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    ABM 502 Creating Brand Equity

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    Shanmukh Sagar
    Brand equity is the added value endowed on products and services, which may be reflected in the way consumers, think, feel, and act. A brand is 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.

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    ABM 502 Creating Brand Equity

    Uploaded by

    Shanmukh Sagar
    37 views37 pages
    Brand equity is the added value endowed on products and services, which may be reflected in the way consumers, think, feel, and act. A brand is 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.

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    Brand equity is the added value endowed on products and services, which may be reflected in the way consumers, think, feel, and act. A brand is 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.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    37 views37 pages

    ABM 502 Creating Brand Equity

    Uploaded by

    Shanmukh Sagar
    Brand equity is the added value endowed on products and services, which may be reflected in the way consumers, think, feel, and act. A brand is 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.

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    9

    Creating Brand Equity

    Marketing Management, 13th ed

    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?

    Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall

    9-2

    ESPN: A Strong Brand

    Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall

    9-3

    Steps in Strategic Brand Management


    Identifying and establishing brand positioning Planning and implementing brand marketing Measuring and interpreting brand performance Growing and sustaining brand value
    Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-4

    What is a Brand?
    A brand is 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.

    Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall

    9-5

    The Role of Brands


    Identify the maker Simplify product handling Organize accounting

    Offer legal protection

    Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall

    9-6

    The Role of Brands


    Signify quality Create barriers to entry Serve as a competitive advantage Secure price premium
    Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-7

    What is Branding?
    Branding is endowing products and services with the power of the brand.

    Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall

    9-8

    What is Brand Equity?


    Brand equity is the added value endowed on products and services, which may be reflected in the way consumers, think, feel, and act with respect to the brand.

    Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall

    9-9

    Brand Knowledge
    Thoughts
    Knowledge Images Experiences
    Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-10

    Feelings

    Beliefs

    Advantages of Strong Brands


    Improved perceptions of product performance Greater loyalty Less vulnerability to competitive marketing actions Less vulnerability to crises Larger margins More inelastic consumer response Greater trade cooperation Increased marketing communications effectiveness Possible licensing opportunities
    9-11

    Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall

    Apple is a Strong Brand

    Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall

    9-12

    What is a Brand Promise?


    A brand promise is the marketers vision of what the brand must be and do for consumers.

    Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall

    9-13

    Burger King Builds Its Brand with Social Connectivity

    Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall

    9-14

    Brand Equity Models

    Brand Asset Valuator Aaker Model BRANDZ Brand Resonance

    Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall

    9-15

    BAV Key Components


    Differentiation Energy Relevance Esteem Knowledge
    Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-16

    Figure 9.3 Brand Dynamics Pyramid


    Strong Relationship

    Bonding Advantage Performance Relevance Presence


    Weak Relationship
    Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-17

    Aaker Model

    Brand Identity Extended Identity Elements

    Core Identity Elements Brand Essence

    Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall

    9-18

    Figure 9.4 Brand Resonance Pyramid

    Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall

    9-19

    Drivers of Brand Equity

    Brand Elements Marketing Activities Meaning Transference


    Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-20

    Brand Elements
    Brand names Slogans

    URLs

    Elements
    Logos

    Characters

    Symbols
    9-21

    Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall

    Brand Element Choice Criteria


    Memorable Meaningful Likeability Transferable Adaptable Protectible

    Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall

    9-22

    Slogans
    Like a good neighbor, State Farm is there Just do it Nothing runs like a Deere Save 15% or more in 15 minutes or less We try harder Well pick you up Nextel Done Zoom Zoom Im lovin it Innovation at work This Buds for you Always low prices
    9-23

    Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall

    Designing Holistic Marketing Activities

    Personalization

    Integration

    Internalization
    Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-24

    Internal Branding
    Choose the right moment Link internal and external marketing Bring the brand alive for employees

    Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall

    9-25

    Figure 9.5 Secondary Sources of Brand Knowledge

    Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall

    9-26

    Measuring Brand Equity

    Brand Audits

    Brand Tracking

    Brand Valuation

    Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall

    9-27

    Table 9.2 The 10 Most Valuable Brands


    Brand Coca-Cola 2006 Brand Value (Billions) $67.00

    Microsoft
    IBM GE Intel Nokia Toyota Disney McDonalds Mercedes-Benz

    $56.93
    $56.20 $48.91 $38.32 $30.13 $27.94 $27.85 $27.50 $22.13
    9-28

    Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall

    Managing Brand Equity

    Brand Reinforcement

    Brand Revitalization

    Brand Crises

    Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall

    9-29

    Interbrands Steps in Calculating Brand Equity


    Market segmentation Financial analysis Role of branding Brand strength Brand value calculation

    Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall

    9-30

    Devising a Branding Strategy


    Develop new brand elements
    Apply existing brand elements Use a combination of old and new

    Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall

    9-31

    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

    Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall

    9-32

    Brand Naming
    Individual names Blanket family names Separate family names

    Corporate nameindividual name combo


    Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-33

    Reasons for Brand Portfolios


    Increasing shelf presence and retailer dependence in the store Attracting consumers seeking variety Increasing internal competition within the firm Yielding economies of scale in advertising, sales, merchandising, and distribution
    Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-34

    Brand Roles in a Brand Portfolio

    Flankers

    Cash Cows

    Low-end Entry-level

    High-end Prestige
    9-35

    Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall

    Marketing Debate

    Are brand extensions good or bad? Take a position: 1. Brand extensions can endanger brands. or 2. Brand extensions are an important brand-growth strategy.

    Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall

    9-36

    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-equity Model that incorporates the best of each?

    Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall

    9-37

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