Kotler - Ch9 Brand Equity - Top 10 Concepts

TOP 10 Learning Concepts

Ch 9 – Creating Brand Equity

Maureen Martine T. LeeSeptember 2011

http://maureentlee.blogspot.com/



OutlineCh 9 - Creating Brand Equity

1. Defining Brand Equity2. Customer-based Brand Equity3. Quality vs Quantity – Investment in

Building Brands4. 5 Components of Brand Asset Valuators5. Brand Identity





6. Brand Resonance Model7. Brand Equity Drivers8. Brand Audit – Brand Value Chain 9. Managing Brand Equity –

Reinforcement and Revitalization10. Devising a Branding Strategy -

Branding Decisions Extensions & Portfolio




Concept 1Defining Brand Equity

4http://maureentlee.blogspot.com/

BRANDNAME

TERMSIGN

SYMBOL

DESIGN





BRAND EQUITYAdded value endowed on products and services





BRAND EQUITYAdded value endowed on products and services

Consumer Thinking, Feeling & Acting

Prices, Market Share & Profitability



Concept 2Customer-based Brand Equity


Differential effect that brand knowledge has on consumer response

BRAND POWER






BRAND POWERSeen

Read

Heard






BRAND POWERSeen

Read

Heard

Learned

Thought

Felt



Concept 3Quality vs Quantity –Building Brands


BRAND QUALITY CONSUMER BRAND KNOWLEDGE– Foundation of Brand Equity

RESPONSE TO MARKETING CAMPAIGN



Concept 3Quality vs Quantity –Building Brands


BRAND QUALITY

BRAND QUANTITY

CONSUMER BRAND KNOWLEDGE– Foundation of Brand Equity

RESPONSE TO MARKETING CAMPAIGN

Irrelevant if does not contribute to consumer brand

knowledge



Concept 45 Components of Brand Asset Valuators


Differentiation“Unique”

Energy“Momentum”

Relevance“Appeal”

Esteem“Respect”

Knowledge

“Familiarity”



Concept 5Brand Identity


Unique Set of Brand Associations

Product Scope

Product Personality

Product Attribute Quality

UsesUsers

Country of Origin

Brand Personality

Symbols

Organizational Attributes



Concept 5Brand Identity


PRESENCE – do we know about it?

RELEVANCE – does it offer something?

PERFORMANCE – can it deliver?

ADVANTAGE – does it offer something better than the

others?

BONDING – Nothing else beats it

BrandDynamics Pyramid




6. Brand Resonance Model7. Brand Equity Drivers8. Brand Audit – Brand Value Chain 9. Managing Brand Equity –

Reinforcement and Revitalization10. Devising a Branding Strategy -

Branding Decisions, Extensions & Portfolio




Concept 6Brand Resonance Model


Image taken from - http://www.value-chain.org/brand-equity-pyramid/

Branding Objective

Deep, broad brand awareness

Points of parity & difference

Positive, accessible reactions

Intense, active loyalty



Concept 7Brand Equity Drivers


Brand Elements – identities making up the brand

URL

Logo

Symbol

Character

Spokespeople

Slogan

Jingles

Packages

Signage





URL

Logo

Symbol

Uniform Resource Locator or Universal Resource Locator (URL)







Character

Spokespeople

Slogan Seiko Seiko Wallet“Wallet na maswerte”






Jingles

Packages

Signage

“Ito ang beat sabay sabay… Coke!”





Brand Element – Choice Criteria

memorable

meaningful

likable

transferable

adaptable

protectible





Brand Element – Choice Criteria

memorable

meaningful

likable

transferable

adaptable

protectible

“Brand Building” “Defensive - Leverage”





Campaigns – Marketing Activities and Programs





Brand Associations – Person, Place or Thing



Concept 8Brand AuditBrand Value Chain

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Brand Audit – consumer-focused series of procedures to assess

the health of the brand

Improve & Leverage

Sources of Brand Equity






Taken from http://mediebevaegelsen.dk/wp-content/uploads/brand-value-chain.gif




28

Brand Valuation-estimating the total financial value of the

brand


Taken from :http://www.millwardbrown.com/Libraries/Optimor_BrandZ_Files/2011_BrandZ_Top100_Chart.sflb.ashx



Concept 9Managing Brand Equity – Reinforcement and Revitalization


Brand Reinforcement– consistently convey the meaning of the brand

Move forward towards the right direction

Products, benefits, satisfy needs

Superior, strong, favorable, unique



Concept 9Managing Brand Equity – Reinforcement and Revitalization


Brand Revitalization– keeping up with changes in consumer tastes and preference



Concept 10Devising a Branding Strategy - Branding Decisions, Extensions & Portfolio


Brand Names

Individual Names

Blanket Family Names





Brand Names

Separate Names

Corporate Name + Individual Product Name





Brand Extension





Brand Portfolio





Brand Portfolio

Flankers

Cash Cows





Brand Portfolio

Low-end Entry Level

High-end Prestige



Summary – Brand Equity


Brand elements should be carefully picked

Brands should offer a unique experience

Quality should be the focus of marketing campaigns

Brand association to other entities

Brand equity is measurable

Brands should be dynamic and sustainable



Household Brands




TOP 10 Learning Concepts

Ch 9 – Creating Brand Equity

Maureen Martine T. LeeSeptember 2011




Kotler - Ch9 Brand Equity - Top 10 Concepts

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