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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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.
Priced to meet perceptions of value
Communicates consistent brand messages
Well-designed brand hierarchy
Uses multiple marketing activities
Understands consumer-brand relationship
Supported by organization
Monitors sources of brand equityAttributes of Strong Brands
Identify the maker
Simplify product handling
Offer legal protection
Create barriers to entry
Serve as a competitive advantage
Secure price premium
Endowing products and services
with the power of a brand.
The differential effect that brand
knowledge has on consumer
response to the
marketing of that brand.
Less vulnerable to competition
Less vulnerable to crises
Inelastic consumer response to price increases
Elastic consumer response to price decreases
Greater trade cooperation
Increase in effectiveness of IMC
Brand extension opportunitiesMarketing Advantages of Strong Brands
The marketer’s vision of what
the brand must be and do for
Develop new brand elements
Apply existing brand elements
Use a combination of
old and new
Blanket family names
Separate family names
Corporate name-individual name combo
Take a position:
2. Brand extensions are an important
models of brand equity? How are
they similar? Different? Can you
construct a model that incorporates
the best of each?