class14 100903093222-phpapp01
TRANSCRIPT
![Page 1: Class14 100903093222-phpapp01](https://reader036.vdocuments.site/reader036/viewer/2022070319/5580ec9cd8b42aec5a8b5054/html5/thumbnails/1.jpg)
Creating Brand Equity
![Page 3: Class14 100903093222-phpapp01](https://reader036.vdocuments.site/reader036/viewer/2022070319/5580ec9cd8b42aec5a8b5054/html5/thumbnails/3.jpg)
Kerala Tourism has successfully branded the destination with a
brand name, logo, and the tagline “God’s Own Country”
![Page 4: Class14 100903093222-phpapp01](https://reader036.vdocuments.site/reader036/viewer/2022070319/5580ec9cd8b42aec5a8b5054/html5/thumbnails/4.jpg)
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
![Page 5: Class14 100903093222-phpapp01](https://reader036.vdocuments.site/reader036/viewer/2022070319/5580ec9cd8b42aec5a8b5054/html5/thumbnails/5.jpg)
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.
![Page 6: Class14 100903093222-phpapp01](https://reader036.vdocuments.site/reader036/viewer/2022070319/5580ec9cd8b42aec5a8b5054/html5/thumbnails/6.jpg)
The Role of Brands
Identify the makerIdentify the maker
Simplify product handlingSimplify product handling
Organize accountingOrganize accounting
Offer legal protectionOffer legal protection
![Page 7: Class14 100903093222-phpapp01](https://reader036.vdocuments.site/reader036/viewer/2022070319/5580ec9cd8b42aec5a8b5054/html5/thumbnails/7.jpg)
The Role of Brands
Signify qualitySignify quality
Create barriers to entryCreate barriers to entry
Serve as a competitive advantage
Serve as a competitive advantage
Secure price premiumSecure price premium
![Page 8: Class14 100903093222-phpapp01](https://reader036.vdocuments.site/reader036/viewer/2022070319/5580ec9cd8b42aec5a8b5054/html5/thumbnails/8.jpg)
What is Branding?
Branding is endowing products and services with the power of
the brand.
![Page 9: Class14 100903093222-phpapp01](https://reader036.vdocuments.site/reader036/viewer/2022070319/5580ec9cd8b42aec5a8b5054/html5/thumbnails/9.jpg)
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.
![Page 10: Class14 100903093222-phpapp01](https://reader036.vdocuments.site/reader036/viewer/2022070319/5580ec9cd8b42aec5a8b5054/html5/thumbnails/10.jpg)
Brand Knowledge
Knowledge
Thoughts
Experiences
BeliefsImages
Feelings
![Page 11: Class14 100903093222-phpapp01](https://reader036.vdocuments.site/reader036/viewer/2022070319/5580ec9cd8b42aec5a8b5054/html5/thumbnails/11.jpg)
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
![Page 13: Class14 100903093222-phpapp01](https://reader036.vdocuments.site/reader036/viewer/2022070319/5580ec9cd8b42aec5a8b5054/html5/thumbnails/13.jpg)
What is a Brand Promise?
A brand promise is the marketer’s vision of what the brand must be and do for
consumers.
![Page 14: Class14 100903093222-phpapp01](https://reader036.vdocuments.site/reader036/viewer/2022070319/5580ec9cd8b42aec5a8b5054/html5/thumbnails/14.jpg)
Burger King Builds Its Brand with Social Connectivity
![Page 15: Class14 100903093222-phpapp01](https://reader036.vdocuments.site/reader036/viewer/2022070319/5580ec9cd8b42aec5a8b5054/html5/thumbnails/15.jpg)
Brand Equity Models
• Brand Asset Valuator
• Aaker Model
• BRANDZ
• Brand Resonance
![Page 16: Class14 100903093222-phpapp01](https://reader036.vdocuments.site/reader036/viewer/2022070319/5580ec9cd8b42aec5a8b5054/html5/thumbnails/16.jpg)
BAV Key Components
Differentiation
Energy
Relevance
Esteem
Knowledge
![Page 17: Class14 100903093222-phpapp01](https://reader036.vdocuments.site/reader036/viewer/2022070319/5580ec9cd8b42aec5a8b5054/html5/thumbnails/17.jpg)
Brand Dynamics Pyramid
Presence
Relevance
Performance
Advantage
Bonding
Strong Relationship
Weak Relationship
![Page 18: Class14 100903093222-phpapp01](https://reader036.vdocuments.site/reader036/viewer/2022070319/5580ec9cd8b42aec5a8b5054/html5/thumbnails/18.jpg)
Aaker Model
Brand Identity
Extended Identity
ElementsBrand Essence
Core Identity
Elements
![Page 19: Class14 100903093222-phpapp01](https://reader036.vdocuments.site/reader036/viewer/2022070319/5580ec9cd8b42aec5a8b5054/html5/thumbnails/19.jpg)
Brand Resonance Pyramid
![Page 20: Class14 100903093222-phpapp01](https://reader036.vdocuments.site/reader036/viewer/2022070319/5580ec9cd8b42aec5a8b5054/html5/thumbnails/20.jpg)
Drivers of Brand Equity
Brand Elements
Marketing Activities
Meaning Transference
![Page 21: Class14 100903093222-phpapp01](https://reader036.vdocuments.site/reader036/viewer/2022070319/5580ec9cd8b42aec5a8b5054/html5/thumbnails/21.jpg)
Brand Elements
ElementsSlogans
Brand
names URLs
Logos
SymbolsCharacters
![Page 22: Class14 100903093222-phpapp01](https://reader036.vdocuments.site/reader036/viewer/2022070319/5580ec9cd8b42aec5a8b5054/html5/thumbnails/22.jpg)
Brand Element Choice Criteria
• Memorable• Meaningful• Likeability• Transferable• Adaptable• Protectible
![Page 23: Class14 100903093222-phpapp01](https://reader036.vdocuments.site/reader036/viewer/2022070319/5580ec9cd8b42aec5a8b5054/html5/thumbnails/23.jpg)
Slogans
• Believe in the best• Just do it• Hungry kya?• Delighting you always
• I’m lovin’ it• Innovation at work
![Page 24: Class14 100903093222-phpapp01](https://reader036.vdocuments.site/reader036/viewer/2022070319/5580ec9cd8b42aec5a8b5054/html5/thumbnails/24.jpg)
Designing Holistic Marketing Activities
Personalization
Integration
Internalization
![Page 25: Class14 100903093222-phpapp01](https://reader036.vdocuments.site/reader036/viewer/2022070319/5580ec9cd8b42aec5a8b5054/html5/thumbnails/25.jpg)
Internal Branding
• Choose the right moment
• Link internal and external marketing
• Bring the brand alive for employees
![Page 26: Class14 100903093222-phpapp01](https://reader036.vdocuments.site/reader036/viewer/2022070319/5580ec9cd8b42aec5a8b5054/html5/thumbnails/26.jpg)
Secondary Sources of Brand Knowledge
![Page 27: Class14 100903093222-phpapp01](https://reader036.vdocuments.site/reader036/viewer/2022070319/5580ec9cd8b42aec5a8b5054/html5/thumbnails/27.jpg)
Measuring Brand Equity
Brand AuditsBrand Audits
Brand TrackingBrand Tracking
Brand ValuationBrand Valuation
![Page 28: Class14 100903093222-phpapp01](https://reader036.vdocuments.site/reader036/viewer/2022070319/5580ec9cd8b42aec5a8b5054/html5/thumbnails/28.jpg)
The 10 Most Valuable BrandsBrand 2006 Brand Value (Billions)
Coca-Cola $67.00
Microsoft $56.93
IBM $56.20
GE $48.91
Intel $38.32
Nokia $30.13
Toyota $27.94
Disney $27.85
McDonald’s $27.50
Mercedes-Benz $22.13
![Page 29: Class14 100903093222-phpapp01](https://reader036.vdocuments.site/reader036/viewer/2022070319/5580ec9cd8b42aec5a8b5054/html5/thumbnails/29.jpg)
Managing Brand Equity
Brand ReinforcementBrand Reinforcement
Brand RevitalizationBrand Revitalization
Brand CrisesBrand Crises
![Page 30: Class14 100903093222-phpapp01](https://reader036.vdocuments.site/reader036/viewer/2022070319/5580ec9cd8b42aec5a8b5054/html5/thumbnails/30.jpg)
Interbrand’s Steps in Calculating Brand Equity
• Market segmentation
• Financial analysis
• Role of branding
• Brand strength
• Brand value calculation
![Page 31: Class14 100903093222-phpapp01](https://reader036.vdocuments.site/reader036/viewer/2022070319/5580ec9cd8b42aec5a8b5054/html5/thumbnails/31.jpg)
Devising a Branding Strategy
Develop new brand elements
Develop new brand elements
Apply existing brand elements
Apply existing brand elements
Use a combination of old and new
Use a combination of old and new
![Page 32: Class14 100903093222-phpapp01](https://reader036.vdocuments.site/reader036/viewer/2022070319/5580ec9cd8b42aec5a8b5054/html5/thumbnails/32.jpg)
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
![Page 33: Class14 100903093222-phpapp01](https://reader036.vdocuments.site/reader036/viewer/2022070319/5580ec9cd8b42aec5a8b5054/html5/thumbnails/33.jpg)
Brand Naming
Individual namesIndividual names
Blanket family namesBlanket family names
Separate family namesSeparate family names
Corporate name-individual name combo
Corporate name-individual name combo
![Page 34: Class14 100903093222-phpapp01](https://reader036.vdocuments.site/reader036/viewer/2022070319/5580ec9cd8b42aec5a8b5054/html5/thumbnails/34.jpg)
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
![Page 35: Class14 100903093222-phpapp01](https://reader036.vdocuments.site/reader036/viewer/2022070319/5580ec9cd8b42aec5a8b5054/html5/thumbnails/35.jpg)
Brand Roles in a Brand Portfolio
Flankers
Low-end
Entry-level
High-end
Prestige
Cash Cows
![Page 36: Class14 100903093222-phpapp01](https://reader036.vdocuments.site/reader036/viewer/2022070319/5580ec9cd8b42aec5a8b5054/html5/thumbnails/36.jpg)
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.
![Page 37: Class14 100903093222-phpapp01](https://reader036.vdocuments.site/reader036/viewer/2022070319/5580ec9cd8b42aec5a8b5054/html5/thumbnails/37.jpg)
Marketing Discussion
How can you relate the different modelsbrand equity presented in this chapter? How are they similar? Different? Can you reconstruct a brand-equity Model that incorporates the best of each?