1. MM6016 BRANDING AND MARKETING COMMUNICATION
BRAND AUDIT & BRAND RESEARCH
Master of Business Administration
School of Business and Management
Institut Teknologi Bandung

2. Definition
Keller (2008, p. 126):
“Brand audit is a comprehensive examination of a brand to discover its sources of brand equity”

3. Concept of Brand Audit External-oriented Customer-focused
Assess the health of the brand
Uncover the sources of brand equity
Suggest ways to improve and leverage the brand equity

4. Brand Audit Perspective
A brand audit reguires understanding sources of brand equity from the perspective of both the firm and the consumer.
The Firm perspective
It is necessary to understand exactly what product and services are currently being offered to the consumer and how they are being marketed and branded
The Consumer perspective
It is necessary to dig deeply in their minds and tap perceptions and beliefs to uncover the meaning of brands and products

5. Brand Audit Steps Keller (2008):
Brand Inventory  provide a current, comprehensive profile of how all the products and services sold by a company are marketed and branded
Brand inventory analysis includes the following descriptions:
The names, logos, symbols, characteristic, packaging, slogans, or other trademark used
The inherent product attributes or historical characteristics of the brand and pricing, communications, distribution policies, and any other relevant marketing activity related to the brand

6. Brand Audit Steps
2. Brand Exploratory  provide detailed information about what consumers think of the brand.
Brand exploratory is reserach acitivity designed to identify potential sources of brand equity.
Activities that useful for brand exploratory are :
Reviewing past studies
Interviewing relevant personnel to get some insight.
Do qualitative and quantitave research for the wide range

7. By Keller
Based on above figure, The data in brand inventory, will help brand flush out the bottom left quadrant and tell the position of brand are claiming out there in the world The data in brand exploratory, will help brand fill out the top two slices of the piece, telling the brand position by customers currently think and what customer value for the brand

8. Brand Audit Worksheets
MM6016 Branding and Marketing Communication
Brand Audit Worksheets

9. Types of Worksheets Market Analysis Target Audience
Competitive Analysis
Point of Differentiation (POD)
Brand Traits
Brand Positioning
Brand Message
Brand Credentials
Marketing Communication
Brand Measurement

10. 180MM subscribers, 9 million web users (53% between 18 and 27),
+9.3% growth yoy, QWERTY market
Internet penetration doubled in the past 4 years (45% mail, 45% social media
& chat, 10% browsing)
Applications on smartphones (ala I-Phone)
Community formation (BB communities)
XXX Million USD per year
Practical, useful, worthwhile, easy to get & cheap applications on smartphones

11. Media Segmentation Data In Depth Interviews Focus Group Discussion
Source of data:
Cluster Analysis
Media Segmentation Data
In Depth Interviews
Focus Group Discussion

12. TV (main)
Magazine
Radio
Mobile
Social network
Male
15-25 yo
SEC A/B
Live in top cities
Techno savvy
Progressive
Want to be the best
5MM people
Electronics malls
Certified dealers
TV (main)
Magazine
Mobile
Social network
Female
15-25 yo
SEC A/B
Live in top cities
High mobility
Design vs feature
Social networking
Function #1
Electronics malls
Certified dealers
5MM people

13. Rp.1.5 (C class) Nokia -6M 500K users (+3000 per day) Rp.4-6M
49% of cellphone category
86% of smartphone category
Rp.1.5 (C class)
-6M
Nokia
Blackberry
500K users (+3000 per day)
Rp.4-6M
80K users
IPhone
Rp.6-8M

14. Result of Discriminant Analysis
the factors analysis!

15. Trusted brand?
User friendly?
NOKIA
Cheap internet connectivity
Trend following
Blackberry
Young, hip & cool
Exclusivity
Interesting Applications
Iphone

16. Result of study on brand character association variables
Brand Character that is in line with the brand strategy

17. Smart X
Trendy
Cool
Efficient
The Pioneer X
A trusted friend

18. Qualitative Assesment of Communication Assetss
Source of data:
Qualitative Assesment of Communication Assetss

19. Real time, Instant Access & connectivity Blackberry
Smart phones
Touch/QWERTY, camera, Internet
Sleek design
User friendly interaction
NOKIA
Only Nokia Human technology
enables you to get more out of life.
Internet connection (push ,
Social networking, browsing)
BB messaging
Real time, Instant Access
& connectivity
Blackberry
Touch screen , Camera , Internet
Unique & Free Applications
Personal music organizer
Iphone

20. Brand Message Worksheet
Product :
Brand :
Target Audience:
What the target thinks now:
What we want them to think:
Core brand message :
The message that will change their behavior/perception
RTB:
The claim support/reason to believe that brand
can deliver the message

21. Brand Message Worksheet
Product : Smart Phone
Brand : Nokia
Target Audience:
Young Urbanites
What the target thinks now:
What we want them to think:
Nokia is the real people connector.
Core brand message :
RTB:

22. Historical tracking of brand’s good credentials

23. Based on media budget tracking.
Should also be done on competitors as a comparison

24. Brand Health Scorecard
Source of data:
Retail Data
Brand Health Scorecard
Household Panel data

25. Brand Measurement Worksheet
Oct 09
Nov 09
Dec 09
Jan-10
Feb-10
Sales (MM USD)
121
111
100
156
188
Distribution 89 90
Market Share
9% 
8.9%
8.6%
9.2%
9.5%
Market Price
18999 
19001
19201
16700
15900 
Complaints
10  12 9
Awareness
80% 
80%
84%
Brand Preference
Perceived Quality
Perceived Value
Perceived Difference
Customer Satisfaction
Purchase Intent
Repurchase Intent
Willingness to refer
Loyalty
10% 9% 8%
10.5%
11%

26. MM6016 Branding and Marketing Communication
Brand Research

27. Objectives Assess customer perception about brand Assess brand health
Assess brand competition
Assess brand potentials
Assess market opportunities
Evaluate brand innovation
Etc

28. Brand Research Steps Formulate Research Problems and Objectives
Conduct Explorative Study
Prepare Field Study
Conduct Data Collection
Conduct Data Analysis
Conclusion and recommendation

29. Example: Sunsilk Co-Creation (1)
Sunsilk launched the co-creation formulas for shampoo and hair care in 2009.
Objective: to strengthen Sunsilk images
Problem: To what extent perception toward Sunsilk Co-Creation influences the image of Sunsilk?
Research Problem
Literature study on brand extension and consumer’s perceptions of consumer goods
In-depth interview with Sunslik Senior Brand Manager and FGD with Sunsilk target market. Objectives: to identify important attributes for survey research
Exploratory Study
Design questionnaire
Determine population
Design sampling method
Determine sample size
Design data collection and analysis
Field Study Design
Source: Anjani, A.H., ANALYSING INFLUENCE OF SUNSILK CO-CREATION TOWARD PERCEPTION OF SUNSILK IN BANDUNG, Undergraduate Final Project, School of Business and Management, Institute of Technology Bandung

30. Example: Sunsilk Co-Creation (2)
Questionnaire variables:
Sunsilk as a brand which give beautiful hair result
Sunsilk as a brand that solves various hair problems
Sunsilk as a brand that gives visible result to the users
Sunsilk as a trusted brand
Sunsilk as a modern brand
Sunsilk as a brand that makes its users feels confident with their hair
Source: Anjani, A.H., ANALYSING INFLUENCE OF SUNSILK CO-CREATION TOWARD PERCEPTION OF SUNSILK IN BANDUNG, Undergraduate Final Project, School of Business and Management, Institute of Technology Bandung

31. Example: Sunsilk Co-Creation (3)
Respondent Data
Source: Anjani, A.H., ANALYSING INFLUENCE OF SUNSILK CO-CREATION TOWARD PERCEPTION OF SUNSILK IN BANDUNG, Undergraduate Final Project, School of Business and Management, Institute of Technology Bandung

32. Example: Sunsilk Co-Creation (4)
Respondents’ Perceptions
Source: Anjani, A.H., ANALYSING INFLUENCE OF SUNSILK CO-CREATION TOWARD PERCEPTION OF SUNSILK IN BANDUNG, Undergraduate Final Project, School of Business and Management, Institute of Technology Bandung

33. Example: Sunsilk Co-Creation (5)
T-Test of Mean Differences
Source: Anjani, A.H., ANALYSING INFLUENCE OF SUNSILK CO-CREATION TOWARD PERCEPTION OF SUNSILK IN BANDUNG, Undergraduate Final Project, School of Business and Management, Institute of Technology Bandung

34. Example: Sunsilk Co-Creation (6)
Regression Analysis Y = (0.017 x X1) + (0.670 x X2) Y = Overall perception of ability to solve all hair problems of Sunsilk after Co-Creation X1 = Perception of Sunsilk X2 =Perception of Sunsilk Co-Creation
Source: Anjani, A.H., ANALYSING INFLUENCE OF SUNSILK CO-CREATION TOWARD PERCEPTION OF SUNSILK IN BANDUNG, Undergraduate Final Project, School of Business and Management, Institute of Technology Bandung

35. Example: Sunsilk Co-Creation (7)
Conclusions
“Sunsilk Co-creation significantly affects respondents’ perceptions toward Sunsilk, the strongest one is about its ability to solve all hair problems”
Recommendations
Sunsilk can maximize this opportunity by adding well-known brand ingredient to its product or doing ingredient branding.
Adding a well known hair experts, preferably Indonesian hair expert, to be a ‘local ambassador’ of Sunsilk in Indonesia
Source: Anjani, A.H., ANALYSING INFLUENCE OF SUNSILK CO-CREATION TOWARD PERCEPTION OF SUNSILK IN BANDUNG, Undergraduate Final Project, School of Business and Management, Institute of Technology Bandung

36. Example: Rolex Brand Audit (Keller, 2008, p.132-137)
History
Brand Inventory
Product related attributes
Rolex brand portfolio
Communication, pricing and distribution
Brand Exploratory
Customer knowledge
Sources of brand equity
Ambassadors
Sports & culture
Philanthropy
CBBE
Counterfeiting: threat to equity
Recommendations
Introduce new design
Connect with female customers
Attack the counterfeit industry
Understand younger consumers
Communicate long-term value

37. Example : Calvin Klein Brand Audit
Brand inventory
Target market : The consumer who is “14 to 50 years old and desires modern fashion forward products”
Distribution : distributed within all tiers department store and reach all levels of consumers
Advertising : advertising spans in 21 countries and reaches and estimated 98 million people globally.
Product : have a variety of product classifications, (women’s sportwear, denim, menswear, underwear, men’s accessories and footwear, swimwear, fragrances, eyewear, footwear, home furnishings)
Price : have the variying prices.
Promotions : used brand ambasador
Place : has stores in 130 territories outside US and 650 domestic retail locations
Brand Mantra : “Sex, luxurious, minimal, classic, intimate and professional”

38. Brand Elements  Name : “Calvin Klein” Symbols : “CK” Slogans : - “Between love and madness lies obsession” - “Nothing comes between me and my Calvin Klein” (for CK jeans) Sultry and neutral colors for the shopping bags

39. “ Sexy, Sophisticated, Casual, Hip, Daring and Distinct”
Brand Exploratory
- Consumers trusting of the brand
- Consumers feel confident used the product
- Consumers have perception that CK produces quality lasting products
- Key word describe the brand by consumers :
“ Sexy, Sophisticated, Casual, Hip, Daring and Distinct”
Recommendation
Calvin Klein for children is currently the weakest of the company brand extentions because it is still lacking in the profit.
The brand must expand their products to include clothing that children living in household with alower income would wear.

40. Mapping Brand Association
MM6016 Branding and Marketing Communication
Mapping Brand Association

41. Strategic Brand Association Map
Strategic brand association maps:
developing brand insight
Brian D. Till
School of Business Administration, Loyola University, Chicago, Illinois, USA
Daniel Baack
Daniels College of Business, University of Denver, Denver, Colorado, USA
Brian Waterman
Waterman Research Solutions, LLC, St Louis, Missouri, US
Journal of Product & Brand Management, 20/2 (2011) 92–100

42. Features of Brand Association
Strength.
Favorability/valence.
Uniqueness.
Relevance.
Number.

43. Steps Determine the competitive set. Generate free associations.
Collect response latency data for strength of associations.
Measure uniqueness, relevance, and favorability of associations.
Construct the strategic brand association maps.

44. Source: Till et al. (2011), p. 96