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Chapter 10 Creating Brand Equity
[object Object],[object Object],[object Object],[object Object],Looking Forward
Branding is endowing products and services with the power of a brand. It’s all about creating differences between products.  Marketers need to teach consumers “who” the product is – by giving it a name and other brand elements to identify it – as well as what the product does and why consumers should care.
[object Object],[object Object]
Brand Equity as a Bridge Consumer knowledge is what drives the differences that manifest themselves in brand equity. In an abstract sense, we can think of brand equity as providing marketers with a vital strategic “bridge” from their past to their future. A brand promise is the marketer’s vision of what the brand must be and do for the consumers.
Brand Equity Models ,[object Object],Aaker Model Aaker maintains that the identity should be differentiating on some dimensions, suggest parity on others, resonate with customers, drive brand building programs, reflect the culture and strategy of the business, and be credible.
[object Object],Brand Salience: is how often and how easily customers think of the brand under various purchase or consumption situations Brand performance: is how well the product or service meets customers’ financial needs
Brand imagery: describes the extrinsic properties of the product or service, including the ways in which the brand attempts to meet the customers’ psychological or social needs Brand judgments: focus on customers’ own personal opinions and evaluations Brand feelings: are customers’ emotional responses and reactions with respect to the brand Brand 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.
Building brand equity ,[object Object],[object Object],[object Object],[object Object]
Choosing brand elements ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Brand contact is any information-bearing experience, whether positive or negative, a customer or prospect has with the brand, the product category, or the market that relates to the marketer’s product or service
[object Object],[object Object],[object Object],[object Object]
Leveraging Secondary Associations ,[object Object],[object Object]
Measuring Brand Equity ,[object Object]
Brand Revitalizations
Brand Extensions
Brand Portfolio Flankers Cash cows Low end Entry level High end prestige
Customer Equity ,[object Object],[object Object]
Thank You ,[object Object]

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Kotler Creating Brand Equity

  • 1. Chapter 10 Creating Brand Equity
  • 2.
  • 3. Branding is endowing products and services with the power of a brand. It’s all about creating differences between products. Marketers need to teach consumers “who” the product is – by giving it a name and other brand elements to identify it – as well as what the product does and why consumers should care.
  • 4.
  • 5. Brand Equity as a Bridge Consumer knowledge is what drives the differences that manifest themselves in brand equity. In an abstract sense, we can think of brand equity as providing marketers with a vital strategic “bridge” from their past to their future. A brand promise is the marketer’s vision of what the brand must be and do for the consumers.
  • 6.
  • 7.
  • 8. Brand imagery: describes the extrinsic properties of the product or service, including the ways in which the brand attempts to meet the customers’ psychological or social needs Brand judgments: focus on customers’ own personal opinions and evaluations Brand feelings: are customers’ emotional responses and reactions with respect to the brand Brand 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.
  • 9.
  • 10.
  • 11.
  • 12.
  • 13.
  • 16. Brand Portfolio Flankers Cash cows Low end Entry level High end prestige
  • 17.
  • 18.