Scribd Logo
Upload

Welcome to Scribd!

  • 152 views

    Chapter 10. Creating Brand Equity

    Uploaded by

    manishsinghpst
    A brand is a name, symbol or design that identifies products/services and differentiates them from competitors. Brands identify makers, simplify handling, organize accounting, offer legal protection, signify quality, create barriers to entry, and provide competitive advantages through price premiums. Strong brands improve perceptions, create loyalty, provide margins and marketing effectiveness. Brand equity is the added value provided by brands through how consumers think, feel and act regarding the brand based on knowledge, images, experiences and beliefs.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd

    Chapter 10. Creating Brand Equity

    Uploaded by

    manishsinghpst
    152 views31 pages
    A brand is a name, symbol or design that identifies products/services and differentiates them from competitors. Brands identify makers, simplify handling, organize accounting, offer legal protection, signify quality, create barriers to entry, and provide competitive advantages through price premiums. Strong brands improve perceptions, create loyalty, provide margins and marketing effectiveness. Brand equity is the added value provided by brands through how consumers think, feel and act regarding the brand based on knowledge, images, experiences and beliefs.

    Copyright

    © Attribution Non-Commercial (BY-NC)

    Available Formats

    PPTX, PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    A brand is a name, symbol or design that identifies products/services and differentiates them from competitors. Brands identify makers, simplify handling, organize accounting, offer legal protection, signify quality, create barriers to entry, and provide competitive advantages through price premiums. Strong brands improve perceptions, create loyalty, provide margins and marketing effectiveness. Brand equity is the added value provided by brands through how consumers think, feel and act regarding the brand based on knowledge, images, experiences and beliefs.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    152 views31 pages

    Chapter 10. Creating Brand Equity

    Uploaded by

    manishsinghpst
    A brand is a name, symbol or design that identifies products/services and differentiates them from competitors. Brands identify makers, simplify handling, organize accounting, offer legal protection, signify quality, create barriers to entry, and provide competitive advantages through price premiums. Strong brands improve perceptions, create loyalty, provide margins and marketing effectiveness. Brand equity is the added value provided by brands through how consumers think, feel and act regarding the brand based on knowledge, images, experiences and beliefs.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 31

    Creating Brand Equity

    What is a Brand
    A brand is 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.

    The Role of Brands


    Identify the maker

    Simplify product handling


    Organize accounting

    Offer legal protection

    The Role of Brands


    Signify quality Create barriers to entry Serve as a competitive advantage Secure price premium

    Kerala Tourism has successfully branded the destination with a brand name, logo, and the tagline Gods Own Country

    ESPN: A Strong Brand

    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

    What is Brand Equity


    Brand equity is the added value endowed on products and services, which may be reflected in the way consumers, think, feel, and act with respect to the brand.

    Brand Knowledge
    Thoughts
    Knowledge Images Experiences

    Feelings

    Beliefs

    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

    Apple is a Strong Brand

    What is a Brand Promise


    A brand promise is the marketers vision of what the brand must be and do for consumers.

    Brand Equity Models


    Brand Asset Valuator Aaker Model BRANDZ Brand Resonance

    BAV Key Components


    Differentiation Energy Relevance Esteem Knowledge

    Brand Dynamics Pyramid


    Strong Relationship

    Bonding Advantage Performance Relevance Presence


    Weak Relationship

    Aaker Model
    Core Identity Elements Brand Essence

    Brand Identity Extended Identity Elements

    Brand Resonance Pyramid

    Drivers of Brand Equity


    Brand Elements

    Marketing Activities

    Meaning Transference

    Brand Elements
    Brand names Slogans URLs

    Elements
    Logos

    Characters

    Symbols

    Brand Element Choice Criteria


    Memorable Meaningful Likeability Transferable Adaptable Protectible

    Slogans
    Like a good neighbor, State Farm is there Just do it Nothing runs like a Deere 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

    Designing Holistic Marketing Activities

    Personalization Integration

    Internalization

    Internal Branding
    Choose the right moment Link internal and external marketing Bring the brand alive for employees

    Secondary Sources of Brand Knowledge

    Measuring Brand Equity


    Brand Audits

    Brand Tracking
    Brand Valuation

    Managing Brand Equity


    Brand Reinforcement

    Brand Revitalization

    Brand Crises

    Interbrands Steps in Calculating Brand Equity


    Market segmentation Financial analysis Role of branding Brand strength Brand value calculation

    Devising a Branding Strategy


    Develop new brand elements
    Apply existing brand elements Use a combination of old and new

    Brand Naming
    Individual names

    Blanket family names Separate family names

    Corporate name-individual name combo

    Reasons for Brand Portfolios


    Increasing shelf presence and retailer dependence in the store Attracting consumers seeking variety Increasing internal competition within the firm Yielding economies of scale in advertising, sales, merchandising, and distribution

    Brand Roles in a Brand Portfolio

    Flankers

    Cash Cows

    Low-end Entry-level

    High-end Prestige

    You might also like