Sebagai kelengkapan pengerjaan Tugas Besar satu, mata kuliah Strategic Marketing. Universitas Mercu Buana Program Studi Magister Management. Kampus Warung Buncit
Chapter 1 (introduction to strategic brand management)Jawad Chaudhry
Strategic brand management involves four key steps:
1. Identifying and establishing brand positioning and values through tools like mental maps, competitive frames of reference, and core brand values.
2. Planning and implementing brand marketing programs using techniques like mixing brand elements, integrating activities, and leveraging associations.
3. Measuring and interpreting brand performance with audits, tracking, and equity management systems.
4. Growing and sustaining brand equity through strategies like brand-product matrices, portfolios, expansion, reinforcement, and revitalization.
This document discusses strategic brand management. It defines a brand as a name, symbol, or design that identifies a seller's goods or services. For buyers, brands can reduce search costs, risks, and perceived risk. For sellers, brands can facilitate repeat purchases, new product introductions, promotional effectiveness, premium pricing, market segmentation, and brand loyalty. The challenges of brand management include competitive pressures, market fragmentation, complex strategies, bias against innovation, and short-term pressures. Strategic brand analysis involves analyzing products, markets, customers, competition, and brands. Tracking brand performance and analyzing product life cycles, finances, performance, research, and positioning are also discussed.
This document discusses strategic brand management. It defines a brand as a name, symbol or design that identifies a seller's products or services. For buyers, brands can reduce search costs, risks and provide psychological rewards. For sellers, brands can facilitate repeat purchases, new product introductions, promotional effectiveness and premium pricing. Effective brand management requires analyzing the market, customers, competitors and brand, tracking brand performance, understanding the product lifecycle, and measuring brand equity. It also discusses developing a brand identity strategy, managing a brand portfolio, leveraging brands through extensions and co-branding, and avoiding the seven deadly sins of brand management.
This document discusses brand positioning. It defines brand equity as the added value provided to products and services based on consumers' thoughts, feelings, and actions regarding the brand. The document outlines several models for measuring brand equity and lists key aspects of brand positioning like awareness, image, associations, and loyalty. It emphasizes that an effective brand positioning statement should clearly identify the target audience, compelling benefit, and reason why the brand is superior. The document also covers segmentation, targeting, differentiation strategies, and reasons why repositioning a brand may be necessary.
This document discusses positioning strategies for brands and products. It defines positioning as designing a company's offering and image to occupy a distinctive place in the target market's mind. Effective positioning relies on points of differentiation (unique attributes) and points of parity (shared attributes) that are desirable to customers. The document also discusses adapting marketing strategies across the different stages of a product life cycle from emergence to growth, maturity, and decline.
This document defines brands and brand management. It discusses how brands differentiate products and provide value to both consumers and firms. Key points include:
1) A brand identifies the goods/services of a seller and differentiates them from competitors. Brands reduce risks and search costs for consumers.
2) Brands are valuable legal assets that can influence consumer behavior and provide sustained revenues for firms.
3) Strong brands result from a clear vision that is relentlessly pursued. Ongoing brand management is needed to maintain brand strength over time.
4) Strategic brand management involves identifying brand positioning, implementing marketing programs, measuring performance, and growing brand equity.
This document discusses branding strategies and how to build strong brands. It defines brand equity as the effect of brand name on customer response. Brand positioning includes deciding on product attributes, benefits, beliefs and values. Important considerations for brand name selection include suggesting benefits, being memorable, distinctive, translatable and protectable. Brand sponsorship can involve manufacturer brands, private brands or licensing. Strategies for brand development include line extensions, brand extensions, multibrands and new brands. The document emphasizes managing brands by continuously communicating with target audiences and optimizing resources to engage them.
Chapter 1 (introduction to strategic brand management)Jawad Chaudhry
Strategic brand management involves four key steps:
1. Identifying and establishing brand positioning and values through tools like mental maps, competitive frames of reference, and core brand values.
2. Planning and implementing brand marketing programs using techniques like mixing brand elements, integrating activities, and leveraging associations.
3. Measuring and interpreting brand performance with audits, tracking, and equity management systems.
4. Growing and sustaining brand equity through strategies like brand-product matrices, portfolios, expansion, reinforcement, and revitalization.
This document discusses strategic brand management. It defines a brand as a name, symbol, or design that identifies a seller's goods or services. For buyers, brands can reduce search costs, risks, and perceived risk. For sellers, brands can facilitate repeat purchases, new product introductions, promotional effectiveness, premium pricing, market segmentation, and brand loyalty. The challenges of brand management include competitive pressures, market fragmentation, complex strategies, bias against innovation, and short-term pressures. Strategic brand analysis involves analyzing products, markets, customers, competition, and brands. Tracking brand performance and analyzing product life cycles, finances, performance, research, and positioning are also discussed.
This document discusses strategic brand management. It defines a brand as a name, symbol or design that identifies a seller's products or services. For buyers, brands can reduce search costs, risks and provide psychological rewards. For sellers, brands can facilitate repeat purchases, new product introductions, promotional effectiveness and premium pricing. Effective brand management requires analyzing the market, customers, competitors and brand, tracking brand performance, understanding the product lifecycle, and measuring brand equity. It also discusses developing a brand identity strategy, managing a brand portfolio, leveraging brands through extensions and co-branding, and avoiding the seven deadly sins of brand management.
This document discusses brand positioning. It defines brand equity as the added value provided to products and services based on consumers' thoughts, feelings, and actions regarding the brand. The document outlines several models for measuring brand equity and lists key aspects of brand positioning like awareness, image, associations, and loyalty. It emphasizes that an effective brand positioning statement should clearly identify the target audience, compelling benefit, and reason why the brand is superior. The document also covers segmentation, targeting, differentiation strategies, and reasons why repositioning a brand may be necessary.
This document discusses positioning strategies for brands and products. It defines positioning as designing a company's offering and image to occupy a distinctive place in the target market's mind. Effective positioning relies on points of differentiation (unique attributes) and points of parity (shared attributes) that are desirable to customers. The document also discusses adapting marketing strategies across the different stages of a product life cycle from emergence to growth, maturity, and decline.
This document defines brands and brand management. It discusses how brands differentiate products and provide value to both consumers and firms. Key points include:
1) A brand identifies the goods/services of a seller and differentiates them from competitors. Brands reduce risks and search costs for consumers.
2) Brands are valuable legal assets that can influence consumer behavior and provide sustained revenues for firms.
3) Strong brands result from a clear vision that is relentlessly pursued. Ongoing brand management is needed to maintain brand strength over time.
4) Strategic brand management involves identifying brand positioning, implementing marketing programs, measuring performance, and growing brand equity.
This document discusses branding strategies and how to build strong brands. It defines brand equity as the effect of brand name on customer response. Brand positioning includes deciding on product attributes, benefits, beliefs and values. Important considerations for brand name selection include suggesting benefits, being memorable, distinctive, translatable and protectable. Brand sponsorship can involve manufacturer brands, private brands or licensing. Strategies for brand development include line extensions, brand extensions, multibrands and new brands. The document emphasizes managing brands by continuously communicating with target audiences and optimizing resources to engage them.
Incorporating the latest industry thinking and developments, this exploration of brands, brand equity, and strategic brand management combines a comprehensive theoretical foundation with numerous techniques and practical insights for making better day-to-day and long-term brand decisions–and thus improving the long-term profitability of specific brand strategies.
Brand Tracking Studies
What is brand tracking?
Why brand tracking?
Whom to track
When to track
What to track
Brand attributes
Case study iphone 5
Brand Matrices
Model for Brand Tracking
Why brand tracking studies fail
References
Brand equity refers to the value added to a product or service by its brand name. It is built through successful branding and brand management strategies. Brand equity results in greater customer loyalty, less vulnerability to competition, and larger profit margins. Strong brands are valuable corporate assets that provide competitive advantages like brand extensions and licensing opportunities. Managing brand equity requires identifying brand positions, implementing marketing programs, measuring brand performance, and growing the brand over time.
A brand is a name, symbol or design that identifies a seller's goods/services and differentiates them from competitors. It is a product plus added dimensions that differentiate it. Brands create competitive advantage and provide value for both consumers and companies. Building customer-based brand equity involves creating brand knowledge structures through initial brand elements and marketing programs. Strong, favorable brand associations held in customer memory determine customer-based brand equity and its benefits like greater loyalty and price premiums.
The document discusses how to craft an effective brand positioning strategy. It explains that brands must find their points of difference from competitors to stand out while also identifying points of parity. An effective brand mantra and emotional/cultural branding can help a company gain competitive advantage. The document provides an outline of topics for crafting a brand positioning such as industry context, different frames of reference, and leveraging means of differentiation.
This document discusses brand planning and positioning. It introduces the brand resonance model, which outlines steps to build customer-based brand equity through increasing levels of brand awareness, meaning, response, and relationships. The goal is to create brand resonance where customers feel in sync with the brand. It also covers the brand positioning model, including identifying competitive frames of reference, points of parity/difference, and developing brand mantras. Tools like these can help guide strategic brand planning and implementation.
This document discusses criteria for choosing effective brand elements, including memorability, meaningfulness, likability, transferability, adaptability, and protectability. It provides examples of various brand elements like names, logos, symbols, slogans, URLs, jingles, and packaging that can be used to build brand equity when chosen carefully based on these criteria. The brand elements should create awareness, form positive associations, and reinforce the brand's positioning in customers' minds.
1) Brand positioning involves designing a company's offer and image to occupy a distinct and valued place in the target customer's mind.
2) Effective positioning relies on unique, meaningful points of difference that provide a competitive advantage and reason for customers to buy the brand over others.
3) Guidelines for positioning include choosing points of difference that are desirable, distinctive, and believable, as well as deliverable, communicable, and sustainable over time. Marketers must also establish points of parity and difference between their brand and competitors.
Chap 5, designing marketing programme to build brand equityRajesh Kumar
In current time making marketing strategy is as important to put it on branding platform. This slides will give details view about marketing strategy for branding
Regards
Rajesh
The document discusses strategic brand management and positioning. It outlines the four main steps in the strategic brand management process: identifying brand positioning and values, planning marketing programs, implementing programs, and measuring performance. It also discusses determining desired brand knowledge structures, establishing points-of-parity and points-of-difference, communicating these to build brand equity, and updating positioning over time. Core brand values and developing an impactful brand mantra are also covered.
The document discusses brand extensions, which is when an established brand name is used to introduce a new product. There are advantages to using brand extensions such as facilitating new product acceptance and reducing risks and costs associated with introducing a new product. However, there are also disadvantages like potentially confusing consumers or failing and hurting the parent brand image. For a brand extension to be successful, it must create similarities and differences compared to the parent brand and category to appeal to consumers. The marketing program for a brand extension must also leverage the parent brand's equity while enhancing the new product.
The document summarizes key concepts about branding from chapters 2 and 3 of an unknown work.
It discusses how brands transform product categories by organizing the market and giving products identity. Brands are a long-term vision that shape categories and hold certain positions. Strategy is needed to unite the brand vision and core values. Brands also protect innovators through exclusiveness and reward risk-taking.
It then explains the halo effect where brands influence through search, experience, and belief cues. Kernel traits unconditionally signify the brand, while peripheral traits depend on the product range. Flagship products reveal the brand direction. Brands can guide product perceptions like a prism.
Finally, it notes that brands benefit all companies
This document discusses branding and brand equity. It defines branding as endowing products with a brand to create differences between products. Brand equity is the added value provided to products and services by a brand. The Aaker model identifies five categories of brand assets and liabilities that contribute to brand equity: brand loyalty, brand awareness, perceived quality, brand associations, and other proprietary assets. The brand resonance model shows how brand identity, meaning, response, and relationships build brand resonance. Methods for measuring brand equity include brand audits, brand tracking, and brand valuation. Managing brand equity involves brand reinforcement, handling brand crises, brand extensions, and developing brand portfolios.
This document provides an overview of brand positioning. It begins with definitions of branding, positioning, and brand positioning. It then discusses perceptual mapping and how positioning approaches can be based on attributes, benefits, use occasions, price-quality, product categories, competitors, and repositioning. Common positioning errors like under, over, and confused positioning are explained. The document also covers brand mantras, taglines, and provides case studies on the positioning of ENO antacid and Maggi noodles in India.
Branding and Brand Positioning / Marketing Management By Kotler KellerChoudhry Asad
This document provides an outline on branding and brand positioning. It defines what a brand and branding are, and lists advantages of strong brands such as improved perceptions, loyalty, margins, and marketing effectiveness. It discusses key aspects of branding including brand elements, equity, strategies, and portfolios. It also covers brand positioning and differentiating a brand through points of parity and points of difference. The document aims to educate on developing and managing brands for optimal market performance and value.
This document summarizes key concepts in brand positioning and brand audits. It discusses determining a brand's points of parity and points of difference compared to competitors. An effective brand positioning clearly defines the target market and competitive frame of reference. A brand audit examines both internal and external perceptions of a brand to understand its sources of equity and recommend strategies to maximize long-term value. The audit involves inventorying brand elements, exploring consumer perceptions, and identifying strengths, weaknesses, and opportunities.
A brand is primarily an idea or image that customers instantly identify with a product or service. Branding elements like logos, slogans, and color schemes allow companies to build a unique reputation beyond just their products and services to generate more revenue. However, focusing too much on short-term financial gains can neglect building the brand as an asset. Effective branding requires excellent brand concepts and execution, as well as sensible budgeting for both branding and marketing efforts. Building opportunities for branding include defining customer personas, having a strong online and social media presence, blogging to share valuable information, and prioritizing great customer service which can boost word-of-mouth recognition of the brand.
Brand equity refers to the added value provided to products and services by a brand. It is an intangible asset that has psychological and financial value for a firm. Brand equity develops as customers become aware of, recognize, try, and form a preference for a brand, potentially becoming loyal to it. Strong brands with positive consumer perceptions, like Apple, have high brand equity, while brands that disappoint consumers can develop negative equity.
This document discusses various strategies for positioning a brand, including:
- Quality positioning - Focusing on a specific area of quality or expertise to differentiate from competitors.
- Value/price positioning - Emphasizing either a high-end or value-priced offering while ensuring quality.
- Benefit positioning - Highlighting the unique benefits of a product or service to appeal to consumer needs.
- Demographic positioning - Targeting brands towards specific age groups or genders.
- Competitor positioning - Establishing superiority by directly comparing to other similar brands.
- Cultural symbol positioning - Leveraging cultural icons to associate a brand with certain values.
The document discusses key concepts in brand management including defining a brand, the importance of branding, the brand management process, challenges in brand management, and Keller's Customer-Based Brand Equity model which identifies the steps of establishing brand identity, brand meaning, brand response, and brand relationships to build strong brand equity. It provides examples of different strategies for positioning a brand including using product attributes, technology, benefits, user categories, in relation to competitors, or as an integrator.
The document discusses strategic brand management. It covers identifying and establishing brand positioning and values, planning and implementing brand marketing programs, and measuring brand performance. Specifically, it discusses determining target markets and competitors, segmentation criteria, points of parity and differentiation, and developing a brand's positioning through its associations. The goal of strategic brand management is to build, measure, and manage brand equity over time.
This document provides an introduction to branding, including definitions of key branding concepts and strategies. It discusses why brands are important for both companies and consumers. Brands help differentiate products and build customer loyalty. Strong brands can command premium prices and remain resilient even if other assets are lost. The document outlines several factors that are important for building a successful brand, such as quality, positioning, communications, investing long-term, and internal marketing. It also defines different types of brands like manufacturers' brands, private labels, individual brands, and family brands.
Incorporating the latest industry thinking and developments, this exploration of brands, brand equity, and strategic brand management combines a comprehensive theoretical foundation with numerous techniques and practical insights for making better day-to-day and long-term brand decisions–and thus improving the long-term profitability of specific brand strategies.
Brand Tracking Studies
What is brand tracking?
Why brand tracking?
Whom to track
When to track
What to track
Brand attributes
Case study iphone 5
Brand Matrices
Model for Brand Tracking
Why brand tracking studies fail
References
Brand equity refers to the value added to a product or service by its brand name. It is built through successful branding and brand management strategies. Brand equity results in greater customer loyalty, less vulnerability to competition, and larger profit margins. Strong brands are valuable corporate assets that provide competitive advantages like brand extensions and licensing opportunities. Managing brand equity requires identifying brand positions, implementing marketing programs, measuring brand performance, and growing the brand over time.
A brand is a name, symbol or design that identifies a seller's goods/services and differentiates them from competitors. It is a product plus added dimensions that differentiate it. Brands create competitive advantage and provide value for both consumers and companies. Building customer-based brand equity involves creating brand knowledge structures through initial brand elements and marketing programs. Strong, favorable brand associations held in customer memory determine customer-based brand equity and its benefits like greater loyalty and price premiums.
The document discusses how to craft an effective brand positioning strategy. It explains that brands must find their points of difference from competitors to stand out while also identifying points of parity. An effective brand mantra and emotional/cultural branding can help a company gain competitive advantage. The document provides an outline of topics for crafting a brand positioning such as industry context, different frames of reference, and leveraging means of differentiation.
This document discusses brand planning and positioning. It introduces the brand resonance model, which outlines steps to build customer-based brand equity through increasing levels of brand awareness, meaning, response, and relationships. The goal is to create brand resonance where customers feel in sync with the brand. It also covers the brand positioning model, including identifying competitive frames of reference, points of parity/difference, and developing brand mantras. Tools like these can help guide strategic brand planning and implementation.
This document discusses criteria for choosing effective brand elements, including memorability, meaningfulness, likability, transferability, adaptability, and protectability. It provides examples of various brand elements like names, logos, symbols, slogans, URLs, jingles, and packaging that can be used to build brand equity when chosen carefully based on these criteria. The brand elements should create awareness, form positive associations, and reinforce the brand's positioning in customers' minds.
1) Brand positioning involves designing a company's offer and image to occupy a distinct and valued place in the target customer's mind.
2) Effective positioning relies on unique, meaningful points of difference that provide a competitive advantage and reason for customers to buy the brand over others.
3) Guidelines for positioning include choosing points of difference that are desirable, distinctive, and believable, as well as deliverable, communicable, and sustainable over time. Marketers must also establish points of parity and difference between their brand and competitors.
Chap 5, designing marketing programme to build brand equityRajesh Kumar
In current time making marketing strategy is as important to put it on branding platform. This slides will give details view about marketing strategy for branding
Regards
Rajesh
The document discusses strategic brand management and positioning. It outlines the four main steps in the strategic brand management process: identifying brand positioning and values, planning marketing programs, implementing programs, and measuring performance. It also discusses determining desired brand knowledge structures, establishing points-of-parity and points-of-difference, communicating these to build brand equity, and updating positioning over time. Core brand values and developing an impactful brand mantra are also covered.
The document discusses brand extensions, which is when an established brand name is used to introduce a new product. There are advantages to using brand extensions such as facilitating new product acceptance and reducing risks and costs associated with introducing a new product. However, there are also disadvantages like potentially confusing consumers or failing and hurting the parent brand image. For a brand extension to be successful, it must create similarities and differences compared to the parent brand and category to appeal to consumers. The marketing program for a brand extension must also leverage the parent brand's equity while enhancing the new product.
The document summarizes key concepts about branding from chapters 2 and 3 of an unknown work.
It discusses how brands transform product categories by organizing the market and giving products identity. Brands are a long-term vision that shape categories and hold certain positions. Strategy is needed to unite the brand vision and core values. Brands also protect innovators through exclusiveness and reward risk-taking.
It then explains the halo effect where brands influence through search, experience, and belief cues. Kernel traits unconditionally signify the brand, while peripheral traits depend on the product range. Flagship products reveal the brand direction. Brands can guide product perceptions like a prism.
Finally, it notes that brands benefit all companies
This document discusses branding and brand equity. It defines branding as endowing products with a brand to create differences between products. Brand equity is the added value provided to products and services by a brand. The Aaker model identifies five categories of brand assets and liabilities that contribute to brand equity: brand loyalty, brand awareness, perceived quality, brand associations, and other proprietary assets. The brand resonance model shows how brand identity, meaning, response, and relationships build brand resonance. Methods for measuring brand equity include brand audits, brand tracking, and brand valuation. Managing brand equity involves brand reinforcement, handling brand crises, brand extensions, and developing brand portfolios.
This document provides an overview of brand positioning. It begins with definitions of branding, positioning, and brand positioning. It then discusses perceptual mapping and how positioning approaches can be based on attributes, benefits, use occasions, price-quality, product categories, competitors, and repositioning. Common positioning errors like under, over, and confused positioning are explained. The document also covers brand mantras, taglines, and provides case studies on the positioning of ENO antacid and Maggi noodles in India.
Branding and Brand Positioning / Marketing Management By Kotler KellerChoudhry Asad
This document provides an outline on branding and brand positioning. It defines what a brand and branding are, and lists advantages of strong brands such as improved perceptions, loyalty, margins, and marketing effectiveness. It discusses key aspects of branding including brand elements, equity, strategies, and portfolios. It also covers brand positioning and differentiating a brand through points of parity and points of difference. The document aims to educate on developing and managing brands for optimal market performance and value.
This document summarizes key concepts in brand positioning and brand audits. It discusses determining a brand's points of parity and points of difference compared to competitors. An effective brand positioning clearly defines the target market and competitive frame of reference. A brand audit examines both internal and external perceptions of a brand to understand its sources of equity and recommend strategies to maximize long-term value. The audit involves inventorying brand elements, exploring consumer perceptions, and identifying strengths, weaknesses, and opportunities.
A brand is primarily an idea or image that customers instantly identify with a product or service. Branding elements like logos, slogans, and color schemes allow companies to build a unique reputation beyond just their products and services to generate more revenue. However, focusing too much on short-term financial gains can neglect building the brand as an asset. Effective branding requires excellent brand concepts and execution, as well as sensible budgeting for both branding and marketing efforts. Building opportunities for branding include defining customer personas, having a strong online and social media presence, blogging to share valuable information, and prioritizing great customer service which can boost word-of-mouth recognition of the brand.
Brand equity refers to the added value provided to products and services by a brand. It is an intangible asset that has psychological and financial value for a firm. Brand equity develops as customers become aware of, recognize, try, and form a preference for a brand, potentially becoming loyal to it. Strong brands with positive consumer perceptions, like Apple, have high brand equity, while brands that disappoint consumers can develop negative equity.
This document discusses various strategies for positioning a brand, including:
- Quality positioning - Focusing on a specific area of quality or expertise to differentiate from competitors.
- Value/price positioning - Emphasizing either a high-end or value-priced offering while ensuring quality.
- Benefit positioning - Highlighting the unique benefits of a product or service to appeal to consumer needs.
- Demographic positioning - Targeting brands towards specific age groups or genders.
- Competitor positioning - Establishing superiority by directly comparing to other similar brands.
- Cultural symbol positioning - Leveraging cultural icons to associate a brand with certain values.
The document discusses key concepts in brand management including defining a brand, the importance of branding, the brand management process, challenges in brand management, and Keller's Customer-Based Brand Equity model which identifies the steps of establishing brand identity, brand meaning, brand response, and brand relationships to build strong brand equity. It provides examples of different strategies for positioning a brand including using product attributes, technology, benefits, user categories, in relation to competitors, or as an integrator.
The document discusses strategic brand management. It covers identifying and establishing brand positioning and values, planning and implementing brand marketing programs, and measuring brand performance. Specifically, it discusses determining target markets and competitors, segmentation criteria, points of parity and differentiation, and developing a brand's positioning through its associations. The goal of strategic brand management is to build, measure, and manage brand equity over time.
This document provides an introduction to branding, including definitions of key branding concepts and strategies. It discusses why brands are important for both companies and consumers. Brands help differentiate products and build customer loyalty. Strong brands can command premium prices and remain resilient even if other assets are lost. The document outlines several factors that are important for building a successful brand, such as quality, positioning, communications, investing long-term, and internal marketing. It also defines different types of brands like manufacturers' brands, private labels, individual brands, and family brands.
This document provides an overview of brands and brand management. It defines what a brand is, distinguishing between a brand with a small "b" which is a name/symbol, and a Brand with a capital "B" which has created awareness and reputation. Brands are described as being more than just products in that they can differentiate in ways beyond product attributes. The importance of brands to both consumers and firms is discussed, including how brands can reduce risks for consumers and be valuable legal property for firms. The document notes that many different types of things can be branded, and gives examples. It introduces the concepts of brand equity and strategic brand management.
This document discusses key concepts related to branding and brand equity. It defines a brand as a name, symbol or design that identifies a seller's goods/services and differentiates them from competitors. Brand equity refers to the added value provided to products and services due to the brand, as perceived by consumers. Brand equity is built through marketing activities and investments that create brand awareness, loyalty, perceptions of quality, and brand associations. It can be measured using tools like brand audits, brand tracking, and brand valuation. Managing brand equity involves developing a branding strategy that makes decisions around brand architecture, portfolio, and revitalization.
Brand management with respective of CaburyPrateek Pawar
All of us are consumers. We consume things of daily use; we also consume and buy the products according to our needs, preferences and buying power. These can be consumable goods, durable goods, specialty goods or, industrial goods.
Setting Product Strategy and Creating Brand Equity discusses product strategy, brand equity, and branding. It covers distinguishing products, evaluating brands based on branding and experience, protecting brands through trademarks and patents. It also discusses the roles of brands in creating differentiation, applying branding to different entities, and the scope and advantages of strong brands. Key aspects covered include building brand equity through brand elements, marketing activities, and secondary associations. Various models of brand equity and resonance are presented.
This document provides an overview of brands and brand management. It defines what a brand is, distinguishes brands from products, and explains the five levels of meaning for a product. It discusses why brands are important for both consumers and firms in reducing risk, simplifying decisions, and acting as a source of competitive advantage and financial returns. The document also outlines the strategic brand management process and introduces concepts like brand positioning, marketing programs, performance measurement, and growing brand equity.
This document discusses branding and brand valuation. It defines what brands are, their importance for differentiation and customer loyalty. Strong brands have high brand equity and positive brand image. The document also discusses types of brands like manufacturers' brands and private labels. It notes Coca-Cola as the most valuable brand according to Interbrand's valuation methodology, which discounts projected brand earnings based on risk factors to determine net present brand value.
The document provides an overview of branding and brand equity from several perspectives. It discusses how branding can be applied to different entities and defines brand equity as the added value provided to products and services by branding. Several models for measuring and understanding brand equity are described, including the Brand Asset Valuator model, Brandz, and the Brand Resonance model. The document also covers topics like the advantages of strong brands, brand promises, internal branding, brand communities, measuring brand equity, and managing brand equity through reinforcement, determining brand worth, and brand revitalization.
Content needs to be written with one purpose: to be Important. That means that it must anger a response or a attention from the reader. Many companies think that if they create content that fulfills a need or answers a question, they will somehow be compensated with their content being shared by millions.
The document outlines learning objectives and an assignment for a brand management course. The objectives describe changes in new media, marketing communication options, and tactical issues in evaluating options. The assignment involves developing integrated marketing communication programs for a brand, including post-purchase strategies, pricing, communication amplifiers, and social/content marketing. It provides guidelines for assignments, including objectives, descriptions, costs, measurements, and justifications based on relevant theories.
This document defines brands and discusses their importance. It provides definitions of a brand from marketing experts and outlines key functions of branding like product identification, ensuring quality, and facilitating consumer choice. Brands help both consumers through standardized quality and firms by increasing sales and prestige. The document also categorizes different types of brands and lists top innovative companies to illustrate brand leadership over time.
Brand Management 260
Chapter 13
MANAGING BRANDS OVER TIME
“Products have limited life cycles, but brands -- if managed well -- last forever.”
Jean-Marie Dru, Author of “Disruption”
Managing Brands Over Time
Effective brand management requires taking a long-term view of marketing decisions.
Any action that a firm takes as part of its marketing program has the potential to change consumer knowledge about a brand.
These changes in consumer brand knowledge from current marketing activity also will have an indirect effect on the success of future marketing activities.
Today’s Agenda
Reinforcing Brands
Revitalizing Brands
Reinforcing Brands
Reinforcing Brands
Generally, we reinforce brand equity by marketing actions that consistently convey the meaning of the brand to consumers in terms of Brand Awareness and Brand Image.
Consumer response to past marketing activity
Consumer response to future marketing activity
Consumer response to current marketing activity
Brand awareness and brand image
Changed brand awareness and brand image
Questions to the Marketers
The Brand Meaning
Brand Awareness
What products does the brand represent?
What benefits does it supply?
What needs does it satisfy?
Brand Image
How does the brand make products superior?
What strong, favorable & unique brand associations exist in the customers’ minds?
1. Brand Awareness
What products does the brand represent, what benefit does it supply, and what needs does it satisfy?
Kellogg’s Nutri-Grain has expanded from cereals into granola bars and other products, cementing its reputation as “makers of healthy breakfast and snack foods.”
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2. Brand Image
How does the brand make those products superior?
What strong, favorable, and unique brand associations exist in the minds of consumers?
Through product development, Apple Computer (now Apple Inc.) has transformed from a computers manufacturer to a stylish consumer electronics brand, reinforcing its brand association as “Tools for creative minds”
Market Leaders & Failures
From the perspective of maintaining consumer loyalty, inadequate marketing support is a dangerous strategy when combined with price increases.
Brands such as Budweiser, Coca-Cola, Hershey, and Marlboro have been remarkably consistent in their strategies once they achieved a preeminent market leadership position.
Consistency & Change
Consistent marketing support in amount and nature.
Tactical shifts and changes to maintain the strategic thrust and direction of the brand.
Despite tactical changes, certain key elements of the marketing program are always retained..
Keep certain key creative elements in marketing communication to create Advertising Equity
Retro-branding or retro-advertising have enduring ...
This document discusses branding and brand equity. It defines branding as differentiating a product or service from competitors through elements like names, terms, symbols or designs. Brand equity refers to the added value a brand name provides in how consumers think of and react to a brand, as well as the profits and market share the brand generates. There are three perspectives of measuring brand equity - financial (price premium a brand commands), brand extensions (leveraging brand awareness to launch related products), and consumer-based (how a brand strengthens consumer attitudes). Strong brands are valuable assets that can benefit companies for generations by building customer loyalty and trust.
“If this business were split up, I would give you the land and bricks and mortar, and I would take the brands and trademarks, and I would fare better than you”. This statement was made by John Stuart, Chairman of Quaker. It revealed the importance that some business executives attached to the concept of brand equity even when many had not grasp the vision. Tangible assets ruled for much of the 20th century. Business executives knew brands were there but their value was not recognized by many. Then the 1980s arrived, and by this time the value of brands was recognized not only by top corporate officials but also by consumers. This brand equity is the measurable value derived from marketing and other strategic management efforts attributable to a brand. This measureable value enables customers in making buying decisions, builds customer loyalty, builds market share, protects market share, helps command higher prices and assist in business expansion. But there is also a flip side, a neglected brand erodes value. The problem gets more acute when it comes to understanding what makes a brand valuable than others: how should one measure the strength of a brand? What limited numbers of indicators should one use to evaluate what is commonly called brand equity?
Introduction to Brand Management. What are Brands? Why are they important to customers and firms? How do you create a brand? What are the important brand metrics?
1. Brand management includes analyzing how a brand is positioned in retail and maintaining its reputation.
2. Brand equity represents the added value provided to a product from past marketing investments. It links past brand performance to future brand actions.
3. Successful retail branding ensures stable long-term demand, better margins, product differentiation, trust in fulfillment of expectations, and protection from competition.
Expenditure on brand building may be percieved as costly especially when viewed against the backdrop of the recently economic downturn. However, to unlock the potential inherent in any strategic move, business managers need to elevate the proposition through the adoption of the concept of branding.
Chapter 12 addressing competition and driving growth pptAndreasPrasetia1
The document discusses competitive strategies for different types of market participants: market leaders, challengers, followers, and niche players. It defines key terms like competitive advantage and describes the process of competitor analysis. For each market type, it outlines characteristics and examples of effective strategies. Market leaders should expand total demand and protect market share through continuous innovation. Challengers attack leaders directly or indirectly. Followers focus on profit by copying or improving leaders. Niche players target specific segments through specialization in areas like product or geography. The document provides recommendations for adjusting strategies during an economic downturn as well.
[Ringkasan]
Strategi promosi, periklanan, dan penjualan membahas berbagai komponen strategi promosi seperti promosi penjualan, periklanan, hubungan masyarakat, dan pemasaran langsung. Dokumen ini juga membahas strategi periklanan seperti penentuan tujuan, biaya, strategi kreatif, dan media serta evaluasi efektivitas. Selain itu, dibahas pula strategi promosi penjualan yang terdiri dari berbagai insentif dengan tujuan j
14. chapter 11. yonatan bagus adi putra 55120110116AndreasPrasetia1
Ringkasan dokumen tersebut adalah:
1. Dokumen tersebut membahas tentang pemahaman harga dan peran strategis harga dalam pemasaran serta metode dan strategi penetapan harga.
2. Ada beberapa faktor yang mempengaruhi keputusan penetapan harga seperti permintaan, biaya, dan persaingan.
3. Ada beberapa metode penetapan harga seperti penetapan harga mark up, tingkat pengembalian sasaran, nilai anggapan, dan harga murah
Sebagai kelengkapan pengerjaan Tugas Besar satu, mata kuliah Strategic Marketing. Universitas Mercu Buana Program Studi Magister Management. Kampus Warung Buncit
1. Strategi rantai nilai adalah aktivitas internal perusahaan untuk menciptakan nilai, mulai dari desain, produksi, pemasaran, pengiriman, hingga dukungan produk. Ini juga mencakup kerja sama dengan mitra untuk menciptakan dan mengirimkan produk ke pasar.
2. Kerangka pemasaran holistik mengelola rantai nilai untuk memberikan kualitas dan layanan tinggi kepada pelanggan, serta memperluas pangsa pasar
10.2 chapter 12 rizal agung w 55120110187 (absen no. 25)AndreasPrasetia1
Sebagai kelengkapan pengerjaan Tugas Besar satu, mata kuliah Strategic Marketing. Universitas Mercu Buana Program Studi Magister Management. Kampus Warung Buncit
Addressing Competition and Driving Growth. Presentation Sebagai kelengkapan pengerjaan Tugas Besar satu, mata kuliah Strategic Marketing. Universitas Mercu Buana Program Studi Magister Management. Kampus Warung Buncit
09. chapter 9. e. hartoyo christantyo 55120110091 & kasman pandiangan 551...AndreasPrasetia1
Ringkasan dokumen tersebut adalah sebagai berikut:
1. Dokumen tersebut membahas tentang ekuitas merek dan bagaimana membangun serta memelihara nilai merek.
2. Ada empat pilar ekuitas merek yaitu diferensiasi, relevansi, penghargaan, dan pengetahuan.
3. Studi kasus yang dibahas adalah perluasan merek Corolla ke segmen SUV dengan model Corolla Cross yang mendapatkan sambutan baik dari konsumen.
8. chapter 9 clara dini ayunita (55120110081) & rb radityo (55120110176)AndreasPrasetia1
Sebagai kelengkapan pengerjaan Tugas Besar satu, mata kuliah Strategic Marketing. Universitas Mercu Buana Program Studi Magister Management. Kampus Warung Buncit
8. chapter 9 clara dini ayunita (55120110081) & rb radityo (55120110176)AndreasPrasetia1
Dokumen tersebut membahas tentang manajemen brand strategis yang terdiri atas 4 tahapan yaitu mengidentifikasi, merencanakan, mengukur, dan mengembangkan brand. Dokumen juga membahas tentang pilihan strategi utama branding seperti pemilihan nama brand, posisi brand, sponsorship brand, dan pengukuran brand equity yang terdiri atas brand asset valutor dan brandZ. Terakhir dibahas cara membangun dan mengelola brand equity dengan brand reinforcement dan brand revitalization.
Sebagai kelengkapan pengerjaan Tugas Besar satu, mata kuliah Strategic Marketing. Universitas Mercu Buana Program Studi Magister Management. Kampus Warung Buncit
05. chapter 4 ppt yugi dwi atmogo (55120110072) & adrial martinus bangapa...AndreasPrasetia1
Sebagai kelengkapan pengerjaan Tugas Besar satu, mata kuliah Strategic Marketing. Universitas Mercu Buana Program Studi Magister Management. Kampus Warung Buncit
03. chapter 2 masiyono 55120110048 & fransiskus h. 55120110146AndreasPrasetia1
Sebagai kelengkapan pengerjaan Tugas Besar satu, mata kuliah Strategic Marketing. Universitas Mercu Buana Program Studi Magister Management. Kampus Warung Buncit
03. chapter 2 masiyono 55120110048 & fransiskus h. 55120110146.AndreasPrasetia1
Sebagai kelengkapan pengerjaan Tugas Besar satu, mata kuliah Strategic Marketing. Universitas Mercu Buana Program Studi Magister Management. Kampus Warung Buncit
Sebagai kelengkapan pengerjaan Tugas Besar satu, mata kuliah Strategic Marketing. Universitas Mercu Buana Program Studi Magister Management. Kampus Warung Buncit
In this dynamic session titled "Future-Proof Like Beyoncé: Syncing Email and Social Media for Iconic Brand Longevity," Carlos Gil, U.S. Brand Evangelist for GetResponse, unveils how to safeguard and elevate your digital marketing strategy. Explore how integrating email marketing with social media can not only increase your brand's reach but also secure its future in the ever-changing digital landscape. Carlos will share invaluable insights on developing a robust email list, leveraging data integration for targeted campaigns, and implementing AI tools to enhance cross-platform engagement. Attendees will learn how to maintain a consistent brand voice across all channels and adapt to platform changes proactively. This session is essential for marketers aiming to diversify their online presence and minimize dependence on any single platform. Join Carlos to discover how to turn social media followers into loyal email subscribers and ultimately, drive sustainable growth and revenue for your brand. By harnessing the best practices and innovative strategies discussed, you will be equipped to navigate the challenges of the digital age, ensuring your brand remains relevant and resonant with your audience, no matter the platform. Don’t miss this opportunity to transform your approach and achieve iconic brand longevity akin to Beyoncé's enduring influence in the entertainment industry.
Key Takeaways:
Integration of Email and Social Media: Understanding how to seamlessly integrate email marketing with social media efforts to expand reach and reinforce brand presence. Building a Robust Email List: Strategies for developing a strong email list that provides a direct line of communication to your audience, independent of social media algorithms. Data Integration for Targeted Campaigns: Leveraging combined data from email and social media to create personalized, targeted marketing campaigns that resonate with the audience. Utilization of AI Tools: Implementing AI and automation tools to enhance efficiency and effectiveness across marketing channels. Consistent Brand Voice Across Platforms: Maintaining a unified brand voice and message across all digital platforms to strengthen brand identity and user trust. Proactive Adaptation to Platform Changes: Staying ahead of social media platform changes and algorithm updates to keep engagement high and interactions meaningful. Conversion of Social Followers to Email Subscribers: Techniques to encourage social media followers to subscribe to email, ensuring a direct and consistent connection. Sustainable Growth and Minimized Platform Dependence: Strategies to diversify digital presence and reduce reliance on any single social media platform, thereby mitigating risks associated with platform volatility.
Build marketing products across the customer journey to grow your business and build a relationship with your customer. For example you can build graders, calculators, quizzes, recommendations, chatbots or AR apps. Things like Hubspot's free marketing grader, Moz's site analyzer, VenturePact's mobile app cost calculator, new york times's dialect quiz, Ikea's AR app, L'Oreal's AR app and Nike's fitness apps. All of these examples are free tools that help drive engagement with your brand, build an audience and generate leads for your core business by adding value to a customer during a micro-moment.
Key Takeaways:
Learn how to use specific GPTs to help you Learn how to build your own marketing tools
Generate marketing ideas for your business How to think through and use AI in marketing
How AI changes the marketing game
Mastering Dynamic Web Designing A Comprehensive Guide.pdfIbrandizer
Dynamic Web Designing involves creating interactive and adaptable web pages that respond to user input and change dynamically, enhancing user experience with real-time data, animations, and personalized content tailored to individual preferences.
This session will aim to comprehensively review the current state of artificial intelligence techniques for emotional recognition and their potential applications in optimizing digital advertising strategies. Key studies developing AI models for multimodal emotion recognition from videos, images, and neurophysiological signals were analyzed to build content for this session. The session delves deeper into the current challenges, opportunities to help realize the full benefits of emotion AI for personalized digital marketing.
Unlock the secrets to creating a standout trade show booth with our comprehensive guide from Blue Atlas Marketing! This presentation is packed with essential tips and innovative strategies to ensure your booth attracts attention, engages visitors, and drives business success. Whether you're a seasoned exhibitor or a first-timer, these expert insights will help you maximize your impact and make a memorable impression in a crowded exhibition hall. Learn how to:
Design an eye-catching and inviting booth
Incorporate interactive elements that engage visitors
Use effective branding and visuals to reinforce your message
Plan your booth layout for maximum traffic flow
Implement technology to enhance the visitor experience
Create memorable experiences that leave a lasting impression
Transform your trade show presence with these proven tactics and ensure your booth stands out from the competition. Download the PDF now and start planning your next successful exhibit!
In the face of the news of Google beginning to remove cookies from Chrome (30m users at the time of writing), there’s no longer time for marketers to throw their hands up and say “I didn’t know” or “They won’t go through with it”. Reality check - it has already begun - the time to take action is now. The good news is that there are solutions available and ready for adoption… but for many the race to catch up to the modern internet risks being a messy, confusing scramble to get back to "normal"
Conferences like DigiMarCon provide ample opportunities to improve our own marketing programs by learning from others. But just because everyone is jumping on board with the latest idea/tool/metric doesn’t mean it works – or does it? This session will examine the value of today’s hottest digital marketing topics – including AI, paid ads, and social metrics – and the truth about what these shiny objects might be distracting you from.
Key Takeaways:
- How NOT to shoot your digital program in the foot by using flashy but ineffective resources
- The best ways to think about AI in connection with digital marketing
- How to cut through self-serving marketing advice and engage in channels that truly grow your business
Gokila digital marketing| consultant| Coimbatoredmgokila
Myself Gokila digital marketing consultant located in Coimbatore other various types of digital marketing services such as SEM
SEO SMO SMM CAMPAIGNS content writing web design for all your business needs with affordable cost
Digital Marketing Services | Techvolt Software :
Digital Marketing is a latest method of Marketing techniques widely used across the Globe. Digital Marketing is an online marketing technique and methods used for all products and services through Search Engine and Social media advertisements. Previously the marketing techniques were used without using the internet via direct and indirect marketing strategies such as advertising through Telemarketing,Newspapers,Televisions,Posters etc.
List of Services offered in Digital Marketing |Techvolt Software :
Techvolt Software offers best Digital Marketing services for promoting your products and services through online platform on the below methods of Digital marketing
1. Search Engine Optimization (SEO)
2. Search Engine Marketing (SEM)
3. Social Media Optimization (SMO)
4. Social Media Marketing (SMM)
5. Campaigns
Importance | Need of Digital Marketing (Online Promotions) :
1. Quick Promotions through Online
2. Generation of More leads and Business Enquiries via Search Engine and Social Media Platform
3. Latest Technology development vs Business promotions
4. Creation of Social Branding
5. Promotion with less investment
Benefits Digital Marketing Services at Techvolt software :
1. Services offered with Affordable cost
2. Free Content writing
3. Free Dynamic Website design*
4. Best combo offers on website Hosting,design along with digital marketing services
5. Assured Lead Generation through Search Engine and Social Media
6. Online Maintenance Support
Free Website + Digital Marketing Services
Techvolt Software offers Free website design for all customer and clients who is availing the digital marketing services for a minimum period of 6 months.
With Regards
Gokila digital marketer
Coimbatore
Capstone Project: Luxury Handloom Saree Brand
As part of my college project, I applied my learning in brand strategy to create a comprehensive project for a luxury handloom saree brand. Key aspects of this project included:
- *Competitor Analysis:* Conducted in-depth competitor analysis to identify market position and differentiation opportunities.
- *Target Audience:* Defined and segmented the target audience to tailor brand messages effectively.
- *Brand Strategy:* Developed a detailed brand strategy to enhance market presence and appeal.
- *Brand Perception:* Analyzed and shaped the brand perception to align with luxury and heritage values.
- *Brand Ladder:* Created a brand ladder to outline the brand's core values, benefits, and attributes.
- *Brand Architecture:* Established a cohesive brand architecture to ensure consistency across all brand touchpoints.
This project helped me gain practical experience in brand strategy, from research and analysis to strategic planning and implementation.
From Hope to Despair The Top 10 Reasons Businesses Ditch SEO Tactics.pptxBoston SEO Services
From Hope to Despair: The Top 10 Reasons Businesses Ditch SEO Tactics
Are you tired of seeing your business's online visibility plummet from hope to despair? When it comes to SEO tactics, many businesses find themselves grappling with challenges that lead them to abandon their strategies altogether. In a digital landscape that's constantly evolving, staying on top of SEO best practices is crucial to maintaining a competitive edge.
In this blog, we delve deep into the top 10 reasons why businesses ditch SEO tactics, uncovering the pain points that may resonate with you:
1. Algorithm Changes: The ever-changing algorithms can leave businesses feeling like they're chasing a moving target. Search engines like Google frequently update their algorithms to improve user experience and provide more relevant search results. However, these updates can significantly impact your website's visibility and ranking if you're not prepared.
2. Lack of Results: Investing time and resources without seeing tangible results can be disheartening. The absence of immediate results often leads businesses to lose faith in their SEO strategies. It's important to remember that SEO is a long-term game that requires patience and consistent effort.
3. Technical Challenges: From site speed issues to complex metadata implementation, technical hurdles can be daunting. Overcoming these challenges is crucial for SEO success, as technical issues can hinder your website's performance and user experience.
4. Keyword Competition: Fierce competition for top keywords can make it hard to rank effectively. Businesses often struggle to find the right balance between targeting high-traffic keywords and finding less competitive, niche keywords that can still drive significant traffic.
5. Lack of Understanding of SEO Basics: Many businesses dive into the complex world of SEO without fully grasping the fundamental principles. This lack of understanding can lead to several issues:
Keyword Awareness: Failing to recognize the importance of keyword research and targeting the right keywords in content.
On-Page Optimization: Ignorance regarding crucial on-page elements such as meta tags, headers, and content structure.
Technical SEO Best Practices: Overlooking essential aspects like site speed, mobile responsiveness, and crawlability.
Backlinks: Not understanding the value of high-quality backlinks from reputable sources.
Analytics: Failing to track and analyze data prevents businesses from optimizing their SEO efforts effectively.
6. Unrealistic Expectations and Timeframe: Entrepreneurs often fall prey to the allure of quick fixes and overnight success. Unrealistic expectations can overshadow the reality of the time and effort needed to see tangible results in the highly competitive digital landscape. SEO is a long-term strategy, and setting realistic goals is crucial for success.
#SEO #DigitalMarketing #BusinessGrowth #OnlineVisibility #SEOChallenges #BostonSEO
QuickBooks Sync Manager Repair Tool- What You Need to Knowmarkmargaret23
Occurrence of technical errors on QuickBooks is common but it can be resolved with the use of QuickBooks Sync Manager Tool . With the help of this too, users can sync the QuickBooks Desktop company file with the Intuit online server. It is compatible with versions QuickBooks Pro, Premier, or Enterprise. In case a user faces sync-related errors then they simply need this repair tool.
Did you know that while 50% of content on the internet is in English, English only makes up 26% of the world’s spoken language? And yet 87% of customers won’t buy from an English only website.
Uncover the immense potential of communicating with customers in their own language and learn how translation holds the key to unlocking global growth. Join Smartling CEO, Bryan Murphy, as he reveals how translation software can streamline the translation process and seamlessly integrate into your martech stack for optimal efficiency. And that's not all – he’ll also share some inspiring success stories and practical tips that will turbocharge your multilingual marketing efforts!
Key takeaways:
1. The growth potential of reaching customers in their native language
2. Tips to streamline translation with software and integrations to your tech stack
3. Success stories from companies that have increased lead generation, doubled revenue, and more with translation
Trust Element Assessment: How Your Online Presence Affects Outbound Lead Gene...Martal Group
Learn how your business's online presence affects outbound lead generation and what you can do to improve it with a complimentary 13-Point Trust Element Assessment.
Efficient Website Management for Digital Marketing ProsLauren Polinsky
Learn how to optimize website projects, leverage SEO tactics effectively, and implement product-led marketing approaches for enhanced digital presence and ROI.
This session is your key to unlocking the secrets of successful digital marketing campaigns and maximizing your business's online potential.
Actionable tactics you can apply after this session:
- Streamlined Website Management: Discover techniques to streamline website development, manage day-to-day operations efficiently, and ensure smooth project execution.
- Effective SEO Practices: Gain valuable insights into optimizing your website for search engines, improving visibility, and driving organic traffic to your digital assets.
- Leverage Product-Led Marketing: Explore strategies for incorporating product-led marketing principles into your digital marketing efforts, enhancing user engagement and driving conversions.
Don't miss out on this opportunity to elevate your digital marketing game and achieve tangible results!
Yes, It's Your Fault Book Launch WebinarDemandbase
From Blame to Gain: Achieving Sales and Marketing Alignment to Drive B2B Growth.
Tired of the perpetual tug-of-war between your sales and marketing teams? Come hear Demandbase Chief Marketing Officer, Kelly Hopping and Chief Sales Officer, John Eitel discuss key insights from their new book, “Yes, It’s Your Fault! From Blame to Gain: Achieving Sales and Marketing Alignment to Drive B2B Growth.”
They’ll share their no-nonsense approach to bridging the sales and marketing divide to drive true collaboration — once and for all.
In this webinar, you’ll discover:
The underlying dynamics fueling sales and marketing misalignment
How to implement practical solutions without disrupting day-to-day operations
How to cultivate a culture of collaboration and unity for long-term success
How to align on metrics that matter
Why it’s essential to break down technology and data silos
How ABM can be a powerful unifier
The Strategic Impact of Storytelling in the Age of AI
In the grand tapestry of marketing, where algorithms analyze data and artificial intelligence predicts trends, one essential thread remains constant — the timeless art of storytelling. As we stand on the precipice of a new era driven by AI, join me in unraveling the narrative alchemy that transforms brands from mere entities into captivating tales that resonate across the digital landscape. In this exploration, we will discover how, in the face of advancing technology, the human touch of a well-crafted story becomes not just a marketing tool but the very essence that breathes life into brands and forges lasting connections with our audience.
1. CREATING BRAND EQUITY
Defining, Building, Measuring, Managing of Brand Equity
CHAPTER 9
NAMA DOSEN:
Prof. Dr. Hapzi Ali, Ir, MM, CMA, MPM
PROGRAM STUDI MAGISTER MANAGEMENT
2. The Subject
1. Defining Brand Equity
2. Building Brand Equity
3. Measuring Brand Equity
4.Managing Brand Equity
3. Defining Brand Equity
American Marketing Association
A brand is “a name, term, sign, symbol, or design, or a
combination of them, intended toidentify the goods or services of
one seller orgroup of sellers and to differentiate them from those
of competitors”
5. Defining Brand Equity
Brand equity is the added value endowed on products and services
which may be reflected in the way consumer, think, feel and act
with respect to the brand.
6. Advantages of Strong Brands
Improved perceptions of product perfomance
Great loyalty
Less vulnerability to competitive marketing actions
Less vulnerability to Crises
Larger Margins
More inelasric consumer response
Greater trade cooperation
Increased marketing communications effectiveness
Possible licensing opportunities
7. What is a Brand Promise
The marketer’s vision of what the brand must be and do for
consumers
13. Brand Equity Building
The Famous brand name
Automotive
• Mercedes-
Benz
• BMW
• Jaguar
• Audi
• Jeep
• Toyota
• Honda
Sport Clothing
• Nike
• Puma
• Adidas
• Diadora
• FILA
• Mizuno
• Yonex
Software
• Ms Word
• Ms Access
• Corel Draw
• Foxpro
• Kaspersky
• Excel
• Power Point
17. Measuring Brand Equity
Brand Audits
• A consumer focused series of procedures to assess the health
of the brand (Equity)
Brand tracking
• Quantitative data from consumer on a routine basis over time
Brand valuation
• Total financial value of the brand
18. Measuring Brand Equity
MOST VALUABLE BRAND
Amazon Apple Microsoft Google Visa Alibaba Tacent Facebook Mc Donald's Master Card
$ billion 415 352 326 323 186 152 150 147 130 108
0
50
100
150
200
250
300
350
400
450
19. Managing Brand Equity
Brand
Reinforcement
• refers to the set of activities where companiesensure
the brand equity created doen’t depreciate with time
Brand
Revitalization
• refers to the set of activities a brand undertakes to
stay relevant in changing the environment
Brand Crisis
• Whenever there are “unexpected events that
threaten a brand’s perceived ability to deliver
expected benefits, thereby weakening brand equity
20. Managing Brand Equity
Brand Reinforcement is done by:
1. The Product that the Brand represent
Expanding the categories across which the brand delivers the core
benefit satisfying various needs.
2. How Brands Make Product superior and strong
Brands bring unique associations with them. A strong brand has
strong associations. And many times these associations are more abstract
and category agnostic.
21. Managing Brand Equity
Need of Brand Revitalization:
1. Changes in consumer tastes and preferences
Changing consumer preferences might make the current brand positioning stale in
the mind of consumer. They look for brands that talk about their language and understand
their current needs.
2. The emergence of the new competitor
New Competitions pose fresh challenges. Brand may have a bigger strogger core
competency and existing players will need to tweak their positioning and communication.
3. The emergence of new technology
Failing to evolve with technology is one of the most common reasons why a brand
might need revitalization
4. Any new development in the marketing environment
In changing market environment, new product might take a completely new
postioning with an existing product and gradually expand base to capture a bigger market
share
22. REFERENSI
• Marketing Managment – A south Aia Perspective by Philip Kotler, Kevin Lane Kaller, Abraham Koshy &
Mithileshwar Jha, 13th Edition, Published by Pearson Education, Inc.
• Marketing Management by Kotlet-Keller, 14th Edition.
• Strategi Marketing Management – Meeting The Global Marketing Challenges by Carol H. Anderson & Julian
W. Vincze
• Princilples of advestising & IMC by Tom Duncan 2nd Edition, Published by Mc.Graw-Hill Irwin
• https://marketinglessons.in/what-is-brand-revitalization-philip-kotler-summary-with-examples/
• https://marketinglessons.in/what-is-brand-reinforcement-philip-kotler-summary-with-
examples/#:~:text=Brand%20Reinforcement%20refers%20to%20the,keep%20reinforcing%20the%20brand%
20values.
• https://www.cnbctv18.com/photos/economy/most-valuable-brands-of-2020-at-415-billion-the-top-company-
beats-apple-google-and-microsoft-6386431-11.htm