This document provides an overview of brand utility and its impact on brand equity in the smartphone applications market. It discusses how consumers now demand more useful apps from brands rather than just advertising. The document also presents results from a survey that found consumers are more likely to regularly use apps they find useful and relevant to their lives. The key finding is that perceived brand utility directly influences brand equity, as consumers form more positive brand attitudes when apps provide value and benefits beyond just advertising.
2. TABLE OF CONTENTS
ABOUT P3
ACKNOWLEDGEMENTS P4
INTRODUCTION P5
A LACK OF UTILITY IN WEB AND MOBILE ADVERTISING P7
A NEW GENERATION OF MORE EXIGENT CONSUMERS P7
A CONSUMER-CENTERED MARKETING P8
CONTEXTUAL MARKETING P10
CONTEXTUAL MARKETING IN THE BRANDED APP MARKET P11
TOWARDS A DEFINITION OF BRAND UTILITY P12
IMPACT OF BRAND UTILITY ON BRAND EQUITY P13
IN THE SMARTPHONE APPLICATIONS MARKET
SURVEY ABOUT THE USE OF BRANDED APPLICATIONS P14
CONCLUSION P19
BIBLIOGRAPHY P19
2
14. STUDY ABOUT THE USE
OF BRANDED APPS
0 (12%)
1 - 3 (56%)
4 - 6 (17%)
7 - 10 (8%)
Figure 5: Monthly app download of the sample
Table 1 : How do you discover the apps that you
decide to download ?
Brand
Equity
Brand Smartphone
Utility apps
Figure 4 : Where the study stands
SAMPLE
14
15. #1: M e dia
#2: A irlines , railw ay s a nd oth er
trav elling facilities RELEVANCE
#3: B anks an d F in ancial
Institutio ns
KEY FINDINGS
EXPERIENCE
15
17. INFLUENCE OF PERCEIVED
BRAND UTILITY ON BRAND
EQUITY
PRIVACY ISSUES
Table 2 : If a branded app is useful to you in
your everyday life :
Table 3: “How do you feel about geolocation?”
17
18. Figure 7: Conceptual model for Brand Utility ON SMARTPHONES
Figure 8: Importance-Performance Matrix
1
Matrix adapted from Nigel Slack, "The Importance-Performance Matrix as a Determinant of Improvement
Priority", Int. J. of operations and production Management, Vol. 14, No. 5, pp 59-75, 1994.
18
19. CONCLUSION
Bernardin, T. Kemp-Robertson, P. (2008)
Envisioning the future of advertising
creativity research, Journal of Advertising,
Winter 2008, Vol. 37, Numero 4.
Bulik (2009), Marketers finally get wise,
design apps with purpose. Advertising
Age, Vol. 80 , issue 30.
Cho and Cheon (2004), Why do people
avoid advertising on the internet? Journal
of Advertising.
Christie, G. (2009). Integrate Mobile, B&T
Magazine.
Cincotta, K. (2005). Advertisers push the
button. B&T Weekly.
ComScore, 2010 Mobile Year in review
Craik and Lockhart (1972). The Levels of
Processing model.
Das, S. Stenger, C. Ellis, C. (2009)
Managing tomorrow’s brand – moving
from measurement towards an integrated
system of brand equity. Journal of Brand
Management, Vol. 17, Number 1.
Dutta, K. (2009), Apps Galore, Revolution
Magazine.
Eric Newman (2008) Marketers Waiting
Before They Will Tackle Adblock,
Brandweek, Vol. 48, Issue 34.
Fazio and Zenna (1981), Direct
experiences and attitude-behaviour
consistency.
Feig, B. Dinner for one. Frozen Food Age.
Figge, S. (2004) Situation-dependent
services-a challenge for mobile network
operators. Journal
Gabay, G. Moskowitz, H. Beckley, J.
Ashman, H. (2009). Consumer-centered
“brand value” of foods: drivers and
segmentation. Journal of Product & Brand
Management, Vol. 18, Number 1, p4-16.
Gabay, G. Moskowitz, H. Beckley, J.
Ashman, H. Relationship marketing,
mindset segmentation, optimized
BIBLIOGRAPHY messaging for life insurance, and typing
customers into the segments.
Gilbreath, B. (2010), The Next Evolution of
Berger, Mitchell (1989), The effect of Marketing: Connect with your Customers
Advertising on Attitude Accessibility, through Marketing with Meaning.
Attitude Confidence, and the Attitude- Howe, Strauss (2000), Millenials rising:
Behaviour Relationship. the great next generation.
19
20. Huang, M. Yu, S. (1999) Are consumers Strazzieri, A. Chandon, JL. Le Rouw, A.
inherently or situationnaly brand loyal? (1996). Une analyse confirmatoire de la
Marketing & Psychology, Vol. 16, number mesure d’implication durable PIA. W.P.
6. N°485.
Justin Owens (May 2011), Text Tiltman, D. (2009). The age of interruption
Advertising Blindness: the new banner is dead. Long live the age of, er,
blindness? Journal of Usability studies, interruption. Media: Asia's Media &
Vol. 6, issue 3. Marketing Newspaper, p7-7, 1/3p.
Karpinski, R. (2009) Going Mobile? Here Tversky, A. Simonson, I. (1993) Context-
are the basics. B to B Magazine. dependent preferences. Journal of
Keller (1993), managing customer-based Management Science.
brand equity. Van de Langemaat, W. (2010). Mobile
Kenny, D. Marshall, JF. (2000) Contextual Application strategies, How apps
marketing--the real business of the strategies could lead to an enhanced brand
Internet. Harvard Business Review. experience
Kim, H., Kim, J., Lee, Y., Chae, M. and
Choi, Y. (2002). An empirical study of the
use contexts and usability problems in
mobile internet.
Klaassen, A. (2008). Mobile Marketing
Guide. Advertising Age, Vol. 79, issue 33.
Lee, T. Jun, J. (2007) Contextual perceived
value? Investigating the role of contextual
marketing for customer relationship
management in a mobile commerce
context. Business Process Management
Journal. Vol. 13, Number 6.
Matt Sadler (2008), Data is our future.
McBride, T. Muhle, B. (2008), Meet the
Millenials: Fans, Brands, and Cultural
Communities, MusicsTank report.
Norman, R. (2006). Do different. The
Marketing Forum.
of Business Research, Vol. 57.
Orth, U. McDaniel, M. Shellhammer, T.
Lopetcharat, K. (2004) Promoting brand
benefits: the role of consumer
psychographics and lifestyle. The Journal
of Consumer Marketing, vol. 21.
Phillips, C. (2010) Social Media is making
new demands on Brand Strategy, Brand
Amplitude LLC.
Sasser, S. Koslow, S. (2008). Desperately
seeking advertising creativity. Journal of
Advertising. Vol. 37.
Schultz, E.J. Neff, J. Pollack, J. (2010).
Purpose-driven marketing all the rage at
the Association of National Advertisers.
Advertising Age, Vol. 81, issue 37.
20
