福州SEO1BrandManagementFacilitation:

ASystemsDynamicApproach

ForDecisionMakersPeterOtto/PAD824,Fall2001AConceptualFramework2Today‘sPresentationDefinitionKeytermsinbrandmanagementThebrandmanagementmodelSectoroverviewBehaviorofthemodelThedissertationmodelQ&A3ABrandMarkswhatPeopleThinkandFeelItisarationalandemotionalformulabased

onthesumoftrust,relevance,and

significancethatrelatespeopletoafirm,a

product,oraservicethroughouttheirlife.4MarketDynamicsBusinessesandmarketsinwhichbrandsplayanimportantrolearebothhighlycomplex:Theyaretightlycoupled:therearelotsofcomplexinteractions,interventionsbasedonasingleactionareunlikelytoprovesuccessfulinthelongtermTheybehavecounter-intuitively–theycanbehaveintheoppositemannertowhichoneintends5MarketDynamicscont.Theyexhibittrade-offsTheyarepolicyresistant–attemptingtoinfluencethesysteminonedirectionwilloftencausesomereactionwhichminimizestheimpactoftheoriginalactionAndtheyaredynamic–changesoccuronmanydifferenttimescales6BrandManagement

SomeKeyTermsBrandAwarenessBrandLoyaltyMotivationDesiretoBuyBrandPerceivedQualitySatisfactionNegativeProductImagePositiveProductQualityBrandEquity7TheDimensionsinBrandBuildingBrandidentityBrandawarenessFamiliarityandknowledgeofthebrandConsiderationtoevaluatethebrandPurchaseBrandloyalty(orbrandequity)8AManager‘sGoalmustbetoBuildBrandEquityAbrandcanonlybestrongifithasastrongsupplyofloyalcustomersBrandequitythereforecanbedefinedasameasureofstrengthofconsumers‘a(chǎn)ttachmenttoabrand.9BrandEquitySource:Interbrand1999,TheWorldBiggestBrands10PurposeandGoaloftheModelBrandequityisacomplexsystemanddifficulttomanageandunderstand.Asimulationmodelwillbeused,toidentifykeyleveragepointstounderstandthebehaviorofthesystem,thusreduceuncertaintyindecisionmaking.11The

BrandManagementModel12Brand

Management

AConceptualized

SectorOverviewTheBrandAwareness/EffectivenessSectorTheBrandAwareness/LoyaltySectorTheBrandLoyalty/QualitySector13TheBrandAwareness/EffectivenessSector14Vensim?BrandAwareness/EffectivenessSector15TheBrandAwareness/LoyaltySector16Vensim?BrandAwareness/LoyaltySector17Vensim?BrandLoyalty/QualitySector18TheBrandLoyalty/QualitySector19TheBottomLine:BrandEquity20ModelBehaviorInvestment:70ATL:0.7BTL:0.1PP:0.1PR:0.121ModelBehaviorInvestment:35ATL:0.7BTL:0.15PP:0.05PR:0.122WeaknessoftheModelDoesnotconsider?people“inthesystemMissinglinktocapturegrowthanddeclineofmarketshareKeyleveragepoint:?investment“ratherthan?consumers“23ThenewApproach:BrandEquityasResourceSystemLoyalCustomers0

3

6

9

12InflowOutflow24ObjectivesTogaininsidesinhowtocontroladesiredlevelofloyalcustomers,thussupportresourceallocationdecisionsofafirmTotestandcomparealternativestrategiestoimprovethemanagementofbrandequity25Whatisthecontributiontothebodyofknowledge?Theory:BycreatingagenericmodeltoinvestigatetheeffectofresourceallocationwhichinfluencesthebrandequityofafirmPraxis