Please enable JavaScript.
Coggle requires JavaScript to display documents.
MATURITY (Brand (extensions, "moving" the brand, packaging,…
MATURITY
Brand
extensions
"moving" the brand
packaging
Name
Key issues
challenges of managing brand success
people tend to err on the side of increased earnings
Challenges of managing customer satisfaction
Know when "maturity" will set in
Product Life Cycle
"Levels" of a Product
Bass Diffusion Model ("Predicting Trajectory" - New product decisions)
Balancing "Growth" and "Equity"
Managing Customer Satisfaction (Net Promoter Score)
Net Promoter Score = % Promoters - % Detractors
Share of Wallet = (1 - Rank/Number of brands+1) x (2/number of brands)
Managing Brand Equity
Image
Blind test (Brand name vs. No name)
cars (Japanese Names vs. American Names)
Mutual Funds (named "value" vs. "growth" funds)
Brand name made chips "crispier" & "more flavorful"
Young & Rubicam Brand Asset Valuator
Brand Strength
Differentiation
Relevance
Brand Stature
Knowledge
Esteem
Asset
Interbrand's S-curve method
Brand value = annual net after tax profits, adjusted to exclude the earnings expected for an equivalent unbranded product, and average over time x a "multiple" (or discount rate), reflecting the brand's strength
market
geographic
stability
support
Leadership
protection
Basic requirements: separately identifiable, legally protected, and transferable
Managing Cannibalization vis Break Even Rate of Cannibalizaiton