Marketing Management Session 14


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  • Video icon links to snippet on Swiss Army’s brand extensions.
  • Marketing Management Session 14

    1. 1. Creating Brand Equity
    2. 2. ESPN: A Strong Brand
    3. 3. Kerala Tourism has successfully branded the destination with a brand name, logo, and the tagline “God’s Own Country”
    4. 4. Steps in Strategic Brand Management <ul><li>Identifying and establishing brand positioning </li></ul><ul><li>Planning and implementing brand marketing </li></ul><ul><li>Measuring and interpreting brand performance </li></ul><ul><li>Growing and sustaining brand value </li></ul>
    5. 5. What is a Brand? <ul><li>A brand is a name, term, sign, symbol or design, or a combination of them, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors. </li></ul>
    6. 6. The Role of Brands Identify the maker Simplify product handling Organize accounting Offer legal protection
    7. 7. The Role of Brands Signify quality Create barriers to entry Serve as a competitive advantage Secure price premium
    8. 8. What is Branding? <ul><li>Branding is endowing products and services with the power of the brand. </li></ul>
    9. 9. What is Brand Equity? <ul><li>Brand equity is the added value endowed on products and services, which may be reflected in the way consumers, think, feel, and act with respect to the brand. </li></ul>
    10. 10. Brand Knowledge Knowledge Thoughts Experiences Beliefs Images Feelings
    11. 11. Advantages of Strong Brands <ul><li>Improved perceptions of product performance </li></ul><ul><li>Greater loyalty </li></ul><ul><li>Less vulnerability to competitive marketing actions </li></ul><ul><li>Less vulnerability to crises </li></ul><ul><li>Larger margins </li></ul><ul><li>More inelastic consumer response </li></ul><ul><li>Greater trade cooperation </li></ul><ul><li>Increased marketing communications effectiveness </li></ul><ul><li>Possible licensing opportunities </li></ul>
    12. 12. Apple is a Strong Brand
    13. 13. What is a Brand Promise? <ul><li>A brand promise is the marketer’s vision of what the brand must be and do for consumers. </li></ul>
    14. 14. Burger King Builds Its Brand with Social Connectivity
    15. 15. Brand Equity Models <ul><li>Brand Asset Valuator </li></ul><ul><li>Aaker Model </li></ul><ul><li>BRANDZ </li></ul><ul><li>Brand Resonance </li></ul>
    16. 16. BAV Key Components Differentiation Energy Relevance Esteem Knowledge
    17. 17. Brand Dynamics Pyramid Presence Relevance Performance Advantage Bonding Strong Relationship Weak Relationship
    18. 18. Aaker Model Brand Identity Extended Identity Elements Brand Essence Core Identity Elements
    19. 19. Brand Resonance Pyramid
    20. 20. Drivers of Brand Equity Brand Elements Marketing Activities Meaning Transference
    21. 21. Brand Elements Elements Slogans Brand names URLs Logos Symbols Characters
    22. 22. Brand Element Choice Criteria <ul><li>Memorable </li></ul><ul><li>Meaningful </li></ul><ul><li>Likeability </li></ul><ul><li>Transferable </li></ul><ul><li>Adaptable </li></ul><ul><li>Protectible </li></ul>
    23. 23. Slogans <ul><li>Believe in the best </li></ul><ul><li>Just do it </li></ul><ul><li>Hungry kya? </li></ul><ul><li>Delighting you always </li></ul><ul><li>I’m lovin’ it </li></ul><ul><li>Innovation at work </li></ul>
    24. 24. Designing Holistic Marketing Activities Personalization Integration Internalization
    25. 25. Internal Branding <ul><li>Choose the right moment </li></ul><ul><li>Link internal and external marketing </li></ul><ul><li>Bring the brand alive for employees </li></ul>
    26. 26. Secondary Sources of Brand Knowledge
    27. 27. Measuring Brand Equity Brand Audits Brand Tracking Brand Valuation
    28. 28. The 10 Most Valuable Brands $22.13 Mercedes-Benz $27.50 McDonald’s $27.85 Disney $27.94 Toyota $30.13 Nokia $38.32 Intel $48.91 GE $56.20 IBM $56.93 Microsoft $67.00 Coca-Cola 2006 Brand Value (Billions) Brand
    29. 29. Managing Brand Equity Brand Reinforcement Brand Revitalization Brand Crises
    30. 30. Interbrand’s Steps in Calculating Brand Equity <ul><li>Market segmentation </li></ul><ul><li>Financial analysis </li></ul><ul><li>Role of branding </li></ul><ul><li>Brand strength </li></ul><ul><li>Brand value calculation </li></ul>
    31. 31. Devising a Branding Strategy Develop new brand elements Apply existing brand elements Use a combination of old and new
    32. 32. Branding Terms <ul><li>Brand line </li></ul><ul><li>Brand mix </li></ul><ul><li>Brand extension </li></ul><ul><li>Sub-brand </li></ul><ul><li>Parent brand </li></ul><ul><li>Family brand </li></ul><ul><li>Line extension </li></ul><ul><li>Category extension </li></ul><ul><li>Branded variants </li></ul><ul><li>Licensed product </li></ul><ul><li>Brand dilution </li></ul><ul><li>Brand portfolio </li></ul>
    33. 33. Brand Naming Individual names Blanket family names Separate family names Corporate name-individual name combo
    34. 34. Reasons for Brand Portfolios <ul><li>Increasing shelf presence and retailer dependence in the store </li></ul><ul><li>Attracting consumers seeking variety </li></ul><ul><li>Increasing internal competition within the firm </li></ul><ul><li>Yielding economies of scale in advertising, sales, merchandising, and distribution </li></ul>
    35. 35. Brand Roles in a Brand Portfolio Flankers Low-end Entry-level High-end Prestige Cash Cows
    36. 36. Marketing Debate <ul><li>Are brand extensions good or bad? </li></ul><ul><li>Take a position: </li></ul><ul><li>Brand extensions can endanger brands. </li></ul><ul><li>or </li></ul><ul><li>2. Brand extensions are an important </li></ul><ul><li>brand-growth strategy. </li></ul>
    37. 37. Marketing Discussion <ul><li>How can you relate the different models </li></ul><ul><li>brand equity presented in this chapter? </li></ul><ul><li>How are they similar? Different? </li></ul><ul><li>Can you reconstruct a brand-equity </li></ul><ul><li>Model that incorporates the best of each? </li></ul>