How price promotion can be applied without damaging brand equity
This presentation is the property of its rightful owner.
Sponsored Links
1 / 14

How price promotion can be applied without damaging brand equity PowerPoint PPT Presentation


  • 68 Views
  • Uploaded on
  • Presentation posted in: General

How price promotion can be applied without damaging brand equity. Ding Ling Group 8. Outline. Introduction - Brand equity - Price promotion Problem Solution Implication Evaluation List of references. Brand equity Definition “Brand equity is a set of assets and

Download Presentation

How price promotion can be applied without damaging brand equity

An Image/Link below is provided (as is) to download presentation

Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.


- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -

Presentation Transcript


How price promotion can be applied without damaging brand equity

How price promotion can be applied without damaging brand equity

Ding Ling

Group 8


Outline

Outline

  • Introduction

    - Brand equity

    - Price promotion

  • Problem

  • Solution

  • Implication

  • Evaluation

  • List of references


Introduction

Brand equity

Definition

“Brand equity is a set of assets and

liabilities linked to a brand's

name and symbol that adds to (or

subtracts from) the value provided

by a product or service to a firm.”

Source: Aaker, 1991; Aaker, 2012

Perceived quality

Brand loyalty

Brand equity

Brand association

Brand awareness

Other brand’s private property

Introduction


Introduction1

Perceived quality

Nonmonetary promotion

Brand equity

Price promotion

Brand association

Advertising campaigns

Introduction

Price promotion

Outline

Source:Aaker (1991)


Thesis statement

Thesis Statement

  • How price promotion can be applied without damaging brand equity by combining the non-monetary promotion and advertising campaigns.


Problem

price promotion

Perceived quality

Non-monetary promotion

Brand association

Problem

  • The negative effect of frequent price promotion to perceived quality and brand association

    Source:Buil, I., de Chernatony, L. and Mart\'\inez, E. (2013). Examining the role of advertising and sales promotions in brand equity creation. 


1 st solution

1st Solution

  • Non-monetary promotion

    -- Definition (Yi and Yoo, 2011)

    Promotional strategy

    Hedonic benefits

    -- Different from price promotion


2 nd solution

2nd Solution

  • Advertising campaigns

    --Definition (Kotler, 2012)

    paid form of non-personal presentation

    promotion of ideas, goods and services

    --Different channels


Implication of non monetary promotion

Implication of Non-monetary promotion

  • Positive

    --customers may receive the high-quality perception

    --enhance brand equity

    Negative

    --enterprises could spend large budget on free gifts and free samples etc.


Implication of advertising campaigns

Implication of Advertising campaigns

  • positive

    --influence consumer behaviours in a large extent

    --deepen the impression of products or services

  • negative

    --further investment

    --less originality


Evaluation

Evaluation

  • the overall relationship between frequent price promotion and brand equity is negative

  • The most effective practice: nonmonetary promotions

  • The alternative possible solution: advertising campaigns


How price promotion can be applied without damaging brand equity

  • As long as non-monetary promotion and advertising campaigns are implemented appropriately, price promotion can be applied along with the combination of two solutions without damaging brand equity


List of references

List of references

  • Aaker, D. (1991). Managing brand equity. 1st ed. New York: Free Press.

  • Buil, I., de Chernatony, L. and Mart\'\inez, E. (2013). Examining the role of advertising and sales promotions in brand equity creation. Journal of Business Research, 66(1), pp.115--122.

  • Keller, K. (2008). Strategic brand management: building, measuring, and managing brand equity. 3rd ed.

  • Kotler, P., Keller, K., Brady, M., Goodman, M. and Hansen, T. (2012). Marketing management. 2nd ed. Pearson Education.

  • Villarejo-Ramos, A. and S\'anchez-Franco, M. (2005). The impact of marketing communication and price promotion on brand equity. The Journal of Brand Management, 12(6), pp.431--444.

  • Yi, Y. and Yoo, J. (2011). The long-term effects of sales promotions on brand attitude across monetary and non-monetary promotions. Psychology \& Marketing, 28(9), pp.879--896


How price promotion can be applied without damaging brand equity

Are there any question?

The End


  • Login