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Kotler framework 5e_08_sppt
1.
Framework for Marketing
Management 8 Creating Brand Equity 1
2.
Copyright © 2011
Pearson Education, Inc. Publishing as Prentice Hall 8-2 Chapter Questions What is a brand and how does branding work? What is brand equity and how is it built, measured, and managed? What are the important decisions in developing a branding strategy?
3.
Copyright © 2011
Pearson Education, Inc. Publishing as Prentice Hall 8-3 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
4.
Copyright © 2011
Pearson Education, Inc. Publishing as Prentice Hall 8-4 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.
5.
Copyright © 2011
Pearson Education, Inc. Publishing as Prentice Hall 8-5 The Role of Brands Identify the maker Simplify product handling Organize accounting Offer legal protection
6.
Copyright © 2011
Pearson Education, Inc. Publishing as Prentice Hall 8-6 The Role of Brands Signify quality Create barriers to entry Serve as a competitive advantage Secure price premium
7.
Copyright © 2011
Pearson Education, Inc. Publishing as Prentice Hall 8-7 What is Branding? Branding is endowing products and services with the power of the brand.
8.
Copyright © 2011
Pearson Education, Inc. Publishing as Prentice Hall 8-8 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.
9.
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 Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 8-9
10.
Copyright © 2011
Pearson Education, Inc. Publishing as Prentice Hall 8-10 What is a Brand Promise? A brand promise is the marketer’s vision of what the brand must be and do for consumers.
11.
Copyright © 2011
Pearson Education, Inc. Publishing as Prentice Hall 8-11 Brand Equity Models Brand Asset Valuator (BAV) Brandz Brand Resonance
12.
Copyright © 2011
Pearson Education, Inc. Publishing as Prentice Hall 8-12 Figure 8.1 BAV Model
13.
Figure 8.2 Brand Dynamics
Pyramid Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 8-13
14.
Figure 8.3 Brand
Resonance Pyramid Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 8-14
15.
Copyright © 2011
Pearson Education, Inc. Publishing as Prentice Hall 8-15 Brand Elements Brand names Slogans Characters Symbols Logos URLs
16.
Brand Element Choice
Criteria Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 8-16 Memorable Meaningful Likeable Transferable Adaptable Protectable
17.
Figure 8.4 Secondary
Sources of Brand Knowledge Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 8-17
18.
Copyright © 2011
Pearson Education, Inc. Publishing as Prentice Hall 8-18 Internal Branding Choose the right moment Link internal and external marketing Bring the brand alive for employees
19.
Copyright © 2011
Pearson Education, Inc. Publishing as Prentice Hall 8-19 Measuring Brand Equity Brand audits Brand tracking Brand valuation
20.
Copyright © 2011
Pearson Education, Inc. Publishing as Prentice Hall 8-20 Managing Brand Equity Brand reinforcement Brand revitalization
21.
Copyright © 2011
Pearson Education, Inc. Publishing as Prentice Hall 8-21 Devising a Branding Strategy Develop new brand elements Apply existing brand elements Use a combination of old and new
22.
Branding Terms Brand
line Brand mix Brand extension Sub-brand Parent brand Family brand Line extension Category extension Branded variants Licensed product Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 8-22
23.
Reasons for Brand
Portfolios Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 8-23
24.
Copyright © 2011
Pearson Education, Inc. Publishing as Prentice Hall 8-24 Brand Roles in a Brand Portfolio Flankers Cash cows Low-end, entry-level High-end prestige
25.
Brand Extensions Copyright ©
2011 Pearson Education, Inc. Publishing as Prentice Hall 8-25
26.
For Review What
is a brand and how does branding work? What is brand equity and how is it built, measured, and managed? What are the important decisions in developing a branding strategy? Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 8-26
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