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Kotler mm13e media_09

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Branding

Branding

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  • Video icon links to snippet on Swiss Army’s brand extensions.
  • Transcript

    • 1. CreatingBrand EquityMarketing Management, 13thed9
    • 2. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-2Chapter Questions• What is a brand and how doesbranding work?• What is brand equity?• How is brand equity built, measured,and managed?• What are the important decisions indeveloping a branding strategy?
    • 3. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-3ESPN: A Strong Brand
    • 4. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-4Steps inStrategic Brand Management• Identifying and establishing brandpositioning• Planning and implementing brandmarketing• Measuring and interpreting brandperformance• Growing and sustaining brand value
    • 5. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-5What is a Brand?A brand is a name, term, sign, symbolor design, or a combination of them,intended to identify the goods orservices of one seller or group ofsellers and to differentiate them fromthose of competitors.
    • 6. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-6The Role of BrandsIdentify the makerIdentify the makerSimplify product handlingSimplify product handlingOrganize accountingOrganize accountingOffer legal protectionOffer legal protection
    • 7. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-7The Role of BrandsSignify qualitySignify qualityCreate barriers to entryCreate barriers to entryServe as a competitiveadvantageServe as a competitiveadvantageSecure price premiumSecure price premium
    • 8. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-8What is Branding?Branding is endowingproducts and services with thepower of the brand.
    • 9. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-9What is Brand Equity?Brand equity is the added valueendowed on products and services,which may be reflected in the wayconsumers, think, feel, and act withrespect to the brand.
    • 10. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-10Brand KnowledgeKnowledgeThoughtsExperiencesBeliefsImagesFeelings
    • 11. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-11Advantages of Strong Brands• Improvedperceptions ofproductperformance• Greater loyalty• Less vulnerabilityto competitivemarketing actions• Less vulnerabilityto crises• Larger margins• More inelasticconsumer response• Greater tradecooperation• Increased marketingcommunicationseffectiveness• Possible licensingopportunities
    • 12. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-12Apple is a Strong Brand
    • 13. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-13What is a Brand Promise?A brand promise is the marketer’svision of what the brand must be anddo for consumers.
    • 14. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-14Burger King Builds Its Brand withSocial Connectivity
    • 15. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-15Brand Equity Models• Brand Asset Valuator• Aaker Model• BRANDZ• Brand Resonance
    • 16. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-16BAV Key ComponentsDifferentiationEnergyRelevanceEsteemKnowledge
    • 17. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-17Figure 9.3 Brand Dynamics PyramidPresenceRelevancePerformanceAdvantageBondingStrong RelationshipWeak Relationship
    • 18. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-18Aaker ModelBrand IdentityExtended IdentityElementsBrand EssenceCore IdentityElements
    • 19. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-19Figure 9.4 Brand Resonance Pyramid
    • 20. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-20Drivers of Brand EquityBrand ElementsMarketing ActivitiesMeaning Transference
    • 21. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-21Brand ElementsElementsSlogansBrandnames URLsLogosSymbolsCharacters
    • 22. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-22Brand Element Choice Criteria• Memorable• Meaningful• Likeability• Transferable• Adaptable• Protectible
    • 23. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-23Slogans• Like a goodneighbor, StateFarm is there• Just do it• Nothing runs like aDeere• Save 15% or morein 15 minutes orless• We try harder• We’ll pick you up• Nextel – Done• Zoom Zoom• I’m lovin’ it• Innovation at work• This Bud’s for you• Always low prices
    • 24. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-24Designing Holistic Marketing ActivitiesPersonalizationIntegrationInternalization
    • 25. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-25Internal Branding• Choose the right moment• Link internal and external marketing• Bring the brand alive for employees
    • 26. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-26Figure 9.5 Secondary Sources ofBrand Knowledge
    • 27. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-27Measuring Brand EquityBrand AuditsBrand AuditsBrand TrackingBrand TrackingBrand ValuationBrand Valuation
    • 28. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-28Table 9.2 The 10 Most Valuable BrandsBrand 2006 Brand Value (Billions)Coca-Cola $67.00Microsoft $56.93IBM $56.20GE $48.91Intel $38.32Nokia $30.13Toyota $27.94Disney $27.85McDonald’s $27.50Mercedes-Benz $22.13
    • 29. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-29Managing Brand EquityBrand ReinforcementBrand ReinforcementBrand RevitalizationBrand RevitalizationBrand CrisesBrand Crises
    • 30. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-30Interbrand’s Steps in CalculatingBrand Equity• Market segmentation• Financial analysis• Role of branding• Brand strength• Brand value calculation
    • 31. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-31Devising a Branding StrategyDevelop new brandelementsDevelop new brandelementsApply existing brandelementsApply existing brandelementsUse a combination ofold and newUse a combination ofold and new
    • 32. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-32Branding 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
    • 33. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-33Brand NamingIndividual namesIndividual namesBlanket family namesBlanket family namesSeparate family namesSeparate family namesCorporate name-individual name comboCorporate name-individual name combo
    • 34. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-34Reasons for Brand Portfolios• Increasing shelf presence and retailerdependence in the store• Attracting consumers seeking variety• Increasing internal competition withinthe firm• Yielding economies of scale inadvertising, sales, merchandising, anddistribution
    • 35. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-35Brand Roles in a Brand PortfolioFlankersLow-endEntry-levelHigh-endPrestigeCash Cows
    • 36. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-36Marketing Debate Are brand extensions good or bad?Take a position:1. Brand extensions can endanger brands.or2. Brand extensions are an importantbrand-growth strategy.
    • 37. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-37Marketing Discussion How can you relate the different modelsbrand equity presented in this chapter? How are they similar? Different? Can you reconstruct a brand-equityModel that incorporates the best of each?

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