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Brand In China Essay

1021 words - 5 pages

Brand Equity

Aims
Ø Three Types of Brand Equity Ø What are they? Ø How to create and measure?

1

Brand Excels at Delivering Benefits Customers Truly Desire

Strongly Agree

Strongly Disagree

Brand Stays Relevant

Strongly Agree

Strongly Disagree

2

Brand is Properly Positioned

Strongly Agree

Strongly Disagree

Brand is Consistent

Strongly Agree

Strongly Disagree

Brand Managers Understand what the Brand Means to Consumers

Strongly Agree

Strongly Disagree

3

Brand Equity

Brand Equity: 3 Approaches
1.  Customer Based Brand Equity (CBBE) 2.  Financial Brand Equity 3.  Employer Brand Equity

CBBE

Customer-based Brand Equity: ...view middle of the document...

g., Price, Packaging, User and Usage Imagery)

Brand Recall

Attributes
Product-Related (e.g., color, size, design features)

Brand Knowledge Types of Brand Associations Brand Image Favorability, Strength, and Uniqueness of Brand Association Benefits

Functional Symbolic

Overall Evaluation (Attitude)

Experiential

Brand Me

aning

Financial Brand Equity: Differential effect of the brand on the balance sheet of owner

9

Financial Brand Valuation

Interbrand’s Calculation
$
Corporate Earnings

$

Intangible Earnings

$

Allocated Intangible Earnings

Step1: Business Earnings
Intangible corporate earnings are allocated to each brand in each country based on revenue estimates

x

%
Step 2: Brand impact
The portion of business earnings attributable to the brand is identified based on the strength of its relationship with consumers

x

M
Step3: Brand Multiple
A brand earnings multiple is calculated based on market valuations, the brand’s risk, and its growth potential

10

A Challenger?

MBO’s Calculation
$
Corporate Earnings

$

Intangible Earnings

$

Allocated Intangible Earnings

Step1: Business Earnings
Intangible corporate earnings are allocated to each brand in each country based on revenue estimates

x

%
Step 2: Brand impact
The portion of business earnings attributable to the brand is identified based on the strength of its relationship with consumers

x
1%

M
Step3: Brand Multiple
A brand earnings multiple is calculated based on market valuations, the brand’s risk, and its growth potential

Bonding Advantage Performance Relevance Presence

28% 38% 59% 79%

BRANDZ™

Those that make it to the top are the most loyal to the brand
Bonding Advantage Performance Relevance Presence
Can anything else beat it? What is it admired for? Is it satisfactory? Does it cater for me? Do I know about it?

11

Employer Brand Equity Differential effect of the brand on current / potential employees

12

Employer Brand
•  The principle of brand equity… •  …turned internally toward employees •  Potential Employee •  Brand Awareness •  (Anticipated) Brand Associations •  Current Employee •  Brand Associations •  Your Brand – Employer = ???? •  Increasing focus with HR to manage, monitor &...

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