Resume Marketing Management Chapter 9: Creating Brand Equity by Kotler, P., & Keller, K. L.

1. CREATING BRAND EQUITY
CHAPTER 9
Dosen:
Prof. Dr. Hapzi Ali, Ir, MM, CMA, MPM
PROGRAM STUDI MAGISTER MANAGEMENT
Defining, Building, Measuring and Managing of
Brand Equity

2. STRATEGIC BRAND MANAGEMENT
Identify Plan
Measure/
Interpret
Grow

3. BRAND
A name, term, sign, symbol, or design, or combination of them, intended to identify the
goods or services of one seller groups of sellers and to differentiate them from those
competitors.
Sebuah nama, istilah, tanda, simbol, disain, atau beberapa kombinasi dari elemen-
elemen tersebut, ditujukan untuk mengidentifikasi produk dan layanan dari satu atau
sekelompok penjual dan untuk membedakan mereka dari kompetitornya.

4. ROLE OF BRAND
Consumer Benefits
• Identify source/ maker
• Simplifies decision making
• Reduce risk
Marketer Benefits
• Simplify product handling
• Protect unique features
• Create loyalty
• Establish barriers to entry

5. BRAND EQUITY
The added value endowed on products and services because of the brand.
Nilai tambah yang diberikan pada produk dan layanan disebabkan oleh merek.

6. CUSTOMER-BASED BRAND EQUITY
Differences in
consumer response
Consumer’s brand
knowledge
Perceptions,
preferences &
behaviors

7. BRAND PROMISE
What the brand must be and do for consumers.
Suatu merek harus menjadi dan melakukan apa untuk konsumen.

8. BRAND EQUITY MODELS
1. Brand Asset Valuator
2. BrandZ
3. Brand Resonance
Model

9. BRAND ASSET VALUATOR MODEL

10. UNIVERSE OF BRAND PERFORMANCE
• Not well
known
• Many are
new, others
are lost
• Have relevance
• Small audience
• Irresistible
• Have high
earnings &
margin power
Can’t overcome
what’s already
known about them

11. BRAND DYNAMIC PYRAMID

12. BRAND RESONANCE PYRAMID

13. BUILDING BRAND EQUITY
Brand
Equity
Brand
Elements
Marketing
Activities
Secondary
Associations

14. BRAND ELEMENTS
• Brand Names
• URLs
• Logos
• Symbols
• Characters
• Spokesperson
• Slogans
• Jingles
• Packages
• Signage

15. BRAND ELEMENT CRITERIA
Brand Builders
• Memorable
• Meaningful
• Likeable
Defensive
• Transferable
• Adaptable
• Protectable

16. DEVELOPING BRAND ELEMENTS
• Easy to recall
• Descriptive
• Persuasive

17. HOLISTIC MARKETING ACTIVITIES
• Observation
• Interaction with company
• Word of mouth

18. SECONDARY ASSOCIATIONS
BRAND
Geographic
Region
Other Brand
Characters
Spokespeople
Supporting
Events

19. SECONDARY SOURCE OF BRAND KNOWLEDGE

20. INTERNAL BRANDING
• Choose the right moment
• Link internal and external marketing
• Bring the brand alive for employees.
• Keep it simple.

21. MEASURING BRAND EQUITY
• Brand audit
• Brand-tracking studies

22. BRAND VALUE CHAIN

23. INTERBRAND BRAND VALUATION

24. INTERBRAND 5 STEP PROCESS
• Market Segmentation
• Financial Anaylsis
• Role of Branding
• Brand of Strength
• Brand Value Calcualtion

25. BRAND/ MARKET AUDIT
• Detailed analysis of the external environment and internal situation
• Objective evaluation of past performance and present activities
• Clearer identification of future opportunities and threats

26. MANAGING BRAND EQUITY
• Brand revitalization
• Brand reinforcement

27. BRANDING
STRATEGY
• Develop new brand elements
• Apply existing brand elements
• Combine new and existing
elements
DECISION
• Individual brand
name
• Company brand
• Sub-brand name
ROLE
• High end prestige
• Cash cows
• Low end entry
level
• Flankers

28. BRANDING PORTOFOLIO
A brand portofolio is the set of all brands and brand lines a particular firm offers for sale in
a particular category or market segment.
Suatu portofolio merek merupakan kumpulan seluruh merek dan lini merek yang
ditawarkan perusahaan tertentu untuk dijual dalam kategori atau segmen pasar tertentu.

29. REFERENSI
Armstrong, G., Kotler, P., Trifts, V., Buchwitz, L. A., & Gaudet, D. (2017). Marketing: An
Introduction (6th ed.). Toronto: Pearson.
Gilligan, C., & Wilson, R. M. (2003). Strategic Marketing Planning. London: Butterworth
Heinemann.
Kotler, P., & Keller, K. L. (2012). Marketing Management (14th ed.). New Jersey: Pearson
Education.
Kotler, P., & Keller, K. L. (2015). Marketing Management (15th ed.). New Jersey: Pearson
Education

30. THE TEAM
Clara Dini Ayunita (NIM: 55120110081)
RB Radityo Wicahyo Widodo (NIM: 55120110176)
THANK YOU