MARKETING MANAGEMENT 12 th edition 9 Creating Brand Equity KotlerKeller.

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Presentation transcript:

MARKETING MANAGEMENT 12 th edition 9 Creating Brand Equity KotlerKeller

9-2 Brand 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.

9-3 Attributes of Strong Brands Excels at delivering desired benefits Stays relevant Priced to meet perceptions of value Positioned properly Communicates consistent brand messages Well-designed brand hierarchy Uses multiple marketing activities Understands consumer-brand relationship Supported by organization Monitors sources of brand equity

9-4 The Role of Brands Identify the maker Simplify product handling Organize accounting Offer legal protection

9-5 The Role of Brands Signify quality Create barriers to entry Serve as a competitive advantage Secure price premium

9-6 Brand Equity The differential effect that brand knowledge has on consumer response to the marketing of that brand.

9-7 Brand Knowledge Knowledge Thoughts Experiences Beliefs Images Feelings

9-8 Brand Associations Strong Unique Favorable

9-9 Marketing Advantages of Strong Brands Improved perceptions of product performance Greater loyalty Less vulnerable to competition Less vulnerable to crises Larger margins Inelastic consumer response to price increases Elastic consumer response to price decreases Greater trade cooperation Increase in effectiveness of IMC Licensing opportunities Brand extension opportunities

9-10 Brand Promise The marketer’s vision of what the brand must be and do for Consumers.

9-11 Brand Elements Elements Slogans Brand names URLs Logos Symbols Characters

9-12 Slogans Like a good neighbor, State Farm is there Just do it Nothing runs like a Deere Help is just around the corner Save 15% or more in 15 minutes or less We try harder We’ll pick you up Nextel – Done Zoom I’m lovin’ it Innovation at work This Bud’s for you Always low prices

9-13 Table 9.2 The 10 Most Valuable Brands Brand2004 Brand Value (Billions) Coca-Cola$67.39 Microsoft$61.37 IBM$53.79 GE$44.11 Intel$33.50 Disney$27.11 McDonald’s$25.00 Nokia$24.04 Toyota$22.67 Marlboro$22.13

9-14 Brand Naming Individual names Blanket family names Separate family names Corporate name- individual name combo