Brand Mgmt M1 _S3_ 2023 PDF

Brand Management & Story-tellling PGE M1 Session 2 Séance 1 Isabelle ULRICH (Resp. of course) [email protected] Teachers : Rouen K. Ayadi, Elisha Moore 1 Outline S3 Evaluate a brand: key analytical tools Brand awareness Brand image Brand personality Brand identity Brand equity 2 1. Brand a...

Brand Management & Story-tellling PGE M1 Session 2 Séance 1 Isabelle ULRICH (Resp. of course) [email protected] Teachers : Rouen K. Ayadi, Elisha Moore 1 Outline S3 Evaluate a brand: key analytical tools Brand awareness Brand image Brand personality Brand identity Brand equity 2 1. Brand awareness The extent to which a brand is recognized by customers and associated with a specific product category. A measure of how familiar customers are with your brand, expressed in %. Indicates the strength of a brand and evaluates the effectiveness of brand advertising. 3 3 levels of brand awareness Top of mind A measure of how readily a brand comes to consumers’ minds First brand recalled and quoted on the category Unaided Awareness / RECALL Measure number of consumers who express knowledge of a brand without prompting. Aided Awareness / RECOGNITION Measure number of people who express knowledge of a brand when prompted (list of brands). 4 Appropriate questions for the 3 levels Top of mind Which brand comes to mind first in soft-drinks ? OR What soft-drink brands are you familiar with, at least by name ? (and you count the 1st quoted) Unaided Awareness What soft-drink brands are you familiar with, at least by name ? Aided Awareness Which of the following soft-drink brands have you heard of? - Coke - Oasis -etc… - Schweppes - Sprite - Seven-up - Orangina 5 Objectives in brand awareness For low involvement products, objective is to be in Top 3 in TOMA. Strong established brands: – be in the Top of mind. – Reach high levels of Recall (70%-100%) New brands, niche brands – Define objectives in Recognition 6 Collecting and analyzing awareness data Adults % Teenagers Children TOM UA AA TOM UA AA TOM UA AA Coca-Cola 43 86 100 57 96 100 57 94 100 Oasis 7 37 99 5 42 99 8 42 98 Base : Soft-drinks. Key to select the appropriate product-category in the question for consumers – Results different with colas vs soft-drinks Key to select the right target Key to employ adequate measures 7 2. Brand image All material and immaterial representations associated with a brand (Dobni & Zinkhan, 1990) The 10 dimensions of brand image (Aaker D., 1991) Product Attributes Intangible characteristics  Analyse in qualitative Product category or quantitative research Perceived personality Brand image Places/moments of usage Price Competitors Consumer Benefits In comparison with competitors. Identify the key associations with the brand (see Keller) Associated People Typical Buyers and Consumers 8 Brand image (Keller, 2008) Strength of Brand Associations More deeply a person thinks about product information and relates it to existing brand knowledge, stronger is the resulting brand association Favorability of Brand Associations Is higher when a brand possesses relevant attributes and benefits that satisfy consumer needs and wants Uniqueness of Brand Associations “Unique selling proposition” of the product Provides brands with sustainable competitive advantage 9 Qualitative research on brand image. What is qualitative research? Research Objectives Understand, Explore, Getting reactions Answer the question : WHY ? HOW? Sample Small sample, representative of the target Stop when N+1 respondent does not add newness vs respondent N Key methodologies Focus groups Individual semi-directive interviews Observation, Ethnographic methods Semiotics (expert) Data analysis Content analysis (verbatim, video…) interpretation No % calculation 10 Qualitative research on brand image Very often used by marketers. Brand Image Studies (Research Institutes) 3 key methodologies: Focus groups (or individual interviews) Explore themes with consumers, such as : What are all the ideas, impressions, evocations that come to mind about brand A? (and competitors) Imagine the user of this brand: age ? gender? style ? Imagine this brand is a planet and you go there. How would it be? Landscape? Inhabitants? Cities? Other projective techniques… Netnography Research process where social media is studied by member discussions, activities, etc.. via observation and participation analyzing Semiotic analysis Analysis of brand signs (logo, offers, communication..) 11 Example of a qualitative brand image study: Mamie Nova Content analysis of Mamie Nova image vs competition Image Mamie Nova La Laitière Charles Gervais Impressions (+) Traditional yogurts Traditional, made by granny Glass cups Plain Gastronomy As in the good old days Products Smooth consistency Creamy, compact Tasty, sweet Creamy, thicker compact Cream desserts, Yogurts „patissier“ Rice and semolina cake Innovative textures Rich textures Plain white cheese Brand Impressions (-) Products Brand Associated people Quality, tradition Good milk of Normandy cows Granny of modern times Less old than Laitière Traditional flavors Basic yogurts, plastic , cups No adverts Too sweet, too big Not a specialist Older people Like safe values, tradtion Yogurt of good old times Authentic Back to great traditions The most tasty The most innovative, creative Advert: the girl in the Tasty, smooth painting Old-fashioned Unkind „chef“ Little innovative Quality, simplicity The specialist Owns the yogurt patent Families Gourmet people Families Interested amateurs or gourmet people 12 Nestlé’s « Digital Acceleration Team » monitoring customer dialogue on line 13 Focus on ‘brand sentiment’ on line at Nestlé 14 Example of semiotic analysis of Sodebo, the leader of snacking in France Analysis of the old Sodebo logo: – it does not express dynamism and pleasure. The new logo: – new font type – Red color retained – O transformed into a sun = pleasure for consumers (like Cofidis) 15 Quantitative research on brand image Open questions, to gather large insights (but costly) Example of Image study Clinique vs competitors 16 Quantitative research on brand image Classical image surveys carried out every year by big brands (U&A studies at P&G) Questionnaire with items (previously developed via qualitative research) and agreement on 4pt/5pt likert scale Do you agree or disagree with the Strongly Disagree No Agree Strongly following statements regarding disagree opinion agree brand X? The candy is low-calorie the products are easy to transport the candy refreshes one's breath It's for young people the candy has a fresh taste the candy tastes really good the candy pleases mainly teenagers 17 Quantitative research on brand image Assess the core brand associations and peripheral brand associations in consumers’ minds core associations Peripheral associations 18 Quantitative research on brand image Study of core and peripheral associations compote compote jam practical fruit family fresh jam pleasure Variety of flavors Breakfast pleasure natural child practical fruit Variety of flavors natural vitamine family Delight Premium range vitamine Delight child Before Andros fruit-juice launch After Andros fruit-juice launch 19 3. Brand personality Brand-as-a-person metaphor: consumers see brands as human beings (anthropomorphism) Levy (1959): Brand has age, gender, personality McCracken (1989): Transfer of personality traits from individuals (stereotyped users) to brands Aaker J. (1997): Brand personality = Set of human personality traits associated to a brand. 20 Ojectifs et Choix Stratégiques EXAMPLE  Refined, sophisticate, hedonistic, expressing their status through their consumption mercredi 4 octobre 2023 21 Measuring Brand Personality Aaker scale (1997) : study of brand personality traits (with 37 brands in 10 product categories in the US). Scale transposed in most European countries (France – yet ruggedness dimension does not transpose well), but criticized. Used in research, not by managers. 22 Brand personality: a tool for marketers? Analytical tool used when developing a Brand identity prism (see 4). = Key component of Brand identity. Personality items in ‘Brand image studies’ Writing a Brand personality statement: Ariel is innovative and powerful, yet down to earth and totally credible. Ariel succeeds where others fail Dash is the smart and relaxed ally of today’s woman => Useful for developing communication (copy-strategy) 23 How to communicate Brand personality? 1. Celebrity endorsement 2. Imagery of associated user 24 How to communicate Brand personality? 3. Executional elements: advertising tone, music, rythm, colors… 25 Brands with strongest personality in France Source: CharacterZ study, Millward Brown 2011 26 Top 30 brands (strongest personality) Source: CharacterZ study, Millward Brown 2011 27 4. Brand identity « The way the company wants the brand to be perceived in the market. » ”A unique set of brand associations that the brand strategist aspires to create or maintain. These associations represent what the brand stands for and imply a promise to customers” (Aaker 1991) => Brand identity is how the brand seeks to identify itself, building on its roots, its DNA. 28 Brand identity vs brand image Brand identity Company-focussed Created by managerial actitivies Sent to consumers Brand image Consumers-focussed Created by consumers’ perceptions Received/perceived by consumers 29 Brand identity prism (Kapferer, 1998) Allows Brand Mgrs to assess the strengths & weaknesses of brands 30 Physique facet of the prism Physique: the set of the brand’s physical features (logo, pack, color…) 31 Personality facet of the prism Personality (character) : the personality traits associated to the brand. – Creative, innovative, trendsetter, curious, dynamic 32 Culture facet of the prism Culture: the set of values associated with the brand, rooted in its history and organization German quality and strength. American way of life, Freedom, fun 33 Relationship facet of the prism Relationship: type of relation between brand and people. Express the relationship the brand stands for. Friendship, Conviviallity, Proximity Community, Sharing, Sincere Emotional, Friendliness 34 Reflection facet of the prism Reflection: stereotypical user imagined for the brand. Can be different from target Young , creative, free-thinking innovative, trendsetter, A/B dy Young adults (18-25), sporty, dynamic, outgoing 35 Self-image facet of the prism Self-image: the mirror the target group holds to itself. The psychological objective sought by the consumer when using the brand. Harley= look like a rebel 36 Brand identity prism – an example to discuss 37 Brand platform Managerial approach No unique model Key points: – – – – – – Vision Mission Target Values Promise Personality Values Pure, Natural Style Mineral, clean, the Alpes Mission Well-being Vision Health by water Promise Source of youth 38 5. Brand equity Before the 80’s: brand acquisition = Now: 8-10 x brand results between 20-40 x brand results – 1997 : P&G buys Tampax (40x) – 2005 : P&G buys Gillette (41x) – 2005 : Pepsico buys Benenuts to Sara Lee (130M€ for 88M€ turnover) – 2007 : Bel buys Boursin (40x) – 2008 : Yahoo refuses Microsoft offer (44,6 Md$ vs 6Md$ turnover ) – 2012: L’Oréal buys Urban Decay (350 M$ for 130 M$ turnover) – 2016 : Sandro, Maje et Claudie Pierlot purchased 1,3 Mds d’€ (vs 675 M € turnover) This difference = Brand Equity 39 Brand equity definition « The added value created by a brand to the product/service offering ». Brand equity provides a common denominator for interpreting marketing strategies and assessing the value of a brand The added value can be created for a brand in many different ways (Innovation, Advertising, Brand community…) Can be evaluated - from a consumer perspective - from a company perspective 40 The power of brand equity Showing the influence of brand equity: Preference between Coke vs Pepsi with 3 consumer research methodologies. Consumers are requested to taste the 2 products. Full Blind test Pepsi visible, Coke blind Coke visible, Pepsi blind 41 Brand equity synthesis Awareness Image Added Strong, unique, favorable associations Value Consumer-based Brand equity Additional Strength Financial flows Brand financial value Company-based Brand equity Source: Adapted from Changeur, S. 42 Customer-based Brand equity Keller (1993), Journal of Marketing: “Customer-based brand equity is defined as the differential effect of brand knowledge on consumer response to the marketing of the brand. Involves consumers' reactions to an element of the marketing mix for the brand in comparison with their reactions to the same marketing mix element attributed to a fictitiously named or unnamed version of the product or service. “ Brand preference Awareness Image Strong, unique and favorable associations Customer-based Equity Value Premium Brand Loyalty 43 Customer-based brand equity Strong brand equity if: - Strong brand recall / recognition when purchasing - Brand associations are strong, unique, favorable - Consumers are ready to pay more Auchan diapers: 26,60 € a Pack with 144 – Baby 9/20 kg => 0,18 €/ diaper Value premium : x 2,12 Pampers diapers: 54,90 € a Pack with 140- Baby 9/20 kg => 0,39 €/diaper Source :http://www.auchan.fr 44 Research Institutes propose to evaluate customer-based brand equity Millward Brown GFK TNS Sofres 45 Company-based brand equity Brand value > Brand accounting value Customer-based Brand equity Intangible asset Goodwill 46 Ranking Interbrand Best Global Brands 2021 Ranking Interbrand Best Global Brands 2018 Source :Interbrand 2020 47 About Interbrand ranking The Interbrand Brand Valuation was originally created in 1988 to provide a method of calculating the intangible asset value of brands. The method can be applied both to brand acquisitions & those already owned by the company. The Interbrand method has become the best known & most used system of Brand Equity calculation , and each year they publish a ranking of the Best Global Brands, in collaboration with Business Week and also the best French brands with Challenges magazine. The Interbrand calculation includes measures such as: oTurnover oReturn On Capital oBrand strength and investment oLeadership oStability oInternational presence oMarket growth oAdvertising investment oLegal protection 48 Ranking Millward Brown Best Brands 2018 49 Exercise: Brand identity prism for Tropicana Constructed source Physique Personality 4 Relationship 5 2 Culture Reflection Self Image 3 Internalisation Externalisation 1 6 Constructed receiver 50 Identity prism 1 Pure orange juice Green logo Wave + orange leaf Pure white packaging Sliced fruit Physique Personality Warm and honest Dynamic, innovative and modern 2 3 4 Healing/ Health Community Relationship Culture 5 Middle aged couple Well-off Biocitizens Source: d’après Kapferer Reflection Self image Bruno Godey, Chantal Lai & Ewan Ormiston Florida, Sun Entrepreneurial Fruit juice experts, Hedonistic connoisseurs Priviledged few 6 51