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TABLE OF CONTENTS
ABOUT ACKNOWLEDGEMENTS INTRODUCTION A LACK OF UTILITY IN WEB AND MOBILE ADVERTISING A NEW GENERATION OF MORE EXIGENT CONSUMERS A CONSUMER-CENTERED MARKETING CONTEXTUAL MARKETING P3 P4 P5 P7 P7 P8 P10

CONTEXTUAL MARKETING IN THE BRANDED APP MARKET P11 TOWARDS A DEFINITION OF BRAND UTILITY IMPACT OF BRAND UTILITY ON BRAND EQUITY IN THE SMARTPHONE APPLICATIONS MARKET SURVEY ABOUT THE USE OF BRANDED APPLICATIONS CONCLUSION BIBLIOGRAPHY P14 P19 P19 P12 P13

ABOUT THE AUTHOR

ABOUT BRAND-UTILITY.COM

ACKNOWLEDGMENTS

INTRODUCTION

Figure 1: Carlings iPint APP

A LACK OF UTILITY IN WEB AND MOBILE ADVERTISING

A NEW GENERATION OF MORE EXIGENT CONSUMERS

A CONSUMER-CENTERED MARKETING

LEVERAGING RELEVANCE

DATA

TO

ADD

CONTEXTUAL MARKETING

CONTEXTUAL MARKETING IN THE BRANDED APP MARKET

Figure 2: Vodafone sends you an SMS with useful information when roaming.

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11

TOWARDS

DEFINITION

OF

BRAND UTILITY

Figure 3: Charmin's SitOrSquat APP helps people find the nearest open bathrooms.

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IMPACT OF BRAND UTILITY ON BRAND EQUITY

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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 Utility

Smartphone apps

Figure 4 : Where the study stands

SAMPLE

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#1: M e dia #2: A irlines , railw ay s a nd oth er trav elling facilities #3: B anks an d F in ancial Institutio ns

RELEVANCE

KEY FINDINGS

EXPERIENCE

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ENGAGEMENT

Figure 6: Huggies' iGo Potty app

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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?

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Figure 7: Conceptual model for Brand Utility ON SMARTPHONES

Figure 8: Importance-Performance Matrix

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.

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CONCLUSION

BIBLIOGRAPHY
Berger, Mitchell (1989), The effect of Advertising on Attitude Accessibility, Attitude Confidence, and the AttitudeBehaviour Relationship.

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Huang, M. Yu, S. (1999) Are consumers inherently or situationnaly brand loyal? Marketing & Psychology, Vol. 16, number 6. Justin Owens (May 2011), Text Advertising Blindness: the new banner blindness? Journal of Usability studies, Vol. 6, issue 3. Karpinski, R. (2009) Going Mobile? Here are the basics. B to B Magazine. Keller (1993), managing customer-based brand equity. Kenny, D. Marshall, JF. (2000) Contextual marketing--the real business of the Internet. Harvard Business Review. 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.

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