Brand Management
Advertising and Brand Attitudes
P R O F. M A X J O O
Objectives Does advertising influence consumers’ attitudes toward a brand?
◦ Perceived quality ◦ Perceived value ◦ Recent satisfaction
How do we estimate the effects?
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Brand attitude Consumers’ positive/negative association with a brand
◦ Is the brand associated with “good quality”? ◦ Is the brand associated with “good value”? ◦ Is the brand associated with “satisfaction”?
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Brand attitude Consumers’ positive/negative association with a brand
◦ Is the brand associated with “good quality”? ◦ Is the brand associated with “good value”? ◦ Is the brand associated with “satisfaction”?
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Brand attitude Consumers’ positive/negative association with a brand
◦ Is the brand associated with “good quality”? ◦ Is the brand associated with “good value”? ◦ Is the brand associated with “satisfaction”?
Uniform quality, credibility and experience beyond a single product ◦ Positive attitudes offer competitive advantages ◦ Readily available from GfK, Millward Brown, TNS and YouGov ◦ Managers track a brand’s health over time using brand attitude surveys
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Why do we care? Brand attitudes
◦ Predict measurable lower-funnel metrics like sales and online searches ◦ Create differentiation and reduce pricing pressure ◦ Are inherently valuable, as reflected in valuations ◦ Might be a useful proxy to set ad budgets, especially for advertisers who
can’t estimate direct effects of ads on sales
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Why do we care? Brand attitudes
◦ Predict measurable lower-funnel metrics like sales and online searches ◦ Create differentiation and reduce pricing pressure ◦ Are inherently valuable, as reflected in valuations ◦ Might be a useful proxy to set ad budgets, especially for advertisers who
can’t estimate direct effects of ads on sales
Advertising potentially influences brand attitudes, the brand attitudes may influence choice
◦ It offers an intermediate or surrogate measure of marketing effectiveness ◦ Facebook’s brand lift ◦ Scientific research has been skeptical
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Du, Joo, Wilbur (2019) How do brand attitudes change with own and competitor ads?
How do these relationships vary across attitudes and ad media?
Can brand attitudes be attributed to ads?
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Data 575 established brands/ 37 industries/ 252 weeks/ $264B ad spend
◦ Meta-analytic scope without publication bias ◦ 37% of national ad spend, over 10 million surveys
YouGov BrandIndex ◦ A panel of more than 1.5 million US consumers ◦ Each panelist completes up to one survey each month ◦ We focus on the following three questions:
◦ “Which of the brands do you associate with good quality?” ◦ “Which of the brands do you associate with good value-for-money?” ◦ “Would you identify yourself as a recent satisfied customer of any of these brands?”
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Data 575 established brands/ 37 industries/ 252 weeks/ $264B ad spend
◦ Meta-analytic scope without publication bias ◦ 37% of national ad spend, over 10 million surveys
YouGov BrandIndex
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Data 575 established brands/ 37 industries/ 252 weeks/ $264B ad spend
◦ Meta-analytic scope without publication bias ◦ 37% of national ad spend, over 10 million surveys
Kantar Media Stradegy ◦ Comprehensive ad placement and expenditure data ◦ #1 in competitive advertising intelligence
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Data 575 established brands/ 37 industries/ 252 weeks/ $264B ad spend
◦ Meta-analytic scope without publication bias ◦ 37% of national ad spend, over 10 million surveys
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