Keppel Ltd. 1Q 2024 Business Update Presentation Slides
Business creating-brand-equity
1. 10
Creating
Brand Equity
Mr. Ajit Arya
Faculty-Marketing
Department of Business Studies
C. U. Shah College of Engg. & Tech.
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?
4. Kerala Tourism has successfully branded the
destination with a brand name, logo, and the tagline
“God’s Own Country”
5. 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.
6. The Role of Brands
Identify the maker
Simplify product handling
Organize accounting
Offer legal protection
7. The Role of Brands
Signify quality
Create barriers to entry
Serve as a competitive
advantage
Secure price premium
8. What is Branding?
Branding is endowing
products and services with the
power of the brand.
9. Advantages of Branding
• Consumer’s viewpoint
1. Product quality
2. Increased shopper efficiency
3. Calls attention to new products
4. Reduces psychological risk
• Seller’s viewpoint
1. Handling orders, accounting, tracking down problems
2. Trademark identification – legal protection
3. Brand loyalty
4. Reduces need for in-store contact
5. Facilitates segmentation, promotion, and pricing
(competitive advantage)
10. 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.
23. Slogans
• Like a good neighbor, • We try harder
State Farm is there • We’ll pick you up
• Just do it • Nextel – Done
• Nothing runs like a • Zoom Zoom
Deere • I’m lovin’ it
• Save 15% or more in • Innovation at work
15 minutes or less
• This Bud’s for you
• Always low prices
28. The 10 Most Valuable Brands
Brand 2006 Brand Value (Billions)
Coca-Cola $67.00
Microsoft $56.93
IBM $56.20
GE $48.91
Intel $38.32
Nokia $30.13
Toyota $27.94
Disney $27.85
McDonald’s $27.50
Mercedes-Benz $22.13
33. • Line extensions refers to new sizes,
styles, or related products
– Coca-Cola line extensions
34. • Brand licensing
licensing:
practice allowing
other companies to
use a brand name
in exchange for a
payment
– Nabisco
Licenses Its
Oreo Brand to
Post Cereal
35. • Brand extension
extension:
application of a
popular brand
name to a new
product in an
unrelated product
category
– Example: Utility
Lighter – A Bic
Brand
Extension
36. • Family brand
brand:
brand name that
identifies several
related products
– Heinz
A well known family
brand
38. 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
39. Brand Roles in a Brand Portfolio
Flankers Cash Cows
Low-end High-end
Entry-level Prestige