Download - Mm brand equity
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Creating Brand Equity
Marketing Management, 13th ed
9
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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?
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Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-3
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
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Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-4
The Role of Brands
Identify the makerIdentify the maker
Simplify product handlingSimplify product handling
Organize accountingOrganize accounting
Offer legal protectionOffer legal protection
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Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-5
The Role of Brands
Signify qualitySignify quality
Create barriers to entryCreate barriers to entry
Serve as a competitive advantage
Serve as a competitive advantage
Secure price premiumSecure price premium
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Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-6
Brand Knowledge
Knowledge
Thoughts
Experiences
Beliefs Images
Feelings
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Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-7
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
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Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-8
BAV Key Components
Differentiation
Energy
Relevance
Esteem
Knowledge
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Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-9
Figure 9.3 Brand Dynamics Pyramid
Presence
Relevance
Performance
Advantage
Bonding
Strong Relationship
Weak Relationship
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Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-10
Aaker Model
Brand Identity
Extended Identity
ElementsBrand Essence
Core Identity
Elements
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Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-11
Figure 9.4 Brand Resonance Pyramid
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Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-12
Drivers of Brand Equity
Brand Elements
Marketing Activities
Meaning Transference
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Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-13
Brand Elements
ElementsSlogans
Brand
names URLs
Logos
SymbolsCharacters
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Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-14
Brand Element Choice Criteria
• Memorable• Meaningful• Likeability• Transferable• Adaptable• Protectible
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Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-15
Designing Holistic Marketing Activities
Personalization
Integration
Internalization
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Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-16
Figure 9.5 Secondary Sources of Brand Knowledge
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Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-17
Measuring Brand Equity
Brand AuditsBrand Audits
Brand TrackingBrand Tracking
Brand ValuationBrand Valuation
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Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-18
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
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Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-19
Brand Naming
Individual namesIndividual names
Blanket family namesBlanket family names
Separate family namesSeparate family names
Corporate name-individual name combo
Corporate name-individual name combo
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Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-20
Brand Roles in a Brand Portfolio
Flankers
Low-end
Entry-level
High-end
Prestige
Cash Cows