Strategic Brand Management: Building,

Measuring, and Managing Brand Equity

Fifth Edition

Chapter 9
Developing a Brand Equity
Measurement and Management
System

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Learning Objectives (1 of 2)
9.1 Describe the new accountability in terms of RO M I
(Return on Marketing Investment)
9.2 Create an understanding of analytics dashboards as a
tool for monitoring performance and the implications of
brand investments
9.3 Outline the two main steps in conducting a brand audit
and how to execute a digital marketing review

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Learning Objectives (2 of 2)
9.4 Describe how to design, conduct, and interpret a
tracking study
9.5 Identify the steps in implementing a brand equity
management system

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The New Accountability (1 of 2)
• Virtually every marketing dollar spent today must be
justified as both effective and efficient in terms of
– Return on marketing investment (RO M I)
• Increased accountability
– Has forced marketers to address tough challenges
▪ Develop new measurement approaches

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The New Accountability (2 of 2)
• Conducting Brand Audits
• Brand Inventory
• Brand Exploratory
• Brand Positioning and the Supporting Marketing Program

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Conducting Brand Audits (1 of 2)
• Brand audit
– Comprehensive examination of a brand to discover its
sources of brand equity
– Consists of two steps

1. Brand inventory
2. Brand exploratory

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Conducting Brand Audits (2 of 2)
• Marketing audit
– Independent examination of a company’s marketing
environment, objectives, strategies, and activities
▪ Agreement on objectives, scope, and approach
▪ Data collection
▪ Report preparation and presentation

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Brand Inventory (1 of 2)
• First step in the brand audit
• Purpose of the brand inventory
– Provide a current, comprehensive profile of how all
products and services are marketed and branded
• Profiling each product or service requires marketers to
catalogue:
– Visual and written form for each product or service sold
– The inherent product attributes or characteristics of the
brand
– Pricing, communications, and distribution policies

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Brand Inventory (2 of 2)
• A digital inventory of brand assets may provide useful
insights:
1. Outdated brand accounts that have fallen into disuse
2. Overlapping brand assets which can be merged or
deleted
3. Existing brand accounts with information that is either
inaccurate or not up-to-date
4. Particular digital and social media channels where the
brand does not have a presence

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Brand Exploratory (1 of 3)
• Second step of the brand audit
• Provides detailed information about what consumers
actually think of a brand
– Research directed to understanding what consumers:
▪ Think and feel about a brand
▪ Act toward it (attacht: use-reuse-loyalty)
– Helps identify sources of brand equity and possible
barriers

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Brand Exploratory (2 of 3)
• Three criteria to judge qualitative research techniques
(according to Levy)
– Direction
– Depth
– Diversity

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Figure 9.2
Summary of Qualitative Techniques
Free association Day/Behavior reconstruction
Adjective ratings and Photo/Written journal
checklists Participatory design
Confessional interviews Consumer-led problem
Projective techniques solving
Photo sorts Real-life experimenting
Archetypal research Collaging and drawing
Bubble drawings Consumer shadowing (làm
KH bí mật-KH Khó chịu, k làm
Story telling
hài lòng đc)
Personification exercises
Consumer–product interaction
Role playing (đóng vai)
Video observation
Metaphor elicitation* (cho Kh
*ZME T trademark
đoán nghĩa/
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Figure 9.3A
Classic MT V Mental Map

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Brand Exploratory (3 of 3)
• Digital marketing review
– Can provide important input to a brand audit
▪ Could help generate useful insights regarding a
brand’s online presence
• Offers:

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Figure 9.4
Sample Mayo Clinic Brand Concept Map

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Brand Positioning and the Supporting
Marketing Program
• Ideal brand positioning aims to achieve congruence
between:
– What customers currently believe about the brand
– What customers will value in the brand
– What the firm is currently saying about the brand
– Where the firm would like to take the brand

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Figure 9.5
John Roberts’s Brand Positioning Considerations

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Designing Brand Tracking Studies
• Brand tracking studies
– Collect information from consumers
▪ On a routine basis
▪ Usually quantitative
– On a number of key dimensions that marketers
can identify in the brand audit
– With brand extensions or additional communication
methods
▪ Becomes difficult and expensive to research
▪ Yet necessary

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What to Track
• Product-Brand Tracking
– May want to first ask consumers what brands come to
mind
– Next ask for recall of brands
– Then tests of brand recognition
• Corporate or Family Brand Tracking
– May want to track corporation or family brand
separately or concurrently with individual products
• Global Tracking
– May need a broader set of background measure for
global tracking

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Figure 9.6 (1 of 2)
Brand Context Measures
Phones
Economic Indicators PD A
Gross domestic product Microwaves
Interest rates Television
Unemployment Personal Attitudes and Values
Average wage Confidence
Disposable income Security
Home ownership and housing debt Family
Exchange rates, share markets, and Environment
balance of payments Traditional values
Retail Foreigners vs sovereignty
Total spent in supermarkets Media Indicators
Change year to year Media consumption: total time spent watching
Growth in house brand T V, consuming other media
Technology Advertising expenditure: total, by media and
Computer at home by product category
DV R Demographic Profile
Access to and use of Internet Population profile: age, sex, income,
household size
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Figure 9.6 (2 of 2)
Brand Context Measures

Geographic distribution
Ethnic and cultural profile
Other Products and Services
Transport: own car—how many
Best description of car Motorbike
Home ownership or renting
Domestic trips overnight in last year
International trips in last two years
Attitude to Brands and Shopping
Buy on price
Like to buy new things
Country of origin or manufacture
Prefer to buy things that have been advertised
Importance of familiar brands
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Big Data and Marketing Analytic
Dashboards
• Troves of data exist
– Can enable continuous tracking of customers
• Marketing analytic dashboard
– Systems and processes within an organization to
communicate important metrics
▪ And make them available throughout an
organization

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Establishing a Brand Equity
Management System
• Brand Charter or Bible
• Brand Equity Report
• Brand Equity Responsibilities

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Brand Charter or Bible
• First step in establishing a brand equity management
system
– Formalizes the company view of brand equity into a
document
• Brand charter (or brand bible as sometimes called)
– Provides relevant guidelines to marketing managers
and key marketing partners
– Should be updated annually

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Brand Equity Report
• Second step in establishing a successful brand equity
management system
– Assemble results of the tracking survey and other relevant
performance measure for the brand
– Create a brand equity report or scorecard
▪ Distribute to management regularly
– Contents
▪ A brand equity report should describe:
– What is happening with the brand?
– Why is it happening?
– Should include more descriptive market-level information

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Brand Equity Responsibilities (1 of 2)
• Third step in establishing a successful brand equity
management system
– Clearly define organization responsibilities and
processes
▪ With respect to the brand

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Brand Equity Responsibilities (2 of 2)
• Overseeing Brand Equity
• Organizational Design and Structures
• Managing Marketing Partners

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