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Creating Brand Equity - 09

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6 views

Creating Brand Equity - 09

Uploaded by

saeedmajid872
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PPT, PDF, TXT or read online on Scribd
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9

Creating
Brand Equity

Marketing Management, 13th ed


Chapter Questions

• What is a brand and how does


branding work?
• What is brand equity?
• How is brand equity built, measured,
and managed?
• What are the important decisions in
developing a branding strategy?

Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-2


Steps in
Strategic Brand Management
• Identifying and establishing brand
positioning
• Planning and implementing brand
marketing
• Measuring and interpreting brand
performance
• Growing and sustaining brand value

Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-3


What is a Brand?

A brand is a name, term, sign, symbol


or design, or a combination of them,
intended to identify the goods or
services of one seller or group of
sellers and to differentiate them from
those of competitors.

Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-4


The Role of Brands

• Identify the maker


• Simplify product handling
• Organize accounting
• Offer legal protection

Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-5


The Role of Brands

• Signify quality
• Create barriers to entry
• Serve as a competitive advantage
• Secure price premium

Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-6


What is Branding?

Branding is endowing
products and services with the
power of the brand.

Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-7


What is Brand Equity?

Brand equity is the added value


endowed on products and services,
which may be reflected in the way
consumers, think, feel, and act with
respect to the brand.

Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-8


Advantages of Strong Brands

• Improved • Larger margins


perceptions of • More inelastic
product consumer response
performance • Greater trade
• Greater loyalty cooperation
• Less vulnerability • Increased marketing
to competitive communications
marketing actions effectiveness
• Less vulnerability • Possible licensing
to crises opportunities
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-9
What is a Brand Promise?

A brand promise is the marketer’s


vision of what the brand must be and
do for consumers.

Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-10


Brand Equity Models

• Brand Asset Valuator


• Aaker Model
• BRANDZ
• Brand Resonance

Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-11


BAV Key Components

• Differentiation
• Energy
• Relevance
• Esteem
• Knowledge

Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-12


Aaker Model

• Brand identity
• Core identity elements
• Extended identity elements
• Brand essence

Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-13


Drivers of Brand Equity

• Brand elements
• Marketing activities
• Meaning transference

Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-14


Brand Elements

• Brand names • Symbols


• Slogans • Logos
• Characters • URLs

Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-15


Brand Element Choice Criteria

• Memorable
• Meaningful
• Likeability
• Transferable
• Adaptable
• Protectible

Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-16


Slogans

• Like a good • We try harder


neighbor, State • We’ll pick you up
Farm is there • Nextel – Done
• Just do it • Zoom Zoom
• Nothing runs like a • I’m lovin’ it
Deere
• Innovation at work
• Save 15% or more
• This Bud’s for you
in 15 minutes or
less • Always low prices

Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-17


Internal Branding

• Choose the right moment


• Link internal and external marketing
• Bring the brand alive for employees

Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-18


Measuring Brand Equity

• Brand audits
• Brand tracking
• Brand valuation

Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-19


The 10 Most Valuable Brands

Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-20


Managing Brand Equity

• Brand reinforcement
• Brand revitalization
• Brand crises

Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-21


Devising a Branding Strategy

• Develop new brand elements


• Apply existing brand elements
• Use a combination of old and new

Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-22


Branding Terms

• Brand line • Line extension


• Brand mix • Category extension
• Brand extension • Branded variants
• Sub-brand • Licensed product
• Parent brand • Brand dilution
• Family brand • Brand portfolio

Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-23


Brand Naming

• Individual names
• Blanket family names
• Separate family names
• Corporate name/individual name combo

Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-24


Reasons for Brand Portfolios

• Increasing shelf presence and retailer


dependence in the store
• Attracting consumers seeking variety
• Increasing internal competition within
the firm
• Yielding economies of scale in
advertising, sales, merchandising, and
distribution

Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-25


Brand Roles in a Brand Portfolio

• Flankers
• Cash cows
• Low-end, entry-level
• High-end prestige

Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-26

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