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    Strategic Brand Management: Building, Measuring, and Managing Brand Equity

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    Santhosh Kumar
    This document discusses strategic brand management and building customer-based brand equity. It defines a brand and outlines new branding challenges. It then discusses the concept of customer-based brand equity, how it is determined by customer awareness, associations and response. Brand equity provides marketing benefits and acts as a bridge between past investments and future activities. For branding to be successful, customers must perceive meaningful differences among brands. Strategic brand management involves identifying brand positioning, planning marketing programs, measuring performance, and sustaining equity over time.

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    Strategic Brand Management: Building, Measuring, and Managing Brand Equity

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    Santhosh Kumar
    192 views13 pages
    This document discusses strategic brand management and building customer-based brand equity. It defines a brand and outlines new branding challenges. It then discusses the concept of customer-based brand equity, how it is determined by customer awareness, associations and response. Brand equity provides marketing benefits and acts as a bridge between past investments and future activities. For branding to be successful, customers must perceive meaningful differences among brands. Strategic brand management involves identifying brand positioning, planning marketing programs, measuring performance, and sustaining equity over time.

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    01 Keller

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    This document discusses strategic brand management and building customer-based brand equity. It defines a brand and outlines new branding challenges. It then discusses the concept of customer-based brand equity, how it is determined by customer awareness, associations and response. Brand equity provides marketing benefits and acts as a bridge between past investments and future activities. For branding to be successful, customers must perceive meaningful differences among brands. Strategic brand management involves identifying brand positioning, planning marketing programs, measuring performance, and sustaining equity over time.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    192 views13 pages

    Strategic Brand Management: Building, Measuring, and Managing Brand Equity

    Uploaded by

    Santhosh Kumar
    This document discusses strategic brand management and building customer-based brand equity. It defines a brand and outlines new branding challenges. It then discusses the concept of customer-based brand equity, how it is determined by customer awareness, associations and response. Brand equity provides marketing benefits and acts as a bridge between past investments and future activities. For branding to be successful, customers must perceive meaningful differences among brands. Strategic brand management involves identifying brand positioning, planning marketing programs, measuring performance, and sustaining equity over time.

    Copyright:

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    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    of 13

    STRATEGIC BRAND MANAGEMENT

    BUILDING, MEASURING, AND MANAGING


    BRAND EQUITY

    Kevin Lane Keller

    1
    What is a Brand?

     A brand is a name, term, sign, symbol, or


    design which is intended to identify the
    goods or services of one seller or group of
    sellers and to differentiate them from those
    of competitors.

    2
    New Branding Challenges
     Brands are important as ever
     Consumer need for simplification
     Consumer need for risk reduction
     Brand management is as difficult as ever
     Savvy consumers
     Increased competition
     Decreased effectiveness of traditional marketing
    tools and emergence of new marketing tools
     Complex brand and product portfolios

    3
    The Customer/Brand Challenge

     In this difficult environment, marketers must


    have a keen understanding of:
     customers
     brands
     the relationship between the two

    4
    The Concept of Brand Equity
     The brand equity concept stresses the importance
    of the brand in marketing strategies.
     Brand equity is defined in terms of the marketing
    effects uniquely attributable to the brand.
     Brand equity relates to the fact that different outcomes result in
    the marketing of a product or service because of its brand name,
    as compared to if the same product or service did not have that
    name.

    5
    The Concept of
    Customer-Based Brand Equity

     Customer-based brand equity


     Differential effect
     Customer brand knowledge
     Customer response to brand marketing

    6
    Determinants of
    Customer-Based Brand Equity

     Customer is aware of and familiar with the brand


     Customer holds some strong, favorable, and
    unique brand associations in memory

    7
    Building
    Customer-Based Brand Equity
     Brand knowledge structures depend on . . .
     The initial choices for the brand elements
     The supporting marketing program and the
    manner by which the brand is integrated into it
     Other associations indirectly transferred to the
    brand by linking it to some other entities

    8
    Benefits of
    Customer-Based Brand Equity
     Enjoy greater brand loyalty, usage, and affinity
     Command larger price premiums
     Receive greater trade cooperation & support
     Increase marketing communication effectiveness
     Yield licensing opportunities
     Support brand extensions.

    9
    Customer-Based Brand Equity
    as a “Bridge”

     Customer-based brand equity represents


    the “added value” endowed to a product
    as a result of past investments in the
    marketing of a brand.
     Customer-based brand equity provides
    direction and focus to future marketing
    activities

    10
    The Key to Branding

     For branding strategies to be successful,


    consumers must be convinced that there are
    meaningful differences among brands in the
    product or service category.
     Consumer must not think that all brands in
    the category are the same.
     PERCEPTION = VALUE

    11
    Strategic Brand Management
     Strategic brand management involves the
    design and implementation of marketing
    programs and activities to build, measure, and
    manage brand equity.
     The strategic brand management process is
    defined as involving four main steps:
    1) Identifying and establishing brand positioning and
    values
    2)  Planning and implementing brand marketing
    programs
    3)  Measuring and interpreting brand performance
    4)  Growing and sustaining brand equity

    12
    Strategic Brand Management Process

    STEPS KEY CONCEPTS


    Mental maps
    Identify and Establish Competitive frame of reference
    Brand Positioning and Values Points-of-parity and points-of-difference
    Core brand values
    Brand mantra

    Plan and Implement Mixing and matching of brand elements


    Brand Marketing Programs Integrating brand marketing activities
    Leveraging of secondary associations

    Brand Value Chain


    Measure and Interpret Brand audits
    Brand Performance Brand tracking
    Brand equity management system

    Brand-product matrix
    Grow and Sustain Brand portfolios and hierarchies
    Brand Equity Brand expansion strategies
    Brand reinforcement and revitalization

    13

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