4.1 Implement a brand equity model.
Selecting or redesigning a brand equity model, requires a set of objective selection criteria. Accordingly I have set ten design criteria for transnational organizations at which a brand equity model should comply, so called model user requirement specifications (model-URS);
- Problem solving model.
- The model should lead to improvement of corporate business unit brand challenges and an increase of the effectiveness and strength of corporate brand management.
- Proven model.
- The model should be accepted and/or known in literature and industry.
- Comprehensive model.
- The model should capture the 21 brand criteria as formulated in 220.127.116.11.
- Generic B2B model.
- The model should fit in a B2B environment regardless the type of industry.
- Transparent and specific model.
- The model should be easy to understand and free of ambiguous criteria and processes.
- Feasible model.
- The model should be applicable within the bounds of transnational strategy and business objectives
- Implementable model.
- The model should fit within the existing marketing communication strategy of transnational organizations.
- Result orientated model
- The model should have a logical and result driven process flow.
- Measurable model.
- The model must deliver objective and measurable criteria for brand equity management
- Customer orientated model.
- Many transnational business models are built on consultative selling strategies, “Keeping customers first”. For that reason the model should have an out-side-in paradigm.
On the basis of the above criteria I recommend to implement Keller’s customer based brand equity (CBBE) pyramid in combination with the identity three-tier pyramid of Kapferer. Both models are described in my literature study and all together they comply with the above ten criteria. See chapter 18.104.22.168. Brand identity and figure 15 for the brand identity prism, and chapter 2.1.6. Brand equity and figure 23 for the customer based brand equity (CBBE) pyramid.
The identity prism is complementary on the CBBE pyramid when it comes down to brand identity at stage one of the customer based brand equity (CBBE) pyramid. The composition of both models will be continued as the Rovaha Brand Equity model (RBE model), see figure 29.
Figure 29. Rovaha brand equity model (RBE model).
The RBE model is build around 4 sequential steps from bottom to top. Each next step is conditional to the success of achieving the objectives of the previous step as situated on the right side of figure 29. Parallel on these steps four questions are defined which customers consistently ask them self about the brand, situated on the left side of figure 29. The four steps of the RBE model are structured in six core building blocks. The second sequential step is segregated in a rational route on the left side: performance and judgement, and in an emotional route on the right side: imagery and feeling.
The first RBE stage of brand development is the development of a strong brand identity. The objective is to create sustainable deep and broad brand awareness. Stakeholders, prospects, customers and employees in particular, need to indentify themselves with the brand. It is necessary to have a clear and objective self image of the brand identity in order to influence the desired set of brand awareness, perceived value and brand image. At this stage the brand identity prism and three-tier pyramid will prove their value in guiding the identity process from six different identity facets. Interpretation of the sub dimensions/brand criteria in the following logical steps and building blocks can be found in my literature study.