Rosenbaum-Elliott, Percy, & Pervan: Strategic Brand Management, 2nd edition

Chapter 7: Measuring Brand Performanceand Equity

Tracking brand performance• Panel

– Interviewing the same people each time, from the benchmark prior to a campaign and also during the campaign

• Wave– Separate samples are interviewed each time

• Continuous– Small random samples of consumers or customers drawn

from the target audience, and interviews are conducted daily or weekly

Tracking brand performance• Brand awareness versus

trial– When introducing a new

brand into the market, it is critical that not only sales are tracked, but also awareness of the brand

– See Fig 7.1.

• Building the brand–benefit link over time– See Fig 7.2.

Tracking brand performance• Building brand attitude over time• Uncovering unexpected advertising effects• See Fig 7.3, 7.4

Measuring brand equity• Not the financial value rather the behavioural and

psychological nature of brand equity– The information must have strategic value = the brands

strength and nature• Which brands are seen by consumers as the most competitive?• How prominent or salient is a brand in the consumer’s mind

relative to other competing brands?• What are the key dimensions of a brand’s identity and how do

consumers single it out from competitors?• How high a value do consumers place on a brand, and on the

basis of what benefits (product attributes, subjective considerations, emotions) do they discriminate in the brand’s favour?

Measuring brand equity

• What is the level of commitment to a brand?

• To what extent is loyalty to a brand dependent upon the situation in which the product is used?

• What is the relative price sensitivity of a brand versus competitors?

• How extendable is a brand, and in what areas?

Conducting a brand equity audit• Secondary data

– The overall market• External trends

– Competitor activity– Brand equity insights

• Previous studies?

• Marketing communications– Content analysis

Conducting a brand equity audit• Primary data

– Qualitative and quantitative research• Qualitative research

– Use to learn about the key aspects of brand equity• Motivation and benefit structure

– Focus groups– In-depth interviews

• Motivation– What drives behaviour in a product class?

• Positive or negative?

Conducting a brand equity audit• Interview questions to determine positive or negative

motivation?– How does thinking about the brand make you feel?– What is the significance of the product in your life?– How do you use the brand?– How do you feel when you use the brand?– What else makes you feel this way?– What is you first memory of the product?– What would your life be like without products like this

Conducting a brand equity audit

• Benefit structure– What do people know or feel about the brand?

• Word association• Laddering - See Fig. 7.5, 7,6.

• Ethnography

Figure 7.6

Conducting a brand equity audit• Quantitative research

– Build on the qualitative findings to assess the strength and nature of the brand equity

• Awareness and salience– Recognition and recall

• Preference• Users• Core loyalty• Profile• Elasticity

• See Fig 7.7, Table 7.3 and Table 7.4.

• Choice trade- offs– See Table 7.5 and Fig 7.8.

• For summary please see Table 7.6

Figure 7.7

Table 7.3

Table 7.4

Table 7.5

Figure 7.8

Table 7.6

Conducting a brand equity audit• The nature (as opposed to strength) of brand equity

– Brand image and brand attitude– Brand image

• Brand image ownership– See Table 7.7., Fig 7.9

Figure 7.9

Conducting a brand equity audit– Brand attitude

• Brand equity is a result of brand attitude, and this is what provides the key to its understanding

– expectancy- value model

• See Table 7.8.

Table 7.8