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Brand equity

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Conceitos introdutórios sobre Brand Equity

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  • DOWNLOAD THAT BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book that can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer that is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story That Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money That the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths that Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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  • DOWNLOAD THAT BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book that can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer that is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story That Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money That the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths that Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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  • DOWNLOAD THAT BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book that can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer that is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story That Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money That the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths that Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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Brand equity

  1. 1. ESPM - Pós GNIC 2011.2 Gabriella Portilho - Marketing Estratégico BRAND EQUITY
  2. 2. O QUE É BRAND EQUITY? “Brand equity é um conjunto de ativos ou passivos ligados a uma marca, seu nome e seu símbolo, que se somam ou subtraem do valorproporcionado por um produto ou serviço para uma empresa ou para os consumidores dela.” (Aaker, David A.; Brand Equity gerenciando o valor da marca) “Conjunto de associações e comportamentos da parte de clientes,membros do canal e empresa controladora da marca que permite àmarca ganhar maior volume ou maiores margens do que conseguiriasem o nome de marca e que lhe dá uma vantagem forte, sustentável e diferenciada sobre os concorrentes.” (Marketing Science Institute)
  3. 3. MAS, O QUÊ É MARCA? “Basicamente, marca é a promessa que uma empresa faz de que seu produto ou serviço oferecerá um desempenho previsível.” (Kotler, Philip)
  4. 4. IDENTIDADE DA MARCA proporciona sentido, finalidade e significado à marca É o conjunto deassociações com a marca, Quem é o produto?que representam sua Qual suaproposta de valor. finalidade? Por quê me interessar por ele? PROPOSTA DE VALOR é o que a marca pretende entregar ao cliente (Kotler, Philip:: Administração de Marketing)
  5. 5. MARCA X PRODUTO “O produto é algo que é feito na fábrica; a marca é algo que comprado pelo consumidor. O produto pode ser copiado pelo concorrente; a marca é única. O produto pode ficar ultrapassado rapidamente; a marca bem sucedida é eterna.” (Stephen King Grupo WPP, UK) PRODUTO Escopo Atributos Qualidade Uso
  6. 6. MARCA País de origem PRODUTOAssociações da Escopo organização Atributos Imagem do usuário Qualidade Uso Símbolos Relacionamento marca-consumidor Personalidade da Benefícios de auto- marca expressão Benefícios emocionais
  7. 7. “Conjunto de atividades que visa otimizar aBRANDING gestão das marcas de uma organização como diferencial competitivo.” criar diferenças entre produtos (Keller, Kevin L: Gestão estratégica de marcas) através da gestão da marca, influenciando a decisão de compra Pesquisa de Design mercado Proteção Naming legal Comunicação Avaliação financeira Posicionamento
  8. 8. BRAND EQUITYÉ GERAÇÃO DE VALOR
  9. 9. (Modelo de Aaker, David A) ativos e passivos da marca queinfluenciam no valor percebido { pelo cliente •  onhecimento C •  ualidade percebida Q BRAND •  ssociações de marca A EQUITY •  ealdade L •  utros ativos e passivos da O marca que influenciam no valor percebido pelo cliente ATENÇÃO! O brand equity não é a atribuição de um valor financeiro para a marca, embora ajude nesta avaliação.
  10. 10. { •  ficiência e eficácia dos E VALOR PARA programas de marketingLealdade à marca A EMPRESA •  reços/margens P •  xtensões de marca E •  antagem competitiva V } •  umento da interpretação Ada informação VALOR PARA O•  aior confiança na decisão Mde compra CONSUMIDOR•  atisfação de uso S
  11. 11. CONHECIMENTO•  embrança da marca L as pessoas gostam do que•  amiliaridade com a marca F lhes é familiar
  12. 12. QUALIDADE PERCEBIDA•  ercepção geral de qualidade P• nfluência direta no processo de compra I•  umenta a sustentação de preços premium A o que é qualidade para o público- alvo da marca?
  13. 13. ASSOCIAÇÕES DE MARCA Conteúdos específicos associados à marca •  tributo do produto A •  ontexto de uso C•  tributo da organização A •  stilo de vida E
  14. 14. Estilo de vida: Aventura Contexto de uso: Off Road Atributo do produto: invencível - o melhor dacategoria do que se propõe
  15. 15. LEALDADE•  consumidor é leal à marca? O•  mais barato manter a base de clientes fidelizados; É•  lealdade reduz a vulnerabilidade da marca. A•  umenta a sustentação de preços premium A
  16. 16. OUTROS ATIVOS•  arcas registradas; M•  atentes; P•  ontrole do canal de distribuição, etc. C OB: Sulcos deabsorção patenteados
  17. 17. CONSTRUINDO O BRAND EQUITY (Kotler, Philip)
  18. 18. ELEMENTOS Nomes, imagens, símbolos, caracteres, representantes, slogans, jingles,DA MARCA embalagens, etc. Formato da garrafa Fonte Cor
  19. 19. Símbolo Representante
  20. 20. Monitorar qualquer experiência que gereMARKETING informações para o cliente acerca doHOLÍSTICO produto/marca. Publicidade, boca-a-boca, interação com funcionários, etc.
  21. 21. “Líder do Reclame Aqui, tem 34.452 reclamações desde novembro de 2003, a maioria referente a cobranças indevidas e desrespeito ao consumidor.” “...apenas metade dos que se queixaram voltariam a fazer negócios com a empresa”. (Revista Exame Online: http://exame.abril.com.br/negocios/gestao/noticias/as-10-campeas-de-queixas-no-reclame-aqui?p=2#link)
  22. 22. Associar a marca a valores pré-existentesASSOCIAÇÕES na memória dos consumidores, queSECUNDÁRIAS transmitam o significado desejado.
  23. 23. BRAND EQUITYÉ GERAÇÃO DE VALOR
  24. 24. REFERÊNCIAS BIBLIOGRÁFICAS •  AKER, David A.; Marcas: Brand Equity gerenciando o valor da marca. 5. ed. São Paulo: ANegócio Edtiroa, 1998. •  OTLER, P.; KELLER, K.; Administração em marketing. 12. ed. São Paulo: Pearson Prentice KHall, 2006. •  ELLER, Kevin L.; Gestão estratégica de marcas. São Paulo: Pearson Prentice Hall, 2006. K
  25. 25. OBRIGADA!

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