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Customer-Centered Brand Management: Presented By: Nupur Kapoor Jeevan Kumar Sanchit Sharma Satish

This document discusses customer-centered brand management and how focusing on customer equity rather than just brand equity is important. It defines customer equity as the sum of lifetime values of all a company's customers across brands. It suggests that enhancing brand equity can increase customer lifetime value but companies should introduce new brands to retain customers getting tired of existing brands. The key aspects of customer-centered branding outlined are satisfying narrow customer segments, knowing customers well, and making brand decisions subordinate to customer relationships. Top management must correct overly brand-focused structures and incentivize measuring customer and brand equity metrics.

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Nupur Saurabh Arora
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66 views

Customer-Centered Brand Management: Presented By: Nupur Kapoor Jeevan Kumar Sanchit Sharma Satish

This document discusses customer-centered brand management and how focusing on customer equity rather than just brand equity is important. It defines customer equity as the sum of lifetime values of all a company's customers across brands. It suggests that enhancing brand equity can increase customer lifetime value but companies should introduce new brands to retain customers getting tired of existing brands. The key aspects of customer-centered branding outlined are satisfying narrow customer segments, knowing customers well, and making brand decisions subordinate to customer relationships. Top management must correct overly brand-focused structures and incentivize measuring customer and brand equity metrics.

Uploaded by

Nupur Saurabh Arora
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
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CUSTOMER-CENTERED BRAND

MANAGEMENT

PRESENTED BY:

NUPUR KAPOOR
JEEVAN KUMAR
SANCHIT SHARMA
SATISH
INTRODUCTION
IMPROPER BRAND MANAGEMENT-EXAMPLES
CUSTOMER EQUITY
 New concept states;
“Companies must focus on customer equity rather than
only brand equity”.

CUSTOMER EQUITY:
The sum of all the lifetime values of all firm’s
customers across all the brands.

 Customer equity is based on customer lifetime value.


 CLV= expected revenues-expected costs
HOW CAN BRAND EQUITY BE USED TO
ENHANCE CUSTOMER EQUITY?

Customer- Mr. john- loyal to brand A of a company.

If brand equity of A increases - CLV will increase

But what if John tired of brand A?

John INTRODUCED Brand B


VALUE OF A BRAND

Most important thing to understand about a
brand and its value is individualized.


Customers differ on brand Equity.


Marketing managers measure brand equity and
brand strength.
BRANDS IN RIGHT PLACE

Customer-centric branding strategies.

Make brand decisions subservient to decisions about
customer relation-ships.

Brand Management will be a team-oriented task.

Business-to-Business

( Example :- IBM and Ericsson)


HOW BIG TO BRAND?

Brand should be satisfy as small a customer
segment.

Companies should focus on clarity and value of
the brand in customers’ eyes.

Brand managers need to know their customers
well enough.

Make your brands as narrow as possible.
BRAND EQUITY IN THE SCHEME OF THINGS

Ethical corporate
Free sample etc. Image adv. Etc.
behavior

Brand awareness Attitude towards


The brand Brand ethics

Value equity Brand equity Relationship equity

Brand choice

CLV

CUSTOMER EQUITY
OVERCOME YOUR BLIND SPOT
• In customer centered company brands are important but they
are not all -important therefore companies can not be
structured, staffed, and motivated to grow their brands, full
stop. It is top management job’s to correct this focus.

Only top management can to do it.


• First step to develop a competent cadre of customer segment
managers.

• Second step is to hand them the purse string.

• Third step is to track and reward their progress using reliable


metrics for customer and brand equity.

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