Top 10 concepts: Chapter 9 Creating Brand Equity

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Top 10 concepts: Chapter 9 Creating Brand Equity

  1. 1. Top 10 Learning Concepts Ch 9: Creating Brand Equity Soleil Gan March 2011 http://taeyangxinyi.blogspot.com
  2. 2. Outline: Make your brand sell for you <ul><li>The Role of Brands </li></ul><ul><li>Brand Knowledge </li></ul><ul><li>Brand Asset Valuators </li></ul><ul><li>Brand Dynamics Pyramid </li></ul><ul><li>Aaker Model </li></ul>http://taeyangxinyi.blogspot.com From Philip Kotler’s, Marketing Management, 13 th ed.
  3. 3. <ul><li>Drivers of Brand Equity </li></ul><ul><li>Brand Elements </li></ul><ul><li>Brand Element Choice Criteria </li></ul><ul><li>Secondary Sources of Brand Knowledge </li></ul><ul><li>Brand Roles on a Brand Portfolio </li></ul>Outline: Make your brand sell for you http://taeyangxinyi.blogspot.com From Philip Kotler’s, Marketing Management, 13 th ed.
  4. 4. Outline: Make your brand sell for you <ul><li>The Role of Brands </li></ul><ul><li>Brand Knowledge </li></ul><ul><li>Brand Asset Valuators </li></ul><ul><li>Brand Dynamics Pyramid </li></ul><ul><li>Aaker Model </li></ul>http://taeyangxinyi.blogspot.com From Philip Kotler’s, Marketing Management, 13 th ed.
  5. 5. The Role of Brands What is its value to you? <ul><li>Identify the Maker </li></ul><ul><li>Simplify Product Handling </li></ul><ul><li>Organize Accounting </li></ul><ul><li>Offer Legal Protection </li></ul><ul><li>Signify Quality </li></ul><ul><li>Create Barriers to Entry </li></ul><ul><li>Serve as Competitive Advantage </li></ul><ul><li>Secure Price Premium </li></ul>http://taeyangxinyi.blogspot.com From Philip Kotler’s, Marketing Management, 13 th ed.
  6. 6. The Role of Brands What is its value to you? <ul><li>Identify the Maker </li></ul><ul><li>Simplify Product Handling </li></ul><ul><li>Organize Accounting </li></ul><ul><li>Offer Legal Protection </li></ul>http://taeyangxinyi.blogspot.com From Philip Kotler’s, Marketing Management, 13 th ed.
  7. 7. The Role of Brands What is its value to you? <ul><li>Signify Quality </li></ul><ul><li>Create Barriers to Entry </li></ul><ul><li>Serve as Competitive Advantage </li></ul><ul><li>Secure Price Premium </li></ul>http://taeyangxinyi.blogspot.com From Philip Kotler’s, Marketing Management, 13 th ed.
  8. 8. Outline: Make your brand sell for you <ul><li>The Role of Brands </li></ul><ul><li>Brand Knowledge </li></ul><ul><li>Brand Asset Valuators </li></ul><ul><li>Brand Dynamics Pyramid </li></ul><ul><li>Aaker Model </li></ul>http://taeyangxinyi.blogspot.com From Philip Kotler’s, Marketing Management, 13 th ed.
  9. 9. 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
  10. 10. 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
  11. 11. 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
  12. 12. 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
  13. 13. 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
  14. 14. 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
  15. 15. Outline: Make your brand sell for you <ul><li>The Role of Brands </li></ul><ul><li>Brand Knowledge </li></ul><ul><li>Brand Asset Valuators </li></ul><ul><li>Brand Dynamics Pyramid </li></ul><ul><li>Aaker Model </li></ul>http://taeyangxinyi.blogspot.com From Philip Kotler’s, Marketing Management, 13 th ed.
  16. 16. 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
  17. 17. 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
  18. 18. 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
  19. 19. 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
  20. 20. 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
  21. 21. 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
  22. 22. Outline: Make your brand sell for you <ul><li>The Role of Brands </li></ul><ul><li>Brand Knowledge </li></ul><ul><li>Brand Asset Valuators </li></ul><ul><li>Brand Dynamics </li></ul><ul><li>Aaker Model </li></ul>http://taeyangxinyi.blogspot.com From Philip Kotler’s, Marketing Management, 13 th ed.
  23. 23. Brand Dynamics Customer-brand relationship http://taeyangxinyi.blogspot.com From Philip Kotler’s, Marketing Management, 13 th ed. Presence Relevance Performance Advantage Bonding
  24. 24. 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!
  25. 25. Brand Dynamics Customer-brand relationship <ul><li>Bonding </li></ul><ul><li>Advantage </li></ul><ul><li>Performance </li></ul><ul><li>Relevance </li></ul><ul><li>Presence </li></ul>http://taeyangxinyi.blogspot.com Over 600 stores nationwide! From Philip Kotler’s, Marketing Management, 13 th ed.
  26. 26. Brand Dynamics Customer-brand relationship <ul><li>Bonding </li></ul><ul><li>Advantage </li></ul><ul><li>Performance </li></ul><ul><li>Relevance </li></ul><ul><li>Presence </li></ul>http://taeyangxinyi.blogspot.com From Philip Kotler’s, Marketing Management, 13 th ed.
  27. 27. Brand Dynamics Customer-brand relationship <ul><li>Bonding </li></ul><ul><li>Advantage </li></ul><ul><li>Performance </li></ul><ul><li>Relevance </li></ul><ul><li>Presence </li></ul>http://taeyangxinyi.blogspot.com From Philip Kotler’s, Marketing Management, 13 th ed.
  28. 28. Brand Dynamics Customer-brand relationship <ul><li>Bonding </li></ul><ul><li>Advantage </li></ul><ul><li>Performance </li></ul><ul><li>Relevance </li></ul><ul><li>Presence </li></ul>http://taeyangxinyi.blogspot.com P116.00 P118.00 From Philip Kotler’s, Marketing Management, 13 th ed.
  29. 29. Brand Dynamics Customer-brand relationship <ul><li>Bonding </li></ul><ul><li>Advantage </li></ul><ul><li>Performance </li></ul><ul><li>Relevance </li></ul><ul><li>Presence </li></ul>http://taeyangxinyi.blogspot.com From Philip Kotler’s, Marketing Management, 13 th ed.
  30. 30. Outline: Make your brand sell for you <ul><li>The Role of Brands </li></ul><ul><li>Brand Knowledge </li></ul><ul><li>Brand Asset Valuators </li></ul><ul><li>Brand Dynamics Pyramid </li></ul><ul><li>Aaker Model </li></ul>http://taeyangxinyi.blogspot.com From Philip Kotler’s, Marketing Management, 13 th ed.
  31. 31. Aaker Model Start managing your brand <ul><li>Brand Identity </li></ul><ul><li>- what the brand stands for (and) </li></ul><ul><li>- what the brands promises to customers </li></ul><ul><ul><li>Core Identity Elements </li></ul></ul><ul><ul><li>Extended Identity Elements </li></ul></ul><ul><ul><li>Brand Essence </li></ul></ul>http://taeyangxinyi.blogspot.com From Philip Kotler’s, Marketing Management, 13 th ed.
  32. 32. Aaker Model Elements of brand identity <ul><ul><li>Core Identity Elements </li></ul></ul><ul><ul><ul><li>- Drive brand-building programs </li></ul></ul></ul><ul><ul><li>Extended Identity Elements </li></ul></ul><ul><ul><ul><li>- Add texture and guidance </li></ul></ul></ul><ul><ul><li>Brand Essence </li></ul></ul><ul><ul><ul><li>- Compact and inspiring communication of the brand </li></ul></ul></ul>http://taeyangxinyi.blogspot.com From Philip Kotler’s, Marketing Management, 13 th ed.
  33. 33. <ul><li>Drivers of Brand Equity </li></ul><ul><li>Brand Elements </li></ul><ul><li>Brand Element Choice Criteria </li></ul><ul><li>Secondary Sources of Brand Knowledge </li></ul><ul><li>Brand Roles on a Brand Portfolio </li></ul>Outline: Make your brand sell for you http://taeyangxinyi.blogspot.com From Philip Kotler’s, Marketing Management, 13 th ed.
  34. 34. 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
  35. 35. 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
  36. 36. 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
  37. 37. 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
  38. 38. <ul><li>Drivers of Brand Equity </li></ul><ul><li>Brand Elements </li></ul><ul><li>Brand Element Choice Criteria </li></ul><ul><li>Secondary Sources of Brand Knowledge </li></ul><ul><li>Brand Roles on a Brand Portfolio </li></ul>Outline: Make your brand sell for you http://taeyangxinyi.blogspot.com From Philip Kotler’s, Marketing Management, 13 th ed.
  39. 39. Brand Elements What makes a Brand? <ul><li>Brand Names </li></ul><ul><li>URLs </li></ul><ul><li>Logos </li></ul><ul><li>Symbols </li></ul><ul><li>Characters </li></ul><ul><li>Slogans </li></ul>http://taeyangxinyi.blogspot.com From Philip Kotler’s, Marketing Management, 13 th ed.
  40. 40. Brand Elements What makes a Brand? <ul><li>Brand Names </li></ul><ul><li>URLs </li></ul><ul><li>Logos </li></ul><ul><li>Symbols </li></ul><ul><li>Characters </li></ul><ul><li>Slogans </li></ul>http://taeyangxinyi.blogspot.com From Philip Kotler’s, Marketing Management, 13 th ed.
  41. 41. Brand Elements What makes a Brand? <ul><li>Brand Names </li></ul><ul><li>URLs </li></ul><ul><li>Logos </li></ul><ul><li>Symbols </li></ul><ul><li>Characters </li></ul><ul><li>Slogans </li></ul>http://taeyangxinyi.blogspot.com http://www.apple.com/ From Philip Kotler’s, Marketing Management, 13 th ed.
  42. 42. Brand Elements What makes a Brand? <ul><li>Brand Names </li></ul><ul><li>URLs </li></ul><ul><li>Logos </li></ul><ul><li>Symbols </li></ul><ul><li>Characters </li></ul><ul><li>Slogans </li></ul>http://taeyangxinyi.blogspot.com From Philip Kotler’s, Marketing Management, 13 th ed.
  43. 43. Brand Elements What makes a Brand? <ul><li>Brand Names </li></ul><ul><li>URLs </li></ul><ul><li>Logos </li></ul><ul><li>Symbols </li></ul><ul><li>Characters </li></ul><ul><li>Slogans </li></ul>http://taeyangxinyi.blogspot.com From Philip Kotler’s, Marketing Management, 13 th ed.
  44. 44. Brand Elements What makes a Brand? <ul><li>Brand Names </li></ul><ul><li>URLs </li></ul><ul><li>Logos </li></ul><ul><li>Symbols </li></ul><ul><li>Characters </li></ul><ul><li>Slogans </li></ul>http://taeyangxinyi.blogspot.com “ Think Different” “ Get a Mac” From Philip Kotler’s, Marketing Management, 13 th ed.
  45. 45. <ul><li>Drivers of Brand Equity </li></ul><ul><li>Brand Elements </li></ul><ul><li>Brand Element Choice Criteria </li></ul><ul><li>Secondary Sources of Brand Knowledge </li></ul><ul><li>Brand Roles on a Brand Portfolio </li></ul>Outline: Make your brand sell for you http://taeyangxinyi.blogspot.com From Philip Kotler’s, Marketing Management, 13 th ed.
  46. 46. Brand Element Choice Criteria Guidelines in choosing your brand element <ul><li>Memorable </li></ul><ul><ul><li>easily recalled and recognized </li></ul></ul><ul><li>Meaningful </li></ul><ul><li>Likable </li></ul>http://taeyangxinyi.blogspot.com From Philip Kotler’s, Marketing Management, 13 th ed.
  47. 47. Brand Element Choice Criteria Guidelines in choosing your brand element <ul><li>Memorable </li></ul><ul><ul><li>easily recalled and recognized </li></ul></ul><ul><li>Meaningful </li></ul><ul><ul><li>credible and suggestive of corresponding category </li></ul></ul><ul><li>Likable </li></ul>http://taeyangxinyi.blogspot.com From Philip Kotler’s, Marketing Management, 13 th ed.
  48. 48. Brand Element Choice Criteria Guidelines in choosing your brand element <ul><li>Memorable </li></ul><ul><ul><li>easily recalled and recognized </li></ul></ul><ul><li>Meaningful </li></ul><ul><ul><li>credible and suggestive of corresponding category </li></ul></ul><ul><li>Likable </li></ul><ul><ul><li>appealing (visually, verbally, etc.) </li></ul></ul>http://taeyangxinyi.blogspot.com From Philip Kotler’s, Marketing Management, 13 th ed.
  49. 49. Brand Element Choice Criteria Guidelines in choosing your brand element <ul><li>Transferable </li></ul><ul><ul><li>Can introduce several products (same/different category) </li></ul></ul><ul><li>Adaptable </li></ul><ul><li>Protectible </li></ul>http://taeyangxinyi.blogspot.com From Philip Kotler’s, Marketing Management, 13 th ed.
  50. 50. Brand Element Choice Criteria Guidelines in choosing your brand element <ul><li>Transferable </li></ul><ul><ul><li>Can introduce several products (same/different category) </li></ul></ul><ul><li>Adaptable </li></ul><ul><ul><li>Adaptability and updatability </li></ul></ul><ul><li>Protectible </li></ul>http://taeyangxinyi.blogspot.com From Philip Kotler’s, Marketing Management, 13 th ed.
  51. 51. Brand Element Choice Criteria Guidelines in choosing your brand element <ul><li>Transferable </li></ul><ul><ul><li>Can introduce several products (same/different category) </li></ul></ul><ul><li>Adaptable </li></ul><ul><ul><li>Adaptability and updatability </li></ul></ul><ul><li>Protectible </li></ul><ul><ul><li>Legally and competitively (trademark rights, individuality) </li></ul></ul>http://taeyangxinyi.blogspot.com From Philip Kotler’s, Marketing Management, 13 th ed.
  52. 52. <ul><li>Drivers of Brand Equity </li></ul><ul><li>Brand Elements </li></ul><ul><li>Brand Element Choice Criteria </li></ul><ul><li>Secondary Sources of Brand Knowledge </li></ul><ul><li>Brand Roles on a Brand Portfolio </li></ul>Outline: Make your brand sell for you http://taeyangxinyi.blogspot.com From Philip Kotler’s, Marketing Management, 13 th ed.
  53. 53. 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
  54. 54. 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
  55. 55. 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
  56. 56. 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
  57. 57. 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
  58. 58. <ul><li>Drivers of Brand Equity </li></ul><ul><li>Brand Elements </li></ul><ul><li>Brand Element Choice Criteria </li></ul><ul><li>Secondary Sources of Brand Knowledge </li></ul><ul><li>Brand Roles on a Brand Portfolio </li></ul>Outline: Make your brand sell for you http://taeyangxinyi.blogspot.com From Philip Kotler’s, Marketing Management, 13 th ed.
  59. 59. 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
  60. 60. 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
  61. 61. 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
  62. 62. 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
  63. 63. 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
  64. 64. Summary: Brand Equity is Important <ul><li>Brands are important to the product, the company, and the consumers </li></ul><ul><li>Make the consumers know your brand, in different ways </li></ul><ul><li>Make your brand stand-out </li></ul><ul><li>Customer loyalty can be obtained through great customer relationship. So take care of it! </li></ul><ul><li>Manage your brand well </li></ul>http://taeyangxinyi.blogspot.com From Philip Kotler’s, Marketing Management, 13 th ed.
  65. 65. Summary: Brand Equity is Important <ul><li>Push your products, in more ways than one! </li></ul><ul><li>Build your brand </li></ul><ul><li>Choose your brand element/s well. It matters! </li></ul><ul><li>There are other ways to build your brand, think-out-of-the box! </li></ul><ul><li>Position your brand well </li></ul>http://taeyangxinyi.blogspot.com From Philip Kotler’s, Marketing Management, 13 th ed.
  66. 66. Top 10 Learning Concepts Ch 9: Creating Brand Equity Soleil Gan March 2011 http://taeyangxinyi.blogspot.com

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