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MARKETING MANAGEMENT 12 th edition. 9 Creating Brand Equity. Kotler Keller. 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?.

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marketing management 12 th edition

MARKETING MANAGEMENT12th edition

9

Creating

Brand Equity

Kotler Keller

chapter questions
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?
brand
Brand

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.

attributes of strong brands
Excels at delivering desired benefits

Stays relevant

Priced to meet perceptions of value

Positioned properly

Communicates consistent brand messages

Well-designed brand hierarchy

Uses multiple marketing activities

Understands consumer-brand relationship

Supported by organization

Monitors sources of brand equity

Attributes of Strong Brands
the role of brands
The Role of Brands

Identify the maker

Simplify product handling

Organize accounting

Offer legal protection

the role of brands7
The Role of Brands

Signify quality

Create barriers to entry

Serve as a competitive advantage

Secure price premium

branding
Branding

Endowing products and services

with the power of a brand.

brand equity
Brand Equity

The differential effect that brand

knowledge has on consumer

response to the

marketing of that brand.

brand knowledge
Brand Knowledge

Thoughts

Feelings

Knowledge

Images

Beliefs

Experiences

brand associations
Brand Associations

Strong

Unique

Favorable

marketing advantages of strong brands
Improved perceptions of product performance

Greater loyalty

Less vulnerable to competition

Less vulnerable to crises

Larger margins

Inelastic consumer response to price increases

Elastic consumer response to price decreases

Greater trade cooperation

Increase in effectiveness of IMC

Licensing opportunities

Brand extension opportunities

Marketing Advantages of Strong Brands
brand promise
Brand Promise

The marketer’s vision of what

the brand must be and do for

Consumers.

brand equity models
Brand Equity Models
  • Brand Asset Valuator
  • Aaker Model
  • BRANDZ
  • Brand Resonance
brand asset valuator bav
Brand Asset Valuator (BAV)

Brand Equity

Differentiation

Knowledge

Relevance

Esteem

aaker model brand identity
Aaker Model – Brand Identity

Brand-as-product

Brand-as-organization

Brand-as-person

Brand-as-symbol

aaker model brand assets
Aaker Model – Brand Assets

Brand

loyalty

Brand

associations

Brand

awareness

Proprietary

assets

Perceived

quality

the brandz model
The BRANDZ Model

Bonding

Advantage

Performance

Relevance

Presence

drivers of brand equity
Drivers of Brand Equity

Brand Elements

Marketing Activities

Meaning Transference

brand elements
Brand Elements

Brand

names

URLs

Slogans

Elements

Logos

Characters

Symbols

brand element choice criteria
Memorable

Meaningful

Likeability

Transferable

Adaptable

Protectible

Brand Element Choice Criteria
slogans
Like a good neighbor, State Farm is there

Just do it

Nothing runs like a Deere

Help is just around the corner

Save 15% or more in 15 minutes or less

We try harder

We’ll pick you up

Nextel – Done

Zoom Zoom

I’m lovin’ it

Innovation at work

This Bud’s for you

Always low prices

Slogans
designing holistic marketing activities
Designing Holistic Marketing Activities

Personalization

Integration

Internalization

measuring brand equity
Measuring Brand Equity

Brand Audits

Brand Tracking

Brand Valuation

interbrand s brand equity formula
Brand earnings

Brand sales

Costs of sales

Marketing costs

Overhead expenses

Remuneration of capital charge

Taxation

Brand strength

Leadership (25%)

Stability (15%)

Market (10%)

Geographic spread (25%)

Trend (10%)

Support (10%)

Protection (5%)

Interbrand’s Brand Equity Formula
managing brand equity
Managing Brand Equity

Brand Reinforcement

Brand Revitalization

Brand Crises

devising a branding strategy
Devising a Branding Strategy

Develop new brand elements

Apply existing brand elements

Use a combination of

old and new

branding terms
Brand line

Brand mix

Brand extension

Sub-brand

Parent brand

Family brand

Line extension

Category extension

Branded variants

Licensed product

Brand dilution

Brand portfolio

Branding Terms
brand naming
Brand Naming

Individual names

Blanket family names

Separate family names

Corporate name-individual name combo

brand roles in a brand portfolio
Brand Roles in a Brand Portfolio

Flankers

Cash Cows

Low-end

Entry-level

High-end

Prestige

marketing debate
Marketing Debate
  • Are brand extensions good or bad?

Take a position:

  • Brand extensions endanger brands.

2. Brand extensions are an important

brand-growth strategy.

marketing discussion
Marketing Discussion
  • How can you relate the different

models of brand equity? How are

they similar? Different? Can you

construct a model that incorporates

the best of each?