1. INTERNATIONELLA
HANDELSHÖGSKOLAN
HÖGSKOLAN I JÖNKÖPING
Brand management beyond print sales
- consumption experience, brand position and advertising sales
Mart Ots
Media Management and Transformation Centre
Jönköping International Business School
2008-10-02 1

2. INTERNATIONELLA
HANDELSHÖGSKOLAN
Sensory memory: Gustatory and
olfactory register
HÖGSKOLAN I JÖNKÖPING
2008-10-02 PRODUCTS, SERVICES AND BRANDS • Mart Ots 2

3. INTERNATIONELLA
HANDELSHÖGSKOLAN
From consumer brand equity
to advertising market sales
HÖGSKOLAN I JÖNKÖPING
Media ? Perceived B2B
consumer
brand equity market value
?
Consumer B2B market
market sales sales
2008-10-02 3

4. INTERNATIONELLA
HANDELSHÖGSKOLAN
HÖGSKOLAN I JÖNKÖPING
Should advertisers
care if consumers
love our brand?
2008-10-02 4

5. INTERNATIONELLA
HANDELSHÖGSKOLAN
HÖGSKOLAN I JÖNKÖPING What is brand equity?
•! ”Customer-based brand equity occurs when the consumer
has a high level of awareness and familiarity with the
brand and holds some strong, favourable, and unique
brand associations in memory” (Keller 2008)
2008-10-02 5

6. Effects of high consumer
INTERNATIONELLA
HANDELSHÖGSKOLAN
HÖGSKOLAN I JÖNKÖPING
brand equity
•! Attitudinal loyalty
•! Behavioral loyalty
2008-10-02 6

7. INTERNATIONELLA
HANDELSHÖGSKOLAN
Experienced effects from
behavioral loyalty
HÖGSKOLAN I JÖNKÖPING
•! Stability of reach lowers purchasing risk
“If you have stability of reach, then you also have a more trustworthy
medium. That will show in every aspect. If you don’t know what the reach will
be in six months, then it is hard to have a yearly discussion.” (OMD)
•! Clearer communication of the offering
“For us, strong brands give the ability to see that they (the audiences) are
somewhat different from others, or if it is an extremely broad media that there
is just very many of them.” (OMD)
2008-10-02 7

8. INTERNATIONELLA
HANDELSHÖGSKOLAN
Experienced effects from
attitudinal loyalty
HÖGSKOLAN I JÖNKÖPING
•! Matching of advertised brands with media brand attitudes/
consumption experience
“I would say that the brand is really important when it comes to
magazines, less important when it comes to dailies and so on…” (Starcom)
“I think (media brand image) really matters, but sometimes I think it
matters too much, because I think that all the individuals working with and
making these choices have a personal view. To a larger extent than they
should. I mean, sometimes we need to look beyond the brands and look at the
figures and trust them.” (Starcom)
“Media sometimes use this as an argument for buying them, but I haven’t
seen any convincing proof yet, so I don’t know. So I think that’s for them to
make sure that they have a loyal audience…” (OMD)
2008-10-02 8

9. INTERNATIONELLA
HANDELSHÖGSKOLAN
HÖGSKOLAN I JÖNKÖPING Contextual effects
2008-10-02 9

10. INTERNATIONELLA
HANDELSHÖGSKOLAN
Ad/context congruency and
priming
HÖGSKOLAN I JÖNKÖPING
+
2008-10-02 10

11. INTERNATIONELLA
HANDELSHÖGSKOLAN
HÖGSKOLAN I JÖNKÖPING Excitation transfer
2008-10-02 11

12. INTERNATIONELLA
HANDELSHÖGSKOLAN
HÖGSKOLAN I JÖNKÖPING Brand transfer (Halo effect)
+
2008-10-02 12

13. INTERNATIONELLA
HANDELSHÖGSKOLAN
HÖGSKOLAN I JÖNKÖPING
•! Brand consumption in a larger context
“I had a client with a target audience of ‘women 30 to 54’…. When we
looked at the target audience closer, we saw that 30-34 year olds didn’t watch
the shows we picked in TV 4 and as we then looked at what shows they did
watch, then it was shows like Grey’s Anatomy, E.R, etc., so they had children
and they watched shows every week, that they pick, that is their ‘luxury
moment’… They are loyal and they watch three shows a week for one hour
each while sitting on the sofa with a cup of coffee or whatever, watching their
show and also watching the commercials around the show. (Starcom)
“A business man can be approached in a work-context, but another
strategy would be to reach them in the media which they consume in peace and
quite on Sunday nights. This way you can approach them when their guard is
down.” (Media edge)
2008-10-02 13

14. INTERNATIONELLA
HANDELSHÖGSKOLAN
Brand position/consumption
experience
HÖGSKOLAN I JÖNKÖPING
•! Northwestern University (2004)
•! 101 newspapers, 37 000 respondents
•! 44 identified unique experience dimensions
1.! Something to talk about
2.! Makes me smarter
3.! Looks out for my interests
4.! Regular part of my day
5.! People I know
6.! Touches and inspires me
7.! My personal timeout
8.! High quality, unique content
9.! Makes me more interesting
2008-10-02 14
10.!Taking a stand

15. INTERNATIONELLA
HANDELSHÖGSKOLAN
Is there value for advertisers
in media brands?
HÖGSKOLAN I JÖNKÖPING
Yes, but how can we assist them in creating more value
for themselves?
•! No numbers = no perceived value (need for measurement)
•! How large is the market for branded contexts?
•! Who are these advertisers and product categories?
•! Which brand experiences do they search?
•! How can we diversify our offering to cater to these
different brand experience segments?
•! What brand/line extension strategy should be used?
2008-10-02 16

16. INTERNATIONELLA
HANDELSHÖGSKOLAN
HÖGSKOLAN I JÖNKÖPING
End
2008-10-02 18