[필립 코틀러] 마케팅관리론 해설강의 9장

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Chapter 9.

Creating Brand Equity


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1. What Is Brand Equity?


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Brand

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

)

? __________________, , , ,

? ________________( identify )


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Brand

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

)

functional, rational, or tangible( )symbolic, emotional, or intangible( )


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Brand

The earliest signs of branding in Europe were the requirement that craftspeople put

trademarks on their products to protect themselves and their customers against inferior quality .


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?

&


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Brand loyalty provides predictability and security of demand for the firm, and it creates barriers to entry that make it difficult for other firms to enter the market .


(loyalty)

,

a deeply held commitment to rebuy or repatronize a preferred product or service in the future despite situational influences and marketing efforts having the potential to cause switching behavior .

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http://www.google.co.kr/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=9CKoKP_UniA8_M&tbnid=Ifj83_BqM5Qf2M:&ved=0CAUQjRw&url=http://imgur.com/gallery/ShbDRwU&ei=b5StUo7TEomCiQff_oBo&bvm=bv.57967247,d.aGc&psig=AFQjCNHUIPJtTTZf5dKZmZtF5gv-mV9JFw&ust=1387193799419238http://www.google.co.kr/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=9CKoKP_UniA8_M&tbnid=Ifj83_BqM5Qf2M:&ved=0CAUQjRw&url=http://imgur.com/gallery/ShbDRwU&ei=b5StUo7TEomCiQff_oBo&bvm=bv.57967247,d.aGc&psig=AFQjCNHUIPJtTTZf5dKZmZtF5gv-mV9JFw&ust=1387193799419238


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http://www.google.co.kr/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=EEUd1egNaL-MIM&tbnid=CHf1SV-Fw5FgKM:&ved=0CAUQjRw&url=http://samsao.com/shop/Brand/Main.asp?mcd=M27153280&ca=7&num=3&brandcd=391&brandname=%C7%D1%B1%B9%BE%DF%C4%ED%B8%A3%C6%AE&ei=7TnHUp3FJqnziAeV6oGwDw&bvm=bv.58187178,d.aGc&psig=AFQjCNESL9Cwa7s-5MNNb7yJyZ4MBYVq5w&ust=1388874587828882http://www.google.co.kr/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=EEUd1egNaL-MIM&tbnid=CHf1SV-Fw5FgKM:&ved=0CAUQjRw&url=http://samsao.com/shop/Brand/Main.asp?mcd=M27153280&ca=7&num=3&brandcd=391&brandname=%C7%D1%B1%B9%BE%DF%C4%ED%B8%A3%C6%AE&ei=7TnHUp3FJqnziAeV6oGwDw&bvm=bv.58187178,d.aGc&psig=AFQjCNESL9Cwa7s-5MNNb7yJyZ4MBYVq5w&ust=1388874587828882


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Brand equity is the added value endowed on products and services. It may be reflected in the way consumers think, feel, and act with respect to the brand, as well as in the prices, market share, and profitability the brand commands .

.

, , , , .


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MS


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[ ] 1990

1996 10< > 600

< > 300900

1998 4< > 397

1998 9815 7


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1) The Role of Brands

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[ ]

1985 Cola War



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[ ]

1985 Cola War (1985.8.21 )



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[ ]

20 , , 18 32

.,

,

.75

, .

.1 7 85%,

15% (85.8.21 )



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[ ]

1985 Cola War

400

New Coke

(national uproar)!!

10 New Coke Classic Coke



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[ ]

[ ] ?

???

?


2) The Scope of Branding

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Branding

Branding is endowing products and services with the power of a brand .

.



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?

: BMW: CGV, ,

: , : , , 2NE1: Dynamic Busan: ,

: Copyleft , Web3.0, KORUS FTA



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3) Defining Brand Equity

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[ ]

Brand equity is the added value endowed on products and services. It may be reflected in the way consumers think, feel, and act with respect to the brand, as well as in the prices, market share, and profitability the brand commands .

.

, , , , .



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[ ] by Interbrand

The sum of all distinguishing qualities of a brand, drawn from all relevant stakeholders, that results in personal commitment to and demand for the brand; these differentiating thoughts and feelings make the brand valued and valuable .

( ) , , .

.



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(, , )

( )

( , , )



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[ ]

?

...

? / ?



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Customer - based Brand Equity

(customer - based brand equity)

.

(Customer -based brand equity is thus the differential effect brand knowledge has on consumer response to the marketing of that brand ).



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CBBE 3

.

.thoughts, feelings , images,

experiences, beliefs

perceptions, preferences, and behavior .

CBBE



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[ ] Virgin America

, , ,

TVPR, , SNS,



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Brand Promise

(brand promise).

must be and do for consumers .

,



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Brand Promise

[필립 코틀러] 마케팅관리론 해설강의 9장

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