SlideShare a Scribd company logo
1 of 37
Download to read offline
Creating
Brand Equity
Marketing Management, 13th ed
9
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-2
Chapter Questions
• What is a brand and how does
branding work?
• What is brand equity?
• How is brand equity built, measured,
and managed?
• What are the important decisions in
developing a branding strategy?
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-3
ESPN: A Strong Brand
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-4
Steps in
Strategic Brand Management
• Identifying and establishing brand
positioning
• Planning and implementing brand
marketing
• Measuring and interpreting brand
performance
• Growing and sustaining brand value
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-5
What is a Brand?
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.
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-6
The Role of Brands
Identify the maker
Simplify product handling
Organize accounting
Offer legal protection
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-7
The Role of Brands
Signify quality
Create barriers to entry
Serve as a competitive
advantage
Secure price premium
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-8
What is Branding?
Branding is endowing
products and services with the
power of the brand.
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-9
What is Brand Equity?
Brand equity is the added value
endowed on products and services,
which may be reflected in the way
consumers, think, feel, and act with
respect to the brand.
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-10
Brand Knowledge
Knowledge
Thoughts
Experiences
Beliefs
Images
Feelings
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-11
Advantages of Strong Brands
• Improved
perceptions of
product
performance
• Greater loyalty
• Less vulnerability
to competitive
marketing actions
• Less vulnerability
to crises
• Larger margins
• More inelastic
consumer response
• Greater trade
cooperation
• Increased marketing
communications
effectiveness
• Possible licensing
opportunities
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-12
Apple is a Strong Brand
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-13
What is a Brand Promise?
A brand promise is the marketer’s
vision of what the brand must be and
do for consumers.
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-14
Burger King Builds Its Brand with
Social Connectivity
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-15
Brand Equity Models
• Brand Asset Valuator
• Aaker Model
• BRANDZ
• Brand Resonance
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-16
BAV Key Components
Differentiation
Energy
Relevance
Esteem
Knowledge
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-17
Figure 9.3 Brand Dynamics Pyramid
Presence
Relevance
Performance
Advantage
Bonding
Strong Relationship
Weak Relationship
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-18
Aaker Model
Brand Identity
Extended Identity
Elements
Brand Essence
Core Identity
Elements
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-19
Figure 9.4 Brand Resonance Pyramid
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-20
Drivers of Brand Equity
Brand Elements
Marketing Activities
Meaning Transference
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-21
Brand Elements
Elements
Slogans
Brand
names URLs
Logos
Symbols
Characters
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-22
Brand Element Choice Criteria
• Memorable
• Meaningful
• Likeability
• Transferable
• Adaptable
• Protectible
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-23
Slogans
• Like a good
neighbor, State
Farm is there
• Just do it
• Nothing runs like a
Deere
• Save 15% or more
in 15 minutes or
less
• We try harder
• We’ll pick you up
• Nextel – Done
• Zoom Zoom
• I’m lovin’ it
• Innovation at work
• This Bud’s for you
• Always low prices
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-24
Designing Holistic Marketing Activities
Personalization
Integration
Internalization
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-25
Internal Branding
• Choose the right moment
• Link internal and external marketing
• Bring the brand alive for employees
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-26
Figure 9.5 Secondary Sources of
Brand Knowledge
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-27
Measuring Brand Equity
Brand Audits
Brand Tracking
Brand Valuation
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-28
Table 9.2 The 10 Most Valuable Brands
Brand 2006 Brand Value (Billions)
Coca-Cola $67.00
Microsoft $56.93
IBM $56.20
GE $48.91
Intel $38.32
Nokia $30.13
Toyota $27.94
Disney $27.85
McDonald’s $27.50
Mercedes-Benz $22.13
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-29
Managing Brand Equity
Brand Reinforcement
Brand Revitalization
Brand Crises
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-30
Interbrand’s Steps in Calculating
Brand Equity
• Market segmentation
• Financial analysis
• Role of branding
• Brand strength
• Brand value calculation
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-31
Devising a Branding Strategy
Develop new brand
elements
Apply existing brand
elements
Use a combination of
old and new
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-32
Branding Terms
• Brand line
• Brand mix
• Brand extension
• Sub-brand
• Parent brand
• Family brand
• Line extension
• Category extension
• Branded variants
• Licensed product
• Brand dilution
• Brand portfolio
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-33
Brand Naming
Individual names
Blanket family names
Separate family names
Corporate name-
individual name combo
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-34
Reasons for Brand Portfolios
• Increasing shelf presence and retailer
dependence in the store
• Attracting consumers seeking variety
• Increasing internal competition within
the firm
• Yielding economies of scale in
advertising, sales, merchandising, and
distribution
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-35
Brand Roles in a Brand Portfolio
Flankers
Low-end
Entry-level
High-end
Prestige
Cash Cows
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-36
Marketing Debate
 Are brand extensions good or bad?
Take a position:
1. Brand extensions can endanger brands.
or
2. Brand extensions are an important
brand-growth strategy.
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-37
Marketing Discussion
 How can you relate the different models
brand equity presented in this chapter?
 How are they similar? Different?
 Can you reconstruct a brand-equity
Model that incorporates the best of each?

More Related Content

What's hot

Ch9 Creating Brand Equity afcajayon
Ch9 Creating Brand Equity afcajayonCh9 Creating Brand Equity afcajayon
Ch9 Creating Brand Equity afcajayonAbegailCajayonCPA
 
Ch 10 crafting the brand positioning14e
Ch 10 crafting the brand positioning14eCh 10 crafting the brand positioning14e
Ch 10 crafting the brand positioning14eNazmul Hasan Mahmud
 
Corporate Branding
Corporate BrandingCorporate Branding
Corporate Brandingnizmon
 
Brand Management - Importance, Difference, Logic, Model , Reasons, Challenges
Brand Management - Importance, Difference, Logic, Model , Reasons, ChallengesBrand Management - Importance, Difference, Logic, Model , Reasons, Challenges
Brand Management - Importance, Difference, Logic, Model , Reasons, ChallengesDarshan Shamsundar
 
identifying-segments-target-markets
identifying-segments-target-marketsidentifying-segments-target-markets
identifying-segments-target-marketsSlide Hub
 
Brand Management - Brand & Branding
Brand Management - Brand & BrandingBrand Management - Brand & Branding
Brand Management - Brand & BrandingTheresia Lusiyanti
 
Brand authenticity and strategic brand management
Brand authenticity and strategic brand managementBrand authenticity and strategic brand management
Brand authenticity and strategic brand managementProf. Dr. Mike Schallehn
 
Assessing Your Brand Architecture August 2015
Assessing Your Brand Architecture August 2015Assessing Your Brand Architecture August 2015
Assessing Your Brand Architecture August 2015Carol Phillips
 
Dual branding
Dual brandingDual branding
Dual brandingidealajay
 
Portfolio strategy & architecture
Portfolio strategy & architecturePortfolio strategy & architecture
Portfolio strategy & architectureFullSurge
 

What's hot (20)

Ch9 Creating Brand Equity afcajayon
Ch9 Creating Brand Equity afcajayonCh9 Creating Brand Equity afcajayon
Ch9 Creating Brand Equity afcajayon
 
Marketing
MarketingMarketing
Marketing
 
Brand Elements
Brand ElementsBrand Elements
Brand Elements
 
Ch 10 crafting the brand positioning14e
Ch 10 crafting the brand positioning14eCh 10 crafting the brand positioning14e
Ch 10 crafting the brand positioning14e
 
Corporate Branding
Corporate BrandingCorporate Branding
Corporate Branding
 
Product and Brand
Product and BrandProduct and Brand
Product and Brand
 
Choosing brand elements to build brand equity by Leroy J.Ebert
Choosing brand elements to build brand equity by Leroy J.EbertChoosing brand elements to build brand equity by Leroy J.Ebert
Choosing brand elements to build brand equity by Leroy J.Ebert
 
Brand Positioning by Leroy J. Ebert
Brand Positioning by Leroy J. EbertBrand Positioning by Leroy J. Ebert
Brand Positioning by Leroy J. Ebert
 
Brand Management - Importance, Difference, Logic, Model , Reasons, Challenges
Brand Management - Importance, Difference, Logic, Model , Reasons, ChallengesBrand Management - Importance, Difference, Logic, Model , Reasons, Challenges
Brand Management - Importance, Difference, Logic, Model , Reasons, Challenges
 
4 Ps Vs 4 Cs
4 Ps Vs 4 Cs4 Ps Vs 4 Cs
4 Ps Vs 4 Cs
 
Branding New 1
Branding New 1Branding New 1
Branding New 1
 
identifying-segments-target-markets
identifying-segments-target-marketsidentifying-segments-target-markets
identifying-segments-target-markets
 
Branding
BrandingBranding
Branding
 
Brand Management - Brand & Branding
Brand Management - Brand & BrandingBrand Management - Brand & Branding
Brand Management - Brand & Branding
 
Brand authenticity and strategic brand management
Brand authenticity and strategic brand managementBrand authenticity and strategic brand management
Brand authenticity and strategic brand management
 
Assessing Your Brand Architecture August 2015
Assessing Your Brand Architecture August 2015Assessing Your Brand Architecture August 2015
Assessing Your Brand Architecture August 2015
 
Dual branding
Dual brandingDual branding
Dual branding
 
Portfolio strategy & architecture
Portfolio strategy & architecturePortfolio strategy & architecture
Portfolio strategy & architecture
 
Brand & brand strategy
Brand & brand strategy Brand & brand strategy
Brand & brand strategy
 
Brand architecture strategy
Brand architecture strategyBrand architecture strategy
Brand architecture strategy
 

Similar to Kotler mm13e media_09

Marketing Management - Chapter 9
Marketing Management - Chapter 9Marketing Management - Chapter 9
Marketing Management - Chapter 9Perkha Khan
 
Kotlermm13ebasic09 110321064418-phpapp02
Kotlermm13ebasic09 110321064418-phpapp02Kotlermm13ebasic09 110321064418-phpapp02
Kotlermm13ebasic09 110321064418-phpapp02tesla01
 
Chapter2 101229122552-phpapp02
Chapter2 101229122552-phpapp02Chapter2 101229122552-phpapp02
Chapter2 101229122552-phpapp02Muhammad Arif
 
kotler_mm13e_media_05.ppt
kotler_mm13e_media_05.pptkotler_mm13e_media_05.ppt
kotler_mm13e_media_05.pptMTplanet
 
Marketing Management - Chapter 10
Marketing Management - Chapter 10Marketing Management - Chapter 10
Marketing Management - Chapter 10Perkha Khan
 
Pertemuan - 8-Kotler - Setting Product Strategy.ppt
Pertemuan - 8-Kotler - Setting Product Strategy.pptPertemuan - 8-Kotler - Setting Product Strategy.ppt
Pertemuan - 8-Kotler - Setting Product Strategy.pptarrywidodo
 
Chapter2 marketing management
Chapter2 marketing managementChapter2 marketing management
Chapter2 marketing managementumar0007
 
marketing-management-chapter-5ppt.ppt
marketing-management-chapter-5ppt.pptmarketing-management-chapter-5ppt.ppt
marketing-management-chapter-5ppt.pptNildaRasulung
 
Marketing Management - Chapter 2
Marketing Management - Chapter 2Marketing Management - Chapter 2
Marketing Management - Chapter 2Perkha Khan
 
Pertemuan - 13- kotler-(a).ppt
Pertemuan - 13- kotler-(a).pptPertemuan - 13- kotler-(a).ppt
Pertemuan - 13- kotler-(a).pptarrywidodo
 
Marketing Management
Marketing ManagementMarketing Management
Marketing ManagementRana6247780
 
developing-marketing-strategies-and-plans
developing-marketing-strategies-and-plansdeveloping-marketing-strategies-and-plans
developing-marketing-strategies-and-plansSlide Hub
 
Kotler Mm13e Media 05 Creating Customer Value, Satisfaction, And Loyalty
Kotler Mm13e Media 05  Creating  Customer  Value,  Satisfaction, And  LoyaltyKotler Mm13e Media 05  Creating  Customer  Value,  Satisfaction, And  Loyalty
Kotler Mm13e Media 05 Creating Customer Value, Satisfaction, And LoyaltyInstitute of Management Studies UOP
 

Similar to Kotler mm13e media_09 (20)

Kotlermm13 chapter 09
Kotlermm13 chapter 09Kotlermm13 chapter 09
Kotlermm13 chapter 09
 
Marketing Management - Chapter 9
Marketing Management - Chapter 9Marketing Management - Chapter 9
Marketing Management - Chapter 9
 
kotler09.ppt
kotler09.pptkotler09.ppt
kotler09.ppt
 
Kotlermm13ebasic09 110321064418-phpapp02
Kotlermm13ebasic09 110321064418-phpapp02Kotlermm13ebasic09 110321064418-phpapp02
Kotlermm13ebasic09 110321064418-phpapp02
 
Chapter2 101229122552-phpapp02
Chapter2 101229122552-phpapp02Chapter2 101229122552-phpapp02
Chapter2 101229122552-phpapp02
 
kotler_mm13e_media_05.ppt
kotler_mm13e_media_05.pptkotler_mm13e_media_05.ppt
kotler_mm13e_media_05.ppt
 
Marketing Management - Chapter 10
Marketing Management - Chapter 10Marketing Management - Chapter 10
Marketing Management - Chapter 10
 
Kotlermm13 chapter 10
Kotlermm13 chapter 10Kotlermm13 chapter 10
Kotlermm13 chapter 10
 
Ch 9 creating brand equity14e
Ch 9 creating brand equity14eCh 9 creating brand equity14e
Ch 9 creating brand equity14e
 
Chap 5
Chap 5Chap 5
Chap 5
 
Pertemuan - 8-Kotler - Setting Product Strategy.ppt
Pertemuan - 8-Kotler - Setting Product Strategy.pptPertemuan - 8-Kotler - Setting Product Strategy.ppt
Pertemuan - 8-Kotler - Setting Product Strategy.ppt
 
Chapter2 marketing management
Chapter2 marketing managementChapter2 marketing management
Chapter2 marketing management
 
Kotler mm 13e_basic_02
Kotler mm 13e_basic_02Kotler mm 13e_basic_02
Kotler mm 13e_basic_02
 
marketing-management-chapter-5ppt.ppt
marketing-management-chapter-5ppt.pptmarketing-management-chapter-5ppt.ppt
marketing-management-chapter-5ppt.ppt
 
Marketing Management - Chapter 2
Marketing Management - Chapter 2Marketing Management - Chapter 2
Marketing Management - Chapter 2
 
Kotlermm13 chapter 05
Kotlermm13 chapter 05Kotlermm13 chapter 05
Kotlermm13 chapter 05
 
Pertemuan - 13- kotler-(a).ppt
Pertemuan - 13- kotler-(a).pptPertemuan - 13- kotler-(a).ppt
Pertemuan - 13- kotler-(a).ppt
 
Marketing Management
Marketing ManagementMarketing Management
Marketing Management
 
developing-marketing-strategies-and-plans
developing-marketing-strategies-and-plansdeveloping-marketing-strategies-and-plans
developing-marketing-strategies-and-plans
 
Kotler Mm13e Media 05 Creating Customer Value, Satisfaction, And Loyalty
Kotler Mm13e Media 05  Creating  Customer  Value,  Satisfaction, And  LoyaltyKotler Mm13e Media 05  Creating  Customer  Value,  Satisfaction, And  Loyalty
Kotler Mm13e Media 05 Creating Customer Value, Satisfaction, And Loyalty
 

Recently uploaded

digital marketing , introduction of digital marketing
digital marketing , introduction of digital marketingdigital marketing , introduction of digital marketing
digital marketing , introduction of digital marketingrajputmeenakshi733
 
Entrepreneurial ecosystem- Wider context
Entrepreneurial ecosystem- Wider contextEntrepreneurial ecosystem- Wider context
Entrepreneurial ecosystem- Wider contextP&CO
 
trending-flavors-and-ingredients-in-salty-snacks-us-2024_Redacted-V2.pdf
trending-flavors-and-ingredients-in-salty-snacks-us-2024_Redacted-V2.pdftrending-flavors-and-ingredients-in-salty-snacks-us-2024_Redacted-V2.pdf
trending-flavors-and-ingredients-in-salty-snacks-us-2024_Redacted-V2.pdfMintel Group
 
Rakhi sets symbolizing the bond of love.pptx
Rakhi sets symbolizing the bond of love.pptxRakhi sets symbolizing the bond of love.pptx
Rakhi sets symbolizing the bond of love.pptxRakhi Bazaar
 
Saffron and Dates opportunities from Iran .pdf
Saffron and Dates opportunities from Iran .pdfSaffron and Dates opportunities from Iran .pdf
Saffron and Dates opportunities from Iran .pdfRezaSeif2
 
How To Simplify Your Scheduling with AI Calendarfly The Hassle-Free Online Bo...
How To Simplify Your Scheduling with AI Calendarfly The Hassle-Free Online Bo...How To Simplify Your Scheduling with AI Calendarfly The Hassle-Free Online Bo...
How To Simplify Your Scheduling with AI Calendarfly The Hassle-Free Online Bo...SOFTTECHHUB
 
Can Same-Day Delivery Disrupt Crowded E-com Market.pdf
Can Same-Day Delivery Disrupt Crowded E-com Market.pdfCan Same-Day Delivery Disrupt Crowded E-com Market.pdf
Can Same-Day Delivery Disrupt Crowded E-com Market.pdfJasper Colin
 
WSMM Technology February.March Newsletter_vF.pdf
WSMM Technology February.March Newsletter_vF.pdfWSMM Technology February.March Newsletter_vF.pdf
WSMM Technology February.March Newsletter_vF.pdfJamesConcepcion7
 
Welding Electrode Making Machine By Deccan Dynamics
Welding Electrode Making Machine By Deccan DynamicsWelding Electrode Making Machine By Deccan Dynamics
Welding Electrode Making Machine By Deccan DynamicsIndiaMART InterMESH Limited
 
Pitch Deck Teardown: Xpanceo's $40M Seed deck
Pitch Deck Teardown: Xpanceo's $40M Seed deckPitch Deck Teardown: Xpanceo's $40M Seed deck
Pitch Deck Teardown: Xpanceo's $40M Seed deckHajeJanKamps
 
GUIDELINES ON USEFUL FORMS IN FREIGHT FORWARDING (F) Danny Diep Toh MBA.pdf
GUIDELINES ON USEFUL FORMS IN FREIGHT FORWARDING (F) Danny Diep Toh MBA.pdfGUIDELINES ON USEFUL FORMS IN FREIGHT FORWARDING (F) Danny Diep Toh MBA.pdf
GUIDELINES ON USEFUL FORMS IN FREIGHT FORWARDING (F) Danny Diep Toh MBA.pdfDanny Diep To
 
Simplify Your Funding: Quick and Easy Business Loans
Simplify Your Funding: Quick and Easy Business LoansSimplify Your Funding: Quick and Easy Business Loans
Simplify Your Funding: Quick and Easy Business LoansNugget Global
 
WSMM Media and Entertainment Feb_March_Final.pdf
WSMM Media and Entertainment Feb_March_Final.pdfWSMM Media and Entertainment Feb_March_Final.pdf
WSMM Media and Entertainment Feb_March_Final.pdfJamesConcepcion7
 
Ivey Leveraging Information Technology MBA 2024
Ivey Leveraging Information Technology MBA 2024Ivey Leveraging Information Technology MBA 2024
Ivey Leveraging Information Technology MBA 2024Nihal Nishadul
 
Excvation Safety for safety officers reference
Excvation Safety for safety officers referenceExcvation Safety for safety officers reference
Excvation Safety for safety officers referencessuser2c065e
 
5 Digital Onboarding Trends To Watch In 2024.pdf
5 Digital Onboarding Trends To Watch In 2024.pdf5 Digital Onboarding Trends To Watch In 2024.pdf
5 Digital Onboarding Trends To Watch In 2024.pdfVeri5digital
 
Go for Rakhi Bazaar and Pick the Latest Bhaiya Bhabhi Rakhi.pptx
Go for Rakhi Bazaar and Pick the Latest Bhaiya Bhabhi Rakhi.pptxGo for Rakhi Bazaar and Pick the Latest Bhaiya Bhabhi Rakhi.pptx
Go for Rakhi Bazaar and Pick the Latest Bhaiya Bhabhi Rakhi.pptxRakhi Bazaar
 
EUDR Info Meeting Ethiopian coffee exporters
EUDR Info Meeting Ethiopian coffee exportersEUDR Info Meeting Ethiopian coffee exporters
EUDR Info Meeting Ethiopian coffee exportersPeter Horsten
 
Paul Turovsky - Real Estate Professional
Paul Turovsky - Real Estate ProfessionalPaul Turovsky - Real Estate Professional
Paul Turovsky - Real Estate ProfessionalPaul Turovsky
 

Recently uploaded (20)

Authentically Social - presented by Corey Perlman
Authentically Social - presented by Corey PerlmanAuthentically Social - presented by Corey Perlman
Authentically Social - presented by Corey Perlman
 
digital marketing , introduction of digital marketing
digital marketing , introduction of digital marketingdigital marketing , introduction of digital marketing
digital marketing , introduction of digital marketing
 
Entrepreneurial ecosystem- Wider context
Entrepreneurial ecosystem- Wider contextEntrepreneurial ecosystem- Wider context
Entrepreneurial ecosystem- Wider context
 
trending-flavors-and-ingredients-in-salty-snacks-us-2024_Redacted-V2.pdf
trending-flavors-and-ingredients-in-salty-snacks-us-2024_Redacted-V2.pdftrending-flavors-and-ingredients-in-salty-snacks-us-2024_Redacted-V2.pdf
trending-flavors-and-ingredients-in-salty-snacks-us-2024_Redacted-V2.pdf
 
Rakhi sets symbolizing the bond of love.pptx
Rakhi sets symbolizing the bond of love.pptxRakhi sets symbolizing the bond of love.pptx
Rakhi sets symbolizing the bond of love.pptx
 
Saffron and Dates opportunities from Iran .pdf
Saffron and Dates opportunities from Iran .pdfSaffron and Dates opportunities from Iran .pdf
Saffron and Dates opportunities from Iran .pdf
 
How To Simplify Your Scheduling with AI Calendarfly The Hassle-Free Online Bo...
How To Simplify Your Scheduling with AI Calendarfly The Hassle-Free Online Bo...How To Simplify Your Scheduling with AI Calendarfly The Hassle-Free Online Bo...
How To Simplify Your Scheduling with AI Calendarfly The Hassle-Free Online Bo...
 
Can Same-Day Delivery Disrupt Crowded E-com Market.pdf
Can Same-Day Delivery Disrupt Crowded E-com Market.pdfCan Same-Day Delivery Disrupt Crowded E-com Market.pdf
Can Same-Day Delivery Disrupt Crowded E-com Market.pdf
 
WSMM Technology February.March Newsletter_vF.pdf
WSMM Technology February.March Newsletter_vF.pdfWSMM Technology February.March Newsletter_vF.pdf
WSMM Technology February.March Newsletter_vF.pdf
 
Welding Electrode Making Machine By Deccan Dynamics
Welding Electrode Making Machine By Deccan DynamicsWelding Electrode Making Machine By Deccan Dynamics
Welding Electrode Making Machine By Deccan Dynamics
 
Pitch Deck Teardown: Xpanceo's $40M Seed deck
Pitch Deck Teardown: Xpanceo's $40M Seed deckPitch Deck Teardown: Xpanceo's $40M Seed deck
Pitch Deck Teardown: Xpanceo's $40M Seed deck
 
GUIDELINES ON USEFUL FORMS IN FREIGHT FORWARDING (F) Danny Diep Toh MBA.pdf
GUIDELINES ON USEFUL FORMS IN FREIGHT FORWARDING (F) Danny Diep Toh MBA.pdfGUIDELINES ON USEFUL FORMS IN FREIGHT FORWARDING (F) Danny Diep Toh MBA.pdf
GUIDELINES ON USEFUL FORMS IN FREIGHT FORWARDING (F) Danny Diep Toh MBA.pdf
 
Simplify Your Funding: Quick and Easy Business Loans
Simplify Your Funding: Quick and Easy Business LoansSimplify Your Funding: Quick and Easy Business Loans
Simplify Your Funding: Quick and Easy Business Loans
 
WSMM Media and Entertainment Feb_March_Final.pdf
WSMM Media and Entertainment Feb_March_Final.pdfWSMM Media and Entertainment Feb_March_Final.pdf
WSMM Media and Entertainment Feb_March_Final.pdf
 
Ivey Leveraging Information Technology MBA 2024
Ivey Leveraging Information Technology MBA 2024Ivey Leveraging Information Technology MBA 2024
Ivey Leveraging Information Technology MBA 2024
 
Excvation Safety for safety officers reference
Excvation Safety for safety officers referenceExcvation Safety for safety officers reference
Excvation Safety for safety officers reference
 
5 Digital Onboarding Trends To Watch In 2024.pdf
5 Digital Onboarding Trends To Watch In 2024.pdf5 Digital Onboarding Trends To Watch In 2024.pdf
5 Digital Onboarding Trends To Watch In 2024.pdf
 
Go for Rakhi Bazaar and Pick the Latest Bhaiya Bhabhi Rakhi.pptx
Go for Rakhi Bazaar and Pick the Latest Bhaiya Bhabhi Rakhi.pptxGo for Rakhi Bazaar and Pick the Latest Bhaiya Bhabhi Rakhi.pptx
Go for Rakhi Bazaar and Pick the Latest Bhaiya Bhabhi Rakhi.pptx
 
EUDR Info Meeting Ethiopian coffee exporters
EUDR Info Meeting Ethiopian coffee exportersEUDR Info Meeting Ethiopian coffee exporters
EUDR Info Meeting Ethiopian coffee exporters
 
Paul Turovsky - Real Estate Professional
Paul Turovsky - Real Estate ProfessionalPaul Turovsky - Real Estate Professional
Paul Turovsky - Real Estate Professional
 

Kotler mm13e media_09

  • 2. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-2 Chapter Questions • What is a brand and how does branding work? • What is brand equity? • How is brand equity built, measured, and managed? • What are the important decisions in developing a branding strategy?
  • 3. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-3 ESPN: A Strong Brand
  • 4. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-4 Steps in Strategic Brand Management • Identifying and establishing brand positioning • Planning and implementing brand marketing • Measuring and interpreting brand performance • Growing and sustaining brand value
  • 5. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-5 What is a Brand? 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.
  • 6. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-6 The Role of Brands Identify the maker Simplify product handling Organize accounting Offer legal protection
  • 7. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-7 The Role of Brands Signify quality Create barriers to entry Serve as a competitive advantage Secure price premium
  • 8. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-8 What is Branding? Branding is endowing products and services with the power of the brand.
  • 9. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-9 What is Brand Equity? Brand equity is the added value endowed on products and services, which may be reflected in the way consumers, think, feel, and act with respect to the brand.
  • 10. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-10 Brand Knowledge Knowledge Thoughts Experiences Beliefs Images Feelings
  • 11. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-11 Advantages of Strong Brands • Improved perceptions of product performance • Greater loyalty • Less vulnerability to competitive marketing actions • Less vulnerability to crises • Larger margins • More inelastic consumer response • Greater trade cooperation • Increased marketing communications effectiveness • Possible licensing opportunities
  • 12. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-12 Apple is a Strong Brand
  • 13. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-13 What is a Brand Promise? A brand promise is the marketer’s vision of what the brand must be and do for consumers.
  • 14. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-14 Burger King Builds Its Brand with Social Connectivity
  • 15. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-15 Brand Equity Models • Brand Asset Valuator • Aaker Model • BRANDZ • Brand Resonance
  • 16. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-16 BAV Key Components Differentiation Energy Relevance Esteem Knowledge
  • 17. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-17 Figure 9.3 Brand Dynamics Pyramid Presence Relevance Performance Advantage Bonding Strong Relationship Weak Relationship
  • 18. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-18 Aaker Model Brand Identity Extended Identity Elements Brand Essence Core Identity Elements
  • 19. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-19 Figure 9.4 Brand Resonance Pyramid
  • 20. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-20 Drivers of Brand Equity Brand Elements Marketing Activities Meaning Transference
  • 21. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-21 Brand Elements Elements Slogans Brand names URLs Logos Symbols Characters
  • 22. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-22 Brand Element Choice Criteria • Memorable • Meaningful • Likeability • Transferable • Adaptable • Protectible
  • 23. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-23 Slogans • Like a good neighbor, State Farm is there • Just do it • Nothing runs like a Deere • Save 15% or more in 15 minutes or less • We try harder • We’ll pick you up • Nextel – Done • Zoom Zoom • I’m lovin’ it • Innovation at work • This Bud’s for you • Always low prices
  • 24. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-24 Designing Holistic Marketing Activities Personalization Integration Internalization
  • 25. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-25 Internal Branding • Choose the right moment • Link internal and external marketing • Bring the brand alive for employees
  • 26. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-26 Figure 9.5 Secondary Sources of Brand Knowledge
  • 27. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-27 Measuring Brand Equity Brand Audits Brand Tracking Brand Valuation
  • 28. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-28 Table 9.2 The 10 Most Valuable Brands Brand 2006 Brand Value (Billions) Coca-Cola $67.00 Microsoft $56.93 IBM $56.20 GE $48.91 Intel $38.32 Nokia $30.13 Toyota $27.94 Disney $27.85 McDonald’s $27.50 Mercedes-Benz $22.13
  • 29. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-29 Managing Brand Equity Brand Reinforcement Brand Revitalization Brand Crises
  • 30. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-30 Interbrand’s Steps in Calculating Brand Equity • Market segmentation • Financial analysis • Role of branding • Brand strength • Brand value calculation
  • 31. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-31 Devising a Branding Strategy Develop new brand elements Apply existing brand elements Use a combination of old and new
  • 32. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-32 Branding Terms • Brand line • Brand mix • Brand extension • Sub-brand • Parent brand • Family brand • Line extension • Category extension • Branded variants • Licensed product • Brand dilution • Brand portfolio
  • 33. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-33 Brand Naming Individual names Blanket family names Separate family names Corporate name- individual name combo
  • 34. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-34 Reasons for Brand Portfolios • Increasing shelf presence and retailer dependence in the store • Attracting consumers seeking variety • Increasing internal competition within the firm • Yielding economies of scale in advertising, sales, merchandising, and distribution
  • 35. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-35 Brand Roles in a Brand Portfolio Flankers Low-end Entry-level High-end Prestige Cash Cows
  • 36. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-36 Marketing Debate  Are brand extensions good or bad? Take a position: 1. Brand extensions can endanger brands. or 2. Brand extensions are an important brand-growth strategy.
  • 37. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-37 Marketing Discussion  How can you relate the different models brand equity presented in this chapter?  How are they similar? Different?  Can you reconstruct a brand-equity Model that incorporates the best of each?

Editor's Notes

  1. Video icon links to snippet on Swiss Army’s brand extensions.