Brands and branding: Brand models

 

Much has been written recently about the need for trust and transparency among brands, but this concept of trust is too vague to be useful. Trust can more effectively be divided into three dimensions ...

GfK's Advanced Brand Valuation (ABV) Model combines a measure of the brand's strength in the mind of consumers with accepted accounting practices to determine its true financial value. ABV is a modula ...

The BrandEconomics framework combines the Brand Asset Valuator (BAV) and the Economic Value Added (EVA) methodology to measure the economic performance of companies. The model is applicable to corpora ...

The Discounted Cash Flow (DCF) brand valuation model includes six elements. The first of these is segmentation, based on the fact that brands only have value in the context of specific markets, both i ...

The world's top brands share ten characteristics, which together can form a brand report card with which to judge performance. These are broadly as follows: the brand excels at delivering the benefits ...

The Brand Equity Monitor (BEM) bases its analysis on two key factors. The first is a brand's assets, defined as the percentage of consumers that have an association with the brand that is relevant to ...

The brand dynamics pyramid aims to diagnose the factors underpinning customer loyalty. It is based on five levels. The first is presence, which at the most basic level is exhibited in unaided awarenes ...

Young & Rubicam's Brand Asset Valuator (BAV) shows that successful brand development is based on four pillars. These are differentiation (which states the brand's reason for being); relevance (relativ ...

Brand equity is a concept that stands for the strength of a brand, among consumers, and in the market. The Brand Equity Model (BEM) distinguishes four basic brand equity components: mental brand equit ...

The Sanoma Men's Magazines (SMM) knowledge centre focuses on information about the male audience, and especially on the increasing importance of brand image. It has developed a brand model based on fi ...

Aaker defines brand equity as a set of categories of brand assets and liabilities linked to a brand, its name and its symbol. These are: brand loyalty, brand awareness, perceived quality, brand associ ...

The Brand Balanced Scorecard (BBS) dictates that a brand should have meaning for all its stakeholders. As such, it distinguishes, among other things, between customer meaning (relevance, attractivenes ...

The advertising response matrix divides advertising effects are across two dimensions - the effects hierarchy and the time dimension. The first of these is based on four tiers: the mental advertising ...

The modern consumer is facing information overload, and brands have to adapt their communications to flourish in this new climate. The Cognitive Experiential Self Theory (CEST) argues people respond i ...

In the age of television, consumers have become more accustomed to processing visual images than oral messages. As such, it is crucial to manage visual communications that accurately represent the bra ...

Advertising is basically a process of learning and forgetting. For learning to take place, ads must go beyond the level of recall, often through repeated exposure. After exposure, however, consumers a ...

The expanding volume of commercial communications in the past decade has led to a decrease in the attention consumers give to individual messages. In order to influence brand perceptions, a message ha ...

Linking brands with celebrities is a high risk strategy, which can dramatically boost revenue or end as an embarrassment. Research has also shown that only one in five commercials using celebrity endo ...

The triad model is based on three elements that are key for people to achieve their goals: motivation, opportunity, and ability to process information. The 'triad score' is the outcome of motivation ( ...

A consumer, whose attention has been activated by a piece of brand advertising, encounters three different kinds of stimuli. The first is instrumental, including verbal, visual and aural information, ...

A consumer, whose attention has been activated by a piece of brand advertising, encounters three different kinds of stimuli. The first is instrumental, including verbal, visual and aural information, ...

The Integrative Framework for Effective Communication (IFEC) integrates communication strategies with socio-psychological behaviour theories. It defines three conditions for a successful advertising c ...

The Advertising Research Foundation (ARF) model was formulated as a tool to be used for making media comparisons, and updated in 1997 after the emergence of web advertising. The model includes ten lev ...

The Analytic Network Process (ANP) Media Selection Model is a tool for assessing the appropriateness of media for specific advertising tasks. It specifies five basic factors for media selection: atten ...

Choosing the right media and creative executions can make a substantial difference on both impact and efficiency, and can thus optimize a campaign's performance. The Generalised Differential Model (GD ...

The advertising effects model is based on a number of inter-related variables which work together, and the impact of which cannot be separated. The first major factor is attention, which is influenced ...

Means End Conceptualization of the Components of Advertising Strategy (MECCAS) is a framework based on the 'means-end chain' theory of consumer motivation, according to which consumers have valued goa ...

The Rossiter-Percy grid is a model of attitude, representing how consumers evaluate products or brands. It conceptualises consumers' attitudes towards a brand or product in terms of two dimensions: in ...

The success of the organisation depends to a large part on the interactions between employees and customers, a relationship based on internal and external activities of a company. The SWOCC Wheel of I ...

The mission and values of a brand and organisation are usually quite abstract, but it is important that employees express them to customers. The mission motor model distinguishes four basic conditions ...