This document contains a summary of 10 learning questions from Chapter 9 of the 14th edition of Philip Kotler's Marketing Management textbook on the topic of creating brand equity. The questions cover key concepts such as the definition of a brand, the pillars of brand equity, brand resonance pyramid, branding strategies, and brand valuation.

1. Top 10 Learning Questions for Chapter 9 Creating Brand Equity Roche Deluta December 15, 2011 V56 Marketing Class of Prof. Remigio Joseph De Ungria Chapter 9 Marketing Management, Kotler 14 th ed http://www.slideshare.net/rochedeluta

3. http://www.slideshare.net/rochedeluta NAME SYMBOL COMBINATION TERM SIGN DESIGN 1. The American Marketing Association defines brand as

7. 2. Brand Asset Valuator determines the five key pillars of brand equity as http://www.slideshare.net/rochedeluta Energy Differentiation Relevance Esteem Knowledge Energized Brand Strength Brand Stature

8. 2. Brand Asset Valuator determines the five key pillars of brand equity http://www.slideshare.net/rochedeluta Energy Differentiation Relevance Esteem Knowledge Energized Brand Strength Brand Stature Measures the degree to which a brand is seen as different from others Measures the brand’s sense of momentum Measures the breadth of a brand’s appeal Measures how well the brand is regarded and respected Measures How familiar and intimate consumers are with the brand

11. 3. Brand Resonance Pyramid http://www.slideshare.net/rochedeluta SALIENCE PERFORMANCE IMAGERY FEELINGS JUDGMENTS RESONANCE

12. 3. Brand Resonance Pyramid http://www.slideshare.net/rochedeluta SALIENCE PERFORMANCE IMAGERY FEELINGS JUDGMENTS RESONANCE Refers to the nature of the relationship customers have with the brand and the extent to which they feel they’re “ in sync” with it; it is the intensity or depth of the psychological bond customers have with the brand, as well as the level of activity engendered by this loyalty

13. 3. Brand Resonance Pyramid http://www.slideshare.net/rochedeluta SALIENCE PERFORMANCE IMAGERY FEELINGS JUDGMENTS RESONANCE Focus on customer’s own personal opinions and evaluations Focus on customer’s own personal opinions and evaluations Is how well the product or service meets customer’s functional needs Describes the extrinsic properties of the product or service Is how often and how easily customers think of the brand under various purchase or consumption

16. 4. Designing Holistic Marketing Activities http://www.slideshare.net/rochedeluta Personalization Integration Internalization Personalizing marketing is about making sure the brand and its marketing are relevant as possible to as many customers as possible Integration marketing is about mixing and matching marketing activities to maximize their individual and collective effects Internal branding is activities and processes that help to inform and inspire employees.

19. http://www.slideshare.net/rochedeluta 5. Devising a Branding Strategy BRAND LINE BRAND MIX BRAND EQUITY BRAND EXTENSION Consists of all products Is set of all brand lines that a particular seller makes available to buyers Is the value added endowed on products and services When a firm uses an established brand to Introduce a new product

22. http://www.slideshare.net/rochedeluta 6. Interbrand Brand Valuation Method

23. http://www.slideshare.net/rochedeluta 6. Interbrand Brand Valuation Method Brand valuation – estimates the total financial value of the brand

24. http://www.slideshare.net/rochedeluta 6. Term used that distinguish with each other Brand Valuation – estimates the total financial value of the brand. Brand Equity – is reinforced by marketing actions that consistently convey the meaning of the brand. Brand Revitalization – understands what the sources of brand equity were to begin. Brand Segmentation – the brand is sold into mutually exclusive segments of customers that help to determine the variances in the brand’s economic value. Brand Reinforcement – requires innovation and relevance throughout the marketing program.

27. http://www.slideshare.net/rochedeluta 7. The Four General Strategies of Branding Decisions: Individual Names – the company does not lie its reputation to the product. Blanket Family Names – development costs are lower because there’s no need to run “name” research or spend heavily on advertising to create recognition. Separate family names for all products – e.g. Swift and Company developed separate family naes for its hams (Premium) and fertilizers (Vigoro). Corporate name combined with individual product names – e.g. Kellogg for Kellogg’s Rice Krispies; Sony; and Hewlett-packard

28. http://www.slideshare.net/rochedeluta 7. The Four General Strategies of Branding Decisions: Individual Name Blanket Family Name Corporate Name Separate Family Name

35. http://www.slideshare.net/rochedeluta Program Multiplier – determines the marketing program ability to affect the customer mind-set and is a function of the quality of the program investment. Customer Multiplier – determines the extent to which value created in the minds of customers affects market performance. Market Multiplier – determines the extent to which the value shown by the market performance of a brand is manifested in shareholder value. 9. The Brand Value Chain

38. http://www.slideshare.net/rochedeluta 10 . Table for Marketing Advantages of Strong Brands Improved perceptions of product performance Greater loyalty Less vulnerability to competitive marketing actions Less vulnerability to marketing crises Larger margins More inelastic consumer response to price increases More elastic consumer response to price decreases Greater trade cooperation and support Increased marketing communications effectiveness Possible licensing opportunities

40. Top 10 Learning Questions for Chapter 9 Creating Brand Equity Roche Deluta December 15, 2011 V56 Marketing Class of Prof. Remigio Joseph De Ungria Chapter 9 Marketing Management, Kotler 14 th ed http://www.slideshare.net/rochedeluta