Brand Management Prof Dr Torsten

Зарегистрируйтесь, чтобы просмотреть полный документ!

Brand Management • • • Prof. Dr. Torsten Tomczak University of St. Gallen Institute for Marketing and Retail Management • • Dr. Hans-Peter Kleebinder BMW Group

Content and Time Table 1400 - 1500 Brand Management and Brand Equity Plenum 1500 - 1645 Brand Management at BMW Group Introduction Case Plenum/ Workgroups 1645 - 1730 Presentation & Feedback & Discussion Plenum Prof. Dr. Torsten Tomczak

Objectives of the Course 1. To understand the nature of brand equity. 2. To discuss the reasons for brand stretching successes and failures. 3. To study the major tasks of corporate brand management corporate branding and managing brand architectures (company brands, subbrands, endorsed brands). Prof. Dr. Torsten Tomczak

BMW Estimated brand value 12 -20 Billion USD. Prof. Dr. Torsten Tomczak

Brand Management and Brand Equity • • Prof. Dr. Torsten Tomczak University of St. Gallen

The Most Valuable Brands in the World 2003 80 70. 5 65. 2 60 Brand Value in Billions US $ 51. 8 24. 7 22. 2 21. 0 20. 8 19. 9 HP 28. 0 Toyota 29. 4 Mercedes 31. 1 Marlboro 40 Mc. Donald's 42. 3 20 Disney Nokia Intel GE IBM Microsoft Coca-Cola 0 Source: Interbrand 2003 Prof. Dr. Torsten Tomczak

Different Brand Values for Volkswagen (in 2000) Billions € 20 18 Difference: -16% 16 14 12 10 18. 431 15. 486 Difference 53% 8 6 7. 286 4 2 0 Interbrand BBDO-Consulting Semion Source: Kranz 2002 Prof. Dr. Torsten Tomczak

Definition Brand Equity Contribution to the performance of existing businesses Brand Equity = + Contribution to the performance of new businesses Latent Brand Equity In Accordance to: Smith/Park 2001 Prof. Dr. Torsten Tomczak

Assets (or Liabilities) which Determine Brand Equity Brand Knowledge Awareness Associations X Degree of Uniqueness Scope of Competence Quantity and Quality of Customers (resp. Stakeholders) Brand Equity Loyalty Brand Protection Source: Tomczak 2002 Prof. Dr. Torsten Tomczak

The Brand‘s Picture of the Brand Awareness Brand Image Type, Intensity, Direction, Number, Relevance, Uniqueness of Associations In Accordance to Keller 1993; Esch 1993 Prof. Dr. Torsten Tomczak

Degree of Awareness Exclusive Awareness Top of Mind Active Awareness Passive Awareness Unknown Prof. Dr. Torsten Tomczak

Degree of Uniqueness Tonality of the brand The brand’s competence Who am I ? What do I offer ? Benefit of the brand reason why How am I ? How do I appear ? Brand picture Source: Icon 1999 Prof. Dr. Torsten Tomczak

Expanding the Scope of Competence due to Brand Extension Creme 1900 Skin Care Body Care 2000 t Prof. Dr. Torsten Tomczak

Brand Extension Transfer of Goodwill New Product/ New Category Brand Transfer of Goodwill Sources: Meffert 1994; Esch et al. 2001 Prof. Dr. Torsten Tomczak

Markenerosion The Law of Extension „The easiest way to destroy a brand is to put its name on everything. “ Ries/Ries 1998, p. 79 Prof. Dr. Torsten Tomczak

Brand Architectures Independence House of Brands Options: - Shadow Endorser (e. g. Lexus) - Not Connetced (Nutrasweet) Trade-off between. . . Endorsed Brands Synergy Sub-Brands Branded House Options: - Strong Endorsement - Master Brand as - Same Identity (e. g. Lotus Notes by IBM) Driver (e. g. HP Deskjet) (e. g. Nokia) - Linked Name (e. g. DKNY) - Co-Drivers (e. g. - Different Identity - Token Endorsement Gillette Sensor) (e. g. GE Capital vs. (e. g. The world of TUI) Ge Appliances) According to Aaker/Joachimstaler 2000 Esch/Bräutigam 2001 Prof. Dr. Torsten Tomczak

Different functions of a brand risk reduction non-material benefits information efficiency Source: MCM/Mc. Kinsey/Gf. K 2003 Prof. Dr. Torsten Tomczak

Quantity and Quality of Customer Base Depends on. . . • (Potential) Number of Customers • (Potential) Spending Power of Customers • (Potential) Relevance of the Served Needs Prof. Dr. Torsten Tomczak

The Rules. . . Picture The better the brand is known. . . The more vivid the image. . . Message The higher the degree of uniqueness. . . The wider the field of competence. . Loyalty The stronger the loyalty. . Customer base The bigger the customer base. . . The better the quality of the customer base. . . Ownership The better the brand protection. . . the higher is the brand equity. Prof. Dr. Torsten Tomczak

Скачать презентацию Brand Management Prof Dr Torsten

4003b3bc369cb173ed11271b3632ff21.ppt

Количество слайдов: 19