Strategic Brand Management Building

Measuring and Managing Brand Equity

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 Chapter 8
Developing a Brand Equity Measurement & Management System

Chapter Objectives

1. Describe the new accountability in terms of ROMI.

2. Outline the two steps in conducting a brand audit.
3. Describe how to design, conduct, and interpret a tracking study.
4. Identify the steps in implementing a brand equity management system.

Overview

If managers are to develop programs designed to build, maintain, or leverage a brand’s

equity, they must first understand consumer knowledge structures for the brand. Marketers
need new tools and procedures that justify the value of their expenditures beyond “Return
on Marketing Investment” (ROMI) measures tied to short-term changes in sales. This
chapter describes various ways to measure those knowledge structures, which represent
sources of brand equity. The concept of a brand equity measurement system is introduced.
Implementing a brand equity measurement system involves three steps: conducting brand
audits, designing brand tracking studies, and establishing a brand equity management system.

A brand audit is a consumer-focused exercise to assess the health of the brand, uncover its
sources of brand equity, and suggest ways to improve and leverage its equity. The brand
audit consists of two steps: the brand inventory and the brand exploratory.

Tracking studies measure consumer attitudes toward the brand on a consistent basis over
time and provide a contemporary picture of the state of the brand. Five key measures can be
used to capture the consumer mindset: brand awareness, brand associations, brand attitudes,
brand attachment, and brand activity or experience.

Brand equity management systems consist of three components: a Brand Equity Charter, a
Brand Equity Report, and the creation of senior-level executive positions charged with
overseeing the implementation of the Brand Equity Charter and Brand Equity Report. The
Brand Equity Charter should accomplish the following: define the firm’s view of the brand
equity concept and why it is important; describe the scope of key brands; specify the actual
and desired brand equity for all brands in the brand hierarchy; explain how brand equity is
measured by tracking studies and the Brand Equity Report; provide strategic guidelines for
brand equity management; provide specific tactical guidelines for marketing programs;
specify proper treatment of brands in terms of trademark usage, packaging, and
communications.

The Brand Equity Report should provide description as to what is happening with a brand
as well as to why it is happening. It should also include all relevant internal and external
measures of brand performance as well as sources and outcomes of brand equity. To
provide adequate management, it is important for companies to establish a position of Vice
President or Director of Strategic Brand Management to oversee the implementation of the
Charter and Report and provide central coordination for all branding activities.
Brand Focus 8.0 illustrates a sample brand audit using the Rolex brand as an example.

Science of Branding

THE SCIENCE OF BRANDING 8-1

THE ROLE OF BRAND PERSONAS

Personas are detailed profiles of one, or perhaps a few, target market consumers. They are
often defined in terms of demographic, psychographic, geographic, or other descriptive
attitudinal or behavioral information. The rationale behind personas is to provide exemplars
or archetypes of how the target customer looks, acts, and feels that are as true-to-life as
possible, to ensure marketers within the organization fully understand and appreciate their
target market and therefore incorporate a nuanced target customer point of view in all their
marketing decision-making. Personas are fundamentally designed to bring the target
consumer to life.

A good brand persona can guide all marketing activities. Although personas can provide a
very detailed and accessible perspective on the target market, it can come at a cost. The more
heterogeneity in the target market, the more problematic the use of personas can be. To
overcome the potential problem of overgeneralization, some firms are creating multiple
personas to provide a richer tapestry of the target market.

There can also be varying levels of personas, such as primary (target consumer), secondary
(target consumer with differing needs, targets, goals), and negative (false stereotypes of
users).

THE SCIENCE OF BRANDING 8-2

MAXIMIZING INTERNAL BRANDING

Internal branding creates a positive and more productive work environment. It can also be a
platform for change and help foster an organization’s identity. According to branding expert
Scott Davis, for employees to become passionate brand advocates, they must understand
what a brand is, how it is built, what their organization’s brand stands for, and what their
role is in delivering on the brand promise. Formally, he sees the process of helping an
organization’s employees assimilate the brand as three stages:
• Hear It: How do we best get it into their hands?
• Believe It: How do we best get it into their heads?
• Live It: How do we best get it into their hearts?

Davis also argues that six key principles should guide the brand assimilation process within
an organization:
• Make the brand relevant—Each employee must understand and embrace the brand
meaning.
• Make the brand accessible—Employees must know where they can get brand
knowledge and answers to their brand-related questions.
 • Reinforce the brand continuously—Management must reinforce the brand meaning
with employees beyond the initial rollout of an internal branding program.
• Make brand education an ongoing program—Provide new employees with inspiring
and informative training.
• Reward on-brand behaviors—An incentive system to reward employees for
exceptional support of the brand strategy should coincide with the roll-out of an
internal branding program.
• Align hiring practices—HR and marketing must work together to develop criteria
and screening procedures to ensure that new hires are good fits for the company’s
brand culture.

Davis also emphasizes the role of senior management in driving internal branding, noting
that the CEO ultimately sets the tone and compliance with a brand-based culture and
determines whether proper resources and procedures are put into place.

Branding Briefs

BRANDING BRIEF 8-1

SAMPLE BRAND TRACKING SURVEY

Introduction: We’re conducting a short online survey to gather consumer opinions about
quick-service or “fast-food” restaurant chains.

Brand Awareness and Usage

a. What brands of quick-service restaurant chains are you aware of?

b. At which brands of quick-service restaurant chains would you consider eating?
c. Have you eaten in a quick-service restaurant chain in the last week? Which ones?
d. If you were to eat in a quick-service restaurant tomorrow for lunch, which one would you
go to?
e. What if you were eating dinner? Where would you go?
f. Finally, what if you were eating breakfast? Where would you go?
g. What are your favorite quick-service restaurant chains? We want to ask you some general
questions about a particular quick-service restaurant chain, McDonald’s.

Have you heard of this restaurant? [Establish familiarity.]

Have you eaten at this restaurant? [Establish trial.]
When I say McDonald’s, what are the first associations that come to your mind? Anything
else? [List all.]

Brand Judgments

We’re interested in your overall opinion of McDonald’s.

a. How favorable is your attitude toward McDonald’s?

b. How well does McDonald’s satisfy your needs?
c. How likely would you be to recommend McDonald’s to others?
d. How good a value is McDonald’s?
e. Is McDonald’s worth a premium price?
f. What do you like best about McDonald’s? Least?
g. What is most unique about McDonald’s?
h. To what extent does McDonald’s offer advantages that other similar types of quick-
service restaurants cannot?
i. To what extent is McDonald’s superior to other brands in the quick-service restaurant
category?
j. Compared to other brands in the quick-service restaurant category, how well does
McDonald’s satisfy your basic needs?

We now want to ask you some questions about McDonald’s as a company. Please indicate
your agreement with the following statements.

McDonald’s is . . .

a. Innovative
b. Knowledgeable
c. Trustworthy
d. Likable
e. Concerned about their customers
f. Concerned about society as a whole
g. Likable
h. Admirable

Brand Performance

We now would like to ask some specific questions about McDonald’s. Please indicate your
agreement with the following statements.

McDonald’s . . .

a. Is convenient to eat at
b. Provides quick, efficient service
c. Has clean facilities
d. Is ideal for the whole family
e. Has delicious food
f. Has healthy food
g. Has a varied menu
h. Has friendly, courteous staff
i. Offers fun promotions
j. Has a stylish and attractive look and design
k. Has high-quality food

Brand Imagery

a. To what extent do people you admire and respect eat at McDonald’s?

b. How much do you like people who eat at McDonald’s?
c. How well do each of the following words describe McDonald’s?
Down-to-earth, honest, daring, up-to-date, reliable, successful, upper class, charming,
outdoorsy
d. Is McDonald’s a restaurant that you can use in a lot of different meal situations?
e. To what extent does thinking of McDonald’s bring back pleasant memories?
f. To what extent do you feel that you grew up with McDonald’s?

Brand Feelings

Does McDonald’s give you a feeling of . . .

a. Warmth?
b. Fun?
c. Excitement?
d. Sense of security or confidence?
e. Social approval?
f. Self-respect?

Brand Resonance

a. I consider myself loyal to McDonald’s.

b. I buy McDonald’s whenever I can.
c. I would go out of my way to eat at McDonald’s.
d. I really love McDonald’s.
e. I would really miss McDonald’s if it went away.
f. McDonald’s is special to me.
g. McDonald’s is more than a product to me.
h. I really identify with people who eat at McDonald’s.
i. I feel a deep connection with others who eat at McDonald’s.
j. I really like to talk about McDonald’s to others.
k. I am always interested in learning more about McDonald’s.
l. I would be interested in merchandise with the McDonald’s name on it.
m. I am proud to have others know I eat at McDonald’s.
n. I like to visit the McDonald’s Web site.
o. Compared to other people, I follow news about McDonald’s closely.

BRANDING BRIEF 8-2

UNDERSTANDING AND MANAGING THE MAYO CLINIC BRAND

Mayo Clinic grew to be a worldwide leader in patient care, research, and education and
became renowned for its world-class specialty care and medical research. In 1996, Mayo
undertook its first brand equity study and since then has conducted regular, national
qualitative and quantitative studies. Mayo’s research identifies seven key brand attributes or
values, including (1) integration, (2) integrity, (3) longevity, (4) exclusivity, (5) leadership, (6)
wisdom, and (7) dedication.
In terms of integration, respondents described Mayo as bringing together a wealth of
resources to provide the best possible care. For integrity, respondents placed great value on
the fact that Mayo is noncommercial and committed to health and healing over profit.

In a more recent quantitative study, overall awareness of Mayo Clinic in the United States
was 90.2 percent, and a remarkable one-third knew at least one Mayo patient. From its
research, Mayo Clinic understands that its brand “is precious and powerful.” Mayo realized
that while it had an overwhelmingly positive image, it was vital to develop guidelines to
protect the brand. In 1999, the clinic created a brand management infrastructure to be the
“institutional clearinghouse for ongoing knowledge about external perceptions of Mayo
Clinic and its related activities.” Mayo Clinic also established guidelines for applying the
brand to products and services. Its brand management measures work to ensure that the
clinic preserves its brand equity.

BRANDING BRIEF 8-3

HOW GOOD IS YOUR MARKETING? RATING A FIRM’S MARKETING
ASSESSMENT SYSTEM

To help companies evaluate if their marketing assessment system is good enough, Tim
Ambler suggests that they ask the following 10 questions—the higher the score, the better
the assessment system.

1. Does the senior executive team regularly and formally assess marketing performance?

a. Yearly—10
b. Six-monthly—10
c. Quarterly—5
d. More often—0
e. Rarely—0
f. Never—0

2. What does the senior executive team understand by “customer value”?

a. Don’t know. We are not clear about this—0

b. Value of the customer to the business (as in “customer lifetime value”)—5
c. Value of what the company provides from the customers’ point of view—10
d. Sometimes one, sometimes the other—10

3. How much time does the senior executive team give to marketing issues?

a. >30%—10
b. 20–30%—6
c. 10–20%—4;
d. <10%—0

4. Does the business/marketing plan show the nonfinancial corporate goals and link them to
market goals?
a. No/no plan—0
b. Corporate no, market yes—5
c. Yes to both—10

5. Does the plan show the comparison of your marketing performance with competitors or
the market as a whole?

a. No/no plan—0
b. Yes, clearly—10
c. In between—5

6. What is your main marketing asset called?

a. Brand equity—10
b. Reputation—10
c. Other term—5
d. We have no term—0

7. Does the senior executive team’s performance review involve a quantified view of the
main marketing asset and how it has changed?

a. Yes to both—10
b. Yes but only financially (brand valuation)—5
c. Not really—0

8. Has the senior executive team quantified what “success” would look like 5 or 10 years
from now?

a. No—0
b. Yes—10
c. Don’t know—0

9. Does your strategy have quantified milestones to indicate progress toward that success?

a. No—0
b. Yes—10
c. What strategy?—0

10. Are the marketing performance indicators seen by the senior executive team aligned with
these milestones?

a. No—0
b. Yes, external (customers and competitors)—7
c. Yes, internal (employees and innovativeness)—5
d. Yes, both—10
Brand Focus

BRAND FOCUS 8.0

ROLEX BRAND AUDIT

Rolex has remained one of the most recognized and sought-after luxury brands in the world.
A thorough audit can help pinpoint opportunities and challenges for Rolex, whose brand
equity has been historically strong, as much is at stake.

Background

History—Rolex was founded in 1905 by a German named Hans Wilsdorf and his brother-
in-law, William Davis, as a watch-making company, Wilsdorf & Davis, with headquarters in
London, England. In 1912, Rolex moved its headquarters to Geneva, Switzerland, and
started working on improving the reliability of its watches. Twelve years later, Wilsdorf
developed and patented the now famous Oyster waterproof case and screw crown. Over the
years, Rolex has pushed innovation in watches to new levels. For decades, Swiss-made
watches owned the middle and high-end markets, remaining virtually unrivaled until the
invention of the quartz watch in 1969. In order to survive, Rolex was forced to move into
the high-end market exclusively—leaving the middle to the quartz people—and create a
strategy to defend and build its position there.

Private Ownership—Rolex is a privately owned company and has been controlled by only
three people in its 100-year history. By staying an independent entity, Rolex has remained
focused on its core business.

Brand Portfolio—Rolex includes three family brands of wristwatches, called “collections”;

the Oyster Perpetual Collection, the Professional Collection, and the Cellini Collection.
Rolex owns a separate “fighter” brand called Tudor, developed in 1946 to stave off
competition from mid-range watches such as TAG Heuer, Citizen, and Rado.

Brand Inventory

Rolex not only produces extremely high-quality timepieces, but also tightly controls how its
watches are sold, ensuring high demand and premium prices. Its sophisticated marketing
strategy has created an exclusive and premium brand that many aspire to own.

Brand Elements—Rolex’s most distinguishable brand element is its Crown logo. Many Rolex
watches also have a distinct look, including a big round face and wide wrist band.

Product—Throughout the years, Rolex timepieces have maintained the high quality,
durability, and prestige on which the company built its name. The company does not license
its brand or produce any other product besides watches. Its product portfolio is clear,
concise, and focused.

Pricing—By limiting production to approximately 2,000 watches a day, Rolex keeps

consumer demand high and prices at a premium. Scarcity also helps positively influence the
resale value of Rolex watches.
Distribution—Rolex carefully monitors how its timepieces are sold, distributing them only
through its approximately 60,000 “Official Rolex Dealers” worldwide. In addition, a large
secondary market exists for Rolex, both through online auction sites and at live auctions.

Communications—Rolex associates itself with “ambassadors”—established artists, top

athletes, rugged adventurers, and daring explorers—to help create its imagery. Rolex also
sponsors various sports and cultural events as well as philanthropy programs to help align
with targeted demographics as well as create positive associations in consumers’ minds.

Advertising—One of the company’s largest expenditures is for magazine advertising. Rolex’s

print ads are often simple and austere, usually featuring one of its many brand ambassadors
or a close-up photo of one of its watches with the tagline “Rolex. A Crown for Every
Achievement.” Rolex does not advertise extensively on television, but does sponsor some
events that are televised.

Ambassadors—Rolex’s celebrity endorsers are continuously added and dropped depending

on their performance. These ambassadors fall into four categories: athletes, artists, explorers,
and yachtsmen.

Sports and Culture—Rolex sponsors a variety of elite athletic and cultural events to reinforce
the same messages, values, and associations as it does through its ambassador endorsements.
These include a quest for excellence, pursuit of perfection, teamwork, and ruggedness.

Philanthropy—Rolex gives back through three established philanthropic programs, viz. the
Awards for Enterprise program, the Young Laureates Programme, and the Rolex Mentor
and Protégé Arts Initiative.

Brand Exploratory

Consumer Knowledge—Rolex has successfully leveraged its history and tradition of

excellence along with innovation to become the most powerful and recognized watchmaker
in the world. Some positive consumer brand associations for Rolex might be
“sophisticated,” “prestigious,” “exclusive,” “powerful,” “elegant,” “high quality.” Some
negative brand associations that some consumers may link to the brand, however, could
include “flashy” or “snobby.” While the brand and product line seem to resonate well with
older, wealthy individuals, Rolex struggles somewhat to connect with younger consumers.

Brand Resonance Pyramid—The functional and emotional benefits Rolex strives to deliver
are in harmony with consumers’ imagery and feelings about the brand. Rolex also enjoys the
highest brand awareness of any luxury brand as well as high repeat purchase rates and high
customer loyalty. Rolex has successfully focused on both the superior product attributes and
the imagery associated with owning and wearing a Rolex.
Competitive Analysis—Through its pricing and distribution strategies, Rolex has positioned
itself as a high-end luxury watch brand. On the lower end of the spectrum it competes with
companies such as TAG Heuer and OMEGA, and on the higher end with brands such as
Patek Philippe, maker of the world’s most expensive wristwatch.
TAG Heuer—A leader in the luxury watch industry, the Swiss firm TAG Heuer
distinguishes itself by focusing on extreme chronograph precision in its watches, and on
sports and auto-racing sponsorship in its advertising. TAG ’s image and positioning is
inextricably connected to chronograph precision. TAG Heuer uses officially licensed
retailers to sell its watches both in stores and online. The watchmaker generates brand
awareness through brand ambassadors and sponsoring sporting events and advertises
extensively in magazines.

OMEGA—OMEGA has long prided itself on the precision of its watches and timing
devices. OMEGA was the time equipment selected for the 1936 Winter Olympics, which
saw the first use of synchronized chronographs. OMEGA employs ambassadors to generate
brand awareness, including athletes Michael Phelps, Alexander Popov, Ernie Els, and race
car driver Michael Schumacher as well as Hollywood stars Nicole Kidman and Cindy
Crawford. OMEGA watches are offered in both women’s and men’s styles in four different
collections: Constellation, Seamaster, Speedmaster, and De Ville. Prices vary greatly even
within individual collections.

Patek Philippe— The innovator of many technologies found in today’s high-end watch,
Patek Philippe represents the absolute pinnacle of luxury timepieces. In particular, the firm
prides itself on creating many of the world’s most complicated watches through innovations
with split-second chronograph and perpetual date technology. Patek Philippe does not rely
on event sponsorship or brand ambassadors to generate name recognition. Patek Philippe
evaluates every authorized dealer’s storefront to ensure that it meets the watchmaker’s
quality standards. It also separates itself from other watchmakers on price, with its least
expensive noncustomized watch retailing.

Strategic Recommendations

Positioning
Points-of-Parity—Rolex is similar to other watchmakers in the high-end luxury watch
market on several levels. All pride themselves on their attention to detail and ongoing
innovation in the watch industry.

Points-of-Difference—Rolex separates itself from the competition in several ways. Through

careful selection of event sponsorships and brand ambassadors, Rolex has cut through the
clutter, resonated with consumers around the world, and maintained an air of prestige.

Brand Mantra—Rolex has been extremely successful in building a global name through
clever marketing and communications, without compromising the integrity of the brand.

Tactical Recommendations

The Rolex brand audit proved that Rolex is a very strong brand with significant brand
equity. It also identified a few opportunities and challenges:

Leverage the Company’s Independent, Continuous Heritage and Focus

 • Rolex is the largest and most successful watch company in the world. As a result,
many consumers don’t realize it is privately owned and competes against major
conglomerates. While being privately owned is a good thing for many reasons, it also
brings up several challenges.
• Rolex may want to leverage and promote the fact that in some ways it has to work
harder to succeed.

Leverage the Company’s Elite Craftsmanship and Innovation

• Research from the Luxury Institute group suggested that consumers do not consider
Rolex the top brand in quality and exclusivity.

Connect with the Female Consumer

• Women are more and more interested in purchasing unisex mechanical watches
rather than feminine-styled watches. This is a great opportunity for Rolex, whose
watches are primarily masculine in design.
• Rolex may want to tweak its female ambassador list to coincide with a more unisex
product line.

Attack the Online Counterfeit Industry

• To maintain its limited distribution, Rolex does not authorize any of its watches to
be sold on the Internet. In order to combat the online sale of counterfeits, however,
Rolex might consider building an exclusive online store, or an exclusive distribution
site to which all official e-retailers must link. In fact, Rolex dedicates extensive
resources to fight the illegal use of the brand, including sponsoring the International
Anti-Counterfeiting Coalition and suing companies that allow the sale of counterfeit
Rolexes.

Use Marketing to Reach Younger Consumers

• Research has shown that younger consumers do not value watches the same way
older generations did.

Communicate Long-Term Value

• Rolex competes for a share of the luxury buyer’s wallet with a host of other types of
goods, such as clothes, shoes, and handbags. Many are less durable over time than a
Rolex watch and are susceptible to falling out of fashion.
• Swiss luxury watch competitor Patek Philippe used print advertising to communicate
the heirloom quality of its watches. Rolex could pursue a similar approach.

Discussion questions

1. What do you see as the biggest challenges in conducting a brand audit? What steps would you take to
overcome them?

Answers will vary. A brand audit is a comprehensive examination of a brand to discover

its sources of brand equity. It is a more externally, consumer-focused exercise to assess
 the health of the brand, uncover its sources of brand equity, and suggest ways to
improve and leverage its equity. A brand audit requires understanding the sources of
brand equity from the perspective of both the firm and the consumer. Students may be
divided into groups to discuss ways of overcoming challenges faced while conducting a
brand audit.

Page: 267
Learning Objective: Outline the two steps in conducting a brand audit.
AACSB: Analytic Skills

2. Pick a brand. See if you can assemble a brand inventory for it.

Answers will vary depending on current brand performance. The purpose of the brand
inventory is to provide a current, comprehensive profile of how all the products and
services sold by a company are marketed and branded.

Page: 268
Learning Objective: Outline the two steps in conducting a brand audit.
AACSB: Analytic Skills

3. Consider the McDonald’s tracking survey presented in Branding Brief 8-1. What might you do
differently? What questions would you change or drop? What questions might you add? How might this
tracking survey differ from those used for other products?

Answers will vary. Students may be divided into groups of 3-4 to weigh and assess the
tracking survey provided in the branding brief. They may then be asked to opine on the
survey and differentiate it from a survey for another product such as Wal-Mart.

Page: 275
Learning Objective: Describe how to design, conduct, and interpret a tracking study.
AACSB: Analytic Skills

4. Can you develop a tracking survey for the Mayo Clinic? How might it differ from the McDonald’s
tracking survey?

A tracking study for the Mayo Clinic would probably need to be designed for two
different groups of consumers, those who had received care at the Mayo Clinic and
those who had not. Those who had received care at the Mayo Clinic would be much
more informed about the type and quality of care available, and would be able to give
more detailed responses to more specific questions. The sample set that had not received
care from the Mayo Clinic would be equally valuable, because it would provide insight
into public perception of the brand. The questions on the Mayo Clinic tracking survey
would differ dramatically from the McDonald’s survey, but would still cover the six
elements of the customer-based brand equity pyramid.

Page: 274
Learning Objective: Describe how to design, conduct, and interpret a tracking study.
AACSB: Analytic Skills
5. Critique the Rolex brand audit in Brand Focus 8.0. How do you think it could be improved?

Answers will vary. A brand audit is a comprehensive examination of a brand to discover

its sources of brand equity. Students may be asked to assess whether the Rolex brand
audit was consumer-focused. They may be asked to discuss whether the sources of brand
equity from the perspective of both the firm and the consumer was clearly understood
and taken into consideration. Students may be asked to suggest ways to improve the
audit and leverage the brand equity.

Page: 289
Learning Objective: Outline the two steps in conducting a brand audit.
AACSB: Analytic Skills

Exercises and assignments

1. Have students discuss how they would go about conducting a brand audit for a brand of
their choice. This activity will help them understand better the concepts of brand
inventory and brand exploratory.

Page: 267
Learning Objective: Outline the two steps in conducting a brand audit.
AACSB: Analytic Skills
Question type: Individual/Group
Time to complete the exercise: 15 minutes
This activity may be carried out after the class is introduced to the concept of brand
audits.

2. Have groups of students design a brand tracking survey for the same brand. The groups
may then assess the similarities and differences between the surveys.

Page: 274
Learning Objective: Describe how to design, conduct, and interpret a tracking study.
AACSB: Analytic Skills
Question type: Group
Time to complete the exercise: 12-15 minutes
This activity may be carried out after the class is introduced to the concept of brand
tracking studies.

3. Have students choose a well-known brand and develop a Brand Equity Charter. Students
may then identify current branding issues facing the chosen company and use the Brand
Equity Charter to develop responses to these issues.

Page: 281
Learning Objective: Identify the steps in implementing a brand equity management
system.
AACSB: Analytic Skills
 Question type: Individual/Group
Time to complete the exercise: 10-12 minutes
This activity may be carried out after the class is introduced to the concept of brand
charter.

4. Have several different groups of students create a Brand Equity Report for the same
brand. Have them evaluate the differences and similarities in the reports’ designs and
their findings.

Page: 282
Learning Objective: Identify the steps in implementing a brand equity management
system.
AACSB: Analytic Skills
Question type: Group
Time to complete the exercise: 10-12 minutes
This activity may be carried out after the class is introduced to the concept of Brand
Equity Report.

Key take-away points

1. Understanding what consumers believe, think, know and infer about a brand is critical to
building and managing brand equity.
2. The purpose of a brand equity measurement system is to provide timely, accurate and
actionable information that marketers can use in their tactical and strategic decision-
making.
3. To learn how consumers think, feel, and act toward brands and products so the
company can make informed strategic positioning decisions, marketers should first
conduct a brand audit.
4. The purpose of the brand inventory is to provide a current, comprehensive profile of
how all the products and services sold by a company are marketed and branded.
5. The brand exploratory is research directed to understanding what consumers think and
feel about the brand and act toward it in order to better understand sources of brand
equity as well as any possible barriers.
6. Brand tracking studies collect information from consumers on a routine basis over time,
usually through quantitative measures of brand performance on a number of key
dimensions that marketers can identify in the brand audit or other means.
7. Brand equity management systems involve the creation of a Brand Equity Charter and
Brand Equity Report, plus the development of senior management to oversee the
implementation of these tools.
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pysyvät melkein aina niissä maissa, jotka Jumala on heille
asuinpaikoiksi osoittanut. Ne, jotka aina lapsuudesta pitäin ovat
asuneet hyvin kylmässä maassa, eivät näet hevin voisi kestää sitä
kovaa kuumuutta, mikä vallitsee kääntöpiirien välillä, kun taas toiset,
jotka ovat syntyneet kääntöpiirien välillä, kammovat pakkasta vielä
enemmän.

»Ainoastaan me, jotka elämme lauhkeassa ilmanalassa, s.o.

sellaisessa, joka ei ole liian kylmä eikä liian lämmin, voimme lähteä
minne tahdomme ja voimme kaikkialla hyvin, tai ainakin voimme
sietää vierasta ilmanalaa. Sen vuoksi tapaakin eurooppalaisia
hajaantuneina yli koko asutun maan, päiväntasaajan alla yhtä hyvin
kuin napamerillä, jonne he usein lähtevät laivoissaan pyydystämään
valaita.»

»Pelkästään valaita pyydystämäänkö, isä?»

»Niin, yksinomaan sitä varten. Valaan rasva keitetään traaniksi,

jota laivat sitten tuovat mukanaan Eurooppaan ja muihinkin
maanosiin, jotta ihmiset niissä saavat käyttää sitä tarpeisiinsa.»

»Niin, mutta eiväthän he silloin, kun meri on jäässä, voine

purjehtia sinne laivoillansa?» huomautti Frits.

»Tiedäthän sinä, että tuolla ylhäälläkin on kesä, joskin lyhyt»,

muistutti isä. »Tuleepa tänä aikana viheriäistäkin, ja ruohot ja kukat
tulevat näkyviin. Tätä ei tosin kestä kauvan, mutta toki niin kauvan,
että suuri osa jäästä ehtii sulaa; ja tätä aikaa käyttävät laivat
hyväkseen purjehtiakseen sinne. Kun sitten tulee jälleen kylmä,
kiiruhtavat he niin paljon, kuin mahdollista päästäkseen pois sieltä ja
tullakseen lämpimämpään ilmanalaan.»
 »Se on järkevästi tehty», vakuutti pikku Maria; »sen minäkin
tekisin heidän sijassaan. Talvella on niin rumaa ja ilkeätä; heti kun
menee ulos, rupeaa paleltamaan.»

»Niin, mutta rakas lapsi, eikö talvessa ole paljon sellaistakin, mikä
on kaunista ja hupaista?» kysyi isä. »Etkö esim. mielelläsi aja reellä?
Ja eikö ole ihanaa, kun lumi valkoisen kimmeltävänä ketoja
verhoo?»

»Kyllä, onpa kylläkin», vastasi Maria; »mutta silloin on myöskin

niin kylmä, puissa ei ole lehtiä, eikä myöskään näe viheriäisiä niittyjä
tai perhosia. Silloinpa on kevät hyvin paljon kauniimpi, kun kaikki
alkaa jälleen vihertää, kun pääskyset tulevat ja pikkulinnut, jotka
laulavat niin kauniisti.»

»Minä pidän eniten keväästä», vakuutti Frits; »sillä suvella on

usein niin kauhean kuuma.»

»Niin, mutta katsokaahan, lapseni, teidän on myöskin iloittava

talvesta», sanoi isä; »sillä talvetta ei meillä olisi kevättäkään.»

»Eikö niillä ihmisillä, jotka asuvat lämpimissä maissa, ole

ollenkaan kevättä, isä?» kysyi Frits.

»Ei, lapseni, sitä ei heillä ole», vastasi isä. »Kevät voi esiintyä
ainoastaan niissä maissa, joissa on talvi, ja joissa talven aikana puut
lakastuvat eli nukkuvat. Sitten, keväällä, saavat ne uutta mehua eli
mäihää, kuten sitä nimitetään, alkavat uudelleen kostua, ja kaikki
ympärillämme peittyy nyt nuoreen vihannuuteen. Me pidämme
keväästä niin paljon sen vuoksi, että kaikki silloin herää jälleen
eloon, ja sen vuoksi, että muuttolinnut, jotka jättivät meidät syksyllä,
silloin palaavat takaisin. Emme ole nähneet niitä koko pitkän talven
aikana; ne ovat meille sen vuoksi kahta vertaa rakkaammat, ja me
oikein ikävöimme sitä päivää, jolloin saamme ne takaisin. Jos ne
aina pysyisivät meidän luonamme, niin että ne aina olisivat
silmiemme edessä, niin vähät me niistä välittäisimme. Katso vaan
varpusia. Jos katselet varpusta tarkoin, niin huomaat, että sekin on
pienoinen, hyvin soma lintu; mutta me emme siitä välitä, syystä että
aina näemme sen läheisyydessämme kaiken vuotta. Pääskysistä
sitä vastoin iloitsemme.

»Samoin on laita puiden ja kasvien. Puut lämpöisissä maissa ovat

tosin hyvin kauniita, ja niillä on myös komeita kukkia; mutta ihmiset
eivät siellä kuitenkaan tunne sitä iloa, jota me tunnemme
ensimmäisistä vuokoistamme, siitä syystä, että kukat ajan mittaan
käyvät heille tykkänään jokapäiväisiksi ja tavallisiksi.

»Ainoastaan puutteen kautta me opimme oikein pitämään arvossa

sitä hyvää, mitä Jumala on meille antanut niin runsain määrin. Vasta
kun ihminen kerran on ollut sairaana, oppii hän käsittämään, miten
suuri syy meillä on kiittää Jumalaa siitä parhaasta, mikä meille
voidaan antaa, nimittäin hyvästä terveydestä. — Sen vuoksi onkin se
ainoastaan tuon pitkän, kylmän talven takia, kun me täydestä
sydämestämme tunnemme, kuinka kaunis kevät on, kuinka ihanaa
on kesällä ja syksyllä, kun hedelmät kypsyvät. Sen vuoksi, rakkaat
lapset, tulee teidän tyytyä talveenkin, jolloin teidän jonkun aikaa
täytyy olla vailla sitä, mikä on hyvää ja hupaista. Kevät jälleen korvaa
kaikki, ja me nautimme ja iloitsemme sitä enemmän.»

»Ei kait niillä, jotka asuvat lämpimissä maissa, ole aavistustakaan

siitä, miltä lumi ja jää näyttävät?» kysyi Frits. »Ajatelkaas, kuinka he
hämmästyisivät, jos joskus tulisivat luoksemme keskellä talvea!»
 »Lämpimässäkin maassa voi olla lunta», ilmoitti isä, »kun siellä
vaan on oikein korkeita vuoria.»

»Mutta jos aurinko paistaa niin lämpimästi, niin sulaahan lumi

heti?» huomautti Maria.

»Ei oikein korkeilla vuorilla, lapseni», vastasi isä; »ilma on siellä

hyvin ohutta, mikä vaikuttaa sen, ett’ei lumi voi sulaa. Sen jo tiedätte,
että ilmalla on painoa. Niin kevyttä kuin ilma onkin, on sillä kuitenkin
painonsa, vaikkakin hyvin vähäinen. Raskaampi ilma pyrkii alaspäin,
kevyin ja ohuin ilma on korkeudessa, raskaamman yläpuolella.

»Miksi niin on, sitä en voi selittää teille; te olette vielä liian nuoret
voidaksenne oikein ymmärtää tämän asian. Sen kuitenkin tahdon
teille sanoa, ett’ei hyvin ohuessa ilmassa koskaan voi olla lämmin.
Sen vuoksi pysyy lumi sangen korkeilla vuorilla keskellä kuuminta
kesääkin. Siellä ei näet koskaan tule niin lämmin, että se voisi sulaa.
Niinpä esim. on maa, joka on Euroopassa, kaukana meistä, nimittäin
Sveitsi. Tässä maassa on tavattoman korkeita vuoria, joita
nimitetään Alpeiksi. Monella näistä vuorista pysyy lumi kaiken kesää
korkeimmilla huipuilla; ovatpa monet paikat kokonaan jään peitossa
ja nimitetään jäätiköiksi. Paistakoonpa nyt aurinko miten kuumasti
tahansa alhaalla laaksoissa, niin pysyy lumi kuitenkin edelleen noilla
korkeilla vuorilla juuri sen vuoksi, että ilma on niin ohutta, että vain
pieni osa lumesta sulaa suvella.»

»Siis voidaan siellä kulkea lumessa keskellä suvea?» kysyi Frits.

»Kyllä, lapseni; viherjöiviltä nurmikoilta voidaan nousta kylmän

lumen luo ja heti takaisin taas lumen luota nurmikolle, jos niin
tahdotaan. Näillä main voidaan sanoa suven ja talven olevan aivan
vieretysten, ilman kevättä tai syksyä välillään. Mutta sitä
vuorenkukkulaa, jolla on niin kylmä, ett’ei lumi koskaan sula, vaan
pysyy koko suven, nimitetään lumirajaksi.»

»Voiko päiväntasaajan luonakin olla lunta?» kysyi Frits.

»Voipa kylläkin», vastasi isä, »nimittäin sellaisilla paikoilla

lämpimissä maissa, missä on tavattoman korkeita vuoria. Lumiraja
ei, kuten helposti voitte ajatella, ole yhtä korkealla joka osassa
maailmaa. Maassa, jossa jo yleensä vallitsee kova kylmyys, ei
tarvitse nousta yhtä korkealle saapuakseen lumirajalle, kuin
lämpimässä maassa; ja äärimmäisten napojen luona ulettuu lumiraja
aina maahan asti. Ne piirit näet, jotka näemme vedetyiksi tuohon
kartalle, ja joihin nimet Pohjoisnapa ja Etelänapa on kirjoitettu; ovat
ikuisen lumen ja jään peitossa, eikä yksikään ihminen vielä ole niihin
jalallaan astunut. Siellä vallitsee ikuinen, kuollut talvi, emmekä me
edes tiedä, elääkö siellä mikään eläinsuku.

»Siellä ulettuu siis, kuten äsken sanoin, lumiraja aina maahan asti.
Täällä tarvitsisi meidän, jos se muuten olisi mahdollista, nousta kaksi
tai kolmetuhatta jalkaa korkealle, ennen kun tulisimme paikkoihin,
joissa lumi pysyy suvellakin sulamatta. Kääntöpiirien välillä taas
täytyy vuoren olla vähintään viiden- tai kuudentoista tuhannen jalan
korkuisen, siis hyvin korkean, jotta lumi voi sillä pysyä sulamatta.

»Näette siis, lapseni, ett’eivät enemmän tai vähemmän suoraan

lankeavat auringonsäteet ratkaise maan isompaa tai pienempää
lämpömäärää, vaan että myöskin korkeus tai ylipäänsä maan asema
on tässä asiassa määrääjänä. On olemassa lämpimiä maita, joissa
on hyvin korkeita vuoria. Voi silloin sattua, että niiden juurella ollaan
kääntöpiirien välillä, n.s. tropiikeissa, puolivälissä niiden korkeutta
tavataan lauhkea ilmanala kaikkine kasvullisuuksineen, ja huipulla
lunta, joka ei koskaan sula.»
 »Onko vuorillakin juuret, isä?» kysyi pikku Maria nauraen.

»Ei, rakas lapsi», vastasi isä, »mutta vuoren juureksi nimitetään

jokapäiväisessä puheessa sitä osaa vuoresta, joka on lähinnä
maata, tai toisin sanoen sitä paikkaa, mistä vuori alkaa. Vuoren
muuta osaa nimitetään rinteeksi tai, jos se on hyvin jyrkkä,
vuorenseinämäksi, ylintä osaa nimitetään vuoren huipuksi. Kun
useita vuoria on vieretysten, muodostaen pitkän rivin, niin sanotun
jonon, nimitetään tätä vuorijonoksi; kun tällä vuorijonolla on suuria,
tasaisia lakeuksia, kuten useinkin on laita, nimitetään niitä
ylätasangoiksi.»

»Sanokaa, isä», kysyi Frits, »eikö myöskin puun alinta osaa

nimitetä juureksi?»

»Kyllä, aivan oikein, poikani, ja yläosaa nimitetään latvaksi.»

»Ei suinkaan lumirajan yläpuolella asu ihmisiä?» kysyi Frits. »Eikä

eläimiäkään, sillä koska ne niin helposti voivat tulla alas sinne, missä
on vihantaa, niin eivät kai ne viitsi jäädä lumen keskelle.»

»Vuoristossa ei tosin asu ihmisiä lumirajan yläpuolella», vastasi

isä, »vaikkakin ylhäällä pohjolassa useita villejä kansanheimoja
asustaa siellä, missä on ainoastaan hyvin lyhyt suvi. Mutta eläimiä
elää lumirajan yläpuolellakin vuoristossa; sillä on olemassa monta
luotua olentoa, jotka varsin helposti voivat sietää tuota ankaraa
pakkasta, ja jotka näkyvät erittäin hyvin viihtyvän lumessa ja jäässä.
Niinpä esim. elää jääkarhu ja monta muuta eläintä kaukana
pohjoisessa jään ja lumen keskellä; ja vuoriseuduissa asustaa eräs
hyvin kaunis lintu, nimittäin riekko, joka kuuluu kanansukuun, ja joka
ei milloinkaan jätä lunta tai ainakin mieluimmin etsii sellaisia
paikkoja, joissa on lunta. Jumala on laatinut kaikki niin viisaasti ja
ihanasti, eikä ainoastaan osoittanut kullekin luodulle olennolle sen
paikan tässä maailmassa, vaan myöskin antanut sille sellaisia kykyjä
ja ominaisuuksia, että se löytää sieltä ravintonsa ja tulee toimeen.

»Mutta ihmisellä on vielä suurempi etuus siinä, että hän osaa

sovelluttaa pukunsa mitä kylmimmän ilmanalan mukaan, minkä
vuoksi hän voi elää korkealla kylmässäkin ilmavyöhykkeessä.»

»Mutta miksi siis, kun on niin kylmä, ihmisraukat pysyvät kaukana

pohjoisessa?» kysyi Frits. »Jos he kulkisivat hiukan etelämmäksi,
niin voisivat he päästä parempaan ilmanalaan.»

»Totta kyllä, mutta sittenkään he eivät sitä tee. Tahtoisitko sinä

mielelläsi mennä pois täältä, meidän kaikkien luota, meidän
talostamme ja puutarhastamme, niin kauvas pois, ett’et koskaan
voisi tulla takaisin?»

Frits empi vastata ja katsoi isään. Tämä oli jotakin, jota hän ei ollut
tullut ajatelleeksi.

»Kyllä», vastasi hän vihdoin, »jos te kaikki tulisitte mukaan.»

»Todellakin!» sanoi isä. »Mutta sinä unhoitat, että äidilläsi vielä on

elossa vanhemmat, joita hän yhtä vähän tahtoisi hyljätä, kuin sinä
meitä.»

»Äidin-isän ja äidin-äidin täytyy myös tulla mukaan, sanoi Frits.

»Mutta sinä unhoitat, että he ovat vanhat ja tuskin kestäisivät

pitkän matkan kaikkia vaivoja. Sitäpaitsi on äidin-äidillä elossa sisar,
jota hän ei varmaankaan mielellään jättäisi. Näetkös, poikani, tällä
tavoin me riipumme kiinni kotipaikallamme monesta meille rakkaasta
olennosta, joita emme mielellämme tahtoisi jättää; ja itse sitä maata,
josta olemme kotoisin, olemme oppineet rakastamaan sen vuoksi,
että se on isänmaamme. Paikka, jossa olette viettäneet lapsuutenne
ja nuoruutenne, pysyy teille sitten aina rakkaana; ja tämä meidän
rakkautemme isänmaahan on ihanimpia lahjoja, mitä hyvä Jumala
on meille antanut.»

»Mutta nuo ihmisethän, isä, jotka äskettäin kohtasimme, menivät

Amerikkaan, ja heillä oli lapsensa mukanaan.»

»Niin, poikani, se on kyllä totta, ja joka vuosi vaeltaa monta

ihmistä, s.o. toisin sanoen, siirtyy toiseen maahan, siellä
perustaakseen itselleen uuden kodin. Mutta kenpä tietää, miten
vaikeata, miten tuskallista on heille ollut, ennen kun he ovat voineet
tulla tähän päätökseen? Miten usein tulevatkaan he kaukana
vieraassa maassa ajatelleeksi sitä, mikä täällä oli heille rakasta, ja
mitä he kenties! eivät enään koskaan saa nähdä!»

»Mutta miksi siis menevät he matkoihinsa?» kysyi pikku Maria.

»Varmaankin vaan siksi, lapseni», vastasi isä, »ett’ei mies

ansainnut täällä kotona tarpeeksi, voidakseen, hankkia ruokaa ja
vaatteita omaisillensa. Monen köyhän ihmisen täytyy tehdä kovasti
työtä, ja jos heillä vielä lisäksi on suuri perhe, paljon lapsia, käynee
kylläkin vaikeaksi rehellisesti ja kunnollisesti pitää huolta heistä
kaikista. Vieraassa maassa, missä maa ei vielä ole niin kallista ja
elintarpeetkin ovat halvempia kuin meillä, voivat he tulla toimeen
paremmin, sitä he ainakin toivovat, ja sen vuoksi he jättävät
isänmaan ja tekevät tuon pitkän, vaivaloisen matkan.

»Mutta on olemassa toisiakin ihmisiä, jotka matkustavat sen

vuoksi, että he tahtovat oppia tuntemaan vähän enemmän meidän
suurta, kaunista maailmaamme. Ja te voitte olla vakuutetut siitä, että
nähtävänä on monta sekä kaunista että ihmeellistä asiaa.

»Eivät ainoastaan vieraat, värilliset ihmiset omituisine tapoinensa

herätä mielenkiintoamme, vaan myöskin monet harvinaiset, villit ja
kesyt eläimet, joita siellä tavataan, ja joista te silloin tällöin lienette
nähneet muutamia häkissä täällä Euroopassa, esim. leijonia,
tiikerejä, elehvantteja, apinoita ja papukaijoja. Kasvikuntakin on
luonnollisesti aivan toinen, kuin meillä. Lämpimissä maissa etenkin
kasvavat nuo ihanat puut, joita nimitetään palmuiksi, kookkaine,
hoikkine runkoineen, joilla ainoastaan latvassaan on leveitä,
erinomaisen kauniita lehtiä ja usein koko kimppu makeita,
mehukkaita hedelmiä. Sitten on tultasyökseviä vuoria, suunnattomia
metsiä, suuria jokia, laajoja tasankoja, joilla asustaa laumoittain
villieläimiä, ja tuhansia muita asioita, joita tuntemaan oppiessanne te
tulette saamaan paljon hauskuutta.

»Mutta tänään ei meillä enään ole aikaa kertoa kaikesta tästä.

Mutta jos teitä on miellyttänyt se, mitä minulla viime päivinä on ollut
kerrottavana teille meidän maapallostamme, ja haluatte kuulla lisää,
niin tahdon kernaasti kertoa teille niin pitkälti kuin tietoni ulettuvat.

»Nyt on teillä ainakin käsitys maasta kokonaisuudessaan. Te

tiedätte, missä asennossa eri maanosat ja meret ovat. Lisäksi
tiedätte, miksi muutamissa maissa on kylmä, toisissa kuuma.
Voimme nyt siirtyä eri maanosiin ja puhua niistä vuoron perään.»

»Silloinpa kertoo isä meille myöskin Austraaliasta ja saarista —

eikö niin, isä?» kysyi Frits.

»Kyllä, kaikista maista, mitä maan päällä on», vastasi isä,

»samoinkuin siitä maanosasta, jossa me asumme, ja josta te vasta
tiedätte niin vähän, nimittäin Euroopasta. Sitten me kerromme
Ameriikasta, Aasiasta, Afriikasta, Austraaliasta ja Polyneesiasta,
kääntöpiireistä ja Jäämerestä; ja silloin te opitte oivaltamaan, miten
ihmeellisesti Jumala on jakanut maan ja asettanut sekä ihmiset ja
eläimet että kasvit kunkin oikealle paikallensa, josta ne ovat kotoisin,
ja jossa ne voivat kasvaa ja rehoittaa.

»Sen jälkeen, mitä nyt olen teille kertonut, tulette varmaankin

paljoa helpommin ja paremmin käsittämään loput, ja jos se teitä
huvittaa, niin saatte vähitellen oppia tuntemaan koko maan.»
 *** END OF THE PROJECT GUTENBERG EBOOK MAAILMA
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