Brand Equity.ppt

8/10/2019 Brand Equity.ppt

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Creating

Brand Equity

Market ing Management, 13thed

9


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Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-2

Chapter Questions

What is a brand and how doesbranding work?

What is brand equity?

How is brand equity built, measured,and managed?

What are the important decisions indeveloping a branding strategy?


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ESPN: A Strong Brand
http://espn.go.com/


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Steps in

Strategic Brand Management

Identifying and establishing brandpositioning

Planning and implementing brandmarketing

Measuring and interpreting brand

performance Growing and sustaining brand value


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What is a Brand?

A brandis a name, term, sign, symbolor design, or a combination of them,

intended to identify the goods or

services of one seller or group ofsellers and to differentiate them from

those of competitors.


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The Role of Brands

Identify the maker

Simplify product handling

Organize accounting

Offer legal protection


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What is Branding?

Branding is endowingproducts and services with the

power of the brand.


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What is Brand Equity?

Brand equityis the added valueendowed on products and services,which may be reflected in the way

consumers, think, feel, and act withrespect to the brand.


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Brand Knowledge

Knowledge

Thoughts

Experiences

BeliefsImages

Feelings


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Advantages of Strong Brands

Improvedperceptions ofproduct

performance Greater loyalty

Less vulnerabilityto competitive

marketing actions Less vulnerability

to crises

Larger margins

More inelasticconsumer response

Greater tradecooperation

Increased marketingcommunicationseffectiveness

Possible licensingopportunities


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Apple is a Strong Brand
http://www.apple.com/


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What is a Brand Promise?

A brand promiseis the marketersvision of what the brand must be and

do for consumers.


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Burger King Builds Its Brand with

Social Connectivity


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Brand Equity Models

Brand Asset Valuator

Aaker Model BRANDZ

Brand Resonance


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BAV Key Components

Differentiation

Energy

Relevance

Esteem

Knowledge


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Figure 9.3 Brand Dynamics Pyramid

Presence

Relevance

Performance

Advantage

Bonding

Strong Relationship

Weak Relationship


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Aaker Model

Brand Identity

Extended Identity

ElementsBrand Essence

Core Identity

Elements


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Figure 9.4 Brand Resonance Pyramid


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Drivers of Brand Equity

Brand Elements

Marketing Activities

Meaning Transference


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Brand Elements

ElementsSlogans

Brand

names URLs

Logos

SymbolsCharacters


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Brand Element Choice Criteria

Memorable

Meaningful

Likeability

Transferable

Adaptable

Protectible


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Slogans

Like a goodneighbor, StateFarm is there

Just do it Nothing runs like a

Deere

Save 15% or morein 15 minutes orless

We try harder

Well pick you up

NextelDone

Zoom Zoom

Im lovin it

Innovation at work

This Buds for you

Always low prices


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Designing Holistic Marketing Activities

Personalization

Integration

Internalization


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Internal Branding

Choose the right moment

Link internal and external marketing

Bring the brand alive for employees


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Figure 9.5 Secondary Sources of

Brand Knowledge


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Measuring Brand Equity

Brand Audits

Brand Tracking

Brand Valuation


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Table 9.2 The 10 Most Valuable Brands

Brand 2006 Brand Value (Billions)

Coca-Cola $67.00

Microsoft $56.93

IBM $56.20

GE $48.91

Intel $38.32

Nokia $30.13

Toyota $27.94Disney $27.85

McDonalds $27.50

Mercedes-Benz $22.13


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Managing Brand Equity

Brand Reinforcement

Brand Revitalization

Brand Crises


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Interbrands Steps in Calculating

Brand Equity

Market segmentation

Financial analysis

Role of branding Brand strength

Brand value calculation


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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
http://localhost/var/www/apps/conversion/tmp/scratch_2/09_Swiss_Army.mov


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Brand Naming

Individual names

Blanket family names

Separate family names

Corporate name-individual name combo


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Reasons for Brand Portfolios

Increasing shelf presence and retailerdependence in the store

Attracting consumers seeking variety

Increasing internal competition withinthe firm

Yielding economies of scale inadvertising, sales, merchandising, anddistribution


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Brand Roles in a Brand Portfolio

Flankers

Low-endEntry-level High-endPrestige

Cash Cows


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Marketing Debate

Are brand extensions good or bad?

Take a position:1. Brand extensions can endanger brands.

or

2. Brand extensions are an importantbrand-growth strategy.


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Copyright 2009 Pearson Education Inc Publishing as Prentice Hall 9 37

Marketing Discussion

How can you relate the different models

brand equity presented in this chapter? How are they similar? Different? Can you reconstruct a brand-equityModel that incorporates the best of each?

Brand Equity.ppt

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