Garcia chapt9
•Download as PPT, PDF•
2 likes•1,524 views
This document outlines the top 10 concepts for creating brand equity with potential medical applications. It discusses key definitions like branding, brand equity, and brand promise. Each concept is defined in the context of building brand equity through understanding consumer brand knowledge, having the right target consumers, measuring brand equity, taking a long-term marketing view, branding new products, line extensions strengthening existing brands, and using brand portfolios to maximize market coverage while minimizing overlap. The summary emphasizes that strong brands are created through offering a great product or service, careful long-term planning and commitment, and creative marketing execution.
Report
Share
Report
Share
![Outline ,[object Object],[object Object],[object Object]](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)
Recommended
Marketing Chapter Assignment
This document discusses various concepts related to products and marketing including:
1) It discusses different levels of product classification and product differentiation.
2) It mentions different strategies used to market products such as branding, design, packaging, product lines and co-branding.
3) It emphasizes the importance of product assurance, warranties and guarantees in reassuring customers.
Uy, Raymonde: KOTLER Chapter 19 | 10 concepts
This document outlines ten concepts for personalizing marketing communications. It discusses direct marketing, direct mail marketing, catalog marketing, telemarketing, interactive marketing, online ads and promotions, word of mouth marketing, buzz and viral marketing, blogs and opinion leaders, and personal selling. For each concept, it provides examples from marketing textbooks as well as local and medical industry applications. The overall aim is to bring the market closer to clients by leveraging communications technologies for effective customer-provider engagement.
The basics of brand licensing
Pete Canalichio is an expert in brand licensing with over 25 years of experience. He discusses the basics of brand licensing, including defining it as the leasing of intangible assets like brands, characters, or names. He explains the benefits for both licensors, who can unlock a brand's value, and licensees, who gain marketing power. Canalichio also outlines the expectations of licensors, such as licensees investing in the category and meeting sales targets, and the expectations of licensees, such as the brand opening doors to sales growth. He discusses how licensing can help companies enter new product categories and provides an example flow of royalty payments from retailers to licensors.
Point Of Difference
Differentiation through unique selling propositions and points of difference is important for companies to stand out in competitive markets. A company's points of difference define its competitive advantage and branding strategy by being attributes or benefits that are strongly and uniquely associated with the brand rather than competitors. Communicating clear points of difference to consumers sets the company's brand apart from others and builds brand loyalty by maintaining clarity around what makes the brand different.
Brand Positioning & Point parity,Point of difference.
Lifebuoy and Sandalina soap have well defined market positions through targeting specific customer groups and emphasizing distinguishing product attributes. Lifebuoy targets families and those concerned with hygiene and disease prevention, positioning itself as a family soap. Sandalina targets consumers seeking quality skin care, emphasizing its vegetable fat and sandalwood oil ingredients. Both companies accurately defined their target markets and points of differentiation to establish strong brand positions, though they could innovate further to maintain their positions against new competitors.
Red Bull Buyer Behaviour
1) Red Bull sponsors extreme sports like Formula 1 racing and skydiving stunts to associate their brand with adrenaline and thrill-seeking. They aim to influence buyers to feel connected to extreme athletes if they purchase Red Bull.
2) Red Bull also uses celebrity endorsements from athletes in various sports to appeal to a wide audience. Research shows celebrity endorsements can positively impact consumer attitudes towards brands.
3) A consumer's decision to buy Red Bull is affected by their evaluation of product information and the symbolic meanings connected to the brand's extreme sports associations and celebrity endorsers. However, declining viewership of sponsored sports could potentially reduce sales over time.
Red Bull Consumer's Behaviour
This document discusses Red Bull's success in the energy drink market from the perspective of the consumer decision-making process. It explains how Red Bull uses advertising, sponsorships, endorsements, and brand personality to arouse consumer interest and build brand loyalty. Red Bull promotes brand recognition and a sense of reduced risk through consistent marketing activities over many years that continuously expose consumers to the Red Bull brand.
Bestpracticesinbrandworld 170410060409
The document discusses best practices for brands and branding. It provides examples of how Samsung became the top smartphone brand by consciously managing consumer perceptions and building a brand image associated with trust and strong technology. It also outlines how brands provide benefits for both consumers and sellers. For consumers, brands reduce purchase risk and search costs, act as symbols of quality, and signify product features. For sellers, brands provide competitive advantage, legal protection of product features, satisfy customers, and are a means of generating profits.
Recommended
Marketing Chapter Assignment
This document discusses various concepts related to products and marketing including:
1) It discusses different levels of product classification and product differentiation.
2) It mentions different strategies used to market products such as branding, design, packaging, product lines and co-branding.
3) It emphasizes the importance of product assurance, warranties and guarantees in reassuring customers.
Uy, Raymonde: KOTLER Chapter 19 | 10 concepts
This document outlines ten concepts for personalizing marketing communications. It discusses direct marketing, direct mail marketing, catalog marketing, telemarketing, interactive marketing, online ads and promotions, word of mouth marketing, buzz and viral marketing, blogs and opinion leaders, and personal selling. For each concept, it provides examples from marketing textbooks as well as local and medical industry applications. The overall aim is to bring the market closer to clients by leveraging communications technologies for effective customer-provider engagement.
The basics of brand licensing
Pete Canalichio is an expert in brand licensing with over 25 years of experience. He discusses the basics of brand licensing, including defining it as the leasing of intangible assets like brands, characters, or names. He explains the benefits for both licensors, who can unlock a brand's value, and licensees, who gain marketing power. Canalichio also outlines the expectations of licensors, such as licensees investing in the category and meeting sales targets, and the expectations of licensees, such as the brand opening doors to sales growth. He discusses how licensing can help companies enter new product categories and provides an example flow of royalty payments from retailers to licensors.
Point Of Difference
Differentiation through unique selling propositions and points of difference is important for companies to stand out in competitive markets. A company's points of difference define its competitive advantage and branding strategy by being attributes or benefits that are strongly and uniquely associated with the brand rather than competitors. Communicating clear points of difference to consumers sets the company's brand apart from others and builds brand loyalty by maintaining clarity around what makes the brand different.
Brand Positioning & Point parity,Point of difference.
Lifebuoy and Sandalina soap have well defined market positions through targeting specific customer groups and emphasizing distinguishing product attributes. Lifebuoy targets families and those concerned with hygiene and disease prevention, positioning itself as a family soap. Sandalina targets consumers seeking quality skin care, emphasizing its vegetable fat and sandalwood oil ingredients. Both companies accurately defined their target markets and points of differentiation to establish strong brand positions, though they could innovate further to maintain their positions against new competitors.
Red Bull Buyer Behaviour
1) Red Bull sponsors extreme sports like Formula 1 racing and skydiving stunts to associate their brand with adrenaline and thrill-seeking. They aim to influence buyers to feel connected to extreme athletes if they purchase Red Bull.
2) Red Bull also uses celebrity endorsements from athletes in various sports to appeal to a wide audience. Research shows celebrity endorsements can positively impact consumer attitudes towards brands.
3) A consumer's decision to buy Red Bull is affected by their evaluation of product information and the symbolic meanings connected to the brand's extreme sports associations and celebrity endorsers. However, declining viewership of sponsored sports could potentially reduce sales over time.
Red Bull Consumer's Behaviour
This document discusses Red Bull's success in the energy drink market from the perspective of the consumer decision-making process. It explains how Red Bull uses advertising, sponsorships, endorsements, and brand personality to arouse consumer interest and build brand loyalty. Red Bull promotes brand recognition and a sense of reduced risk through consistent marketing activities over many years that continuously expose consumers to the Red Bull brand.
Bestpracticesinbrandworld 170410060409
The document discusses best practices for brands and branding. It provides examples of how Samsung became the top smartphone brand by consciously managing consumer perceptions and building a brand image associated with trust and strong technology. It also outlines how brands provide benefits for both consumers and sellers. For consumers, brands reduce purchase risk and search costs, act as symbols of quality, and signify product features. For sellers, brands provide competitive advantage, legal protection of product features, satisfy customers, and are a means of generating profits.
When Brands Attack
A POV on Competitive/Comparative Advertising.
"Do attack ads work"? That's a question I've been hearing a lot lately from my clients. Here's my POV on the topic.
Brand Positioning
This document discusses brand positioning and how to establish effective positioning for a company's products or services. It explains that positioning involves designing the company's offering and image to occupy a distinctive place in customers' minds. Key aspects of positioning include defining points of parity and points of difference, choosing compelling differences to communicate, establishing category membership, and sustaining positioning over time. The document provides examples and guidelines for creating an optimal positioning strategy.
Comparative advertising 1
Comparative advertising directly compares one's own goods or services to that of a competitor. While comparative advertising is legal, care must be taken not to disparage or make false claims about the competitor's products. If a comparative ad misleads consumers or damages the reputation of the competitor, it may be considered unfair competition and subject to legal challenges. Recent court cases in India have addressed disputes that arose from comparative ads between major brands like Horlicks, Complan, Rin and Tide. Courts have affirmed that while puffery and claims of superiority are allowed, ads cannot denigrate or make untrue statements about competitors.
Brand Tracker of Coca-Cola
The document is a report submitted by Adnan Kitabi, Avishek Mehra, and Gaurav Agarwal to Professor Srinivas Govindrajan on July 29, 2012 regarding a brand tracker project on Coca-Cola. It includes an executive summary of Coca-Cola's 125-year history and current brand status based on quantitative and qualitative research methods. The quantitative research used a modified Brand Asset Valuator questionnaire to analyze Coca-Cola and competitors on brand strength and stature. The qualitative research used a customized Zaltman Metaphor Elicitation Technique to understand how consumers relate to the Coca-Cola brand through pictures.
Brand licensing, celebrity endorsement
This document discusses brand licensing and celebrity endorsements. It defines brand licensing as leasing a brand name to another company, provides examples, and outlines the licensing process and benefits to licensors and licensees. Celebrity endorsements are defined as using a famous person to promote a product or service. The purpose is generally to increase sales and attract customer attention. Celebrities are commonly used to endorse high-priced, popular products that need to coordinate diverse customer groups.
Branding
This document discusses key concepts related to branding, including definitions of branding, brand equity, and brand loyalty. It covers different branding strategies such as co-branding, national brands, private brands, and generic brands. The role of brands is to simplify handling, represent businesses professionally, signify quality, inspire customer confidence, and provide competitive advantage. The conclusion is that branding is essential for companies to market products since customers increasingly demand branded products.
Case study 14.1
Red Bull is an energy drink developed in Thailand to combat fatigue in workers. It contains caffeine and other stimulants. Red Bull became the leading energy drink by marketing to university students and athletes through free samples and humorous ads associating the drink with sports and extreme lifestyles. This emotional marketing strategy placed Red Bull in consumers' consideration sets by linking the brand to exciting experiences. Red Bull has maintained loyalty through its positive image as a supportive company and by delivering consistent quality and perceived value, though health concerns and lack of product diversity could influence consumers to choose alternatives.
Branding strategy
The document discusses branding strategies for hospitals. It provides quotes from healthcare professionals emphasizing the importance of branding in helping patients recall the hospital name and connecting employees to the brand. Examples of branded hospitals in the US are provided. Specific hospital brands like Wockhardt and Mayo Clinic are examined in terms of their logos, taglines, and approaches to branding. The roles, advantages, and components of strong brands are defined. Steps in strategic brand management and measuring brand equity are outlined.
Brand licensing
This document discusses brand licensing. It defines brand licensing as renting or leasing an intangible asset like a trademark or character to extend it onto different products. Brand licensing allows brand owners to generate revenue and extend their brands without taking on high costs. It also lets licensees benefit from established brands to make their products more competitive. Examples given of licensed brands in India include Disney characters and international brands that entered the country after economic liberalization.
Red Bull Case Study
Red Bull's success formula includes functional energy drink content, youth-focused marketing emphasizing the slogan "Red Bull gives you wings", and a higher price point than competitors to signal its uniqueness. The strong taste implies more than refreshment. Red Bull targeted clubs, bars, universities, celebrities and sports events through word-of-mouth. This formula would work for other beverage categories that can be marketed as providing functional benefits. Red Bull determines when to increase advertising based on metrics like market share and whether changes negatively impacted sales, as shown by failures when altering marketing strategy in the UK.
Red Bull SWOT analysis
Red Bull conducts a SWOT analysis identifying their strengths as strong advertising, overall positive image, high marketability, and good customer engagement. Weaknesses include their higher price compared to competitors, lack of patents, limited product types, and product not being available worldwide. Opportunities lie in sponsorship deals and exploiting competitors' weaknesses in health consciousness and environmental concerns. Threats include parodies of their marketing and increasing health awareness challenging their image. Ultimately, Red Bull differentiates itself through extensive entertainment and fan engagement beyond just its energy drink.
Haasbrdrelfeb11slidesharepdf
1) The document discusses how brands can achieve relevance in the marketplace by creating new product categories or subcategories that are substantially differentiated.
2) It provides examples of brands like Chrysler, Apple, and Panasonic that established new categories through innovations in minivans, portable music players, and eco-friendly products.
3) The key ways for brands to create new categories discussed are observing customers, partnering with customers, technological innovations, addressing underserved customer needs, and having the right timing to launch an innovation.
Air Freshener
The document is a presentation for a term project on air fresheners in the Indian market. It discusses the market size and segments, prominent brands and their positioning, a SWOT analysis of Dabur India and Odonil, and a proposal for Odonil to enter the car air freshener segment. It provides marketing mix details for the proposed Odonil Breeze car air freshener and reasons for choosing this brand extension, concluding with a bibliography.
Car Air Freshener
The Basic Information that you need to know about Car Air freshener. This includes the Uses, Benefits, Disadvantages, Market Size and Potential growth. And also The two main categories so that you will easily have to choose where and what to purchase
Red bull and its marketing startegy
Red Bull started selling energy drinks internationally in 1992. It now sells 4 billion cans per year globally. Red Bull's marketing strategy focuses on sponsoring events, sports, and experiences instead of traditional advertising. Some advantages are that sponsored events can be highly engaging and relevant to consumers. However, risks include potential safety issues if its products are linked to harm.
Comparative Advertisement and Product Disparagement
This document discusses comparative advertising and product disparagement under Indian law. It begins by defining these concepts and outlining relevant acts like the MRTP Act 1969. Case studies from India and other countries like the US and Germany are presented. The key findings are that comparative advertising is allowed under constitutional rights to free speech if it is truthful, but disparaging a competitor's product is prohibited. Indian law and judicial precedents make it clear that competitors can be referenced when comparing products, but not in a way that damages their reputation or trademark. Overall the position in India is similar to other countries that allow comparative advertising.
Brand equity ppt of mba
1) Brands provide value beyond the product itself through qualities associated with the name that marketers can control, like packaging, and qualities they cannot control, like personal memories.
2) Brands benefit both customers and companies. Customers rely on brands to convey quality and make purchase decisions easier. Companies use brands to enhance loyalty and allow charging premium prices.
3) Marketers build brand associations around product attributes, benefits, emotions, social functions, and personalities to capture something specific about the brand in the marketplace. Some customers form brand communities with other passionate fans.
4) Companies employ branding strategies like umbrella brands, house of brands, brand extensions, co-branding,
Brand positioning part 2
Points of difference (PoDs) and points of parity (PoPs) are important concepts in developing a brand positioning. PoDs are attributes that customers strongly associate with a brand that they cannot find to the same extent with competitors. PoPs are attributes that are not necessarily unique but are shared with other brands, including category PoPs that are essential offerings and competitive PoPs that overcome weaknesses. Developing an effective positioning requires identifying optimal PoPs and PoDs based on three criteria for PoDs - deliverability, desirability, and differentiability. Perceptual maps can visually represent consumer perceptions and preferences for brands based on their PoPs and PoDs.
Brand Associations
1) Geico attempts to build brand equity through increasing brand awareness and creating a positive brand image. They use heavy advertising through TV, print, and outdoor marketing to saturate the market and increase brand recognition.
2) Geico aims to create a fun, lighthearted brand image despite car insurance being a serious product. Their commercials featuring the Geico gecko mascot portray the company as calm and likable.
3) In addition to advertising, Geico forms secondary brand associations by partnering with reputable organizations like AAA and celebrities like football player Jason Campbell to leverage their positive attributes and increase brand awareness further.
April 2010 marcom
There are three categories of basic consumer needs that brands can appeal to for positioning: functional needs, symbolic needs, and experiential needs.
Functional needs involve solving problems or meeting practical needs. Brands positioned this way, like Colgate and Sensodyne toothpastes, focus on communicating specific benefits that address issues like oral health.
Symbolic needs relate to gaining status or identity. Brands like Jimmy Choo handbags appeal to these needs by associating their products with luxury and prestige.
Experiential needs involve sensory pleasure and stimulation. Perfume brands like Playboy and body washes like Lux position themselves as providing exciting smells and feelings of luxury.
How is brand equity built, measured, and managed?
This document discusses building and managing brand equity. It outlines three main drivers of brand equity: choosing brand elements, designing holistic marketing activities, and leveraging secondary associations. It also discusses measuring brand equity using the brand value chain and managing brand equity through brand reinforcement and revitalization.
What is a brand, and how does branding work ?
This document defines what a brand is and how branding works. A brand is a name, symbol or design that identifies products or services from one seller and differentiates them from competitors. Branding works by allowing consumers to identify the source or maker of a product and assign responsibility for its quality. Marketers can brand physical goods, services, stores, people, places, organizations or ideas. The key is for consumers to perceive differences among brands in a product category.
More Related Content
What's hot
When Brands Attack
A POV on Competitive/Comparative Advertising.
"Do attack ads work"? That's a question I've been hearing a lot lately from my clients. Here's my POV on the topic.
Brand Positioning
This document discusses brand positioning and how to establish effective positioning for a company's products or services. It explains that positioning involves designing the company's offering and image to occupy a distinctive place in customers' minds. Key aspects of positioning include defining points of parity and points of difference, choosing compelling differences to communicate, establishing category membership, and sustaining positioning over time. The document provides examples and guidelines for creating an optimal positioning strategy.
Comparative advertising 1
Comparative advertising directly compares one's own goods or services to that of a competitor. While comparative advertising is legal, care must be taken not to disparage or make false claims about the competitor's products. If a comparative ad misleads consumers or damages the reputation of the competitor, it may be considered unfair competition and subject to legal challenges. Recent court cases in India have addressed disputes that arose from comparative ads between major brands like Horlicks, Complan, Rin and Tide. Courts have affirmed that while puffery and claims of superiority are allowed, ads cannot denigrate or make untrue statements about competitors.
Brand Tracker of Coca-Cola
The document is a report submitted by Adnan Kitabi, Avishek Mehra, and Gaurav Agarwal to Professor Srinivas Govindrajan on July 29, 2012 regarding a brand tracker project on Coca-Cola. It includes an executive summary of Coca-Cola's 125-year history and current brand status based on quantitative and qualitative research methods. The quantitative research used a modified Brand Asset Valuator questionnaire to analyze Coca-Cola and competitors on brand strength and stature. The qualitative research used a customized Zaltman Metaphor Elicitation Technique to understand how consumers relate to the Coca-Cola brand through pictures.
Brand licensing, celebrity endorsement
This document discusses brand licensing and celebrity endorsements. It defines brand licensing as leasing a brand name to another company, provides examples, and outlines the licensing process and benefits to licensors and licensees. Celebrity endorsements are defined as using a famous person to promote a product or service. The purpose is generally to increase sales and attract customer attention. Celebrities are commonly used to endorse high-priced, popular products that need to coordinate diverse customer groups.
Branding
This document discusses key concepts related to branding, including definitions of branding, brand equity, and brand loyalty. It covers different branding strategies such as co-branding, national brands, private brands, and generic brands. The role of brands is to simplify handling, represent businesses professionally, signify quality, inspire customer confidence, and provide competitive advantage. The conclusion is that branding is essential for companies to market products since customers increasingly demand branded products.
Case study 14.1
Red Bull is an energy drink developed in Thailand to combat fatigue in workers. It contains caffeine and other stimulants. Red Bull became the leading energy drink by marketing to university students and athletes through free samples and humorous ads associating the drink with sports and extreme lifestyles. This emotional marketing strategy placed Red Bull in consumers' consideration sets by linking the brand to exciting experiences. Red Bull has maintained loyalty through its positive image as a supportive company and by delivering consistent quality and perceived value, though health concerns and lack of product diversity could influence consumers to choose alternatives.
Branding strategy
The document discusses branding strategies for hospitals. It provides quotes from healthcare professionals emphasizing the importance of branding in helping patients recall the hospital name and connecting employees to the brand. Examples of branded hospitals in the US are provided. Specific hospital brands like Wockhardt and Mayo Clinic are examined in terms of their logos, taglines, and approaches to branding. The roles, advantages, and components of strong brands are defined. Steps in strategic brand management and measuring brand equity are outlined.
Brand licensing
This document discusses brand licensing. It defines brand licensing as renting or leasing an intangible asset like a trademark or character to extend it onto different products. Brand licensing allows brand owners to generate revenue and extend their brands without taking on high costs. It also lets licensees benefit from established brands to make their products more competitive. Examples given of licensed brands in India include Disney characters and international brands that entered the country after economic liberalization.
Red Bull Case Study
Red Bull's success formula includes functional energy drink content, youth-focused marketing emphasizing the slogan "Red Bull gives you wings", and a higher price point than competitors to signal its uniqueness. The strong taste implies more than refreshment. Red Bull targeted clubs, bars, universities, celebrities and sports events through word-of-mouth. This formula would work for other beverage categories that can be marketed as providing functional benefits. Red Bull determines when to increase advertising based on metrics like market share and whether changes negatively impacted sales, as shown by failures when altering marketing strategy in the UK.
Red Bull SWOT analysis
Red Bull conducts a SWOT analysis identifying their strengths as strong advertising, overall positive image, high marketability, and good customer engagement. Weaknesses include their higher price compared to competitors, lack of patents, limited product types, and product not being available worldwide. Opportunities lie in sponsorship deals and exploiting competitors' weaknesses in health consciousness and environmental concerns. Threats include parodies of their marketing and increasing health awareness challenging their image. Ultimately, Red Bull differentiates itself through extensive entertainment and fan engagement beyond just its energy drink.
Haasbrdrelfeb11slidesharepdf
1) The document discusses how brands can achieve relevance in the marketplace by creating new product categories or subcategories that are substantially differentiated.
2) It provides examples of brands like Chrysler, Apple, and Panasonic that established new categories through innovations in minivans, portable music players, and eco-friendly products.
3) The key ways for brands to create new categories discussed are observing customers, partnering with customers, technological innovations, addressing underserved customer needs, and having the right timing to launch an innovation.
Air Freshener
The document is a presentation for a term project on air fresheners in the Indian market. It discusses the market size and segments, prominent brands and their positioning, a SWOT analysis of Dabur India and Odonil, and a proposal for Odonil to enter the car air freshener segment. It provides marketing mix details for the proposed Odonil Breeze car air freshener and reasons for choosing this brand extension, concluding with a bibliography.
Car Air Freshener
The Basic Information that you need to know about Car Air freshener. This includes the Uses, Benefits, Disadvantages, Market Size and Potential growth. And also The two main categories so that you will easily have to choose where and what to purchase
Red bull and its marketing startegy
Red Bull started selling energy drinks internationally in 1992. It now sells 4 billion cans per year globally. Red Bull's marketing strategy focuses on sponsoring events, sports, and experiences instead of traditional advertising. Some advantages are that sponsored events can be highly engaging and relevant to consumers. However, risks include potential safety issues if its products are linked to harm.
Comparative Advertisement and Product Disparagement
This document discusses comparative advertising and product disparagement under Indian law. It begins by defining these concepts and outlining relevant acts like the MRTP Act 1969. Case studies from India and other countries like the US and Germany are presented. The key findings are that comparative advertising is allowed under constitutional rights to free speech if it is truthful, but disparaging a competitor's product is prohibited. Indian law and judicial precedents make it clear that competitors can be referenced when comparing products, but not in a way that damages their reputation or trademark. Overall the position in India is similar to other countries that allow comparative advertising.
Brand equity ppt of mba
1) Brands provide value beyond the product itself through qualities associated with the name that marketers can control, like packaging, and qualities they cannot control, like personal memories.
2) Brands benefit both customers and companies. Customers rely on brands to convey quality and make purchase decisions easier. Companies use brands to enhance loyalty and allow charging premium prices.
3) Marketers build brand associations around product attributes, benefits, emotions, social functions, and personalities to capture something specific about the brand in the marketplace. Some customers form brand communities with other passionate fans.
4) Companies employ branding strategies like umbrella brands, house of brands, brand extensions, co-branding,
Brand positioning part 2
Points of difference (PoDs) and points of parity (PoPs) are important concepts in developing a brand positioning. PoDs are attributes that customers strongly associate with a brand that they cannot find to the same extent with competitors. PoPs are attributes that are not necessarily unique but are shared with other brands, including category PoPs that are essential offerings and competitive PoPs that overcome weaknesses. Developing an effective positioning requires identifying optimal PoPs and PoDs based on three criteria for PoDs - deliverability, desirability, and differentiability. Perceptual maps can visually represent consumer perceptions and preferences for brands based on their PoPs and PoDs.
Brand Associations
1) Geico attempts to build brand equity through increasing brand awareness and creating a positive brand image. They use heavy advertising through TV, print, and outdoor marketing to saturate the market and increase brand recognition.
2) Geico aims to create a fun, lighthearted brand image despite car insurance being a serious product. Their commercials featuring the Geico gecko mascot portray the company as calm and likable.
3) In addition to advertising, Geico forms secondary brand associations by partnering with reputable organizations like AAA and celebrities like football player Jason Campbell to leverage their positive attributes and increase brand awareness further.
April 2010 marcom
There are three categories of basic consumer needs that brands can appeal to for positioning: functional needs, symbolic needs, and experiential needs.
Functional needs involve solving problems or meeting practical needs. Brands positioned this way, like Colgate and Sensodyne toothpastes, focus on communicating specific benefits that address issues like oral health.
Symbolic needs relate to gaining status or identity. Brands like Jimmy Choo handbags appeal to these needs by associating their products with luxury and prestige.
Experiential needs involve sensory pleasure and stimulation. Perfume brands like Playboy and body washes like Lux position themselves as providing exciting smells and feelings of luxury.
What's hot (20)
Comparative Advertisement and Product Disparagement
Comparative Advertisement and Product Disparagement
Viewers also liked
How is brand equity built, measured, and managed?
This document discusses building and managing brand equity. It outlines three main drivers of brand equity: choosing brand elements, designing holistic marketing activities, and leveraging secondary associations. It also discusses measuring brand equity using the brand value chain and managing brand equity through brand reinforcement and revitalization.
What is a brand, and how does branding work ?
This document defines what a brand is and how branding works. A brand is a name, symbol or design that identifies products or services from one seller and differentiates them from competitors. Branding works by allowing consumers to identify the source or maker of a product and assign responsibility for its quality. Marketers can brand physical goods, services, stores, people, places, organizations or ideas. The key is for consumers to perceive differences among brands in a product category.
Kotler - Ch9 Brand Equity - Top 10 Concepts
The document discusses key concepts for creating brand equity from chapter 9, including defining brand equity as the added value provided to products and services. It covers customer-based brand equity, the importance of quality over quantity in building brands, components of brand asset valuation, and models for brand identity, resonance, equity drivers, and audits. The summary also discusses managing brand equity through reinforcement and revitalization, and devising branding strategies including extensions and portfolios.
Brand & packaging management
The document discusses brand management and creating brand equity. It defines what a brand is and outlines some of the benefits brands can provide. Brand equity is defined as the differential effect of brand knowledge on consumer response. Strong brands excel at delivering benefits to consumers, stay relevant, communicate consistent messages, and are supported by the organization. Measuring brand equity involves brand audits and brand tracking to collect information from customers. Managing brand equity requires brand reinforcement, revitalization when needed due to changes, and handling brand crises. Developing a branding strategy involves decisions on applying existing brand elements or creating new ones when introducing new products.
What is brand, and how does branding work
Branding involves using names, symbols, or designs to identify and differentiate products and services from competitors. The earliest signs of branding in Europe involved medieval guilds requiring craftspeople to mark products to protect customers from inferior quality. Branding also benefits firms by simplifying product identification, organizing inventory records, and providing legal protection. For consumers, brands help evaluate identical products and signal quality and satisfaction. Successful branding strategies convince consumers that meaningful differences exist between brands in a category, whether through product attributes, benefits, or non-product related means.
How do consumers make purchasing decisions
The document outlines the 5-stage process consumers go through when making purchasing decisions: 1) problem recognition, 2) information search, 3) evaluation of alternatives, 4) purchase decision, and 5) post-purchase behavior. It describes each stage in detail, including how consumers are triggered to recognize problems, search for limited options, evaluate products based on attributes, and how their purchase decision can be influenced by others and unexpected factors. It also explains that post-purchase satisfaction depends on whether expectations are met or exceeded by the product.
What is brand, and how does branding work?
A brand consists of elements like names, terms, symbols or designs that identify a seller's goods and services and differentiate them from competitors. Key brand components include names, logos, symbols and package design. Brands identify the source or maker of a product, allow consumers to assign responsibility for its performance, simplify product handling for consumers and provide legal protection. Brands signify a level of quality that convinces buyers to choose a product repeatedly, winning consumer trust and preventing competitive firms from entering. For branding to be successful, consumers must perceive meaningful differences among brands in a product category.
How is brand equity built, measured and managed
This document discusses several aspects of branding, including initial brand elements, brand equity, integrated marketing, leveraging brand associations, measuring brand equity, brand value chain, Interbrand's brand valuation method, and understanding original sources of brand equity. It provides information on memorability, meaningfulness, likability, transferability, adaptability, and protectability of brand elements. It also discusses brand contact, integrated marketing, using secondary brand associations to build brand equity, direct and indirect approaches to measuring brand equity, and stages of the brand value chain.
Kotler Creating Brand Equity
Presentation made on Creating Brand Equity as explained in Marketing Management latest edition by Philip Kotler
Chapter 9 Creating Brand Equity
1. Brand equity is the added value provided to products and services by a brand. It is reflected in how consumers think, feel, and act towards the brand and is measured by prices, market share, and profitability.
2. Brand equity is built through strong brand elements, integrated marketing programs, and associations transferred to the brand. It is measured using brand audits, tracking, and valuation to assess financial brand value.
3. Managing brand equity involves brand reinforcement through innovation and relevance. Strong brands differentiate themselves, have high energy and relevance, and are well-regarded with familiarity among consumers.
Viewers also liked (10)
Similar to Garcia chapt9
10 chapter 10 marketing report imperial
This document outlines 10 key concepts for crafting an effective brand positioning: 1) positioning the brand, 2) understanding competitors, 3) shared and unique attributes, 4) product categories, 5) appealing to multiple audiences, 6) differentiation strategies, 7) product lifecycles, 8) marketing strategies, 9) market and product modifications, and 10) market evolution. The overall message is that strong branding requires strategic consideration of these concepts to connect with customers and achieve marketing goals over the long run.
Chapter 9(2)
The document outlines 10 concepts for creating brand equity:
1. A powerful brand can secure competitive advantage through brand differentiation and protection of quality and reputation.
2. Branding creates mental structures that help consumers organize options and make decisions by highlighting differences between brands.
3. Brand equity is the added value provided by a brand in how consumers think, feel and act toward a product or service based on brand knowledge and consumer behavior.
Ch18 marketing pamuy
The document outlines various mass communication techniques used in advertising, sales promotions, events, experiences, and public relations. It discusses the objectives and key aspects of advertising like the 5 M's model, developing message and creative strategies, and legal/social issues. It also covers related topics like product placement, sales promotions, events and experiences as engagement tools, and the role of public relations in image promotion and corporate social responsibility. Specific local and healthcare examples are provided to illustrate each concept.
Defining marketing for the 21st century
This document defines 21st century marketing concepts through 10 concepts:
1. Marketing is an organizational function and set of processes.
2. Everything can be marketed.
3. Needs, wants, and demands drive marketing.
4. Societal factors create new behaviors and opportunities.
5. Consumers have changed and are more knowledgeable.
6. Companies have changed and now use internet/mobile targeting.
7. Production focus has shifted to holistic marketing orientation.
8. Markets create and deliver value for consumers.
9. Holistic marketing incorporates internal and external strategies.
10. Specific marketing tasks are needed for long-term growth.
Rivera russell md070062 - chapter 18
This document outlines 10 key concepts for managing mass communications including advertising, sales promotions, sponsorships, and public relations. The concepts are: 1) Advertising needs goals; 2) Advertising budgets depend on the product; 3) Creative development and execution of ads; 4) Getting the message across; 5) Product placement; 6) Timing of advertisements; 7) Determinants of success; 8) Sales promotions as enticement; 9) Sponsorships to increase visibility; 10) Public relations to build brand image. Examples are provided for each concept.
Chapter 1 Defining Marketing for the 21st Century
This document outlines concepts for understanding 21st century marketing. It discusses 10 core marketing concepts like target markets, positioning, and segmentation. It provides examples of how companies like Walmart, McDonald's, and Amazon apply these concepts. It also gives examples of how these concepts appear in the Philippines healthcare industry, with references to hospitals like The Medical City and St. Luke's. Finally, it discusses integrating these concepts with the holistic marketing concept and marketing mix to understand 21st century marketing challenges and opportunities.
Marketing chapter 21 report - alsonfo gabriel a. vega mdmba 070016
Tapping into global markets involves competing on a global basis, deciding when to expand abroad, determining which market to enter first, and how to initially enter the market. Success requires adapting the marketing program, communications, products, and addressing country images and consumer perceptions, while establishing an appropriate marketing organization and pricing strategy. The key is developing specific objectives, policies, and strategies for capturing potential markets as a global firm.
Chapter 16
This document outlines 10 concepts related to retailing, wholesaling, and logistics. It defines key terms and provides examples to illustrate different concepts. The concepts cover strategies for product positioning in retailing, new non-store retail venues like direct selling, how franchising allows for retail expansion, challenges in the new retail environment, retail decision-making factors, reasons for private labels, the efficiency of wholesaling, steps in integrated logistics systems, major decisions in market logistics, and the differences between retailing and wholesaling.
Chapter 5 doromal
The document discusses 10 concepts for creating customer value, satisfaction, and loyalty. The concepts are: 1) customers are the top priority, 2) customers maximize value, 3) satisfaction occurs when performance meets or exceeds expectations, 4) quality leads to value and satisfaction, 5) profitable customers provide net positive value, 6) lifetime customer value implies profits, 7) customer relationship management enables strong, long-term relationships, 8) retaining customers is more profitable than attracting new ones, 9) loyalty is key to long-term marketing success, and 10) customer databases provide customer insights. The conclusion emphasizes that prioritizing customers, quality, and relationships optimizes value and profits.
C:\Fakepath\Final Customer Value, Satisfaction And Loyalty
1. The document discusses 10 concepts for creating customer value, satisfaction, and loyalty, using examples from marketing and the medical field.
2. Key concepts include ensuring product and service quality to meet customer needs, understanding how customer satisfaction depends on experience versus expectations, and gaining customer loyalty through consistent quality over time.
3. Maintaining a customer database allows customizing marketing and medical services to individual customers based on their past experiences and needs.
Fajardo analyzing consumer markets
This document summarizes 10 key concepts about consumer behavior: 1) Cultural and social factors influence buying decisions. 2) Personal characteristics like age, personality and lifestyle also affect decisions. 3) Motivation and needs drive consumers' goals. 4) Perception affects how consumers interpret information. 5) Consumers go through a decision process of problem recognition, information search, evaluation, purchase and post-purchase behavior. Understanding these various influences can help marketers better reach and serve consumers.
Customer value, satisfaction and loyalty
Top Ten Concepts with RP Medical Application for Chapter 5 of Kotlers "Customer Value, Satisfaction and Loyalty"
Chapter 5: Creating Customer Value, Satisfaction, and Loyalty
This document summarizes key concepts from Chapter 5 of a marketing management textbook. It discusses 10 concepts relating to creating customer value and loyalty, including the importance of making customers the center of business, the concept of customer perceived value, developing an effective value proposition and delivery system, the role of customer satisfaction and quality, cultivating long-term customer relationships through customer relationship management, retaining profitable customers, and using customer data and analytics. Real-world examples are provided for each concept from both business and healthcare domains.
Introduction to branding - Basics of advertising
In this session, students will see how branding influences advertising as a brand act as an identity for the product in the market. A marketer should take into consider all the good and negative points before naming a product.
Hmt watch
The document discusses various concepts related to brands including what a brand is, why brands are important, components of brand equity, challenges in building brands, and ways to strengthen or revitalize declining brands. It notes that brands provide value to consumers through identification, promises, and image. Building strong brand equity requires awareness, perceived quality, associations, and loyalty over time. Declining brands can be revitalized through increasing usage, finding new uses, entering new markets, repositioning, augmenting products, extending to new categories, or divesting/exiting if necessary.
Top 10 questions
This document contains questions and answers about branding concepts from Chapter 9 of a textbook on creating brand equity. It discusses key branding elements like brand names and symbols. It also addresses topics like brand extension, brand portfolios, and how marketing activities can build brand equity. Specific examples are provided about how hospitals, pharmaceutical companies, and retailers apply these branding strategies.
Breakthrough innovations
Hotstar saw a threefold increase in views for the Indian Premier League cricket matches in season 8 compared to the previous season, reaching 200 million views. It also saw 340 million views for the 2015 Cricket World Cup matches. This made both tournaments the largest sporting events on digital media. Hotstar's increased viewership led to higher advertising revenue of Rs. 50 Crore for IPL-8, a 25% increase over the previous season. Hotstar created additional cricket-related shows to engage viewers. Its success with cricket coverage provided another major boost for the streaming service in 2015.
Palma 15 marketing de guia
This document outlines the top 10 concepts from Chapter 15 on designing and managing integrated marketing channels. It discusses how push and pull marketing strategies as well as hybrid channels can benefit products and services. It also notes that marketing channels can involve several levels to move products from the source to users and are not limited to physical goods. Additionally, it states that manufacturers have power over channels, channel systems are dynamic, and periodic evaluation of channel designs is necessary. Technological advances have also given rise to e-commerce marketing.
Emotional branding
It should come as no surprise that humans are emotional creatures. Marketers have long recognized the fact that emotions play a key role when consumers are talking about or purchasing products in categories as disparate as those represented by brands. Over the past decade, emotional branding has emerged as a highly influential brand management paradigm. Among marketing practitioners, this relational, communal, participatory, sensory, and emotive view of consumer– brand relationships is increasingly heralded as a central pillar of market differentiation and sustainable competitive advantage. Emotional connections are universally important, and managing those emotional bonds pays off handsomely. Some companies are very good at creating emotional connections with their customers. Most, however, are not. Companies that is successful at creating emotional connections benefit from stronger results, not only in cash flow and profit, but in market share. Emotional connections aren’t static. They ebb and flow and the results can affect a company’s long-term business success.
Brand & Brand Management - An Overview
The document provides an overview of brands and brand management. It defines a brand as a name, symbol, or design that identifies a seller's goods/services and differentiates them from competitors. The objectives of a good brand are to clearly deliver messaging, confirm credibility, connect emotionally with customers, motivate buyers, and create loyalty. Brand management applies marketing techniques to specific products/services to increase perceived value and brand equity. Effective online branding involves defining your brand, focusing on what you do rather than who you are, using a spokesperson, developing a fan mentality, using words and visuals consistently, becoming a one-stop destination, publishing a newsletter, and being visible in online forums.
Similar to Garcia chapt9 (20)
Marketing chapter 21 report - alsonfo gabriel a. vega mdmba 070016
Marketing chapter 21 report - alsonfo gabriel a. vega mdmba 070016
C:\Fakepath\Final Customer Value, Satisfaction And Loyalty
C:\Fakepath\Final Customer Value, Satisfaction And Loyalty
Chapter 5: Creating Customer Value, Satisfaction, and Loyalty
Chapter 5: Creating Customer Value, Satisfaction, and Loyalty
Garcia chapt9
- 1. Cristina M. Garcia Marketing Management Section 2 12 May 2010 Chapter 9: Creating Brand Equity Top 10 Concepts with Medical Applications
- 3. Concept 1: Branding sets a product apart from the rest Definition Brand Elements Differences in consumer perception KEY:
- 11. Concept 5: Having the right brand knowledge and right consumers builds brand equity Creating Brand equity
- 13. Concept 6: Brand equity needs to be measured to be managed well Creating Brand equity Brand Audit Brand-tracking studies
- 15. Concept 7: Managing brand equity requires a long-term view of marketing actions Creating Brand equity Brand Reinforcement Brand Revitalization
- 17. Concept 8: Deciding on how to brand new products is critical in a firm’s branding strategy Creating Brand equity Individual names Separate Family Names Blanket Family Names Corporate + Individual Product Names BRAND RELATIONSHIP CONTINUUM
- 19. Concept 9: Most new products are line extensions Creating Brand equity Positive Feedback New product acceptance
- 21. Concept 10: Brand portfolios maximize market coverage but minimize brand overlap Creating Brand equity Multiple brands Multiple segments
- 24. Cristina M. Garcia Marketing Management Section 2 12 May 2010 Chapter 9: Creating Brand Equity Top 10 Concepts with Medical Applications
Editor's Notes
- Pfizer – Pfizer Quality; working for a healthier world
- URC – Individual names Lamoiyan – Blanket family names