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Brand Management Facilitation: A Systems Dynamic Approach For Decision Makers

Brand Management Facilitation: A Systems Dynamic Approach For Decision Makers . A Conceptual Framework MIT 20 April 2001. Peter A. Otto J. Robert Bois. Why Do We Care About Brand Management?. Complex task, unstructured, involves a lot of different variables. Dynamic

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Brand Management Facilitation: A Systems Dynamic Approach For Decision Makers

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  1. Brand Management Facilitation:A Systems Dynamic ApproachFor Decision Makers A Conceptual Framework MIT 20 April 2001 Peter A. Otto J. Robert Bois

  2. Why Do We Care About Brand Management? • Complex task, unstructured, involves a lot of different variables • Dynamic • Outcome of decisions often unknown, “Voodoo marketing” • Financial implication of decision making

  3. Definition of a Brand? “A brand is a complex symbol. It is the intangible sum of a product’s attributes, its name, packaging, and price. Its history, reputation, and the way it’s advertised. A brand is also defined by consumers’ impressions of the people who use it, as well as their own experience.” David Ogilvy

  4. Brand ManagementSome Key Terms • Brand Awareness • Brand Loyalty • Motivation • Desire to Buy Brand • Perceived Quality • Satisfaction • Negative Product Image • Positive Product Quality • Brand Equity

  5. Brand Equity Source: Interbrand 1999, The World Biggest Brands

  6. The Brand Management Model

  7. BrandManagementA ConceptualizedSector Overview The Brand Awareness/Effectiveness Sector The Brand Awareness/Loyalty Sector The Brand Loyalty/Quality Sector

  8. Vensim® Brand Awareness/Effectiveness Sector

  9. Vensim® Brand Awareness/Loyalty Sector

  10. Vensim® Brand Loyalty/Quality Sector

  11. The Bottom Line: Brand Equity

  12. Brand Management:A Vensim® Demo

  13. Where To Next • Simulation of Effectiveness with real data: • Above the Line • Below the Line • Price Promotion • Public Relations • Testing Brand Strategy Implications against other DSS tools

  14. R Questions Answers

  15. End of Slide Show Press “Esc” to Exit

  16. The Brand Awareness/Effectiveness Sector

  17. The Brand Awareness/Loyalty Sector

  18. The Brand Loyalty/Quality Sector

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