garcia chapt9
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Cristina M. GarciaMarketing Management
Section 212 May 2010
Chapter 9: Creating Brand EquityCreating Brand EquityTop 10 Concepts with Medical
Applications
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OutlineDefinition of Terms (Brand, Brand
equity, Brand promise)Creating Brand EquitySummary
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Concept 1:Branding sets a product apart from the rest
Definition
Brand Elements Differences in consumer perception
KEY:
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Concept 1:Branding sets a product apart from the rest
Kotler: Marshall Field’s & Macy’s;
Colonial WilliamsburgLocal: Rustan’s, ShoemartRP Medical Application: Belo Essentials,
The Medical City
Definition
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Concept 2:Brand equity is the added value of a product or service
Key ingredients:
Definition
PerceptioPerceptions ns preferencpreferenceses
BRAND KNOWLEDGE
Differences in consumer response
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Kotler: Apple ComputerLocal: Rustan’s, Powerplant MallRP Medical Application:
DefinitionConcept 2:Brand equity is the added value of a product or service
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Concept 3:Brand promise is the vision of the brand for consumers
Brand equity is a bridge towards the brand’s promise
Definition
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Kotler: Burger KingLocal: Globe TelecomRP Medical Application:
DefinitionConcept 3:Brand promise is the vision of the brand for consumers
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Concept 4:Understanding consumer brand knowledge is the foundation of brand equity
BRAND
Creating Brand equity
Thoughts
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Kotler: Volvo, Hallmark, Harley-DavidsonLocal: PALRP Medical Application:
Concept 4:Understanding consumer brand knowledge is the foundation of brand equity
Creating Brand equity
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Concept 5:Having the right brand knowledge and right consumers builds brand equity
Creating Brand equity
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Kotler: Nike, Avis, Jones Soda,
The Olive Garden, Eli LillyLocal: Shoemart, Shampoo, HavaianasRP Medical Application:
Concept 5:
Having the right brand knowledge and right consumers builds brand equity
Creating Brand equity
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Concept 6:Brand equity needs to be measured to be managed well
Creating Brand equity
Brand Audit
Brand-tracking studies
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Kotler: noneLocal: Superbrand AwardsRP Medical Application:
Concept 6:
Brand equity needs to be measured to be managed well
Creating Brand equity
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Concept 7:Managing brand equity requires a long-term view of marketing actions
Creating Brand equity
Brand Reinforcement Brand Revitalization
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Kotler: Harley Davidson, Mountain DewLocal: JollibeeRP Medical Application:
Concept 7:
Managing brand equity requires a long-term view of marketing act
Creating Brand equity
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Concept 8:Deciding on how to brand new products is critical in a firm’s branding strategy
Creating Brand equity
Individual names Separate Family Names
BlanketFamily Names
Corporate+ Individual
Product Names
BRAND RELATIONSHIP CONTINUUM
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Kotler: General Mills, Heinz, Sears, Kellogg’sLocal: Universal Robina Corporation,
Lamoiyan CorporationRP Medical Application:
Concept 8:Deciding on how to brand new products is critical in a firm’s branding strategy
Creating Brand equity
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Concept 9:Most new products are line extensions
Creating Brand equity
Positive Feedback
New product acceptance
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Kotler: Groupe Michelin, GoodyearLocal: Universal Robina CorporationRP Medical Application: UNILAB
Concept 9:Most new products are line extensions
Creating Brand equity
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Concept 10:Brand portfolios maximize market coverage but minimize brand overlap
Creating Brand equity
Multiple brandsMultiple brandsMultiple segmentsMultiple segments
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Kotler: ArmaniLocal: Selecta Ice CreamRP Medical Application:
Executive packages Different room rates
Concept 10:
Brand portfolios maximize market coverage but minimize brand overlap
Creating Brand equity
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Great product or serviceCareful planning and long-term
commitmentCreatively designed and executed
marketing
Summary:
A strong brand commands intense customer loyalty
Summary
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Cristina M. GarciaMarketing Management
Section 212 May 2010
Chapter 9: Creating Brand EquityCreating Brand EquityTop 10 Concepts with Medical
Applications