kotler - ch9 brand equity - top 10 concepts

TOP 10 Learning Concepts

Ch 9 – Creating Brand Equity

Maureen Martine T. LeeSeptember 2011

http://maureentlee.blogspot.com/

OutlineCh 9 - Creating Brand Equity

1. Defining Brand Equity2. Customer-based Brand Equity3. Quality vs Quantity – Investment in

Building Brands4. 5 Components of Brand Asset Valuators5. Brand Identity

6. Brand Resonance Model7. Brand Equity Drivers8. Brand Audit – Brand Value Chain 9. Managing Brand Equity –

Reinforcement and Revitalization10. Devising a Branding Strategy -

Branding Decisions Extensions & Portfolio

Concept 1Defining Brand Equity

4http://maureentlee.blogspot.com/

BRANDNAME

TERMSIGN

SYMBOL

DESIGN

BRAND EQUITYAdded value endowed on products and services

Consumer Thinking, Feeling & Acting

Prices, Market Share & Profitability

Concept 2Customer-based Brand Equity

Differential effect that brand knowledge has on consumer response

BRAND POWER

BRAND POWERSeen

Learned

Thought

Concept 3Quality vs Quantity –Building Brands

BRAND QUALITY CONSUMER BRAND KNOWLEDGE– Foundation of Brand Equity

RESPONSE TO MARKETING CAMPAIGN

Concept 3Quality vs Quantity –Building Brands

BRAND QUALITY

BRAND QUANTITY

CONSUMER BRAND KNOWLEDGE– Foundation of Brand Equity

RESPONSE TO MARKETING CAMPAIGN

Irrelevant if does not contribute to consumer brand

knowledge

Concept 45 Components of Brand Asset Valuators

Differentiation“Unique”

Energy“Momentum”

Relevance“Appeal”

Esteem“Respect”

Knowledge

“Familiarity”

Concept 45 Components of Brand Asset Valuators

Differentiation“Unique”

Energy“Momentum”

Relevance“Appeal”

Esteem“Respect”

Knowledge

“Familiarity”

Concept 5Brand Identity

Unique Set of Brand Associations

Product Scope

Product Personality

Product Attribute Quality

UsesUsers

Country of Origin

Brand Personality

Symbols

Organizational Attributes

Concept 5Brand Identity

PRESENCE – do we know about it?

RELEVANCE – does it offer something?

PERFORMANCE – can it deliver?

ADVANTAGE – does it offer something better than the

others?

BONDING – Nothing else beats it

BrandDynamics Pyramid

6. Brand Resonance Model7. Brand Equity Drivers8. Brand Audit – Brand Value Chain 9. Managing Brand Equity –

Reinforcement and Revitalization10. Devising a Branding Strategy -

Branding Decisions, Extensions & Portfolio

Concept 6Brand Resonance Model

Image taken from - http://www.value-chain.org/brand-equity-pyramid/

Branding Objective

Deep, broad brand awareness

Points of parity & difference

Positive, accessible reactions

Intense, active loyalty

Concept 7Brand Equity Drivers

Brand Elements – identities making up the brand

Symbol

Character

Spokespeople

Slogan

Jingles

Packages

Signage

Symbol

Uniform Resource Locator or Universal Resource Locator (URL)

Character

Spokespeople

Slogan Seiko Seiko Wallet“Wallet na maswerte”

Jingles

Packages

Signage

“Ito ang beat sabay sabay… Coke!”

Brand Element – Choice Criteria

memorable

meaningful

likable

transferable

adaptable

protectible

Brand Element – Choice Criteria

memorable

meaningful

likable

transferable

adaptable

protectible

“Brand Building” “Defensive - Leverage”

Campaigns – Marketing Activities and Programs

Brand Associations – Person, Place or Thing

Concept 8Brand AuditBrand Value Chain

Brand Audit – consumer-focused series of procedures to assess

the health of the brand

Improve & Leverage

Sources of Brand Equity

Taken from http://mediebevaegelsen.dk/wp-content/uploads/brand-value-chain.gif

Brand Valuation-estimating the total financial value of the

Taken from :http://www.millwardbrown.com/Libraries/Optimor_BrandZ_Files/2011_BrandZ_Top100_Chart.sflb.ashx

Concept 9Managing Brand Equity – Reinforcement and Revitalization

Brand Reinforcement– consistently convey the meaning of the brand

Move forward towards the right direction

Products, benefits, satisfy needs

Superior, strong, favorable, unique

Concept 9Managing Brand Equity – Reinforcement and Revitalization

Brand Revitalization– keeping up with changes in consumer tastes and preference

Concept 10Devising a Branding Strategy - Branding Decisions, Extensions & Portfolio

Brand Names

Individual Names

Blanket Family Names

Brand Names

Separate Names

Corporate Name + Individual Product Name

Brand Extension

Brand Portfolio

Flankers

Cash Cows

Brand Portfolio

Low-end Entry Level

High-end Prestige

Summary – Brand Equity

Brand elements should be carefully picked

Brands should offer a unique experience

Quality should be the focus of marketing campaigns

Brand association to other entities

Brand equity is measurable

Brands should be dynamic and sustainable

Household Brands

TOP 10 Learning Concepts

Ch 9 – Creating Brand Equity

Maureen Martine T. LeeSeptember 2011

kotler - ch9 brand equity - top 10 concepts

brand valuation

brand equity reinforcement

consumer brand knowledgehttp

brand equitymaureen

broad brand awarenessimage

brand auditbrand value

total financial value

marketing campaignhttp

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