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L7: Measure and Interpret Brand Performance (Brand Asset Valuation…
L7: Measure and Interpret Brand Performance
Brand Asset Valuation
Differention (Brand Strength)
Relevance (Brand Strength)
Esteem (Brand Stature)
Knowledge (Brand Stature)
Quadrant analysis
Unrealised/emerging Potential (DR high EK low) (9.3%)
New Unfocused (DREK low)
Eroding Potential (EK high, DR low) (5.9%)
Leadership (DREK high) (6.5,3% profit margin)
Brand Strength
Internal
Responsiveness
Protection
Commitment
Clarity
External
Authenticity
Relevance
Differentiation
Consistency
Presence
Understanding
Guest Lecture Easy Jet
Airline industry
Tough and risky business (easy to loose large sums of money)
90 percent go bankrupt
Timing is huge important
Strategy
High volume traffic from point a to b without frills
No on board meal, travel agent
Second choice airports
British Airways and easyjet fight
Swiss Airline and easyjet fight (need to provide accommodation --> tents)
Diversification
Internet cafe
Hotel
Car
Cinema
Gym
4men care
Foodstore
Coffee
Learnings
Play to strengths
Risk taking
Consistency: Fullfil limited promises
Never stop innovating
Good Leadership
Price does matter but always someone cheaper
Get Culture right