Brand Equity

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brand equity

Transcript of Brand Equity

Kotler Keller 09

Copyright 2009 Dorling Kindersley (India) Pvt. Ltd. 10-1Chapter QuestionsWhat is a brand and how does branding work?What is brand equity?How is brand equity built, measured, and managed?What are the important decisions in developing a branding strategy?1NeedValueMktg MixMISSTP

Copyright 2009 Dorling Kindersley (India) Pvt. Ltd. 10-2Copyright 2009 Dorling Kindersley (India) Pvt. Ltd. 10-3

3Copyright 2009 Dorling Kindersley (India) Pvt. Ltd. 10-4Kerala Tourism has successfully branded the destination with a brand name, logo, and the tagline Gods Own Country

Copyright 2009 Dorling Kindersley (India) Pvt. Ltd. 10-5What is a Brand?A brand is 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.

5Copyright 2009 Dorling Kindersley (India) Pvt. Ltd. 10-6The Role of BrandsIdentify the makerSimplify product handlingOrganize accountingOffer legal protection6Copyright 2009 Dorling Kindersley (India) Pvt. Ltd. 10-7The Role of BrandsSignify qualityCreate barriers to entryServe as a competitive advantageSecure price premium7Copyright 2009 Dorling Kindersley (India) Pvt. Ltd. 10-8What is Branding?Branding is endowing products and services with the power of the brand. 8Copyright 2009 Dorling Kindersley (India) Pvt. Ltd. 10-9What is Brand Equity?Brand equity is the added value endowed on products and services, which may be reflected in the way consumers, think, feel, and act with respect to the brand.9Copyright 2009 Dorling Kindersley (India) Pvt. Ltd. 10-10Advantages of Strong BrandsImproved perceptions of product performanceGreater loyaltyLess vulnerability to competitive marketing actionsLess vulnerability to crisesLarger marginsGreater trade cooperationIncreased marketing communications effectivenessPossible licensing opportunities10Copyright 2009 Dorling Kindersley (India) Pvt. Ltd. 10-11Apple is a Strong Brand

11Copyright 2009 Dorling Kindersley (India) Pvt. Ltd. 10-12What is a Brand Promise?A brand promise is the marketers vision of what the brand must be and do for consumers.

12Copyright 2009 Dorling Kindersley (India) Pvt. Ltd. 10-13Brand CharactereticsDifferentiationEnergyRelevanceEsteemKnowledge13Copyright 2009 Dorling Kindersley (India) Pvt. Ltd. 10-14Figure 10.3 Brand Dynamics PyramidPresenceRelevancePerformanceAdvantageBondingStrong RelationshipWeak Relationship14Copyright 2009 Dorling Kindersley (India) Pvt. Ltd. 10-15Figure 10.3 Brand Resonance Pyramid

15Copyright 2009 Dorling Kindersley (India) Pvt. Ltd. 10-16

Drivers of Brand EquityBrand ElementsMarketing ActivitiesMeaning Transference16Copyright 2009 Dorling Kindersley (India) Pvt. Ltd. 10-17Brand ElementsElementsSlogansBrandnamesURLsLogosSymbolsCharacters17Copyright 2009 Dorling Kindersley (India) Pvt. Ltd. 10-18Brand Element Choice CriteriaMemorable(recognition)Meaningful(credible..Fair n Lovely)Likeability(aestheticMaharaja)Transferable(new pdts..Amazon)Adaptable

18Copyright 2009 Dorling Kindersley (India) Pvt. Ltd. 10-19Managing Brand EquityBrand ReinforcementParle GBrand Revitalization..Fiat19Copyright 2009 Dorling Kindersley (India) Pvt. Ltd. 10-20Brand NamingIndividual names..Tide,Vicks..Blanket family namesCorporate name-Tata,LG,Samsung20Copyright 2009 Dorling Kindersley (India) Pvt. Ltd. 10-21Brand Roles in a Brand PortfolioFlankersLow-endEntry-levelHigh-endPrestigeCash Cows21Copyright 2009 Dorling Kindersley (India) Pvt. Ltd. 10-22Marketing DebateAre brand extensions good or bad?

Take a position:Brand extensions can endanger brands.

or

2. Brand extensions are an important brand-growth strategy. 22Copyright 2009 Dorling Kindersley (India) Pvt. Ltd. 10-23Marketing DiscussionHow can you relate the different modelsbrand equity presented in this chapter?How are they similar? Different?Can you reconstruct a brand-equity Model that incorporates the best of each?23