1. TOP 10 Learning Questions for Ch 9: Creating Brand Equity Soleil Gan April 2011 http://taeyangxinyi.blogspot.com
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3. Brand Asset Valuators Components of Brand Equity 3 http://taeyangxinyi.blogspot.com From Philip Kotler’s, Marketing Management, 13 th ed. BRAND EQUITY Differentiation Energy Relevance Esteem Knowledge CALCI-N
4. Individuality is not a component of brand equity, rather it is… 4 http://taeyangxinyi.blogspot.com From Philip Kotler’s, Marketing Management, 13 th ed. BRAND EQUITY Differentiation Energy Relevance Esteem Knowledge CALCI-N Differentiation -measures the degree to which a brand is seen as different from others Example: Chuckie chocolate milk advertises CALCI-N as an ingredient versus Moo who doesn’t have said ingredient
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11. Drivers of Brand Equity Create the right brand knowledge BRAND ELEMENTS MARKETING ACTIVITIES MEANING TRASFERENCE From Philip Kotler’s, Marketing Management, 13 th ed. = http://taeyangxinyi.blogspot.com
12. The other choices are just part of one of the brand equity drivers BRAND ELEMENTS From Philip Kotler’s, Marketing Management, 13 th ed. http://taeyangxinyi.blogspot.com The other choices are examples of Brand Elements: Brand Names, URLs, Logos, Symbols, Characters, Slogans
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15. Brand Dynamics Customer-brand relationship http://taeyangxinyi.blogspot.com From Philip Kotler’s, Marketing Management, 13 th ed. Presence Relevance Performance Advantage Bonding Loyalty increases as you go up!
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27. Drivers of Brand Equity Create the right brand knowledge BRAND ELEMENTS MARKETING ACTIVITIES MEANING TRASFERENCE From Philip Kotler’s, Marketing Management, 13 th ed. = http://taeyangxinyi.blogspot.com
28. Marketing Activities is the only brand equity driver in the list of choices MARKETING ACTIVITIES From Philip Kotler’s, Marketing Management, 13 th ed. http://taeyangxinyi.blogspot.com The Print AD and TV Commercials of the endorsers are MARKETING ACTIVITIES. The other choices are not Drivers of Brand Equity.
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31. Brand Knowledge How do they know you? http://taeyangxinyi.blogspot.com From Philip Kotler’s, Marketing Management, 13 th ed. KNOWLEDGE Thoughts Feelings Images Experiences Beliefs
32. Information is not part of brand knowledge KNOWLEDGE Thoughts Feelings Images Experiences Beliefs http://taeyangxinyi.blogspot.com
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40. Brand Roles on a Brand Portfolio What brand type is the product? 40 http://taeyangxinyi.blogspot.com From Philip Kotler’s, Marketing Management, 13 th ed. FLANKERS CASH COWS LOW-END ENTRY LEVEL HIGH-END PRESTIGE
41. Niche is a type of market segmentation, not a role on a brand portfolio 41 http://taeyangxinyi.blogspot.com From Philip Kotler’s, Marketing Management, 13 th ed. FLANKERS Fighter brands that are positioned w/ respect to competitors’ brands so that more important (profitable) brands are able to retain their desired position CASH COWS Brands that are able to hold on to enough customers & maintain profitability w/ virtually no marketing support LOW-END ENTRY LEVEL Relatively low-priced “traffic-builder” brands that attract customers to the brand franchise in hopes to trading customers up to the higher-priced brand HIGH-END PRESTIGE Brands that add prestige and credibility to the entire portfolio
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43. TOP 10 Learning Questions for Ch 9: Creating Brand Equity Soleil Gan April 2011 http://taeyangxinyi.blogspot.com