5_m603F10rb_qualleadconf

5_m603F10rb_qualleadconf - Communicating Quality,...

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Communicating Quality, Leadership, Confidence 1 Batra’s Branding Pyramid Framework Loyalty/Bonding Leadership Reputation Trust/Confidence D.R.U.M. Associations/Imagery © Rajeev Batra 1 High Spontaneous Awareness, Identity Perceived Technical Quality Road-Map for Brand-Building Analyze Brand, Needs, Competition, Consumer Segments, Trends, Profits: Build Awareness and Targeted “Identity” Create Targeted Brand Associations (SWOT) Æ Strategize on what your brand must “mean” Æ Understand what “quality” means; create and communicate high quality Æ © Rajeev Batra 2 Create Satisfaction, Emotional Loyalty, Loyalty Incentives (CRM) Æ Build trust and confidence, perception of “leadership”
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Communicating Quality, Leadership, Confidence 2 Drivers of Willingness To Pay A Price Premium Brand Image Dimensions Regressed Against Willingness to Pay A Price What drives “ability to command a price premium?” r 8.6 8.1 6.0 Presence Service Premiumness (% of Total Importance) Premium ess to pay premium © Rajeev Batra 3 40.3 19.2 15.3 Perceived Quality Hipness Status Brand Image Willingne Consulting Firm Example But what does “Quality” mean? © Rajeev Batra
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Communicating Quality, Leadership, Confidence 3 Overall Quality Reputation • Category-specific performance attributes Product-related (functional, emotional, expressive) Reliability, Durability, Service/Guarantees etc Location, convenience, ease of doing business Non-product related ± customer service, financing, … “Total Experience” Service © Rajeev Batra 5 Total Experience • Quality…or value? Product Physical Environment How Did Samsung Create , Communicate Quality Communicate Quality and Leadership? How create quality? Communicate it? Advertisements/$, “Pillar Products,” Alliances, Showcase Stores, Design/Awards, Speed, © Rajeev Batra Prices, PR/Buzz via Matrix movie, Seoul apartment
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Communicating Quality, Leadership, Confidence 4 Quality Signals Crucial: By Segment • Quality Signals “House of Quality” approach to specs (fig House of Quality approach to specs (fig…) ± Varies by segment (CT-SCANS? Car Engine?) Product Design, Styling, Materials ± Dashboard, Switches, Leather… Reliability, Durability ± Automotive: J.D. Power and Associates; warranty… Awards, Reviews, Endorsements Ownership/Service Experience, Relationship © Rajeev Batra 7 Co-branding * Based on research and industry interviews Ex…: Car Engine Q?
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Communicating Quality, Leadership, Confidence 5 * ? y * Quality Signals Crucial: Segment • Quality Signals “House of Quality” approach to specs (fig…) ± Varies by segment (CT-SCANS? Engine?) Product Design, Styling, Materials ± Dashboard, Switches, Leather ± Car wheels @ corners = strength, hood bulge = power ± Sensory: Thickness (Pampers), Sounds/Smells (Lay’s) ± Retail: Target (Ambience, Layout, Lighting, Co-brands) Reliability, Durability © Rajeev Batra
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This note was uploaded on 02/09/2012 for the course MKT 303 taught by Professor Rajeevbatra during the Fall '11 term at University of Michigan.

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5_m603F10rb_qualleadconf - Communicating Quality,...

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