MARKETING MANAGEMENT 12th edition - PowerPoint PPT Presentation

Loading...

PPT – MARKETING MANAGEMENT 12th edition PowerPoint presentation | free to download - id: 56ed31-MmEwO



Loading


The Adobe Flash plugin is needed to view this content

Get the plugin now

View by Category
About This Presentation
Title:

MARKETING MANAGEMENT 12th edition

Description:

Title: KotlerMM_ch09 Author: Tracy Tuten Ryan Last modified by: Gloria Gomez Created Date: 5/13/2003 4:21:51 PM Document presentation format: On-screen Show – PowerPoint PPT presentation

Number of Views:49
Avg rating:3.0/5.0
Slides: 15
Provided by: Tracy207
Learn more at: http://www.mbaforum.ir
Category:

less

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

Title: MARKETING MANAGEMENT 12th edition


1
MARKETING MANAGEMENT 12th edition
  • 9
  • Creating
  • Brand Equity

Kotler Keller
2
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.
3
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

4
The Role of Brands
Identify the maker
Simplify product handling
Organize accounting
Offer legal protection
5
The Role of Brands
Signify quality
Create barriers to entry
Serve as a competitive advantage
Secure price premium
6
Brand Equity
The differential effect that brand knowledge has
on consumer response to the marketing of that
brand.
7
Brand Knowledge
Thoughts
Feelings
Knowledge
Images
Beliefs
Experiences
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 Elements
Brand names
URLs
Slogans
Elements
Logos
Characters
Symbols
12
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

13
Table 9.2 The 10 Most Valuable Brands
Brand 2004 Brand Value (Billions)
Coca-Cola 67.39
Microsoft 61.37
IBM 53.79
GE 44.11
Intel 33.50
Disney 27.11
McDonalds 25.00
Nokia 24.04
Toyota 22.67
Marlboro 22.13
14
Brand Naming
Individual names
Blanket family names
Separate family names
Corporate name-individual name combo
About PowerShow.com