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Creating
Brand Equity
Marketing Management, 13th ed
9
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?
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-3
ESPN: A Strong Brand
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-4
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
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-5
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.
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-6
The Role of Brands
Identify the maker
Simplify product handling
Organize accounting
Offer legal protection
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-7
The Role of Brands
Signify quality
Create barriers to entry
Serve as a competitive
advantage
Secure price premium
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-8
What is Branding?
Branding is endowing
products and services with the
power of the brand.
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-9
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.
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-10
Brand Knowledge
Knowledge
Thoughts
Experiences
Beliefs
Images
Feelings
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-11
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 © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-12
Apple is a Strong Brand
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-13
What is a Brand Promise?
A brand promise is the marketer’s
vision of what the brand must be and
do for consumers.
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-14
Burger King Builds Its Brand with
Social Connectivity
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-15
Brand Equity Models
• Brand Asset Valuator
• Aaker Model
• BRANDZ
• Brand Resonance
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-16
BAV Key Components
Differentiation
Energy
Relevance
Esteem
Knowledge
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-17
Figure 9.3 Brand Dynamics Pyramid
Presence
Relevance
Performance
Advantage
Bonding
Strong Relationship
Weak Relationship
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-18
Aaker Model
Brand Identity
Extended Identity
Elements
Brand Essence
Core Identity
Elements
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-19
Figure 9.4 Brand Resonance Pyramid
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-20
Drivers of Brand Equity
Brand Elements
Marketing Activities
Meaning Transference
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-21
Brand Elements
Elements
Slogans
Brand
names URLs
Logos
Symbols
Characters
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-22
Brand Element Choice Criteria
• Memorable
• Meaningful
• Likeability
• Transferable
• Adaptable
• Protectible
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-23
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
• We’ll pick you up
• Nextel – Done
• Zoom Zoom
• I’m lovin’ it
• Innovation at work
• This Bud’s for you
• Always low prices
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-24
Designing Holistic Marketing Activities
Personalization
Integration
Internalization
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-25
Internal Branding
• Choose the right moment
• Link internal and external marketing
• Bring the brand alive for employees
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-26
Figure 9.5 Secondary Sources of
Brand Knowledge
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-27
Measuring Brand Equity
Brand Audits
Brand Tracking
Brand Valuation
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-28
Table 9.2 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
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-29
Managing Brand Equity
Brand Reinforcement
Brand Revitalization
Brand Crises
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-30
Interbrand’s Steps in Calculating
Brand Equity
• Market segmentation
• Financial analysis
• Role of branding
• Brand strength
• Brand value calculation
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-31
Devising a Branding Strategy
Develop new brand
elements
Apply existing brand
elements
Use a combination of
old and new
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-32
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
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-33
Brand Naming
Individual names
Blanket family names
Separate family names
Corporate name-
individual name combo
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-34
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
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-35
Brand Roles in a Brand Portfolio
Flankers
Low-end
Entry-level
High-end
Prestige
Cash Cows
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-36
Marketing Debate
 Are brand extensions good or bad?
Take a position:
1. Brand extensions can endanger brands.
or
2. Brand extensions are an important
brand-growth strategy.
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-37
Marketing Discussion
 How can you relate the different models
brand equity presented in this chapter?
 How are they similar? Different?
 Can you reconstruct a brand-equity
Model that incorporates the best of each?

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Kotler mm13e media_09

  • 2. 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?
  • 3. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-3 ESPN: A Strong Brand
  • 4. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-4 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
  • 5. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-5 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. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-6 The Role of Brands Identify the maker Simplify product handling Organize accounting Offer legal protection
  • 7. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-7 The Role of Brands Signify quality Create barriers to entry Serve as a competitive advantage Secure price premium
  • 8. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-8 What is Branding? Branding is endowing products and services with the power of the brand.
  • 9. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-9 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.
  • 10. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-10 Brand Knowledge Knowledge Thoughts Experiences Beliefs Images Feelings
  • 11. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-11 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
  • 12. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-12 Apple is a Strong Brand
  • 13. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-13 What is a Brand Promise? A brand promise is the marketer’s vision of what the brand must be and do for consumers.
  • 14. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-14 Burger King Builds Its Brand with Social Connectivity
  • 15. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-15 Brand Equity Models • Brand Asset Valuator • Aaker Model • BRANDZ • Brand Resonance
  • 16. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-16 BAV Key Components Differentiation Energy Relevance Esteem Knowledge
  • 17. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-17 Figure 9.3 Brand Dynamics Pyramid Presence Relevance Performance Advantage Bonding Strong Relationship Weak Relationship
  • 18. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-18 Aaker Model Brand Identity Extended Identity Elements Brand Essence Core Identity Elements
  • 19. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-19 Figure 9.4 Brand Resonance Pyramid
  • 20. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-20 Drivers of Brand Equity Brand Elements Marketing Activities Meaning Transference
  • 21. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-21 Brand Elements Elements Slogans Brand names URLs Logos Symbols Characters
  • 22. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-22 Brand Element Choice Criteria • Memorable • Meaningful • Likeability • Transferable • Adaptable • Protectible
  • 23. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-23 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 • We’ll pick you up • Nextel – Done • Zoom Zoom • I’m lovin’ it • Innovation at work • This Bud’s for you • Always low prices
  • 24. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-24 Designing Holistic Marketing Activities Personalization Integration Internalization
  • 25. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-25 Internal Branding • Choose the right moment • Link internal and external marketing • Bring the brand alive for employees
  • 26. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-26 Figure 9.5 Secondary Sources of Brand Knowledge
  • 27. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-27 Measuring Brand Equity Brand Audits Brand Tracking Brand Valuation
  • 28. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-28 Table 9.2 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
  • 29. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-29 Managing Brand Equity Brand Reinforcement Brand Revitalization Brand Crises
  • 30. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-30 Interbrand’s Steps in Calculating Brand Equity • Market segmentation • Financial analysis • Role of branding • Brand strength • Brand value calculation
  • 31. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-31 Devising a Branding Strategy Develop new brand elements Apply existing brand elements Use a combination of old and new
  • 32. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-32 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
  • 33. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-33 Brand Naming Individual names Blanket family names Separate family names Corporate name- individual name combo
  • 34. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-34 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
  • 35. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-35 Brand Roles in a Brand Portfolio Flankers Low-end Entry-level High-end Prestige Cash Cows
  • 36. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-36 Marketing Debate  Are brand extensions good or bad? Take a position: 1. Brand extensions can endanger brands. or 2. Brand extensions are an important brand-growth strategy.
  • 37. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-37 Marketing Discussion  How can you relate the different models brand equity presented in this chapter?  How are they similar? Different?  Can you reconstruct a brand-equity Model that incorporates the best of each?

Notas do Editor

  1. Video icon links to snippet on Swiss Army’s brand extensions.