brand equity class
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8/9/2019 Brand Equity Class
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Brand Equity
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Brand/Trademark • Trademark: egal concept• Brand: !arketing concept
• Registration of a brand adds value as itprotects its other inherent assets• Brand pro"le and positioning may vary
over time, but trademark protectionremains the same
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Creating/Designing a
Trademark • Inherently distinctive• Easy to memorize and
pronounce•
Fit the product or imageof the business• ositive connotation
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#$AT %& A TRA'E!AR()
• Any sign, or any combination of signs,
capable of distinguishing the goods orservices of one undertaking from those ofother undertakings, shall be capable ofconstituting a trademark*
• #ords including personal names, letters,numerals, "gurative elements +logos ,combination of colors, sounds, smells, etc
• -isually perceptible. /' or 0' +shape
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De!nition of aBrand
+1 'e"nes the di2erentialfeatures of a product orservice:• Real or %maginary• Rational or %rrational• Tan ible or %ntan ible
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'e"nition of a Brand3ontd***
+/ 3onstitutes an image thatcreates a personale4perience:• 56n• Third party• %maginary
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Brand Identity
• "ind share #cognitive level$•
%eart &hare #Emotionalrelationship$• Buying intention share• &elf share #self'e(pression
and self'design$
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Brand Equity +Aaker
• 7ame A6areness +precondition• Brand oyalty +at the core• 8erceived 9uality +purpose,
alternatives• Brand Associations +security,
con"dence, e4clusivity• 5ther Brand Assets + egal and
institutional bene"ts. Trademark,
markets, distribution channels
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Role of Brands: or the3ompany
%n a highly competitive 6orld
6here manufacturers are losingtheir pricing po6er, branding isseen as a 6ay of cla6ing backsome of the lost in;uence*
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Role of Brands: or the3ompany
• Real and marketable asset
• $igher pro"t margin +8rice8remium• %ncremental cash ;o6
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Role of Brands: or the3ompany
• Accelerates speed of cash ;o6• %ncreases bonding and customerloyalty• %ncreased market share• Entry barrier• imits gro6th of competitors
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Role of Brands: or the3ompany
• E4tends products< life cycle• Allo6s lo6er cost brand e4tensions• 3an be the basis for internationale4pansion•
8rovides legal protection. licensing.franchisin
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But)))
• Brand Building Requires Time a nd !oney.nd !oney.
• Brand 7ourishing &hould be a 3ontinuousBrand 7ourishing &hould be a 3ontinuous8rocess.8rocess.
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Time required***
=%t took seven years of marketingbefore car buyers began torecogni>e that the B!# brand 6asdistinctive?
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&o)))The cost of building abrand can be verysubstantial over a periodof time) That is *hybuying a brand sometimes
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Creating a +e* or
&tronger Image)))
,e-uires. viable product or
service
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8ositioning***
-5 -5 @ &A ET
7%9 E -A E 8R585&%T%57
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35!!57 !%&TA(E&
of$igh Technology %ndustriescontd**
Tend to think ofBrand as a
TE3$7%3A
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0Brand1Companies
+ike)))didas))),eebok)))2evi'&trauss.
.3*n +o
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4alue of &trongBrand
&trong Brand brings*ith it the opportunity toraise the pro!le of aproduct and the companythat sells it5 setting them
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4alue of &trong Brand
Contd)))
• &trong Brand can alsocommand a price premiumfor its producer5 and canreduce the price elasticity5that is5 soften consumer
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4alue of &trong Brand
Contd)))
• &trong Brand can reducethe risk that ne* product
launches *ill 6op and can beused as a platform forsuccessful brand stretching
#including launching a
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Top u4ury Brands+ utureBrand
our !easures of Brand 9uality+1 'egree of control of distribution channel+/ E2ectiveness of marketing
+0 !edia visibility+C %n;uence of brand on purchase decision
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Drivers and Indicators of
Brand &trengthD,I4E,&• 8erceived
9uality• Brand
(no6ledge•
Brand8ositioning• Brand %dentity
I+DIC T3,&• #illingness to pay
a price premium• Acceptance of
brand e4tensions• Brand loyalty•
Brand
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4alue of a Brand 7 BrandE-uity
A 3ompany
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%ierarchy of
Brands8%ouse Brand
%ouse Brands8 0Family1Branding5 *hen an e(istingproduct or service line ise(tended and/or *here thebusiness seeks to capitalize on
9
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!ultibrand &trategy
• 7% E-ER: 8ro"ts in / 11 6ere boostedby sale of a number of brands, part of aplan to push such core brands as F'ove<soap and ipton tea 6hile sheddingother goods, such as Eli>abeth Arden
makeup* 8lans to slim the productportfolio to only +D C brands by / 1G* That
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!anagement of Brands
• 3ounterfeiting• 8arallel %mportation• 'igital trademarksIdomain name
con;icts• 3oJbranding• 'ilution or misleading use• Advertising• !arketing•
3opyright
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!anagement of Brands
3orporate Restructuring 5ptions:• orming subsidiaries• 5utsourcing key operations• Transferring discrete operations +such
as manufacturing and product design
6ithin the country or abroad• 'e"ning the scope of 6hat is licensed
+segmentation of the market. territorial
or online, range of products, services
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!anagement of Brands• Brand core development• Brand positioning• Brand di2erentiation• Brand penetration via the marketing
mi4• Brand stretching•
Brand strategyIbrand architecture• Brand transfer• Brand globali>ation•
Trade marketing
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• Brand Recognition / EquityBrand Recognition / Equity - awareness, loyalty, quality,emotion
• Brand Preference / LoyaltyBrand Preference / Loyalty - the degree to whichcustomers are committed to further purchases eg. I will
always uy Ree o! "Brand Insistence# $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ • Brand %warenessBrand %wareness -your product is the first that comes to
mind in a certain product category
eg. &napple ice tea, 'eans-Le(i)s, wal!man - &*+• Brand %ssociationBrand %ssociation - the lin! to fa(oura le images,
cele rities, geographic regionsie. Red &trip - amaica, - 0ermany, &creech - +1L2
B il ) Ei
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