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Kotler • Keller Phillip Kevin Lane

Marketing Management • 14e

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Creating Brand Equity

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Discussion Questions

1. How do consumer characteristicsinfluence buying behavior?

2. What major psychological processes

influence consumer responses to themarketing 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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“A name, term, sign, symbol, or design,or a combination of them, intended toidentify the goods or services of oneseller or group of sellers and todifferentiate 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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The added value endowed on productsand services because of the brand.

Brand Equity

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Customer-based Brand Equity

Differences inconsumer response

Consumers’ brandknowledge

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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BrandAsset® Valuator Model

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Universe of Brand Performance

These brands haverelevance, but onlyto a small audience.

These brands arenot well known.Many are new,others are lost.

Customers findthese brand

irresistible. Theyhave high earningsand margin power.

These brands can’tovercome what is

already knownabout them.

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Brand Dynamics Pyramid

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Brand Resonance Pyramid

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Building Brand Equity

Brand Equity

BrandElements

MarketingActivities

SecondaryAssociations

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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

MemorableMeaningful

Likable

TransferableAdaptableProtectable

Brand Builders

Defensive

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Developing Brand Elements

• Easy to recall• Descriptive• Persuasive

What was thename of thatcookie 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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Secondary Source of Brand Knowledge

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Internal Branding

BrandPromise

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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Brand Value Chain

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Rank Brand 2009 Brand Value (Billions)1 Coca-Cola $68.7

2 IBM $60.2

3 Microsoft $56.6

4 GE $47.8

5 Nokia $34.9

6 McDonald’s $32.3

7 Google $32.08 Toyota $31.3

9 Intel $30.6

10 Disney $28.4

World’s 10 Most Valuable Brands

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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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A brand portfolio is the set of all brandsand brand lines a particular firm offersfor sale in a particular category ormarket segment.

Brand Portfolio

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Brand Portfolio - Sony

Computer CamerasTelevisions

TheatrePortable

ElectronicsSony

PicturesGames

VAIO -notebook-desktop

Digital Home

Disc Burner

Location Free

mylo

Software

Cyber-shot

Alpha SLR

HandyCam

Printers

Digitalpictureframes

Photoservices

Televisions

Hometheatresystems

Blu-ray Disc

DVD players

Home audiocomponents

WalkmanVideo MP3

Rolly

ReaderDigital Book

Sony CellPhone

GPS

Movies-Theatre-DVD-Blue-ray

Television

-Comedy-Drama-Daytime-Cartoons

Music

PlayStation-PS3-PS2-Portable

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Brand Roles

Cash Cows

FlankersLow-end Entry Level

High-end Prestige

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Brand Extensions

Improve the odds of new-product success