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Mkt4007 W5

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Stephan Dahl
Stephan Dahl
Tecnologia
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Brands, Brand Portfolios and Loyalty MKT4007
What makes a brand a brand? ,[object Object],[object Object],[object Object],[object Object],[object Object]
Main Benefits of Brands ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Choice Brand Brand A Brand B Brand C Brand D Brand E
Product for each market? Target Market A Target Market B Target Market C Target Market D Brand Owner target specific Product target specific Product target specific Product
Brand for each market Owner Brand A Target Market A Brand B Brand C Brand D Target Market B Target Market C Target Market D
Brand for each market Rezidor Radisson SAS Modern Business Park Inn Country Inn Regent Budget Business Family Classic Luxury
Brand Regard & Recognition Brand Recognition Brand Regard Reputation Differentiation Momentum Affinity Krish, et al, 2001
Regard Recognition Low High High Regard Opportunity New or Unfocused Brand Brand Leaders Unrealised Potential
Lifestyle Brands ,[object Object],[object Object],[object Object],[object Object]
Mechanisms used ,[object Object],[object Object],[object Object],[object Object],[object Object]
Loyalty ,[object Object],[object Object]
GLI= 0 Switcher Shifting Soft Core Loyal GLI= 1 Hard Core Loyal
CRM Model of Brand Loyalty Brand Loyalty ,[object Object],[object Object],[object Object],[object Object],Potential - Expected change in category use - Expected change in brand use - Propensity to switch Customers: Dynamic Stable Challenging Reluctant Prospects: Dynamic Stable Challenging Reluctant Customer Lifetime Value Value Simulator Attrition Models/Churn Campbell-Ewald
Relationship Potential Weak Stable Reluctant Dynamic Challenging

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Mkt4007 W5

  • 1. Brands, Brand Portfolios and Loyalty MKT4007
  • 2.
  • 3.
  • 4. Choice Brand Brand A Brand B Brand C Brand D Brand E
  • 5. Product for each market? Target Market A Target Market B Target Market C Target Market D Brand Owner target specific Product target specific Product target specific Product
  • 6. Brand for each market Owner Brand A Target Market A Brand B Brand C Brand D Target Market B Target Market C Target Market D
  • 7. Brand for each market Rezidor Radisson SAS Modern Business Park Inn Country Inn Regent Budget Business Family Classic Luxury
  • 8. Brand Regard & Recognition Brand Recognition Brand Regard Reputation Differentiation Momentum Affinity Krish, et al, 2001
  • 9. Regard Recognition Low High High Regard Opportunity New or Unfocused Brand Brand Leaders Unrealised Potential
  • 10.
  • 11.
  • 12.
  • 13. GLI= 0 Switcher Shifting Soft Core Loyal GLI= 1 Hard Core Loyal
  • 14.
  • 15. Relationship Potential Weak Stable Reluctant Dynamic Challenging