1. DEVELOPING A BRAND EQUITY
MEASUREMENT
AND
MANAGEMENT SYSTEM
Presented By- Yogesh Kakra

2. NEW ACCOUNTABILITY
 “Return of marketing investment” (ROMI)
 Increase in Accountability forced marketers to address
tough challenges and develop new measurement
approach
 Brand as a asset- ability to generate future cash flow
 Create value by changing customer behavior not
changing attitude

3. THE BRAND VALUE CHAIN
 Broader perspective than just the CBBE model
 The brand value chain is a structured approach to
assessing the sources and outcomes of brand equity and
the manner by which marketing activities create brand
value.

4. B
Marketing
Customer Market Shareholder
Program Performance Value
Mind-set
investment
 Product - Awareness - Price premiums - Stock Price
 Communication - Associations - Price elasticity - P/E ratio
 Trade - Attitude - Market Share - Market capitalization
 Employee - Attachment - Expansion success
 Other - Activity - Cost structure
- Profitability
Program Marketplace Investor
Multiplier Quality Condition Sentiment
- Clarity - Competitive reaction - Market Dynamics
- Relevance - Channel support - Growth potential
- Distinctiveness - Customer size & profile - Risk profile
- Consistency - Brand contribution

5. VALUE STAGES
 Marketing program investment- Any marketing program
that can be attributed to brand value development
• Customer mind-set: In what way have customers been
changed as a result of the marketing program?
 Five dimension came out from CBBE model-
 Brand awareness
 Brand association
 Brand attitude
 Brand attachment
 Brand activity

6. VALUE STAGES
 Market Performance- How do customers respond in the
marketplace?
 Shareholder value

7. MULTIPLIERS
 Program Quality Multiplier- ability of marketing program to affect
customer mind-set depend on its quality
 Clarity
 Relevance
 Distinctiveness
 Consistency
 Marketplace Conditions Multiplier- The extent to which value
created in the minds of customers affects market performance It
depends on factors
 Competitive reaction
 Channel support
 Customer size & profile

8. MULTIPLIERS
 Investor Sentiment Multiplier: The extent to which the
value generated through brand market performance is
manifested in shareholder value It depends on factors
 Dynamics
 Growth potential
 Risk profile and
 Brand contribution

9. BRAND EQUITY MEASUREMENT
SYSTEM
 A set of research procedures that is designed to provide
timely, accurate, and actionable information for
marketers so that they can make the best possible tactical
decisions in the short run and strategic decisions in the
long run
 Brand Equity Measurement System-
 Conducting brand audits
 Developing tracking procedures
 Designing a brand equity management system

10. DESIGNING BRAND TRACKING
STUDIES
 Tracking studies involve information collected
from consumers on a routine basis over time
 Often done on a “continuous” basis
 Provide descriptive and diagnostic information

11. WHAT TO TRACK
 Customize tracking surveys to address the specific issues
faced by the brand
 Product-brand tracking
 Corporate or family brand tracking
 Global tracking

12. HOW TO CONDUCT TRACKING
STUDIES
 Who to track (target market)
 When and where to track (how frequently)
 How to interpret brand tracking

13. THANK YOU