MARKETING MANAGEMENT 12th edition - PowerPoint PPT Presentation

View by Category
About This Presentation
Title:

MARKETING MANAGEMENT 12th edition

Description:

MARKETING MANAGEMENT 12th edition 9 Creating Brand Equity Kotler Keller Chapter Questions What is a brand and how does branding work? What is brand equity? – PowerPoint PPT presentation

Number of Views:710
Avg rating:3.0/5.0
Slides: 23
Provided by: Tracy212
Category:

less

Write a Comment
User Comments (0)
Transcript and Presenter's Notes

Title: MARKETING MANAGEMENT 12th edition


1
MARKETING MANAGEMENT12th edition
  • 9
  • Creating
  • Brand Equity

Kotler Keller
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
Brand
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.
4
Attributes of Strong Brands
  • Excels at delivering desired benefits
  • Stays relevant
  • Priced to meet perceptions of value
  • Positioned properly
  • Communicates consistent brand messages
  • Well-designed brand hierarchy
  • Uses multiple marketing activities
  • Understands consumer-brand relationship
  • Supported by organization
  • Monitors sources of brand equity

5
The Role of Brands
  • Identify the maker
  • Simplify product handling
  • Organize accounting
  • Offer legal protection
  • Signify quality
  • Create barriers to entry
  • Serve as a competitive advantage
  • Secure price premium

6
Branding
Endowing products and services with the power of
a brand.
7
Brand Equity
The differential effect that brand knowledge has
on consumer response to the marketing of that
brand.
8
Brand Associations
  • Strong
  • Unique
  • Favorable

9
Marketing Advantages of Strong Brands
  • Improved perceptions of product performance
  • Greater loyalty
  • Less vulnerable to competition
  • Less vulnerable to crises
  • Larger margins
  • Inelastic consumer response to price increases
  • Elastic consumer response to price decreases
  • Greater trade cooperation
  • Increase in effectiveness of IMC
  • Licensing opportunities
  • Brand extension opportunities

10
Brand Promise
The marketers vision of what the brand must be
and do for Consumers.
11
Brand Equity Models
  • Brand Asset Valuator
  • Aaker Model
  • BRANDZ
  • Brand Resonance

12
Drivers of Brand Equity
  • Brand elements
  • Marketing activities
  • Meaning transference

13
Brand Elements
  • Brand names
  • Slogans
  • Characters
  • URLs
  • Logos
  • Symbols

14
Brand Element Choice Criteria
  • Memorable
  • Meaningful
  • Likeability
  • Transferable
  • Adaptable
  • Protectible

15
Slogans
  • Like a good neighbor, State Farm is there
  • Just do it
  • Nothing runs like a Deere
  • Help is just around the corner
  • Save 15 or more in 15 minutes or less
  • We try harder
  • Well pick you up
  • Nextel Done
  • Zoom Zoom
  • Im lovin it
  • Innovation at work
  • This Buds for you
  • Always low prices

16
Measuring Brand Equity
  • Brand audits
  • Brand tracking
  • Brand valuation

17
Interbrands Brand Equity Formula
  • Brand earnings
  • Brand sales
  • Costs of sales
  • Marketing costs
  • Overhead expenses
  • Remuneration of capital charge
  • Taxation
  • Brand strength
  • Leadership (25)
  • Stability (15)
  • Market (10)
  • Geographic spread (25)
  • Trend (10)
  • Support (10)
  • Protection (5)

18
Managing Brand Equity
  • Brand reinforcement
  • Brand revitalization
  • Brand crises

19
Devising a Branding Strategy
  • Develop new brand elements
  • Apply existing brand elements
  • Use a combination of old and new

20
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

21
Brand Naming
  • Individual names
  • Blanket family names
  • Separate family names
  • Corporate name/individual name combo

22
Brand Roles in a Brand Portfolio
  • Flankers
  • Cash cows
  • Low-end entry-level
  • High-end prestige
About PowerShow.com