Marketing & Value

Paul McDonagh
Consumer-based Brand Equity

Definition:

The differential effect that brand knowledge
has on consumer response to marketing activity
for that brand.



Differential Effect
Volume and value of
sales of branded good
supported by
marketing activity
Minus
Volume and value of
sales of unbranded
good not supported by
marketing activity



is the foundation for
Brand Equity
Differential Effect



Sound in theory



Difficult if not
impossible to measure
in practice
Consumer-based Brand Equity



Brand knowledge held in long term memory
Consumer Memory


GE recognised as
leading food mixer
brand 20 years after
production stopped


Bisto resurrected
advertisement format
after many years to
support product
relaunch
Brand Knowledge
Brand Awareness
Recall
Recognition
Brand Image
Associations
Evoked Brands

The set of brand nodes with strong
enough links to the product node to be
activated when the product node is
active.
Brand Awareness

Measure of the strength of the brand
node
Prompted vs unprompted brand recall
investigations look at this level of
strength

AIDA

Awareness
Interest
Desire
Action

AID ok A?
Awareness, Interest and Desire
explained with our memory model

Action cannot be explained this way
Perception


Brand image: perceptions about a brand
as reflected by the brand associations
held in consumer memory
Consumer-based Brand Equity
Marketing Activity Planning
Task


Select a branded product or service. Work in your
groups to propose a marketing activity to enhance the
value of that brand.

For your proposed activity, indicate clearly what it is
intended to achieve, how this will be accomplished and
how the results will be measured/evaluated.