Top 10 concepts: Chapter 9 Creating Brand Equity
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Top 10 concepts: Chapter 9 Creating Brand Equity Top 10 concepts: Chapter 9 Creating Brand Equity Presentation Transcript

  • Top 10 Learning Concepts Ch 9: Creating Brand Equity Soleil Gan March 2011 http://taeyangxinyi.blogspot.com
  • Outline: Make your brand sell for you
    • The Role of Brands
    • Brand Knowledge
    • Brand Asset Valuators
    • Brand Dynamics Pyramid
    • Aaker Model
    http://taeyangxinyi.blogspot.com From Philip Kotler’s, Marketing Management, 13 th ed.
    • Drivers of Brand Equity
    • Brand Elements
    • Brand Element Choice Criteria
    • Secondary Sources of Brand Knowledge
    • Brand Roles on a Brand Portfolio
    Outline: Make your brand sell for you http://taeyangxinyi.blogspot.com From Philip Kotler’s, Marketing Management, 13 th ed.
  • Outline: Make your brand sell for you
    • The Role of Brands
    • Brand Knowledge
    • Brand Asset Valuators
    • Brand Dynamics Pyramid
    • Aaker Model
    http://taeyangxinyi.blogspot.com From Philip Kotler’s, Marketing Management, 13 th ed.
  • The Role of Brands What is its value to you?
    • Identify the Maker
    • Simplify Product Handling
    • Organize Accounting
    • Offer Legal Protection
    • Signify Quality
    • Create Barriers to Entry
    • Serve as Competitive Advantage
    • Secure Price Premium
    http://taeyangxinyi.blogspot.com From Philip Kotler’s, Marketing Management, 13 th ed.
  • The Role of Brands What is its value to you?
    • Identify the Maker
    • Simplify Product Handling
    • Organize Accounting
    • Offer Legal Protection
    http://taeyangxinyi.blogspot.com From Philip Kotler’s, Marketing Management, 13 th ed.
  • The Role of Brands What is its value to you?
    • Signify Quality
    • Create Barriers to Entry
    • Serve as Competitive Advantage
    • Secure Price Premium
    http://taeyangxinyi.blogspot.com From Philip Kotler’s, Marketing Management, 13 th ed.
  • Outline: Make your brand sell for you
    • The Role of Brands
    • Brand Knowledge
    • Brand Asset Valuators
    • Brand Dynamics Pyramid
    • Aaker Model
    http://taeyangxinyi.blogspot.com From Philip Kotler’s, Marketing Management, 13 th ed.
  • Brand Knowledge How do they know you? http://taeyangxinyi.blogspot.com From Philip Kotler’s, Marketing Management, 13 th ed. KNOWLEDGE Thoughts Feelings Images Experiences Beliefs
  • Brand Knowledge How do they know you? http://taeyangxinyi.blogspot.com From Philip Kotler’s, Marketing Management, 13 th ed. KNOWLEDGE Thoughts Feelings Images Experiences Beliefs
  • Brand Knowledge How do they know you? http://taeyangxinyi.blogspot.com From Philip Kotler’s, Marketing Management, 13 th ed. KNOWLEDGE Thoughts Feelings Images Experiences Beliefs
  • Brand Knowledge How do they know you? http://taeyangxinyi.blogspot.com From Philip Kotler’s, Marketing Management, 13 th ed. KNOWLEDGE Thoughts Feelings Images Experiences Beliefs
  • Brand Knowledge How do they know you? http://taeyangxinyi.blogspot.com From Philip Kotler’s, Marketing Management, 13 th ed. KNOWLEDGE Thoughts Feelings Images Experiences Beliefs
  • Brand Knowledge How do they know you? http://taeyangxinyi.blogspot.com From Philip Kotler’s, Marketing Management, 13 th ed. KNOWLEDGE Thoughts Feelings Images Experiences Beliefs
  • Outline: Make your brand sell for you
    • The Role of Brands
    • Brand Knowledge
    • Brand Asset Valuators
    • Brand Dynamics Pyramid
    • Aaker Model
    http://taeyangxinyi.blogspot.com From Philip Kotler’s, Marketing Management, 13 th ed.
  • Brand Asset Valuators Components of Brand Equity http://taeyangxinyi.blogspot.com From Philip Kotler’s, Marketing Management, 13 th ed. BRAND EQUITY Differentiation Energy Relevance Esteem Knowledge
  • Brand Asset Valuators Components of Brand Equity http://taeyangxinyi.blogspot.com From Philip Kotler’s, Marketing Management, 13 th ed. BRAND EQUITY Differentiation Energy Relevance Esteem Knowledge CALCI-N
  • Brand Asset Valuators Components of Brand Equity http://taeyangxinyi.blogspot.com From Philip Kotler’s, Marketing Management, 13 th ed. BRAND EQUITY Differentiation Energy Relevance Esteem Knowledge CALCI-N
  • Brand Asset Valuators Components of Brand Equity http://taeyangxinyi.blogspot.com From Philip Kotler’s, Marketing Management, 13 th ed. BRAND EQUITY Differentiation Energy Relevance Esteem Knowledge CALCI-N
  • Brand Asset Valuators Components of Brand Equity http://taeyangxinyi.blogspot.com From Philip Kotler’s, Marketing Management, 13 th ed. BRAND EQUITY Differentiation Energy Relevance Esteem Knowledge CALCI-N
  • Brand Asset Valuators Components of Brand Equity http://taeyangxinyi.blogspot.com From Philip Kotler’s, Marketing Management, 13 th ed. BRAND EQUITY Differentiation Energy Relevance Esteem Knowledge CALCI-N
  • Outline: Make your brand sell for you
    • The Role of Brands
    • Brand Knowledge
    • Brand Asset Valuators
    • Brand Dynamics
    • Aaker Model
    http://taeyangxinyi.blogspot.com From Philip Kotler’s, Marketing Management, 13 th ed.
  • Brand Dynamics Customer-brand relationship http://taeyangxinyi.blogspot.com From Philip Kotler’s, Marketing Management, 13 th ed. Presence Relevance Performance Advantage Bonding
  • Brand Dynamics Customer-brand relationship http://taeyangxinyi.blogspot.com From Philip Kotler’s, Marketing Management, 13 th ed. Presence Relevance Performance Advantage Bonding Loyalty increases as you go up!
  • Brand Dynamics Customer-brand relationship
    • Bonding
    • Advantage
    • Performance
    • Relevance
    • Presence
    http://taeyangxinyi.blogspot.com Over 600 stores nationwide! From Philip Kotler’s, Marketing Management, 13 th ed.
  • Brand Dynamics Customer-brand relationship
    • Bonding
    • Advantage
    • Performance
    • Relevance
    • Presence
    http://taeyangxinyi.blogspot.com From Philip Kotler’s, Marketing Management, 13 th ed.
  • Brand Dynamics Customer-brand relationship
    • Bonding
    • Advantage
    • Performance
    • Relevance
    • Presence
    http://taeyangxinyi.blogspot.com From Philip Kotler’s, Marketing Management, 13 th ed.
  • Brand Dynamics Customer-brand relationship
    • Bonding
    • Advantage
    • Performance
    • Relevance
    • Presence
    http://taeyangxinyi.blogspot.com P116.00 P118.00 From Philip Kotler’s, Marketing Management, 13 th ed.
  • Brand Dynamics Customer-brand relationship
    • Bonding
    • Advantage
    • Performance
    • Relevance
    • Presence
    http://taeyangxinyi.blogspot.com From Philip Kotler’s, Marketing Management, 13 th ed.
  • Outline: Make your brand sell for you
    • The Role of Brands
    • Brand Knowledge
    • Brand Asset Valuators
    • Brand Dynamics Pyramid
    • Aaker Model
    http://taeyangxinyi.blogspot.com From Philip Kotler’s, Marketing Management, 13 th ed.
  • Aaker Model Start managing your brand
    • Brand Identity
    • - what the brand stands for (and)
    • - what the brands promises to customers
      • Core Identity Elements
      • Extended Identity Elements
      • Brand Essence
    http://taeyangxinyi.blogspot.com From Philip Kotler’s, Marketing Management, 13 th ed.
  • Aaker Model Elements of brand identity
      • Core Identity Elements
        • - Drive brand-building programs
      • Extended Identity Elements
        • - Add texture and guidance
      • Brand Essence
        • - Compact and inspiring communication of the brand
    http://taeyangxinyi.blogspot.com From Philip Kotler’s, Marketing Management, 13 th ed.
    • Drivers of Brand Equity
    • Brand Elements
    • Brand Element Choice Criteria
    • Secondary Sources of Brand Knowledge
    • Brand Roles on a Brand Portfolio
    Outline: Make your brand sell for you http://taeyangxinyi.blogspot.com From Philip Kotler’s, Marketing Management, 13 th ed.
  • Drivers of Brand Equity Create the right brand knowledge BRAND ELEMENTS MARKETING ACTIVITIES MEANING TRASFERENCE From Philip Kotler’s, Marketing Management, 13 th ed. http://taeyangxinyi.blogspot.com
  • Drivers of Brand Equity Create the right brand knowledge BRAND ELEMENTS MARKETING ACTIVITIES MEANING TRASFERENCE From Philip Kotler’s, Marketing Management, 13 th ed. http://taeyangxinyi.blogspot.com
  • Drivers of Brand Equity Create the right brand knowledge BRAND ELEMENTS MARKETING ACTIVITIES MEANING TRASFERENCE From Philip Kotler’s, Marketing Management, 13 th ed. http://taeyangxinyi.blogspot.com
  • Drivers of Brand Equity Create the right brand knowledge BRAND ELEMENTS MARKETING ACTIVITIES MEANING TRASFERENCE From Philip Kotler’s, Marketing Management, 13 th ed. = http://taeyangxinyi.blogspot.com
    • Drivers of Brand Equity
    • Brand Elements
    • Brand Element Choice Criteria
    • Secondary Sources of Brand Knowledge
    • Brand Roles on a Brand Portfolio
    Outline: Make your brand sell for you http://taeyangxinyi.blogspot.com From Philip Kotler’s, Marketing Management, 13 th ed.
  • Brand Elements What makes a Brand?
    • Brand Names
    • URLs
    • Logos
    • Symbols
    • Characters
    • Slogans
    http://taeyangxinyi.blogspot.com From Philip Kotler’s, Marketing Management, 13 th ed.
  • Brand Elements What makes a Brand?
    • Brand Names
    • URLs
    • Logos
    • Symbols
    • Characters
    • Slogans
    http://taeyangxinyi.blogspot.com From Philip Kotler’s, Marketing Management, 13 th ed.
  • Brand Elements What makes a Brand?
    • Brand Names
    • URLs
    • Logos
    • Symbols
    • Characters
    • Slogans
    http://taeyangxinyi.blogspot.com http://www.apple.com/ From Philip Kotler’s, Marketing Management, 13 th ed.
  • Brand Elements What makes a Brand?
    • Brand Names
    • URLs
    • Logos
    • Symbols
    • Characters
    • Slogans
    http://taeyangxinyi.blogspot.com From Philip Kotler’s, Marketing Management, 13 th ed.
  • Brand Elements What makes a Brand?
    • Brand Names
    • URLs
    • Logos
    • Symbols
    • Characters
    • Slogans
    http://taeyangxinyi.blogspot.com From Philip Kotler’s, Marketing Management, 13 th ed.
  • Brand Elements What makes a Brand?
    • Brand Names
    • URLs
    • Logos
    • Symbols
    • Characters
    • Slogans
    http://taeyangxinyi.blogspot.com “ Think Different” “ Get a Mac” From Philip Kotler’s, Marketing Management, 13 th ed.
    • Drivers of Brand Equity
    • Brand Elements
    • Brand Element Choice Criteria
    • Secondary Sources of Brand Knowledge
    • Brand Roles on a Brand Portfolio
    Outline: Make your brand sell for you http://taeyangxinyi.blogspot.com From Philip Kotler’s, Marketing Management, 13 th ed.
  • Brand Element Choice Criteria Guidelines in choosing your brand element
    • Memorable
      • easily recalled and recognized
    • Meaningful
    • Likable
    http://taeyangxinyi.blogspot.com From Philip Kotler’s, Marketing Management, 13 th ed.
  • Brand Element Choice Criteria Guidelines in choosing your brand element
    • Memorable
      • easily recalled and recognized
    • Meaningful
      • credible and suggestive of corresponding category
    • Likable
    http://taeyangxinyi.blogspot.com From Philip Kotler’s, Marketing Management, 13 th ed.
  • Brand Element Choice Criteria Guidelines in choosing your brand element
    • Memorable
      • easily recalled and recognized
    • Meaningful
      • credible and suggestive of corresponding category
    • Likable
      • appealing (visually, verbally, etc.)
    http://taeyangxinyi.blogspot.com From Philip Kotler’s, Marketing Management, 13 th ed.
  • Brand Element Choice Criteria Guidelines in choosing your brand element
    • Transferable
      • Can introduce several products (same/different category)
    • Adaptable
    • Protectible
    http://taeyangxinyi.blogspot.com From Philip Kotler’s, Marketing Management, 13 th ed.
  • Brand Element Choice Criteria Guidelines in choosing your brand element
    • Transferable
      • Can introduce several products (same/different category)
    • Adaptable
      • Adaptability and updatability
    • Protectible
    http://taeyangxinyi.blogspot.com From Philip Kotler’s, Marketing Management, 13 th ed.
  • Brand Element Choice Criteria Guidelines in choosing your brand element
    • Transferable
      • Can introduce several products (same/different category)
    • Adaptable
      • Adaptability and updatability
    • Protectible
      • Legally and competitively (trademark rights, individuality)
    http://taeyangxinyi.blogspot.com From Philip Kotler’s, Marketing Management, 13 th ed.
    • Drivers of Brand Equity
    • Brand Elements
    • Brand Element Choice Criteria
    • Secondary Sources of Brand Knowledge
    • Brand Roles on a Brand Portfolio
    Outline: Make your brand sell for you http://taeyangxinyi.blogspot.com From Philip Kotler’s, Marketing Management, 13 th ed.
  • Secondary Sources Link your brand to other infos http://taeyangxinyi.blogspot.com From Philip Kotler’s, Marketing Management, 13 th ed. Country of Origin Channels Events Causes Third-party Endorsements Employees Endorsers BRAND Other Brands Things Places People Alliances Ingredients Company Extensions
  • Secondary Sources Link your brand to other infos http://taeyangxinyi.blogspot.com From Philip Kotler’s, Marketing Management, 13 th ed. Country of Origin Channels Events Causes Third-party Endorsements Employees Endorsers BRAND Other Brands Things Places People Alliances Ingredients Company Extensions
  • Secondary Sources Link your brand to other infos http://taeyangxinyi.blogspot.com From Philip Kotler’s, Marketing Management, 13 th ed. Country of Origin Channels Events Causes Third-party Endorsements Employees Endorsers BRAND Other Brands Things Places People Alliances Ingredients Company Extensions
  • Secondary Sources Link your brand to other infos http://taeyangxinyi.blogspot.com From Philip Kotler’s, Marketing Management, 13 th ed. Country of Origin Channels Events Causes Third-party Endorsements Employees Endorsers BRAND Other Brands Things Places People Alliances Ingredients Company Extensions
  • Secondary Sources Link your brand to other infos http://taeyangxinyi.blogspot.com From Philip Kotler’s, Marketing Management, 13 th ed. Country of Origin Channels Events Causes Third-party Endorsements Employees Endorsers BRAND Other Brands Things Places People Alliances Ingredients Company Extensions
    • Drivers of Brand Equity
    • Brand Elements
    • Brand Element Choice Criteria
    • Secondary Sources of Brand Knowledge
    • Brand Roles on a Brand Portfolio
    Outline: Make your brand sell for you http://taeyangxinyi.blogspot.com From Philip Kotler’s, Marketing Management, 13 th ed.
  • Brand Roles on a Brand Portfolio What brand type is the product? http://taeyangxinyi.blogspot.com From Philip Kotler’s, Marketing Management, 13 th ed. FLANKERS CASH COWS LOW-END ENTRY LEVEL HIGH-END PRESTIGE
  • Brand Roles on a Brand Portfolio What brand type is the product? http://taeyangxinyi.blogspot.com From Philip Kotler’s, Marketing Management, 13 th ed. FLANKERS CASH COWS LOW-END ENTRY LEVEL HIGH-END PRESTIGE
  • Brand Roles on a Brand Portfolio What brand type is the product? http://taeyangxinyi.blogspot.com From Philip Kotler’s, Marketing Management, 13 th ed. FLANKERS CASH COWS LOW-END ENTRY LEVEL HIGH-END PRESTIGE
  • Brand Roles on a Brand Portfolio What brand type is the product? http://taeyangxinyi.blogspot.com From Philip Kotler’s, Marketing Management, 13 th ed. FLANKERS CASH COWS LOW-END ENTRY LEVEL HIGH-END PRESTIGE
  • Brand Roles on a Brand Portfolio What brand type is the product? http://taeyangxinyi.blogspot.com From Philip Kotler’s, Marketing Management, 13 th ed. FLANKERS CASH COWS LOW-END ENTRY LEVEL HIGH-END PRESTIGE
  • Summary: Brand Equity is Important
    • Brands are important to the product, the company, and the consumers
    • Make the consumers know your brand, in different ways
    • Make your brand stand-out
    • Customer loyalty can be obtained through great customer relationship. So take care of it!
    • Manage your brand well
    http://taeyangxinyi.blogspot.com From Philip Kotler’s, Marketing Management, 13 th ed.
  • Summary: Brand Equity is Important
    • Push your products, in more ways than one!
    • Build your brand
    • Choose your brand element/s well. It matters!
    • There are other ways to build your brand, think-out-of-the box!
    • Position your brand well
    http://taeyangxinyi.blogspot.com From Philip Kotler’s, Marketing Management, 13 th ed.
  • Top 10 Learning Concepts Ch 9: Creating Brand Equity Soleil Gan March 2011 http://taeyangxinyi.blogspot.com