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    Kotler Mm15e Inppt 11

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    Kotler Mm15e Inppt 11

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    ahmed.galal1676
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    Kotler_mm15e_inppt_11

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    Copyright:

    © All Rights Reserved
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    Download as pdf or txt
    20 views17 pages

    Kotler Mm15e Inppt 11

    Uploaded by

    ahmed.galal1676

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    © All Rights Reserved
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    Chapter

    11
    Creating
    Brand Equity

    Copyright © 2016 Pearson Education Ltd. 11-1


    Learning Objectives
    1. What is a brand, and how does branding work?
    2. What is brand equity?
    3. How is brand equity built?
    4. How is brand equity measured?
    5. How is brand equity managed?
    6. What is brand architecture?
    7. What is customer equity?

    Copyright © 2016 Pearson Education Ltd. 11-2


    How Does
    Branding Work?
    • American Marketing Association
    – 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 © 2016 Pearson Education Ltd. 11-3


    The role of brands
    • Brands’ role for consumers

    ü Set and fulfill expectations


    ü Reduce risk
    ü Simplify decision making
    ü Take on personal meaning
    ü Become part of identity

    Copyright © 2016 Pearson Education Ltd. 11-4


    The role of brands
    • Brands’ role for firms

    ü Simplify product handling


    ü Organize inventory & accounting
    ü Offer legal protection
    ü Create brand loyalty
    ü Secure competitive advantage

    Copyright © 2016 Pearson Education Ltd. 11-5


    The Scope of Branding
    • Branding: creating
    difference
    – The process of
    providing products
    and services with
    the power of a
    brand

    Copyright © 2016 Pearson Education Ltd. 11-6


    Defining Brand Equity
    • Brand equity
    – Added value to consumers

    Copyright © 2016 Pearson Education Ltd. 11-7


    Defining Brand Equity
    • Customer-based brand equity
    – The differential effect brand knowledge has
    on consumer response to the marketing of
    that brand

    ü Differences in consumer response


    ü Brand knowledge
    ü Perceptions, preferences, and behavior

    Copyright © 2016 Pearson Education Ltd. 11-8


    Defining Brand Equity
    • Brand promise
    – The marketer’s vision of what the brand must
    be and do for consumers
    Virgin America airline exemplifies Virgin's corporate mission to better
    satisfy customers by doing different things and doing things differently

    Copyright © 2016 Pearson Education Ltd. 11-9


    Building Brand Equity
    • Brand element choice criteria

    Memorable Meaningful

    Protectable Likable

    Adaptable Transferable

    Copyright © 2016 Pearson Education Ltd. 11-11


    Designing Holistic Marketing
    Activities
    • Brand contact
    – Any information-bearing experience (positive
    or negative) a customer or prospect has with
    the brand, its product category, or its market

    This Photo by Unknown Author is licensed under CC BY-SA


    Copyright © 2016 Pearson Education Ltd. 11-12
    INTERNAL BRANDING
    • Activities and processes that help
    inform/inspire employees about brands

    Choose the right Link internal & external


    moment marketing

    Bring the brand alive for


    Keep it simple
    employees

    Copyright © 2016 Pearson Education Ltd. 11-14


    Measuring Brand Equity

    Copyright © 2016 Pearson Education Ltd. 11-16


    Measuring Brand Equity

    Copyright © 2016 Pearson Education Ltd. 11-17


    Managing Brand Equity
    • Brand reinforcement
    – Requires the brand
    always be moving
    forward
    • Brand revitalization
    (impressive comeback)
    – Almost any kind
    starts with the
    product
    Copyright © 2016 Pearson Education Ltd. 11-18
    CUSTOMER EQUITY
    • The sum of lifetime values
    of all customers
    • Is affected by customer
    acquisition, retention,
    and cross-selling

    Ford’s external marketing efforts are


    matched by a strong internal branding
    program within the company.

    Copyright © 2016 Pearson Education Ltd. 11-24


    Copyright © 2016 Pearson Education Ltd. 11-25

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