Creating-Brand-Equity.ppt

9-,*,Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,*,MARKETING MANAGEMENT,12,th,edition,9,Creating,Brand Equity,KotlerKeller,1,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?,2,Brand,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.,3,Attributes of Strong Brands,Excels at delivering desired benefits,Stays relevant,Priced to meet perceptions of value,Positioned properly,Communicates consistent brand messages,Well-designed brand hierarchy,Uses multiple marketing activities,Understands consumer-brand relationship,Supported by organization,Monitors sources of brand equity,4,The Role of Brands,Identify the maker,Simplify product handling,Organize accounting,Offer legal protection,Signify quality,Create barriers to entry,Serve as a competitive advantage,Secure price premium,5,Branding,Endowing products and services,with the power of a brand.,6,Brand Equity,The differential effect that brand,knowledge has on consumer,response to the,marketing of that brand.,7,Brand Promise,The marketers vision of what,the brand must be and do for,Consumers.,10,Brand Equity Models,Brand Asset Valuator,Aaker Model,BRANDZ,Brand Resonance,11,Drivers of Brand Equity,Brand elements,Marketing activities,Meaning transference,12,Brand Elements,Brand names,Slogans,Characters,URLs,Logos,Symbols,13,Brand Element Choice Criteria,Memorable,Meaningful,Likeability,Transferable,Adaptable,Protectible,14,Slogans,Like a good neighbor,State Farm is there,Just do it,Nothing runs like a Deere,Help is just around the corner,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,15,Measuring Brand Equity,Brand audits,Brand tracking,Brand valuation,16,Interbrands Brand Equity Formula,Brand earnings,Brand sales,Costs of sales,Marketing costs,Overhead expenses,Remuneration of capital charge,Taxation,Brand strength,Leadership(25%),Stability(15%),Market(10%),Geographic spread(25%),Trend(10%),Support(10%),Protection(5%),17,Managing Brand Equity,Brand reinforcement,Brand revitalization,Brand crises,18,Devising a Branding Strategy,Develop new brand elements,Apply existing brand elements,Use a combination of old and new,19,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,20,Brand Naming,Individual names,Blanket family names,Separate family names,Corporate name/individual name combo,21,Brand Roles in a Brand Portfolio,Flankers,Cash cows,Low-end entry-level,High-end prestige,22,MARKETING MANAGEMENT,12,th,edition,10,Crafting the Brand,Positioning,KotlerKeller,23,Chapter Questions,How can a firm choose and communicate an effective positioning in the market?,How are brands differentiated?,What marketing strategies are appropriate at each stage of the product life cycle?,What are the implications of market evolution for marketing strategies?,24,Marketing Strategy,Segmentation,Targeting,Positioning,25,Positioning,Act of designing the companys,offering and image to occupy,a distinctive place in the mind of,the target market.,26,Value Propositions,Perdue Chicken,More tender golden chicken at a moderate premium price,Dominos,A good hot pizza,delivered to your door within 30 minutes of ordering,at a moderate price,27,Writing a Positioning Statement,Mountain Dew:To young,active,soft-drink consumers who have,little time for sleep,Mountain Dew,is the soft drink that gives you,more energy than any other brand,because it has the,highest level of caffeine.,28,Defining Associations,Points-of-difference(PODs),Attributes or benefits consumers strongly associate with a brand,positively evaluate,and believe they could not find to the same extent with a competitive brand,Points-of-parity(POPs),Associations that are not necessarily unique to the brand but may be shared with other brands,29,Conveying Category Membership,Announcing category benefits,Comparing to exemplars,Relying on the product descriptor,30,Consumer Desirability Criteria for PODs,Relevance,Distinctiveness,Believability,31,Deliverability Criteria for PODs,Feasibility,Communicability,Sustainability,32,Examples of Negatively Correlated Attributes and Benefits,Low-price vs.High quality,Taste vs.Low calories,Nutritious vs.Good tasting,Efficacious vs.Mild,Powerful vs.Safe,Strong vs.Refined,Ubiquitous vs.Exclusive,Varied vs.Simple,33,Addressing Negatively Correlated PODs and POPs,Present separately,Leverage equity of another entity,Redefine the relationship,34,Differentiation Strategies,Product,Personnel,Channel,Image,35,Product Differentiation,Product form,Features,Performance,Conformance,Durability,Reliability,Reparability,Style,Design,Ordering ease,Delivery,Installation,Customer training,Customer consulting,Maintenance,36,Identity and Image,Identity:,The way a,company aims to,identify or,position itself,Image:,The way the,public perceives,the company or its,products,37,Product Life Cycle,Introduction,Growth,Maturity,Decline,38,Facts about Life Cycles,Products have a limited life.,Product sales pass through distinct stages.,Profits rise and fall at different stages.,Products require different marketing,financial,manufacturing,purchasing,and human resource strategies in each stage.,39,Marketing Program Modifications,Prices,Distribution,Advertising,Sales promotion,Services,40,Market Evolution Stages,Emergence,Growth,Maturity,Decline,41,Emerging Markets,Latent,Single-niche,Multiple-niche,Mass-market,42,