brand equity mm

8/16/2019 Brand Equity MM

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Creating

Brand Equity10




Learning ObjectivesLearning Objectives

1. What is a BRAND , and how does BRANDING work?

2. What is BRAND EQUITY ?

. !ow is "rand e#$it% "$i&t?

'. !ow is "rand e#$it% (ana)ed?




!ow Does!ow DoesBrandin) Work?Brandin) Work?

* A(eri+an arketin) Asso+iation – A brand is a na!e" ter!" sign" sy!bo#" or design" or a

co!bination o$ the!" intended to identi$y the goods or ser%iceso$ one se##er or group o$ se##ers and to di$$erentiate the! $ro!those o$ co!petitors&



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The ro&e o- "rands The ro&e o- "rands

* Brands ro&e -or +ons$(ers

(et and $u#$i## e)pectations *educe ris+ (i!p#i$y decision !a+ing

,a+e on persona# !eaning eco!e part o$ identity



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The Ro&e o- "rands The Ro&e o- "rands

* Brands ro&e -or /r(s

(i!p#i$y product hand#ing /rgani e in%entory accounting /$$er #ega# protection

Create brand #oya#ty (ecure co!petiti%e ad%antage




The 0+o e o- Brandin) The 0+o e o- Brandin)

* Brandin) – ,he process o$

endo ing productsand ser%ices iththe po er o$ abrand




BrandBrand* Brand ro(ise

– ,he !ar+eter4s %ision o$ hat the brand !ustbe and do $or consu!ers




B$i&din) Brand E#$it%B$i&din) Brand E#$it%

* Brand e#$it% dri ers

rand e#e!ent or identity choices

Product acco!panying !ar+eting

/ther associations




B$i&din) Brand E#$it%B$i&din) Brand E#$it%

* Brand e&e(ent +hoi+e +riteria

7e!orab#e 7eaning$u#

Li+ab#e

,rans$erab#e Adaptab#e

Protectab#e




Desi)nin) !o&isti+ arketin)Desi)nin) !o&isti+ arketin)A+ti itiesA+ti ities

* Brand +onta+t – Any in$or!ation-bearing e)perience 8positi%e

or negati%e9 a custo!er or prospect has iththe brand" its product category" or its !ar+et




INTERNA3 BRANDINGINTERNA3 BRANDING

* A+ti ities and ro+esses that he&in-or(4ins ire e( &o%ees a"o$t "rands

Choose the right!o!ent

ring the brand a#i%e $ore!p#oyees

Lin+ interna# e)terna#!ar+eting

:eep it si!p#e




eas$rin) Brand E#$it%eas$rin) Brand E#$it%

* Brand a$dit

* Brand5tra+kin) st$dies

* Brand a&$ation




ana)in) Brand E#$it%ana)in) Brand E#$it%

* Brandrein-or+e(ent – *e;uires the brand

a# ays be !o%ing$or ard

* Brand re ita&i6ation

– A#!ost any +ind startsith the product



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De isin) aDe isin) aBrandin) 0trate)%Brandin) 0trate)%

Can de%e#op ne brand e#e!ents $orne product

Can app#y so!e o$ e)isting brande#e!ents

Can use a co!bination o$ ne e)isting brand e#e!ents




De isin) aDe isin) aBrandin) 0trate)%Brandin) 0trate)%

* Brand e7tension* 0$"5"rand* 8arent "rand* aster4-a(i&% "rand* 3ine e7tension

* 9ate)or% e7tension* Brand &ine* Brand (i7* Branded ariants* 3i+ensed rod$+t




Brandin) De+isionsBrandin) De+isions

* A&ternati e "randin) strate)ies

<ndi%idua# or separate$a!i#y brand na!es

Corporate u!bre##a or co!panybrand na!e

(ub-brand na!e




Brandin) De+isionsBrandin) De+isions

* !o$se o-"rands

* A "randedho$se – =#agship product




Brand E7tensionsBrand E7tensions

* Introd$+in) a host o- new rod$+ts$nder a /r( s stron)est "rand na(es

<!pro%ed odds o$ ne -product success Positi%e $eedbac+ e$$ects *is+ o$ brand di#ution

7ay har! parent brand =ir! $orgoes creating ne brand

brand equity mm

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