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Creating Brand Equity by – Chapter 9

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Page 1: Brand equity (detailed ppt)

Creating Brand Equity by – Vipin kumar

Chapter 9

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Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 2 of 37

Discussion Questions1. How do consumer characteristics

influence buying behavior?

2. What major psychological processes influence consumer responses to the marketing program?

3. How do consumers make purchasing decisions?

4. In what ways do consumers stray from a deliberative, rational decision process?

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Strategic Brand Management

Identify

Plan Measure/Interpret

Grow

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Defined

“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.”

Brand

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Role of Brands

Consumer Benefits

Brands:

•Identify source/maker

•Simplifies decision making

•Reduces risk

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Role of Brands

Brands:•Simplify product handling

•Protect unique features

•Create loyalty

•Establish barriers to entry

Marketer Benefits

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Scope of Branding

Creating difference between products

Brand

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Defined

The added value endowed on products and services because of the brand.

Brand Equity

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Customer-based Brand Equity

Differences in consumer response

Consumers’ brand knowledge

Perceptions, preferences, and behaviors

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Brand Promise

What the brand must be and do for consumers.

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Brand Equity Models

• BrandAsset Valuator

(BAV)

• BrandZ

• Brand Resonance Model

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Figure 9.1

BrandAsset® Valuator Model

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Figure 9.2

Universe of Brand Performance

These brands have relevance, but only to a small audience.

These brands are not well known. Many are new, others are lost.

Customers find these brand

irresistible. They have high earnings and margin power.

These brands can’t overcome what is

already known about them.

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Figure 9.3

Brand Dynamics Pyramid

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Figure 9.4

Brand Resonance Pyramid

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Building Brand Equity

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Brand Elements

• Brand Names• URLs• Logos• Symbols• Characters• Spokespeople• Slogans• Jingles• Packages• Signage

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Brand Element Choice Criteria

MemorableMeaningfulLikable

TransferableAdaptableProtectable

Brand Builders

Defensive

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Developing Brand Elements

• Easy to recall• Descriptive• Persuasive

What was the name of that cookie I like?

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Holistic Marketing Activities

Word of MouthObservation

Interactions w/company

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Secondary Associations

Brand

Geographic Regions

Other Brands

Characters

Spokespeople

Sporting Events

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Figure 9.5

Secondary Source of Brand Knowledge

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Internal Branding

Brand Promise

Employees

Partners

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Brand Communities

Members have:

• Brand Connection

• Shared rituals/stories

• Responsibility to community

H.O.G.®Harley Owners Group

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Measuring Brand Equity

Brand Audit

Brand-tracking Studies

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Figure 9.6

Brand Value Chain

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Rank Brand 2009 Brand Value (Billions)1 Coca-Cola $68.72 IBM $60.23 Microsoft $56.64 GE $47.85 Nokia $34.96 McDonald’s $32.37 Google $32.08 Toyota $31.39 Intel $30.6

10 Disney $28.4

World’s 10 Most Valuable Brands

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Figure 9.7

Interbrand Brand Valuation

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Managing Brand Equity

Brand Reinforcement

Brand Revitalization

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Branding Strategy

Develop new brand elements

Apply existing brand elements

Combine new and existing elements

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Branding Strategy

Line Extension Category Extension

Parent Brand(Master or Family Brand)

Tide-Fruit on the Bottom-Fruit Blends

Honda-Automobiles-Lawn Mowers

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Branding Decisions

Sub-brand name

Company BrandGE, Heinz, Campbell Soup

Individual Brand Names

• Bisquick• Gold Medal• Wheaties• Yoplait

Kellogg’s Rice Krispies, Frosted Flakes…

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Defined

A brand portfolio is the set of all brands and brand lines a particular firm offers for sale in a particular category or market segment.

Brand Portfolio

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Brand Portfolio - Sony

Computer Cameras TelevisionsTheatre

Portable Electronics

Sony Pictures Games

VAIO -notebook-desktop

Digital Home

Disc Burner

Location Free

mylo

Software

Cyber-shot

Alpha SLR

HandyCam

Printers

Digital picture frames

Photo services

Televisions

Home theatre systems

Blu-ray Disc

DVD players

Home audio components

Walkman Video MP3

Rolly

Reader Digital Book

Sony Cell Phone

GPS

Movies -Theatre-DVD-Blue-ray

Television-Comedy-Drama-Daytime-Cartoons

Music

PlayStation-PS3-PS2-Portable

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Brand Roles

Cash Cows

Low-end Entry Level

High-end Prestige

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Brand Extensions

Improve the odds of new-product success

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