Evaluating Brand Effectiveness

Overview/Description
 Your company spends a lot of time and energy creating and building brand name products. From the most memorable name, to the most enticing packaging, to the perfect combination of media, you want everything to be right. Now the question is: Is it working? This course explores why you need measurement systems to examine your brand's effectiveness with consumers and to evaluate your brand equity. Where can you start? By learning everything you can about your target market's knowledge structures. Measuring knowledge structures leads to the unveiling of where your brand ranks in the consumer's mind. You will apply qualitative research methods and evaluate quantitative research methods that will test brand awareness, brand image, low and high level brand associations, brand recall, and brand recognition. All of these tests reveal motivation as to why consumers purchase and remain loyal to your brand. This course concludes by explaining the importance of a brand equity measurement system and all of its pertinent components. Through the use of brand audits and tracking studies, you will apply strategies for monitoring and evaluating your brand equity. Finally, you will establish a management system to keep all your brand research organized and easily accessible. The power of your brand lives in the mind of the consumer and in the worth of its brand equity, so the more you know, the more impact your brand will have in the marketplace. By the end of the course, you will apply an ongoing program to monitor, evaluate, and organize your research covering the effect of your brand on consumers and the strength of your brand equity. Both of these areas, when managed expertly, grant long-term success for your brand in the marketplace.

Target Audience
 This course is for brand managers and marketing personnel who wish to implement strategies to monitor, evaluate and organize consumer and brand research.

Expected Duration
6.0 hours

Lesson Objectives:

Consumer Knowledge Structures and Your Brand

  • recognize the benefits of measuring brand equity using consumer knowledge structures.
  • match comparative consumer research methods to the research goals each accomplishes.
  • identify the marketing approaches associated with each of the holistic methods for measuring brand value.
  • match qualitative research methods to the marketing activities they best represent in a focus group scenario.
  • use marketing activities to effectively apply the guidelines for qualitative research in a given scenario.
  • identify definitions of the research methods for effectively measuring brand awareness and brand image.
  • evaluate a focus group and recommend marketing activities for improving the effectiveness of quantitative research methods in a given scenario.

    • Implementing a Brand Equity Measurement System

  • recognize the benefits of implementing a measurement system for your brand.
  • identify the components that comprise a brand equity measurement system.
  • match the steps of the brand audit process to the activities performed by a marketer.
  • identify definitions of each step to designing a tracking study.
  • use the steps in a tracking study process to design an effective tracking study in a given scenario.
  • identify the steps to establishing an effective management system.
  • use the management system process to design an effective management system for organizing brand equity research in a given scenario.

    • Course Number: MKT0215