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    Kotler Brand Equity MBA

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    Bhumika Prasad
    Phillip & Kottler Marketing Book

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    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd

    Kotler Brand Equity MBA

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    Bhumika Prasad
    11 views21 pages
    Phillip & Kottler Marketing Book

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    Phillip & Kottler Marketing Book

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    11 views21 pages

    Kotler Brand Equity MBA

    Uploaded by

    Bhumika Prasad
    Phillip & Kottler Marketing Book

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 21

    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


    ESPN: A Strong Brand

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


    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


    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


    The Role of Brands

    Identify the maker

    Simplify product handling

    Organize accounting

    Offer legal protection

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


    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


    What is Branding?

    Branding is endowing products


    and services with the power of
    the brand.

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


    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


    Brand Knowledge

    Thought
    Feelings
    s
    Knowled
    ge

    Images
    Beliefs
    Experie
    nces

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


    Advantages of Strong Brands

    • Improved • Larger margins


    perceptions of • More inelastic
    product consumer response
    performance • Greater trade
    • Greater loyalty cooperation
    • Less vulnerability to • Increased marketing
    competitive communications
    marketing actions effectiveness
    • Less vulnerability to • Possible licensing
    crises opportunities

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


    Apple is a Strong Brand

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


    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


    Burger King Builds Its Brand with
    Social Connectivity

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


    Drivers of Brand Equity

    Brand Elements

    Marketing Activities

    Meaning Transference

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


    Brand Elements

    Brand
    names URLs

    Slogan
    s Eleme
    nts Logos

    Charac
    Symbo
    ters
    ls

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


    Brand Element Choice Criteria

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

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


    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


    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


    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


    Brand Naming

    Individual names

    Blanket family names

    Separate family names

    Corporate
    name-individual name
    combo
    Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall

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