Kotler mm13e media_09

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  • Video icon links to snippet on Swiss Army’s brand extensions.
  • Kotler mm13e media_09

    1. 1. CreatingBrand EquityMarketing Management, 13thed9
    2. 2. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-2Chapter Questions• What is a brand and how doesbranding work?• What is brand equity?• How is brand equity built, measured,and managed?• What are the important decisions indeveloping a branding strategy?
    3. 3. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-3ESPN: A Strong Brand
    4. 4. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-4Steps inStrategic Brand Management• Identifying and establishing brandpositioning• Planning and implementing brandmarketing• Measuring and interpreting brandperformance• Growing and sustaining brand value
    5. 5. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-5What is a Brand?A brand is a name, term, sign, symbolor design, or a combination of them,intended to identify the goods orservices of one seller or group ofsellers and to differentiate them fromthose of competitors.
    6. 6. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-6The Role of BrandsIdentify the makerIdentify the makerSimplify product handlingSimplify product handlingOrganize accountingOrganize accountingOffer legal protectionOffer legal protection
    7. 7. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-7The Role of BrandsSignify qualitySignify qualityCreate barriers to entryCreate barriers to entryServe as a competitiveadvantageServe as a competitiveadvantageSecure price premiumSecure price premium
    8. 8. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-8What is Branding?Branding is endowingproducts and services with thepower of the brand.
    9. 9. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-9What is Brand Equity?Brand equity is the added valueendowed on products and services,which may be reflected in the wayconsumers, think, feel, and act withrespect to the brand.
    10. 10. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-10Brand KnowledgeKnowledgeThoughtsExperiencesBeliefsImagesFeelings
    11. 11. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-11Advantages of Strong Brands• Improvedperceptions ofproductperformance• Greater loyalty• Less vulnerabilityto competitivemarketing actions• Less vulnerabilityto crises• Larger margins• More inelasticconsumer response• Greater tradecooperation• Increased marketingcommunicationseffectiveness• Possible licensingopportunities
    12. 12. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-12Apple is a Strong Brand
    13. 13. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-13What is a Brand Promise?A brand promise is the marketer’svision of what the brand must be anddo for consumers.
    14. 14. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-14Burger King Builds Its Brand withSocial Connectivity
    15. 15. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-15Brand Equity Models• Brand Asset Valuator• Aaker Model• BRANDZ• Brand Resonance
    16. 16. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-16BAV Key ComponentsDifferentiationEnergyRelevanceEsteemKnowledge
    17. 17. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-17Figure 9.3 Brand Dynamics PyramidPresenceRelevancePerformanceAdvantageBondingStrong RelationshipWeak Relationship
    18. 18. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-18Aaker ModelBrand IdentityExtended IdentityElementsBrand EssenceCore IdentityElements
    19. 19. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-19Figure 9.4 Brand Resonance Pyramid
    20. 20. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-20Drivers of Brand EquityBrand ElementsMarketing ActivitiesMeaning Transference
    21. 21. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-21Brand ElementsElementsSlogansBrandnames URLsLogosSymbolsCharacters
    22. 22. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-22Brand Element Choice Criteria• Memorable• Meaningful• Likeability• Transferable• Adaptable• Protectible
    23. 23. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-23Slogans• Like a goodneighbor, StateFarm is there• Just do it• Nothing runs like aDeere• Save 15% or morein 15 minutes orless• 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. 24. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-24Designing Holistic Marketing ActivitiesPersonalizationIntegrationInternalization
    25. 25. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-25Internal Branding• Choose the right moment• Link internal and external marketing• Bring the brand alive for employees
    26. 26. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-26Figure 9.5 Secondary Sources ofBrand Knowledge
    27. 27. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-27Measuring Brand EquityBrand AuditsBrand AuditsBrand TrackingBrand TrackingBrand ValuationBrand Valuation
    28. 28. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-28Table 9.2 The 10 Most Valuable BrandsBrand 2006 Brand Value (Billions)Coca-Cola $67.00Microsoft $56.93IBM $56.20GE $48.91Intel $38.32Nokia $30.13Toyota $27.94Disney $27.85McDonald’s $27.50Mercedes-Benz $22.13
    29. 29. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-29Managing Brand EquityBrand ReinforcementBrand ReinforcementBrand RevitalizationBrand RevitalizationBrand CrisesBrand Crises
    30. 30. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-30Interbrand’s Steps in CalculatingBrand Equity• Market segmentation• Financial analysis• Role of branding• Brand strength• Brand value calculation
    31. 31. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-31Devising a Branding StrategyDevelop new brandelementsDevelop new brandelementsApply existing brandelementsApply existing brandelementsUse a combination ofold and newUse a combination ofold and new
    32. 32. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-32Branding 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. 33. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-33Brand NamingIndividual namesIndividual namesBlanket family namesBlanket family namesSeparate family namesSeparate family namesCorporate name-individual name comboCorporate name-individual name combo
    34. 34. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-34Reasons for Brand Portfolios• Increasing shelf presence and retailerdependence in the store• Attracting consumers seeking variety• Increasing internal competition withinthe firm• Yielding economies of scale inadvertising, sales, merchandising, anddistribution
    35. 35. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-35Brand Roles in a Brand PortfolioFlankersLow-endEntry-levelHigh-endPrestigeCash Cows
    36. 36. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-36Marketing Debate Are brand extensions good or bad?Take a position:1. Brand extensions can endanger brands.or2. Brand extensions are an importantbrand-growth strategy.
    37. 37. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-37Marketing Discussion How can you relate the different modelsbrand equity presented in this chapter? How are they similar? Different? Can you reconstruct a brand-equityModel that incorporates the best of each?

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