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Arab World Edition Kotler, Keller, Hassan, Baalbaki and Shamma

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Presentation on theme: "Arab World Edition Kotler, Keller, Hassan, Baalbaki and Shamma"— Presentation transcript:

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2 Arab World Edition Kotler, Keller, Hassan, Baalbaki and Shamma
Marketing Management Arab World Edition Kotler, Keller, Hassan, Baalbaki and Shamma Chapter 9 Creating Brand Equity

3 Chapter Questions What is a brand and how does branding work?
What is brand equity? How is brand equity built, measured, and managed? Exercise to build a brand Copyright © 2012 Pearson Education

4 What is a Brand and How Does Branding Work?
Chapter Question 1: What is a brand and how does branding work? What is a Brand and How Does Branding Work? What 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. Copyright © 2012 Pearson Education

5 What is a brand and how does branding work?
Chapter Question 1: What is a brand and how does branding work? The Role of Brands Identify the maker Simplify product handling Organize accounting Offer legal protection Signify quality Create barriers to entry Serve as a competitive advantage Secure price premium Copyright © 2012 Pearson Education

6 What is a brand and how does branding work?
Chapter Question 1: What is a brand and how does branding work? Top brands 2015 Copyright © 2012 Pearson Education

7 What is a brand and how does branding work?
Chapter Question 1: What is a brand and how does branding work? Top Saudi Brands 2017 Copyright © 2012 Pearson Education

8 What is a brand and how does branding work?
Chapter Question 1: What is a brand and how does branding work? The Scope of Branding What is branding? Branding is endowing products and services with the power of the brand. Copyright © 2012 Pearson Education

9 Chapter Question 2: What is brand equity? Defining Brand Equity Brand equity is the added value endowed on products and services. It may be reflected in the way consumers think, feel and act towards the brand. Copyright © 2012 Pearson Education

10 Brand Equity as a Bridge
Chapter Question 2: What is brand equity? Brand Equity as a Bridge Brand equity can be thought of as providing marketers with a vital strategic ‘bridge’ from their past to their future A brand promise is the marketer’s vision of what the brand must be and do for consumers. Copyright © 2012 Pearson Education

11 Brand Equity Models Four established brand equity models:
Chapter Question 2: What is brand equity? Brand Equity Models Four established brand equity models: Brand Asset Valuator (BAV) BRANDZ Aaker Model Brand Resonance Copyright © 2012 Pearson Education

12 Brand Equity Models Brand Asset Valuator (BAV)
Chapter Question 2: What is brand equity? Brand Equity Models Brand Asset Valuator (BAV) (Y&R) = X 44 Count X 1000s Brands Key Components (D.E.R.E.K.): Differentiation Energy Sense of momentum Relevance Brand’s Appeal Esteem Respected Knowledge Familiar & intimate (D.E.R.E.K.): D + E + R = energized brand strength Future value E + K = Brand Stature Past Performance Copyright © 2012 Pearson Education

13 Fig. 9.2: BrandDynamics Pyramid
Chapter Question 2: What is brand equity? Brand Equity Models BRANDZ Fig. 9.2: BrandDynamics Pyramid Copyright © 2012 Pearson Education

14 Brand identity 8-12 elements
Chapter Question 2: What is brand equity? Brand Equity Models Aaker Model Key Components: Brand Management start with : Brand identity elements Core identity elements Scope/attributes/value/quality Extended identity elements organizational attributes/ band personality Brand essence Inspiring communication Copyright © 2012 Pearson Education

15 Fig. 9.3: Brand Resonance Pyramid
Chapter Question 2: What is brand equity? Brand Equity Models Brand Resonance Model صدى Fig. 9.3: Brand Resonance Pyramid Copyright © 2012 Pearson Education

16 How is brand equity built, measured and managed?
Chapter Question 3: How is brand equity built, measured and managed? Building Brand Equity Three ways to build brand equity (“drivers”): Brand elements: The initial choices for the brand elements or identities making up the brand. Brand names, URLs, logos, symbols, characters, spokespeople, slogans, jingles, packages, and signage. Marketing activities: The product and service and all accompanying marketing activities and supporting marketing programs. Leveraging secondary associations Linking the brand to other information meaningful to consumers. Copyright © 2012 Pearson Education

17 How is brand equity built, measured and managed?
Chapter Question 3: How is brand equity built, measured and managed? Choosing Brand Elements Brand element choice criteria: Memorable: easy to recall Meaningful: suggest something relate to the product. Likeability: Appealing Transferable: Wide to new products (Amazon) Adaptable: Updatable Protectable: How legally protectable (Apple Vs Generic Fiberglass-Xerox) Copyright © 2012 Pearson Education

18 How is brand equity built, measured and managed?
Chapter Question 3: How is brand equity built, measured and managed? Designing Holistic Marketing Activities Holistic marketers emphasize three themes in designing brand-building marketing programs: Personalization: Mass MkT 50s- Permission MkT Integration: from brand identity to brand Image Internalization : Internal branding : Activities inspire employees (Disney) Copyright © 2012 Pearson Education

19 Fig. 9.4: Secondary Sources of Brand Knowledge
Chapter Question 3: How is brand equity built, measured and managed? Leveraging Secondary Associations The third way to build brand equity is to ‘borrow’ it. Linking the brand to other information meaningful to consumers. Fig. 9.4: Secondary Sources of Brand Knowledge Copyright © 2012 Pearson Education

20 How is brand equity built, measured and managed?
Chapter Question 3: How is brand equity built, measured and managed? Measuring Brand Equity Two basic approaches to measuring brand equity: Indirect approach: assesses potential sources of brand equity by identifying and tracking consumer brand knowledge structures Direct approach: assesses the actual impact of brand knowledge on consumer response to different aspects of the marketing Copyright © 2012 Pearson Education

21 How is brand equity built, measured and managed?
Chapter Question 3: How is brand equity built, measured and managed? Measuring Brand Equity Brand audit: a consumer-focused exercise to assess the health of the brand, uncover its sources of brand equity, and suggest ways to improve and leverage its equity. Brand-tracking studies: collect quantitative data from consumers to provide baseline information about how brands and marketing programs are performing. Copyright © 2012 Pearson Education

22 How is brand equity built, measured and managed?
Chapter Question 3: How is brand equity built, measured and managed? Brand Valuation Brand valuation: an estimate of the total financial value of the brand. Copyright © 2012 Pearson Education

23 Table 9.2: The World’s 10 Most Valuable Brands in 2010
Chapter Question 3: How is brand equity built, measured and managed? Brand Valuation Table 9.2: The World’s 10 Most Valuable Brands in 2010 Copyright © 2012 Pearson Education

24 Fig. 9.6: Interbrand Brand Valuation Method
Chapter Question 3: How is brand equity built, measured and managed? Fig. 9.6: Interbrand Brand Valuation Method Copyright © 2012 Pearson Education

25 How is brand equity built, measured and managed?
Chapter Question 3: How is brand equity built, measured and managed? Brand Revitalization Brands can be affected by: Changes in consumer tastes and preferences Emergence of new competitors New technologies New developments in the marketing environment Harley recovered from near bankruptcy and revitalized its brand with a renewed commitment to quality and to grass-roots marketing efforts that appeal to its image-conscious customers. Copyright © 2012 Pearson Education

26 Devising a Branding Strategy
Chapter Question 4: What are the important decisions in developing a branding strategy? Devising a Branding Strategy When a firm introduces a new product, it has 3 main choices: It can develop new brand elements for the new product. It can apply some of its existing brand elements. It can use a combination of new and existing brand elements. Copyright © 2012 Pearson Education

27 Devising a Branding Strategy
Chapter Question 4: What are the important decisions in developing a branding strategy? Devising a Branding Strategy Branding terms: Brand line Brand mix Brand extension Sub-brand Parent brand Family brand Line extension Category extension Branded variants Licensed product Brand dilution Brand portfolio Copyright © 2012 Pearson Education

28 What are the important decisions in developing a branding strategy?
Chapter Question 4: What are the important decisions in developing a branding strategy? Branding Decisions Four general strategies for choosing brand names: Individual names Blanket family names Separate family names Corporate name/individual name combo Copyright © 2012 Pearson Education

29 What are the important decisions in developing a branding strategy?
Chapter Question 4: What are the important decisions in developing a branding strategy? Brand Extensions Advantages of brand extensions: Improved odds of new-product success Positive feedback effects Disadvantages of brand extensions Brand dilution Cannibalizing Copyright © 2012 Pearson Education

30 What are the important decisions in developing a branding strategy?
Chapter Question 4: What are the important decisions in developing a branding strategy? Brand Portfolios Reasons for introducing multiple brands in a category include: Increasing shelf presence and retailer dependence in the store Attracting consumers seeking variety Increasing internal competition within the firm Yielding economies of scale in advertising, sales, merchandising, and distribution Copyright © 2012 Pearson Education

31 What are the important decisions in developing a branding strategy?
Chapter Question 4: What are the important decisions in developing a branding strategy? Brand Portfolios Brand roles in a brand portfolio: Flankers Cash cows Low-end, entry-level High-end prestige Armani’s line of luxury clothing is differentiated to appeal to three distinct price tiers, each with different styles and levels of luxury and customization. Copyright © 2012 Pearson Education

32 What are the important decisions in developing a branding strategy?
Chapter Question 4: What are the important decisions in developing a branding strategy? Customer Equity Copyright © 2012 Pearson Education

33 What are the important decisions in developing a branding strategy?
Chapter Question 4: What are the important decisions in developing a branding strategy? Exercise Building A creative Brand 1- Build a creative Brand to your company 2- Include : Associated Word Slogan Color Design Logo 3- allocated time is min 4- 2 Min for presentation 5- 1 Min for evaluation Copyright © 2012 Pearson Education

34 Credits Slide 1 Image courtesy of MyDiamond. Reproduced with permission Slide 13 BrandDynamics™ Pyramid. Reprinted by permission of MillwardBrown Optimor; Figure 9.5 from Strategic Brand Management, 3rd edition, Prentice Hall (Keller, K.L., 2008), copyright © Printed and electronically reproduced by permission of Pearson Education, Inc., Upper Saddle River, New Jersey Slide 22 Strategic Brand Management, 3rd edition, Prentice Hall (Keller, K.L., 2008), copyright © Printed and electronically reproduced by permission of Pearson Education, Inc., Upper Saddle River, New Jersey Slide 24 “The World’s Most Valuable Brands”, Forbes, 28 July 2010, (Badenhausen, K.). Reprinted by permission of Forbes Media LLC, copyright © 2011 Slide 27 Getty Images: Justin Sullivan Slide 33 Corbis: WWD / Condé Nast Slide 34 Scott Bedbury, A New Brand World (New York: Viking Press, 2002). Copyright © 2001 by Scott Bedbury. Used by permission of Viking Penguin, a division of Penguin Group (USA) Inc

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