MM6016 BRANDING AND MARKETING COMMUNICATION

1. BRAND AUDIT & BRAND RESEARCH MM6016BRANDING AND MARKETING COMMUNICATION Master of Business Administration School of Business and Management Institut Teknologi Bandung

2. Definition • Keller (2008, p. 126): “Brand audit is a comprehensive examination of a brand to discover its sources of brand equity”

3. Concept of Brand Audit • External-oriented • Customer-focused • Assess the health of the brand • Uncover the sources of brand equity • Suggest ways to improve and leverage the brand equity

4. Brand Audit Perspective • A brand audit reguires understanding sources of brand equity from the perspective of both the firm and the consumer. • The Firm perspective It is necessary to understand exactly what product and services are currently being offered to the consumer and how they are being marketed and branded • The Consumer perspective It is necessary to dig deeply in their minds and tap perceptions and beliefs to uncover the meaning of brands and products

5. Brand Audit Steps Keller (2008): • Brand Inventory provide a current, comprehensive profile of how all the products and services sold by a company are marketed and branded Brand inventory analysis includes the following descriptions: • The names, logos, symbols, characteristic, packaging, slogans, or other trademark used • The inherent product attributes or historical characteristics of the brand and pricing, communications, distribution policies, and any other relevant marketing activity related to the brand

6. Brand Audit Steps 2. Brand Exploratory  provide detailed information about what consumers think of the brand. Brand exploratory is reserach acitivity designed to identify potential sources of brand equity. Activities that useful for brand exploratory are : • Reviewing past studies • Interviewing relevant personnel to get some insight. • Do qualitative and quantitave research for the wide range

7. Based on above figure,The data in brand inventory, will help brand flush out the bottom left quadrant and tell the position of brand are claiming out there in the worldThe data in brand exploratory, will help brand fill out the top two slices of the piece, telling the brand position by customers currently think and what customer value for the brand By Keller

8. Brand Audit Worksheets • MM6016 Branding and Marketing Communication

9. Types of Worksheets • Market Analysis • Target Audience • Competitive Analysis • Point of Differentiation (POD) • Brand Traits • Brand Positioning • Brand Message • Brand Credentials • Marketing Communication • Brand Measurement

10. 180MM subscribers, 9 million web users (53% between 18 and 27), +9.3% growth yoy, QWERTY market Internet penetration doubled in the past 4 years (45% mail, 45% social media & chat, 10% browsing) Applications on smartphones (ala I-Phone) Community formation (BB communities) XXX Million USD per year Practical, useful, worthwhile, easy to get & cheap applications on smartphones

11. Source of data: Cluster Analysis Media Segmentation Data In Depth Interviews Focus Group Discussion

12. TV (main) Magazine Radio Mobile Social network Male 15-25 yo SEC A/B Live in top cities Techno savvy Progressive Want to be the best 5MM people Electronics malls Certified dealers TV (main) Magazine Mobile Social network Female 15-25 yo SEC A/B Live in top cities High mobility Design vs feature Social networking Function #1 Electronics malls Certified dealers 5MM people

13. 49% of cellphone category 86% of smartphone category Rp.1.5 (C class) -6M Nokia Blackberry 500K users (+3000 per day) Rp.4-6M 80K users Rp.6-8M IPhone

14. Result of Discriminant Analysis Result of the factors analysis!

15. Trusted brand? User friendly? NOKIA Cheap internet connectivity Trend following Blackberry Young, hip & cool Exclusivity Interesting Applications Iphone

16. Result of study on brand character association variables Brand Character that is in line with the brand strategy

17. Smart X Trendy Cool Efficient The Pioneer X A trusted friend

18. Source of data: Qualitative Assesment of Communication Assetss

19. Smart phones Touch/QWERTY, camera, Internet Sleek design User friendly interaction NOKIA Only Nokia Human technology enables you to get more out of life. Internet connection (push email, Social networking, browsing) BB messaging Real time, Instant Access & connectivity Blackberry Touch screen , Camera , Internet Unique & Free Applications Personal music organizer Iphone

20. Brand Message Worksheet Product : Brand : Target Audience: What the target thinks now: What we want them to think: Core brand message : The message that will change their behavior/perception RTB: The claim support/reason to believe that brand can deliver the message

21. Brand Message Worksheet Product : Smart Phone Brand : Nokia Target Audience: Young Urbanites What the target thinks now: What we want them to think: Nokia is the real people connector. Core brand message : RTB:

22. Historical tracking of brand’s good credentials

23. Based on media budget tracking. Should also be done on competitors as a comparison

24. Source of data: Retail Data Brand Health Scorecard Household Panel data

25. Brand Measurement Worksheet

26. Brand Research • MM6016 Branding and Marketing Communication

27. Objectives • Assess customer perception about brand • Assess brand health • Assess brand competition • Assess brand potentials • Assess market opportunities • Evaluate brand innovation • Etc

28. Brand Research Steps

29. Example: Sunsilk Co-Creation (1) Source: Anjani, A.H., 2011. ANALYSING INFLUENCE OF SUNSILK CO-CREATION TOWARD PERCEPTION OF SUNSILK IN BANDUNG, Undergraduate Final Project, School of Business and Management, Institute of Technology Bandung

30. Example: Sunsilk Co-Creation (2) Questionnaire variables: • Sunsilkas a brand which give beautiful hair result • Sunsilkas a brand that solves various hair problems • Sunsilkas a brand that gives visible result to the users • Sunsilkas a trusted brand • Sunsilkas a modern brand • Sunsilkas a brand that makes its users feels confident with their hair Source: Anjani, A.H., 2011. ANALYSING INFLUENCE OF SUNSILK CO-CREATION TOWARD PERCEPTION OF SUNSILK IN BANDUNG, Undergraduate Final Project, School of Business and Management, Institute of Technology Bandung

31. Example: Sunsilk Co-Creation (3) Respondent Data Source: Anjani, A.H., 2011. ANALYSING INFLUENCE OF SUNSILK CO-CREATION TOWARD PERCEPTION OF SUNSILK IN BANDUNG, Undergraduate Final Project, School of Business and Management, Institute of Technology Bandung

32. Example: Sunsilk Co-Creation (4) Respondents’ Perceptions Source: Anjani, A.H., 2011. ANALYSING INFLUENCE OF SUNSILK CO-CREATION TOWARD PERCEPTION OF SUNSILK IN BANDUNG, Undergraduate Final Project, School of Business and Management, Institute of Technology Bandung

33. Example: Sunsilk Co-Creation (5) T-Test of Mean Differences Source: Anjani, A.H., 2011. ANALYSING INFLUENCE OF SUNSILK CO-CREATION TOWARD PERCEPTION OF SUNSILK IN BANDUNG, Undergraduate Final Project, School of Business and Management, Institute of Technology Bandung

34. Example: Sunsilk Co-Creation (6) Regression Analysis Y = 0.938 + (0.017 x X1) + (0.670 x X2) Y = Overall perception of ability to solve all hair problems of Sunsilk after Co-Creation X1 = Perception of Sunsilk X2 =Perception of Sunsilk Co-Creation Source: Anjani, A.H., 2011. ANALYSING INFLUENCE OF SUNSILK CO-CREATION TOWARD PERCEPTION OF SUNSILK IN BANDUNG, Undergraduate Final Project, School of Business and Management, Institute of Technology Bandung

35. Example: Sunsilk Co-Creation (7) Conclusions “Sunsilk Co-creation significantly affects respondents’ perceptions toward Sunsilk, the strongest one is about its ability to solve all hair problems” Recommendations • Sunsilk can maximize this opportunity by adding well-known brand ingredient to its product or doing ingredient branding. • Adding a well known hair experts, preferably Indonesian hair expert, to be a ‘local ambassador’ of Sunsilk in Indonesia Source: Anjani, A.H., 2011. ANALYSING INFLUENCE OF SUNSILK CO-CREATION TOWARD PERCEPTION OF SUNSILK IN BANDUNG, Undergraduate Final Project, School of Business and Management, Institute of Technology Bandung

36. Example: Rolex Brand Audit (Keller, 2008, p.132-137) • History • Brand Inventory • Product related attributes • Rolex brand portfolio • Communication, pricing and distribution • Brand Exploratory • Customer knowledge • Sources of brand equity • Ambassadors • Sports & culture • Philanthropy • CBBE • Counterfeiting: threat to equity • Recommendations • Introduce new design • Connect with female customers • Attack the counterfeit industry • Understand younger consumers • Communicate long-term value

37. Example : Calvin Klein Brand Audit Brand inventory Target market : The consumer who is “14 to 50 years old and desires modern fashion forward products” Distribution : distributed within all tiers department store and reach all levels of consumers Advertising : advertising spans in 21 countries and reaches and estimated 98 million people globally. Product : have a variety of product classifications, (women’s sportwear, denim, menswear, underwear, men’s accessories and footwear, swimwear, fragrances, eyewear, footwear, home furnishings) Price : have the variying prices. Promotions : used brand ambasador Place : has stores in 130 territories outside US and 650 domestic retail locations Brand Mantra : “Sex, luxurious, minimal, classic, intimate and professional”

38. Brand Elements  Name : “Calvin Klein” Symbols : “CK” Slogans : - “Between love and madness lies obsession” - “Nothing comes between me and my Calvin Klein” (for CK jeans) Sultry and neutral colors for the shopping bags

39. Brand Exploratory - Consumers trusting of the brand - Consumers feel confident used the product - Consumers have perception that CK produces quality lasting products - Key word describe the brand by consumers : “ Sexy, Sophisticated, Casual, Hip, Daring and Distinct” Recommendation Calvin Klein for children is currently the weakest of the company brand extentions because it is still lacking in the profit. The brand must expand their products to include clothing that children living in household with alower income would wear.

40. Mapping Brand Association • MM6016 Branding and Marketing Communication

41. Strategic Brand Association Map Strategic brand association maps: developing brand insight Brian D. Till School of Business Administration, Loyola University, Chicago, Illinois, USA Daniel Baack Daniels College of Business, University of Denver, Denver, Colorado, USA Brian Waterman Waterman Research Solutions, LLC, St Louis, Missouri, US Journal of Product & Brand Management, 20/2 (2011) 92–100

42. Features of Brand Association • Strength. • Favorability/valence. • Uniqueness. • Relevance. • Number.

43. Steps • Determine the competitive set. • Generate free associations. • Collect response latency data for strength of associations. • Measure uniqueness, relevance, and favorability of associations. • Construct the strategic brand association maps.

44. Source: Till et al. (2011), p. 96