Hello, I’m
Jim Glover, That Branding Guy, for Once
a Day Marketing™. Today we are looking at an essential component of
brand stature: esteem.
The Y&R Brand
Asset Model addresses brand stature and brand strength, two critical components
of a Power Brand. (I recommend you take a moment to study more about the
Y&R Brand Asset Model.)
A key
component of a power brand is whether or not the brand is perceived to have
high esteem or is held in high regard by customers and/or potential customers;
the higher the esteem, the greater the Brand's stature. Like personal
reputation, the more positive the brand reputation the better it is liked or
even loved by customers. This is the emotional side of branding.
Keeping
brand esteem in mind, let’s take a look at the recent actions of University of
Georgia and Florida State University related to possible NCAA infractions committed
by each of their top Heisman Trophy candidates. Response to these allegations
is remarkably different. Once apprised of the pending situation, Georgia immediately
suspended its top player. They chose to protect the university’s reputation over
winning a football game, the SEC conference championship, a national title or
gaining the prestige of its top player receiving the Heisman Trophy.
Florida
State, confronted with an almost identical situation for its top player, is not
reacting immediately and, instead, is reviewing the pending infraction. Their
top player did suit up this weekend and helped secure a win for FSU over Notre
Dame. Despite the fact this occurrence is the fifth major incident by its star
QB, Florida State seems to be showing that winning another Heisman or a second
national championship is more important than protecting the esteem and brand
stature of the university.
Reviewing
Y&R's Asset Model again, I give high marks to Georgia and its reputation
management. Their brand stature is rising in my book. As to Florida State, their
brand stature is eroding...at least for me and I would imagine many others who
value integrity. Something for all of us to think about when our brand faces
esteem challenges.
© 2014 Once
a Day Marketing™. All rights reserved.
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