Brand Equity Measurement System

Brand Equity Measurement System
• A brand equity measurement system

is a set of research procedures that is
designed to provide timely, accurate, and
actionable information for marketers so
that they can make the best possible
tactical decisions in the short run and
strategic decisions in the long-run.
1
Brand Equity Measurement System
• Implementing this system involves:

– Conducting brand audits.
• Brand Inventory
• Brand Exploratory
– Developing tracking procedures.
– Designing a brand equity management system
• Brand Equity Charters
• Brand Equity Reports
• Brand Equity Overseers
2
Conducting the Brand Audit
• A brand audit is a comprehensive examination of
a brand involving activities to assess the health of
the brand, uncover its sources of equity and
suggest ways to improve and leverage that equity.
• A brand audit requires understanding sources of
brand equity from the perspective of both the firm
and the consumer.
• Specifically, the brand audit consists of two
activities:
– Brand Inventory
– Brand Exploratory
3
Brand Inventory
• The purpose of the brand inventory is to
provide a complete, up-to-date profile of how all
the products and services sold by a company are
marketed and branded.
• For each product, the relevant brand elements
must be identified, as well as the supporting
marketing program. This information should be
summarized both visually and verbally.
• Although primarily a descriptive exercise, some
useful analysis can be conducted.
– Consistency
4
Brand Exploratory
• The brand exploratory is research activity designed to
identify potential sources of brand equity.
• The brand exploratory provides detailed information as to
what consumers think of and feel about the brand.
• Although reviewing past studies and interviewing relevant
personnel provides some insights, additional research is often
required.
• To allow a broad range of issues to be covered and also
permit those issues to be pursued in-depth, qualitative
research techniques are often employed first.
• To provide a more specific assessment of the sources of
brand equity, a follow-up quantitative phase is often
necessary.
5
Brand Equity Management System:
Three Steps
1. Formalize company position and philosophy into a Brand Equity Charter to provide
relevant guidelines to marketing managers.
- Importance of brands and brand equity
- History of brand
- Brand positioning
- Core brand values
- Core brand promise (“brand mantra”)
- POP/POD
- Brand guidelines
- Strategic
- Tactical
6
The Knicks Brand Charter
The The Fans

Knicks
Emotional Bond •Sensory fulfillment
–Looks, feels, and sounds
•Uniquely authentic An intensely passionate,
•Visceral Thrill
•An incomparable event, professional, unparalleled New
– eager anticipation/excitement
scene and energy. York City experience.
– war: winning/losing
•Relentless, resourceful, and
•Psychological Benefits
tough
– personal identification (with heroes)
•Championship caliber
– social currency/belonging
•A vital part of New York City
•Emotional Awards
•Unlimited in its possibilities – intense experience
– childhood
– sustaining
–exceeds 7
Three Steps
2.Assemble results of tracking survey and

other relevant outcome measures into a
Brand Equity Report distributed to
managers on regular basis
– Provides descriptive information as to

what is happening with a brand as well
as diagnostic information as to why
8
Three Steps
3. Establish position of VP or Director of Equity
Management to oversee implementation of
Brand Equity Charter and Reports
– Ensure that, as much as possible, marketing

of the brand is done in way that reflects the
spirit of the Charter and the substance of the
Report
9
Developing Tracking Procedures
• Tracking studies involve information collected

from consumers on a routine basis over time
– Often done on a “continuous” basis
– Provide descriptive and diagnostic information
– Key decisions
• What to track
• Who to track
• When and where to track
• How to interpret tracking studies
10
Understand ROI of
Marketing Investments
Marketing
VALUE Customer Market Shareholder
STAGES Program
Mindset Performance Value
Investment

- Product - Awareness - Price premiums - Stock price

- Communications - Associations - Price elasticities - P/E ratio
- Trade - Attitudes - Market share - Market capitalization
- Other - Attachment - Expansion success
- Activity - Cost savings
- Profitability
11
Brand Value Chain
Marketing Customer Market Shareholder

VALUE
Program Mindset Performance Value
STAGES
Investment
- Price premiums
- Product - Awareness - Stock price
- Price elasticities
- Communications - Associations - P/E ratio
- Trade - Market share
- Attitudes - Market capitalization
- Employee - Expansion success
- Attachment
- Cost structure
- Other - Activity
- Profitability
Program Consumer Market

FILTERS Multiplier Multiplier Multiplier
- Clarity - Channel support - Market dynamics

- Relevance - Consumer size & profile - Growth potential
- Distinctiveness - Competitive reactions - Risk profile
- Consistency - Brand contribution

Brand Equity Measurement System

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Brand Equity Measurement System

• A brand equity measurement system

• Implementing this system involves:

The The Fans

2.Assemble results of tracking survey and

– Provides descriptive information as to

– Ensure that, as much as possible, marketing

• Tracking studies involve information collected

Marketing Customer Market Shareholder

Program Consumer Market

- Clarity - Channel support - Market dynamics

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