kotler mm14 ch09 dppt

Kotler KellerMarketing Management 14e

Phillip

Kevin Lane

Creating Brand Equity

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?Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 3 of 37

Strategic Brand ManagementPlan Measure/ Interpret

Identify

Grow

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BrandA 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.

Role of BrandsConsumer BenefitsBrands: Identify source/maker Simplifies decision making Reduces risk


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Role of BrandsMarketer Benefits Brands: Simplify product handling Protect unique features Create loyalty Establish barriers to entry


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Scope of BrandingCreating difference between products

Brand


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

Customer-based Brand EquityDifferences in consumer response Consumers brand knowledge

Perceptions, preferences, and behaviorsCopyright 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 10 of 37

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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BrandAsset Valuator Model


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Universe of Brand PerformanceThese brands have relevance, but only to a small audience. Customers find these brand irresistible. They have high earnings and margin power.

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

These brands cant overcome what is already known about them.


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Brand Dynamics Pyramid


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Brand Resonance Pyramid


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Building Brand EquityBrand Elements

Brand Equity

Secondary AssociationsCopyright 2012 Pearson Education, Inc. Publishing as Prentice Hall

Marketing ActivitiesSlide 17 of 37

Brand Elements Brand Names URLs Logos Symbols Characters Spokespeople Slogans Jingles Packages SignageSlide 18 of 37


Brand Element Choice CriteriaBrand Builders Memorable Meaningful LikableDefensive Transferable Adaptable ProtectableCopyright 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 19 of 37

Developing Brand ElementsWhat was the name of that cookie I like?

Easy to recall Descriptive PersuasiveCopyright 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 20 of 37

Holistic Marketing Activities

Observation

Word of Mouth

Interactions w/companyCopyright 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 21 of 37

Secondary AssociationsGeographic Regions Other Brands

Brand

CharactersSpokespeople Sporting Events


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Secondary Source of Brand KnowledgeCopyright 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 23 of 37

Internal Branding

Employees

Brand PromisePartners


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Brand CommunitiesMembers have: Brand Connection

Shared rituals/stories Responsibility to community

H.O.G. Harley Owners GroupCopyright 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 25 of 37

Measuring Brand EquityBrand Audit

Brand-tracking StudiesCopyright 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 26 of 37

Brand Value Chain


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Worlds 10 Most Valuable BrandsRank Brand 2009 Brand Value (Billions)

1 2 3 4 5 6 7 8 9 10

Coca-Cola IBM Microsoft GE Nokia McDonalds Google Toyota Intel Disney

$68.7 $60.2 $56.6 $47.8 $34.9 $32.3 $32.0 $31.3 $30.6 $28.4Slide 28 of 37


Interbrand Brand Valuation


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Managing Brand EquityBrand Revitalization

Brand ReinforcementCopyright 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 30 of 37

Branding StrategyDevelop new brand elements Apply existing brand elements Combine new and existing elements


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Branding Strategy

Parent Brand(Master or Family Brand)

Line ExtensionTide - Fruit on the Bottom - Fruit Blends

Category ExtensionHonda - Automobiles - Lawn Mowers


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Branding DecisionsIndividual Brand Names Bisquick Gold Medal Wheaties Yoplait

Company BrandGE, Heinz, Campbell Soup

Sub-brand nameKelloggs Rice Krispies, Frosted FlakesCopyright 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 33 of 37

Brand PortfolioA 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 - Sony

ComputerVAIO -notebook -desktop Digital Home Disc Burner Location Free mylo Software

CamerasCyber-shot

Televisions TheatreTelevisions

Portable ElectronicsWalkman Video MP3 Rolly Reader Digital Book Sony Cell Phone GPS

Sony PicturesMovies -Theatre -DVD -Blue-ray Television -Comedy -Drama -Daytime -Cartoons Music

GamesPlayStation -PS3 -PS2 -Portable

Alpha SLRHandyCam Printers Digital picture frames Photo services

Home theatre systemsBlu-ray Disc DVD players Home audio components


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Brand RolesHigh-end PrestigeCash Cows

Low-end Entry Level FlankersCopyright 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 36 of 37

Brand ExtensionsImprove the odds of new-product success


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kotler mm14 ch09 dppt

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prentice hall

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