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    Kotler MM 14e 09 SPPT

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    Rohit
    marketing mgmt

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    Kotler MM 14e 09 SPPT

    Uploaded by

    Rohit
    27 views35 pages
    marketing mgmt

    Original Title

    kotler_mm_14e_09_sppt

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    marketing mgmt

    Copyright:

    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    27 views35 pages

    Kotler MM 14e 09 SPPT

    Uploaded by

    Rohit
    marketing mgmt

    Copyright:

    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    of 35

    1

    9
    Creating Brand Equity
    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 © 2011 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 © 2011 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 © 2011 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 © 2011 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 © 2011 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 © 2011 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 © 2011 Pearson Education, Inc.  Publishing as Prentice Hall 9-8


    Advantages of Strong Brands
     Improved  Larger margins
    perceptions of  More inelastic
    product performance consumer response
     Greater loyalty  Greater trade
     Less vulnerability to cooperation
    competitive  Increased marketing
    marketing actions communications
     Less vulnerability to effectiveness
    crises  Possible licensing
    opportunities
    Copyright © 2011 Pearson Education, Inc.  Publishing as Prentice Hall 9-9
    Virgin Atlantic’s Brand Promise

    Copyright © 2011 Pearson Education, Inc.  Publishing as Prentice Hall 9-10


    What is a Brand Promise?

    A brand promise is the marketer’s vision of


    what the brand must be and do for consumers.

    Copyright © 2011 Pearson Education, Inc.  Publishing as Prentice Hall 9-11


    Brand Equity Models

    Brand Asset Valuator


    (BAV)

    Brandz

    Brand Resonance

    Copyright © 2011 Pearson Education, Inc.  Publishing as Prentice Hall 9-12


    Figure 9.1 BAV Model

    Copyright © 2011 Pearson Education, Inc.  Publishing as Prentice Hall 9-13


    Figure 9.2 Universe of
    Brand Performance

    Copyright © 2011 Pearson Education, Inc.  Publishing as Prentice Hall 9-14


    Figure 9.3
    Brand Dynamics Pyramid

    Copyright © 2011 Pearson Education, Inc.  Publishing as Prentice Hall 9-15


    Figure 9.4 Brand Resonance
    Pyramid

    Copyright © 2011 Pearson Education, Inc.  Publishing as Prentice Hall 9-16


    Brand Building Blocks

    Copyright © 2011 Pearson Education, Inc.  Publishing as Prentice Hall 9-17


    MasterCard Created An
    Emotional Bond to its Brand

    Copyright © 2011 Pearson Education, Inc.  Publishing as Prentice Hall 9-18


    Drivers of Brand Equity

    Copyright © 2011 Pearson Education, Inc.  Publishing as Prentice Hall 9-19


    Brand Elements
     Brand names  Symbols
     Slogans  Logos
     Characters  URLs

    Copyright © 2011 Pearson Education, Inc.  Publishing as Prentice Hall 9-20


    Brand Element Choice Criteria
    Memorable

    Meaningful

    Likeable

    Transferable

    Adaptable

    Protectable

    Copyright © 2011 Pearson Education, Inc.  Publishing as Prentice Hall 9-21


    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
    in 15 minutes or
     This Bud’s for you
    less  Always low prices

    Copyright © 2011 Pearson Education, Inc.  Publishing as Prentice Hall 9-22


    Figure 9.5 Secondary Sources of
    Brand Knowledge

    Copyright © 2011 Pearson Education, Inc.  Publishing as Prentice Hall 9-23


    Internal Branding
     Choose the right moment
     Link internal and external marketing
     Bring the brand alive for employees

    Copyright © 2011 Pearson Education, Inc.  Publishing as Prentice Hall 9-24


    Figure 9.6 Brand Value Chain

    Copyright © 2011 Pearson Education, Inc.  Publishing as Prentice Hall 9-25


    Measuring Brand Equity
     Brand audits
     Brand tracking
     Brand valuation

    Copyright © 2011 Pearson Education, Inc.  Publishing as Prentice Hall 9-26


    Table 9.4
    The 10 Most Valuable Brands

    Copyright © 2011 Pearson Education, Inc.  Publishing as Prentice Hall 9-27


    Figure 9.7 Interbrand Brand
    Valuation Method

    Copyright © 2011 Pearson Education, Inc.  Publishing as Prentice Hall 9-28


    Managing Brand Equity
     Brand reinforcement
     Brand revitalization

    Copyright © 2011 Pearson Education, Inc.  Publishing as Prentice Hall 9-29


    Devising a Branding Strategy
     Develop new brand elements
     Apply existing brand elements
     Use a combination of old and new

    Copyright © 2011 Pearson Education, Inc.  Publishing as Prentice Hall 9-30


    Branding Terms

     Brand line  Line extension


     Brand mix  Category extension
     Brand extension  Branded variants
     Sub-brand  Licensed product
     Parent brand
     Family brand

    Copyright © 2011 Pearson Education, Inc.  Publishing as Prentice Hall 9-31


    Reasons for Brand Portfolios

    Copyright © 2011 Pearson Education, Inc.  Publishing as Prentice Hall 9-32


    Brand Roles in a Brand Portfolio
     Flankers
     Cash cows
     Low-end, entry-level
     High-end prestige

    Copyright © 2011 Pearson Education, Inc.  Publishing as Prentice Hall 9-33


    Brand Extensions

    Copyright © 2011 Pearson Education, Inc.  Publishing as Prentice Hall 9-34


    For Review
     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 © 2011 Pearson Education, Inc.  Publishing as Prentice Hall 9-35

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