Page 269 - Marketing Management

246 PART 4 BUILDING STRONG BRANDS

|Fig. 9.1| ENERGIZED
DIFFERENTIATION
BrandAsset® Valuator The brand’s point
of difference RELEVANCE
Model Relates to margins How appropriate the
and cultural currency brand is to you
®
Source: Courtesy of BrandAsset Consulting, Relates to consideration
a division of Young & Rubicam. and trial ESTEEM
How you regard the
brand KNOWLEDGE
Relates to perceptions An intimate
of quality and loyalty understanding
of the brand
Relates to awareness and
consumer experience

BRAND STRENGTH BRAND STATURE
Leading Indicator Current Indicator
Future Growth Value Current Operating Value

According to BAV analysis, consumers are concentrating their devotion and purchasing power
on an increasingly smaller portfolio of special brands—brands with energized differentiation that
keep evolving. These brands connect better with consumers—commanding greater usage loyalty
and pricing power, and creating greater shareholder value. A hypothetical $10,000 invested in the
top 50 energy-gaining brands grew 12 percent while the S&P 500 index lost nearly 20 percent be-
tween December 31, 2001, and June 30, 2009. Some of the latest insights from the BAV data are
summarized in “Marketing Insight: Brand Bubble Trouble.”

BRANDZ Marketing research consultants Millward Brown and WPP have developed the
BrandZ model of brand strength, at the heart of which is the BrandDynamics pyramid. According
to this model, brand building follows a series of steps (see Figure 9.3).
For any one brand, each person interviewed is assigned to one level of the pyramid depending
on their responses to a set of questions. The BrandDynamics Pyramid shows the number of con-
sumers who have reached each level.

• Presence. Active familiarity based on past trial, saliency, or knowledge of brand promise
• Relevance. Relevance to consumer’s needs, in the right price range or in the consideration set
• Performance. Belief that it delivers acceptable product performance and is on the consumer’s
short-list
• Advantage. Belief that the brand has an emotional or rational advantage over other brands in
the category
• Bonding. Rational and emotional attachments to the brand to the exclusion of most
other brands
“Bonded” consumers at the top of the pyramid build stronger relationships with and spend
more on the brand than those at lower levels. There are more consumers at the lower levels, so the
challenge for marketers is to help them move up.

BRAND RESONANCE MODEL The brand resonance model also views brand building as an
ascending series of steps, from bottom to top: (1) ensuring customers identify the brand and
associate it with a specific product class or need; (2) firmly establishing the brand meaning in
customers’ minds by strategically linking a host of tangible and intangible brand associations;
(3) eliciting the proper customer responses in terms of brand-related judgment and feelings; and
(4) converting customers’ brand response to an intense, active loyalty.