Brand equity is the added value provided to products and services by a brand's name. It arises from differences in consumer response to a branded product versus an unbranded commodity and is reflected in perceptions, preferences, and behaviors toward all aspects of a brand's marketing. Brand equity benefits companies through increased prices, market share, and profits associated with the brand.
Brand loyalty is a pattern of consumer behavior where consumers become committed to brands and make repeat purchases from the same brands over time. Loyal customers consistently purchase products from their preferred brands, regardless of convenience or price.
Brand loyalty is a pattern of consumer behavior where consumers become committed to brands and make repeat purchases from the same brands over time. Loyal customers consistently purchase products from their preferred brands, regardless of convenience or price.
Meaning and nature of buyer behavior, differences between consumer buying and organizational buying in terms of characteristics and process, Strategic use of consumer behavior knowledge in marketing and public policy decisions. Modern Consumerism and the global consumer movement
Chapter 2 buying decision making processNagendra Babu
Buying Decision Making Process: buying roles, Stages of the decision process – High and low effort decisions, Post purchase decisions, Models of consumer behaviour
Personality ,Freudian Theory ,Marketing strategies based on personality differences ,Motivational Research ,Neo-Freudian Theories ,Trait Theory ,Brand Personality ,Psychographic techniques ,The VALS™ Segments (value and life style) ,The Dark Side of Consumer Behavior ,Addictive Consumption
This presentation gives you a general idea about ttrends with marketing intermediaries. This is created by Nagarjun K S SIT Tumkur, DURING AN INTERNSHIP BY PROF. SAMEER MATHUR, IIM LUCKNOW
Meaning and nature of buyer behavior, differences between consumer buying and organizational buying in terms of characteristics and process, Strategic use of consumer behavior knowledge in marketing and public policy decisions. Modern Consumerism and the global consumer movement
Chapter 2 buying decision making processNagendra Babu
Buying Decision Making Process: buying roles, Stages of the decision process – High and low effort decisions, Post purchase decisions, Models of consumer behaviour
Personality ,Freudian Theory ,Marketing strategies based on personality differences ,Motivational Research ,Neo-Freudian Theories ,Trait Theory ,Brand Personality ,Psychographic techniques ,The VALS™ Segments (value and life style) ,The Dark Side of Consumer Behavior ,Addictive Consumption
This presentation gives you a general idea about ttrends with marketing intermediaries. This is created by Nagarjun K S SIT Tumkur, DURING AN INTERNSHIP BY PROF. SAMEER MATHUR, IIM LUCKNOW
This presentation gives you a general idea about the private label brands. This is created by Nagarjun K S SIT Tumkur, DURING AN INTERNSHIP BY PROF. SAMEER MATHUR, IIM LUCKNOW
A presentation based on the Howard Case Study on 'What are Brands Good for?'
The role of disaggregated marketing has been highlighted through this presentation
This presentation is about the impact of Private labels on the sales of National and International Brands. It also studies the increasing number of private labels in India.
NYU I M.S. in Integrated Marketing I Integrated Marketin.docxcherishwinsland
NYU I M.S. in Integrated Marketing I Integrated Marketing I Fontana I Spring 2016
CREATING THE BRAND
Integrated Marketing / Spring 2016
M.S. in Integrated Marketing
NYU I M.S. in Integrated Marketing I Integrated Marketing I Fontana I Spring 2016
Our Guest… Jerry Gottlieb
Table 2.3 lists four types of marketing control: annual-plan control, profitability control, efficiency control, and strategic control.
With strategic control, the firm should periodically reassess its strategic approach to the marketplace, using a marketing audit , a comprehensive, systematic, independent, and periodic examination of a company’s or business unit’s marketing environment, objectives, strategies, and activities, to identify problem areas and opportunities and recommend a plan for improving marketing performance.
*
NYU I M.S. in Integrated Marketing I Integrated Marketing I Fontana I Spring 2016
Let’s Start With You..
Student PresentationsBaidu – Nora / Yuexin
Wounded Warrior Foundation – Chenkai / Jiawei
Toyota Prius – Huiman / Yafeng
Overstock.com – Jing / Shiqi
Li-Ning Sneakers – Talya / Yangyang
Stride Rite Shoes – Jiayi / Carolina
Table 2.3 lists four types of marketing control: annual-plan control, profitability control, efficiency control, and strategic control.
With strategic control, the firm should periodically reassess its strategic approach to the marketplace, using a marketing audit , a comprehensive, systematic, independent, and periodic examination of a company’s or business unit’s marketing environment, objectives, strategies, and activities, to identify problem areas and opportunities and recommend a plan for improving marketing performance.
*
NYU I M.S. in Integrated Marketing I Integrated Marketing I Fontana I Spring 2016
Learning Objectives
What is a brand, and how does branding work?
What is brand equity, and how is it built, measured, and managed?
What are the important decisions in developing a branding strategy?
Why is it important for companies to grow the core of their business?
NYU I M.S. in Integrated Marketing I Integrated Marketing I Fontana I Spring 2016
What is a Brand?American Marketing Association
A brand is “a name, term, sign, symbol, or design, or a combination of them, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors"
BUT it goes beyond that
A brand is thus a product or service whose dimensions differentiate it in some way from other products or services designed to satisfy the same need. These differences may be functional, rational, or tangible—related to product performance of the brand. They may also be more symbolic, emotional, or intangible— related to what the brand represents or means in a more abstract sense.
*
NYU I M.S. in Integrated Marketing I Integrated Marketing I Fontana I Spring 2016
What is a Brand?
A brand is thus a product or service who.
Internship Under Dr. Sameer Mathur Professor at IIM Lucknow
What you learnt about creating presentations
The following points
Brief topics from this book
About Needs ,Wants ,Demands , Value & Satisfaction
3 Different cases Were discussed.
Understanding the Situation and problem being faced
Analysis of a HBR article
By: Julia kirby
Learned advertisement and their effect Target advertisement Impact on customers Using memes and other technical advantages Beating compititions
A BRAND IS FOREVER! A FRAMEWORK FOR REVITALIZING DECLINING AND DEAD BRANDS
2. REVIVAL OF A DEAD BRAND The revitalization of a brand is usually less costly and risky than introducing a new brand, which can cost tens of millions and will more likely fail than succeed -Aaker(1991)
3. REVIVAL OF A DEAD BRAND  neither the lifespan of a brand nor its ultimate destiny is predetermined  But, brand decline is a reversible process  Ex: Harley Davidson and ford after facing great competition lost their hold still regained their status because of their brand value.
4. REVIVAL OF A DEAD BRAND The revitalization of a brand is usually less costly and risky than introducing a new brand, which can cost tens of millions and will more likely fail than succeed -Aaker(1991)
5. DECLINE AND DEATH OF BRANDS Brand equity framework: The differential effect that consumer knowledge about a brand has on the customer’s response to marketing activity, and consumer brand knowledge can be characterized in terms of brand awareness and brand image dimensions A brand with strong equity has high awareness and consumers hold strong, favourable, and unique brand associations
6. DECLINE AND DEATH OF BRANDS Pan am and Oldsmobile (general electrical) examples illustrate that even well-known brands can decline as a result of a wide variety of factors.
7. CAUSES OF BRAND DECLINE Product life cycle (PLC) framework: identifies four stages: introduction, growth, maturity, and decline. It uses sales to define the stages of the life cycle, which in turn are used to predict sales. Different forces leads to brand’s evolution • Managerial actions • Environmental factors • Competitive actions
8. CAUSES OF BRAND DECLINE MANAGERIAL ACTIONS Brands often decline because of leadership, management, and employees making excuses rather than acting with integrity Managerial actions which can cause this are: product quality, price increases, price cuts, brand neglect, and inability to stay with the target market.
9. CAUSES OF BRAND DECLINE MANAGERIAL ACTIONS Product quality: When compromises in product quality for cost-cutting reasons • do not impact brand loyalty in the short run, • managers mistakenly conclude that consumers are willing to accept or live with the change. • At some point when customers’ experiences with the brand do not live up to their expectations, • the brand starts to decline.
10. CAUSES OF BRAND DECLINE MANAGERIAL ACTIONS Price increases : If a company continues to raise prices without offering a corresponding increase in benefits, sooner or later consumers will start to abandon the brand. Volkswagen launched golf but was unable to control costs and had to keep raising prices, until it effectively drove itself out of the entry-level segment where it had once been a leader
11. CAUSES OF BRAND DECLINE MANAGERIAL ACTIONS Price cuts: When a company cuts prices in desperation to increase
Southwest has mastered the low-price model and has the financial results to prove it. Why don’t the other airlines copy Southwest’s model?
-By Sravya Tanmayee
2. Brand equity is the added value endowed on products and services.
It may be reflected
in the way consumers think, feel, and act
with respect to the brand,
as well as in their prices, market share,
and profitability the brand commands
3.
4. It is the differential
effect brand
knowledge has on
consumer response
to the marketing of
that brand.
5. POSITIVE CUSTOMER
BASED BRAND EQUITY
Customers react
more favorably
to a product and
the way it is
marketed when
the brand is
identified
NEGATIVE CUSTOMER
BASED BRAND EQUITY
Consumers react
less favorably to
marketing
activity for the
brand under the
same
circumstances.
6.
7. 1. Brand equity arises from differences in
consumer response. If no differences occur, the
brand name product is essentially a commodity,
and competition is based on price.
2. Differences in response are a result of
consumers’ brand knowledge, all the
thoughts, images, experiences associated
with the brand.
3. Brand equity is reflected in perceptions,
preferences, and behavior related to all
aspects of the marketing of a brand.
8.
9.
10.
11. 1.ENERGIZED DIFFERENTIATION-
It measures the degree to which
a brand is seen as different
from others, and its perceived
momentum and leadership.
2. RELEVANCE-
It measures the
appropriateness and
breadth of brand’s appeal.
3. ESTEEM-
It measures perceptions of
quality and loyalty, or how
well the brand is regarded
and respected.
4. KNOWLEDGE-
It measures how aware
and familiar consumers
are with the brand.
14. For any one brand , each person interviewed is assigned to one level of the
pyramid depending on their responses to a set of questions. The brand
resonance pyramid shows the number of consumers who have reached each
level.
15.
16. Enacting the four steps establishes a
Pyramid of six brand building blocks.