Creating
Brand Equity
Marketing Management, 13th
ed
9
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-2
Chapter Questions
• What is a brand and how does
...
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-3
Steps in
Strategic Brand Management
• Identifying...
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-4
The Role of Brands
Identify the makerIdentify the...
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-5
The Role of Brands
Signify qualitySignify quality...
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-6
Brand Knowledge
Knowledge
Thoughts
Experiences
Be...
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-7
Advantages of Strong Brands
• Improved
perception...
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-8
BAV Key Components
Differentiation
Energy
Relevan...
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-9
Figure 9.3 Brand Dynamics Pyramid
Presence
Releva...
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-10
Aaker Model
Brand Identity
Extended Identity
Ele...
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-11
Figure 9.4 Brand Resonance Pyramid
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-12
Drivers of Brand Equity
Brand Elements
Marketing...
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-13
Brand Elements
Elements
Slogans
Brand
names URLs...
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-14
Brand Element Choice Criteria
• Memorable
• Mean...
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-15
Designing Holistic Marketing Activities
Personal...
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-16
Figure 9.5 Secondary Sources of
Brand Knowledge
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-17
Measuring Brand Equity
Brand AuditsBrand Audits
...
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-18
Branding Terms
• Brand line
• Brand mix
• Brand ...
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-19
Brand Naming
Individual namesIndividual names
Bl...
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-20
Brand Roles in a Brand Portfolio
Flankers
Low-en...
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Mm brand equity

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Transcript of "Mm brand equity"

  1. 1. Creating Brand Equity Marketing Management, 13th ed 9
  2. 2. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-2 Chapter Questions • What is a brand and how does branding work? • What is brand equity? • How is brand equity built, measured, and managed? • What are the important decisions in developing a branding strategy?
  3. 3. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-3 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
  4. 4. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-4 The Role of Brands Identify the makerIdentify the maker Simplify product handlingSimplify product handling Organize accountingOrganize accounting Offer legal protectionOffer legal protection
  5. 5. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-5 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
  6. 6. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-6 Brand Knowledge Knowledge Thoughts Experiences Beliefs Images Feelings
  7. 7. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-7 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
  8. 8. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-8 BAV Key Components Differentiation Energy Relevance Esteem Knowledge
  9. 9. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-9 Figure 9.3 Brand Dynamics Pyramid Presence Relevance Performance Advantage Bonding Strong Relationship Weak Relationship
  10. 10. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-10 Aaker Model Brand Identity Extended Identity Elements Brand Essence Core Identity Elements
  11. 11. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-11 Figure 9.4 Brand Resonance Pyramid
  12. 12. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-12 Drivers of Brand Equity Brand Elements Marketing Activities Meaning Transference
  13. 13. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-13 Brand Elements Elements Slogans Brand names URLs Logos Symbols Characters
  14. 14. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-14 Brand Element Choice Criteria • Memorable • Meaningful • Likeability • Transferable • Adaptable • Protectible
  15. 15. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-15 Designing Holistic Marketing Activities Personalization Integration Internalization
  16. 16. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-16 Figure 9.5 Secondary Sources of Brand Knowledge
  17. 17. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-17 Measuring Brand Equity Brand AuditsBrand Audits Brand TrackingBrand Tracking Brand ValuationBrand Valuation
  18. 18. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-18 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
  19. 19. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-19 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
  20. 20. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-20 Brand Roles in a Brand Portfolio Flankers Low-end Entry-level High-end Prestige Cash Cows
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