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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

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Presentation Transcript
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
slide12
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
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