
new product or brand, there is
an increased probability they
will actually try the new
offering.
Coupons, distribution, and
price are the factors that affect
the trier class.
Repeater
Class
Customers are more likely to
continue to purchase a
particular brand if personal
sales efforts, advertising, and
social media continue to
remind them about the brand.
Personal selling, advertising
and social media, price,
distribution,
and product satisfaction are
the primary forces of repeater

43. Brand Characteristics
That Facilitate Adoption

44. Brand Characteristics
That Facilitate
Adoption
Five brand-related characteristics influence consumers’
attitudes toward new brands and their likelihood of adopting
them.
These are a brand’s:
(1) relative advantage(s), (2) compatibility, (3) complexity, (4)
trialability, and (5)observability

45. Relative
Advantage
Relative advantage represents
the degree to which consumers
perceive a new brand as being
better than existing alternatives
with respect to specific attributes
or benefits.
Relative advantage is positively
correlated with an innovation’s
adoption rate.

46. Compatibility
The degree to which an
innovation is perceived to fit into a
person’s way of doing things is
termed compatibility.
Adoption rapidity is increased with
greater compatibility.

47. Complexity
Complexity refers to an
innovation’s degree of perceived
difficulty.
The more difficult an innovation is
to understand or use, the slower
the rate of adoption.

48. Trialability
The extent to which an innovation
can be used on a limited basis
prior to making a full-blown
commitment is referred to as
trialability.
New brands that lend themselves
to trialability are adopted at a
more rapid rate.

49. Observability
Observability is the degree to
which the user of a new brand or
other people can observe the
positive
effects of new-product usage.
Products whose benefits lack
observability are generally slower
in
adoptability.

50. Quantifying the
Adoption-Influencing
Characteristics

51. Quantifying the
Adoption-Influencing
Characteristics
Each of the five characteristics is
rated in terms of its importance
(from “1” to “5”) in determining the
success of a proposed new
product and then multiplied by its
evaluation (scored from “-5” to
“+5”), i.e., with
respect to how well the new brand
performs on each characteristic.
These scores are then summed
into a total score, ranging from “-
25” to “+25.”

52. Quantifying the Adoption-
Influencing Characteristics

53. Brand Naming

54. Brand Naming
Choosing an appropriate brand name is a crucial decision,
largely because that choice can influence early trial of a new
brand and affect future sales volume. The name chosen for a
brand:
(1) affects the speed with which consumers
become aware of the brand,
(2) influences the brand’s image, and
(3) thus plays a major role in brand equity formation

55. What
Constitutes a
Good Brand
Name?

56. Requirement 1:
Distinguish the Brand
from Competitive
Offerings
It is desirable for a brand to have a unique identity,
something that clearly differentiates it from
competitive brands.

57. Requirement 2:
Facilitate Consumer
Learning
of Brand Associations
Brand names serve as memory cues that facilitate
recall of product attributes and benefits and also
predict product performance.

58. Brand-Name
Suggestivenes
sSuggestive brand names are
those that imply particular
attributes or benefits in the
context of a product category
Made-lip
Brand Names
These names were created
from morphemes, which are
the semantic kernels of words.
Sound
Symbolism and
Brand Naming
Individual sounds, called
phonemes, are the basis for
brand names.

59. Requirement 3:
Achieve Compatibility
with a Brand’s Desired
Image and with Its
Product Design or
Packaging
It is essential that the name chosen for a brand be
compatible with a brand’s desired image and also
with its design or packaging

60. Requirement 4: Be
Memorable and Easy
to Pronounce
A good brand name is easy to remember and
pronounce.

61. Some Exceptions to the “Rules”
60
First brand in a new product
category can achieve
tremendous success
regardless of its name if the
brand offers customers distinct
advantages over alternatives.
Some successful brand names
may not be short, but are
memorable due to distinctive
advertising, packaging,
product features, or word-of-
mouth campaigns.
A third major exception to the
“rules” is that brand managers
and their brand-name
consultants sometimes
intentionally select names that,
at inception, are virtually
meaningless

62. The Brand-Naming
Process

63. The Brand-Naming
Process

64. Step 1: Specify
Objectives for the
Brand Name
As with all managerial decisions, the initial step is
to identify the objectives to be accomplished.

65. Step 2: Create
Candidate Brand
Names
Brand-name candidates often are selected using
creative-thinking exercises and brainstorming
sessions.

66. Step 3: Evaluate
Candidate Names
The many names generated are evaluated using
criteria such as relevance to the product category,
favorability of associations conjured up by the
name, and overall appeal.

67. Step 4: Choose a
Brand Name
Managers use the criteria noted in steps 1 and 3
to select a final name from the candidate field.

68. Step 5: Register a
Trademark
Most companies apply for trademark registration.
Some companies submit only a single name for
registration, whereas others submit multiple
names (on average, five names).

69. The Role of Logos

70. As part of a brand’s “trade dress” (name, design, shape,
colors, sounds, etc.) associated with a brand, is a
graphic design element called a brand logo. These
design
elements, or logos, can be thought of as a shorthand
way of identifying a brand
Good logos (1) are recognized readily, (2) convey
essentially the same meaning to all target members,
and (3) evoke positive feelings.
The Role of
Logos

71. Updating Logos
Logos become dated over time, companies occasionally
update
logos to be more attuned with the times.
Many logos have moved from an angular look to a
more rounded appearance; however, recent research has
shown that such a change is evaluated more negatively from
consumers

72. Intellectual Property

73. Intellectual
Property
Intellectual property refers to a
number of different author or
company creations (e.g., a new
brand name and/or logo) for
which a set of exclusive rights are
recognized under law.
Common types of intellectual
property associated with product
and brand protection include
patents, copyrights, and
trademarks.

74. Intellectual Property
Patents
A patent permits an author or a
firm to secure a monopoly or
exclusive rights to the use of an
invention for a period of 20
years, which is generally not
renewable.
Copyrights
A copyright is a set of exclusive
rights, not for an actual idea or
invention, but for the form in
which it is expressed, and it
should be in a tangible medium
Trademarks
A trademark is a distinctive sign,
or indicator used by an
individual, business
organization, or other legal
entity to identify the goods or
services to consumers with
which the trademark appears;
and to distinguish its goods and
services
from competition

75. Assignment
74

76. Thanks!
Any Qusetions?