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Summary Marketing: guest lecture
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Marketing: guest lecture In het Engels en Nederlands
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GUEST LECTURE 2/12/’22Brand asset valuator (BAV)
WPP - BAV
JOHAN HELLEMANS – 40 Johan in de data groep
25 y of experience working
The power of creativity.
We convene our diverse capabilities
• 106 000 people
• 112 countries
• 3000 offices
De agencies die hun sponseren zijn
• wunderman thopson
• group m
• famous grey
• ldv united
BRANDS
Brands are all around us
Why do we need brands?
• It allow to identify one offer from thee other
• It is economically essential
The film perspective views brands as assets and examines the various functions and roles that brands
serve for films,
Consumer perspective views brands as signals (economic approach) and mental knowledge cues
(psychological approach).
Society perspective presents brands in societal and cultural contexts affecting individual consumers
both directly and indirectly through social forces, structures and institutions. The sociology of brands
applies to all manner of commercial and non-commercial entities (e.g., ideas, persons)
Financial perspective (FBBE) Consumer perspective (CBBE)
FBBE define brand equity as the ‘total value of a CBBE define brand equity as the ‘differential
brand which is a separable asset – when it is effect of brand knowledge on consumer
sold or included in a balance sheet’ decision making in response to the marketing of
It is possible to give a monetary value to the brand that the brand’
can be useful for managers in case of merger, acquisition It is possible to give a consumer value to the brand that
or divestiture. can be useful for managers in case of developing
marketing & communication programs.
It does not help marketers to understand the It helps marketers to understand the process of
process of building brand equity building brand equity
1
, GUEST LECTURE 2/12/’22
A brand is abstract (CBBE)
• How is my brand encoded?
o Process by which brand information is placed in memory
• How is my brand represented?
o Representation of brand information in memory
• How is my brand retrieved?
o Process by which brand information is located in memory and then used
Waarom wil iemand meer geld besteden voor voorbeeld een pet ? door de merk
De functie is hetzelfde maar de merk zorgt ervoor da je er meer bereid voor bent om er meer voor te
betalen.
Consumers today are 11 times more likely willing to pay more for a brand with a strong brand equity
Ua = P + time+ quality + convenience + purpose + feeling …
Relative contribution
• 10% knowledge
• 4% differentiation
• 30% relevance
• 56% esteem
Building strong brands requires a lot of effort, and reaching the top does not guarantee you will stay
there.
BAV has tracked the growth of major stock market indices alongside its own portfolio of brands with
strong brand equity.
Stocks in the BAV index consistently outperform the S&P 500 and the Nasdaq, over time giving
shareholders return 70-90% higher than the other indices.
That’s positive proof that creating brands with strong brand equity drives performance for
shareholders.
De top 5 merken veranderen maar coca cola is erin gebleven vanaf 1996 tot nu. People are omving
on. Facebook is voor nu weg uit de top 5
It is a reality. Some brands fade and others prevail. The central question then becomes how can you
build strong brands that are favoured by consumers and last for a long time.
Vb yahoo! excite infoseek magellan
It takes a lot to stay on top.
Role of marketing at different brand life stages
• Create awareness what it’s for what makes it special
• Make brand famous for its uvp expand use, user and occasions
• Strengthen emotional bond with costumers keep brand and uvp salient
• Provoke, reappraise . make relevant in a new way
What is BAV ?
2
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