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Kotler - Ch9 Brand Equity - Top 10 Concepts

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  • 1. TOP 10 Learning Concepts Ch 9 – Creating Brand Equity
    Maureen Martine T. Lee
    September 2011
    http://maureentlee.blogspot.com/
  • 2. OutlineCh 9 - Creating Brand Equity
    Defining Brand Equity
    Customer-based Brand Equity
    Quality vs Quantity – Investment in Building Brands
    5 Components of Brand Asset Valuators
    Brand Identity
    http://maureentlee.blogspot.com/
  • 3. OutlineCh 9 - Creating Brand Equity
    Brand Resonance Model
    Brand Equity Drivers
    Brand Audit – Brand Value Chain
    Managing Brand Equity – Reinforcement and Revitalization
    Devising a Branding Strategy - Branding Decisions Extensions & Portfolio
    http://maureentlee.blogspot.com/
  • 4. Concept 1Defining Brand Equity
    4
    BRAND
    NAME
    DESIGN
    TERM
    SIGN
    SYMBOL
    http://maureentlee.blogspot.com/
  • 5. Concept 1Defining Brand Equity
    5
    BRAND EQUITY
    Added value endowed on products and services
    http://maureentlee.blogspot.com/
  • 6. Concept 1Defining Brand Equity
    6
    BRAND EQUITY
    Added value endowed on products and services
    Consumer Thinking, Feeling & Acting
    Prices, Market Share & Profitability
    http://maureentlee.blogspot.com/
  • 7. Concept 2Customer-based Brand Equity
    7
    Differential effect that brand knowledge has on consumer response
    Brand Power
    http://maureentlee.blogspot.com/
  • 8. Concept 2Customer-based Brand Equity
    8
    Differential effect that brand knowledge has on consumer response
    Seen
    Brand Power
    Read
    Heard
    http://maureentlee.blogspot.com/
  • 9. Concept 2Customer-based Brand Equity
    9
    Differential effect that brand knowledge has on consumer response
    Learned
    Seen
    Brand Power
    Thought
    Read
    Heard
    Felt
    http://maureentlee.blogspot.com/
  • 10. Concept 3Quality vs Quantity –Building Brands
    10
    BRAND QUALITY
    CONSUMER BRAND KNOWLEDGE
    – Foundation of Brand Equity
    RESPONSE TO MARKETING CAMPAIGN
    http://maureentlee.blogspot.com/
  • 11. Concept 3Quality vs Quantity –Building Brands
    11
    BRAND QUALITY
    CONSUMER BRAND KNOWLEDGE
    – Foundation of Brand Equity
    RESPONSE TO MARKETING CAMPAIGN
    Brand QUANTITY
    Irrelevant if does not contribute to consumer brand knowledge
    http://maureentlee.blogspot.com/
  • 12. Concept 45 Components of Brand Asset Valuators
    12
    Differentiation
    “Unique”
    Esteem
    “Respect”
    Energy
    “Momentum”
    Knowledge
    “Familiarity”
    Relevance
    “Appeal”
    http://maureentlee.blogspot.com/
  • 13. Concept 45 Components of Brand Asset Valuators
    13
    Differentiation
    “Unique”
    Esteem
    “Respect”
    Energy
    “Momentum”
    Knowledge
    “Familiarity”
    Relevance
    “Appeal”
    http://maureentlee.blogspot.com/
  • 14. Concept 5Brand Identity
    14
    Unique Set of Brand Associations
    Product Scope
    Country of Origin
    Product Personality
    Brand Personality
    Quality
    Symbols
    Product Attribute
    Uses
    Users
    Organizational Attributes
    http://maureentlee.blogspot.com/
  • 15. Concept 5Brand Identity
    15
    BrandDynamics Pyramid
    BONDING – Nothing else beats it
    ADVANTAGE – does it offer something better than the others?
    PERFORMANCE – can it deliver?
    RELEVANCE – does it offer something?
    PRESENCE – do we know about it?
    http://maureentlee.blogspot.com/
  • 16. OutlineCh 9 - Creating Brand Equity
    Brand Resonance Model
    Brand Equity Drivers
    Brand Audit – Brand Value Chain
    Managing Brand Equity – Reinforcement and Revitalization
    Devising a Branding Strategy - Branding Decisions, Extensions & Portfolio
    http://maureentlee.blogspot.com/
  • 17. Concept 6Brand Resonance Model
    17
    Branding Objective
    Intense, active loyalty
    Positive, accessible reactions
    Points of parity & difference
    Deep, broad brand awareness
    Image taken from - http://www.value-chain.org/brand-equity-pyramid/
    http://maureentlee.blogspot.com/
  • 18. Concept 7Brand Equity Drivers
    18
    Brand Elements – identities making up the brand
    Character
    Jingles
    URL
    Packages
    Logo
    Spokespeople
    Signage
    Symbol
    Slogan
    http://maureentlee.blogspot.com/
  • 19. Concept 7Brand Equity Drivers
    19
    Brand Elements – identities making up the brand
    Uniform Resource Locator or
    Universal Resource Locator (URL)
    URL
    Logo
    Symbol
    http://maureentlee.blogspot.com/
  • 20. Concept 7Brand Equity Drivers
    20
    Brand Elements – identities making up the brand
    Character
    Spokespeople
    Seiko Seiko Wallet
    “Wallet namaswerte”
    Slogan
    http://maureentlee.blogspot.com/
  • 21. Concept 7Brand Equity Drivers
    21
    Brand Elements – identities making up the brand
    “Ito ang beat sabaysabay… Coke!”
    Jingles
    Packages
    Signage
    http://maureentlee.blogspot.com/
  • 22. Concept 7Brand Equity Drivers
    22
    Brand Element – Choice Criteria
    memorable
    transferable
    meaningful
    adaptable
    protectible
    likable
    http://maureentlee.blogspot.com/
  • 23. Concept 7Brand Equity Drivers
    23
    Brand Element – Choice Criteria
    memorable
    transferable
    meaningful
    adaptable
    protectible
    likable
    “Brand Building”
    “Defensive - Leverage”
    http://maureentlee.blogspot.com/
  • 24. Concept 7Brand Equity Drivers
    24
    Campaigns – Marketing Activities and Programs
    http://maureentlee.blogspot.com/
  • 25. Concept 7Brand Equity Drivers
    25
    Brand Associations – Person, Place or Thing
    http://maureentlee.blogspot.com/
  • 26. Concept 8Brand AuditBrand Value Chain
    26
    Brand Audit
    – consumer-focused series of procedures to assess
    the health of the brand
    Sources of Brand Equity
    Improve & Leverage
    http://maureentlee.blogspot.com/
  • 27. Concept 8Brand AuditBrand Value Chain
    27
    Taken from http://mediebevaegelsen.dk/wp-content/uploads/brand-value-chain.gif
    http://maureentlee.blogspot.com/
  • 28. Concept 8Brand AuditBrand Value Chain
    28
    Brand Valuation
    -estimating the total financial value of the brand
    Taken from :http://www.millwardbrown.com/Libraries/Optimor_BrandZ_Files/2011_BrandZ_Top100_Chart.sflb.ashx
    http://maureentlee.blogspot.com/
  • 29. Concept 9Managing Brand Equity – Reinforcement and Revitalization
    29
    Brand Reinforcement
    – consistently convey the meaning of the brand
    Move forward towards the right direction
    Products, benefits, satisfy needs
    Superior, strong, favorable, unique
    http://maureentlee.blogspot.com/
  • 30. Concept 9Managing Brand Equity – Reinforcement and Revitalization
    30
    Brand Revitalization
    – keeping up with changes in consumer tastes and preference
    http://maureentlee.blogspot.com/
  • 31. Concept 10Devising a Branding Strategy - Branding Decisions, Extensions & Portfolio
    31
    Individual Names
    Brand Names
    Blanket Family Names
    http://maureentlee.blogspot.com/
  • 32. Concept 10Devising a Branding Strategy - Branding Decisions, Extensions & Portfolio
    32
    Separate Names
    Brand Names
    Corporate Name + Individual Product Name
    http://maureentlee.blogspot.com/
  • 33. Concept 10Devising a Branding Strategy - Branding Decisions, Extensions & Portfolio
    33
    Brand Extension
    http://maureentlee.blogspot.com/
  • 34. Concept 10Devising a Branding Strategy - Branding Decisions, Extensions & Portfolio
    34
    Brand Portfolio
    http://maureentlee.blogspot.com/
  • 35. Concept 10Devising a Branding Strategy - Branding Decisions, Extensions & Portfolio
    35
    Brand Portfolio
    Flankers
    Cash Cows
    http://maureentlee.blogspot.com/
  • 36. Concept 10Devising a Branding Strategy - Branding Decisions, Extensions & Portfolio
    36
    Brand Portfolio
    Low-end Entry Level
    High-end Prestige
    http://maureentlee.blogspot.com/
  • 37. Summary – Brand Equity
    37
    Brand elements should be carefully picked
    Brands should offer a unique experience
    Quality should be the focus of marketing campaigns
    Brand association to other entities
    Brand equity is measurable
    Brands should be dynamic and sustainable
    http://maureentlee.blogspot.com/
  • 38. Household Brands
    38
    http://maureentlee.blogspot.com/
  • 39. TOP 10 Learning Concepts Ch 9 – Creating Brand Equity
    Maureen Martine T. Lee
    September 2011
    http://maureentlee.blogspot.com/

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