Measuring_Brand_Equity_Full_25_Slides.pptx

Measuring_Brand_Equity_Full_25_Slides.pptx

1. Title Slide Measuring Sources and Outcomes of Brand Equity Capturing Customer Mindset and Market Performance Presented by: [Your Name] Date

2. Introduction to Brand Equity Definition of Brand Equity Importance for long-term competitive advantage Keller's Brand Equity Model (brief) Example: Apple’s brand equity enables high pricing and loyalty

3. Sources of Brand Equity Brand Awareness: Coca-Cola’s global visibility builds recognition Brand Associations: Volvo and safety perception Perceived Quality: Toyota's reputation for durability Brand Loyalty: Starbucks' reward programs foster loyalty Proprietary Brand Assets: Nike swoosh as a trademarked symbol

4. Measuring Customer-Based Brand Equity (CBBE) Use interviews and focus groups to assess perception (Nike campaigns) Surveys and brand audits help quantify consumer views (Dove example) Brand resonance pyramid illustrates customer-brand relationships Evaluate emotional vs. rational brand connections

5. Capturing Customer Mindset Awareness: Recall tests with brand slogans/logos (McDonald's) Associations: Ask about values tied to brand (Tesla = innovation) Attitudes: Measure judgments and emotional feelings (Patagonia) Loyalty Indicators: Willingness to recommend or repurchase (Harley-Davidson)

6. Tools to Measure Customer Mindset Brand Tracking Studies monitor changes over time (Pepsi) Net Promoter Score (NPS) gauges loyalty (Apple stores) Customer Satisfaction Index gives standardized scores Brand Trust metrics reflect long-term relationship strength (LEGO)

7. Advanced Tools and Analytics Use Brandwatch and Google Trends for sentiment tracking Social listening reveals public perception shifts AI tools analyze reviews and emotional tone Example: Coca-Cola uses analytics to refine campaigns

8. Behavioral Indicators of Brand Equity Track actual usage or repurchase rates Analyze app interactions or membership data Observe advocacy behaviors on social media Example: Netflix watch history + recommendation rate

9. Market-Based Outcomes of Brand Equity Price Premium: Apple sells at higher margins due to brand strength Market Share: Samsung leads in Android due to brand breadth Customer Retention: Netflix maintains subscribers with engagement Brand Extensions: Hello Kitty licenses products globally

10. Capturing Market Performance Monitor monthly/quarterly sales trends (Adidas collaborations) Compare Share of Voice vs. Share of Market (Nike vs. Puma) Use valuation models like Interbrand for comparisons Brand value affects investor perception (Google)

11. Brand Valuation Methods Interbrand: Financial performance, role of brand, brand strength BrandZ: Based on consumer perception and financial data Forbes: Revenue-weighted brand value Example: Microsoft consistently ranks in top 3 globally

12. Case Study Example – Nike Loyalty via Nike+ ecosystem Awareness through athlete endorsements and events Strong market share and consistent product innovation Measurable performance in global athletic wear market

13. Additional Case Study – Samsung vs. Huawei Samsung: Long-standing global branding strategy Huawei: Regional success with global trust challenges Branding affects tech adoption and global market entry Comparative insights on strategic brand building

14. Brand Equity in the Digital Age Brands engage via social media and influencers (Fenty Beauty) User-generated content (UGC) drives credibility Digital reviews reshape trust and perception Online platforms become key brand touchpoints

15. Brand Crisis Management & Equity Recovery Crises impact equity (Example: Facebook data scandal) Response strategies: apology, rebranding, CSR action Transparency helps rebuild trust Long-term branding strategies required

16. Emotional Branding and Experience Emotional ties drive loyalty (Google's "Year in Search") Storytelling used in advertising and social campaigns Empathy boosts engagement Memorable brand experiences elevate perception

17. Internal Branding Impact Employees as brand ambassadors (Zappos culture) Training aligns internal values with brand vision Positive culture enhances external image Leadership plays key role in internal branding

18. Brand Equity and Innovation Innovation as a brand differentiator (Tesla's continuous launch) R&D investment links to perceived quality Disruptive innovation creates new equity Speed to market affects brand relevance

19. Cultural Relevance and Local Branding Tailor brand messages to fit local culture Examples: KFC China menu customization Respecting local norms enhances brand acceptance Consistency vs. adaptation dilemma

20. Challenges in Measuring Brand Equity Brand is intangible and complex to quantify Integrating offline and online data is difficult Budget constraints limit tracking tools Perception shifts rapidly in digital environments

21. Future Directions in Brand Equity Measurement Use of AI for real-time analytics and forecasting AR/VR tools enhance brand immersion Biometric feedback (eye tracking, EEG) measures engagement Blockchain may ensure data transparency in brand studies

22. Strategic Uses of Brand Equity Data Inform brand positioning and messaging Allocate marketing resources based on brand strength Justify premium pricing and investment Guide M&A or brand portfolio decisions

23. Conclusion & Takeaways Brand equity affects both customers and markets Balanced measurement of mindset and performance is key Ongoing evaluation ensures strategic alignment Brand strength is a long-term investment

24. Q&A Invite audience questions Encourage discussion on real-world applications Prompt feedback or critique on tools and cases Option for interactive polls

25. References Keller, K.L. (2013). Strategic Brand Management Aaker, D.A. (1996). Building Strong Brands Interbrand, Millward Brown, Forbes, BrandZ, etc.