1. How price promotion can be applied without damaging brand equity
Ding Ling
Group 8

2. Outline Introduction - Brand equity - Price promotion Problem Solution
Implication
Evaluation
List of references

3. Introduction Brand equity “Brand equity is a set of assets and
Definition
“Brand equity is a set of assets and
liabilities linked to a brand's
name and symbol that adds to (or
subtracts from) the value provided
by a product or service to a firm.”
Source: Aaker, 1991; Aaker, 2012
Perceived quality
Brand loyalty
Brand association
Brand awareness
Other brand’s private property
Brand equity

4. Introduction Price promotion Outline Source:Aaker (1991)
Perceived quality
Brand association
Price promotion
Brand equity
Nonmonetary promotion
Advertising campaigns

5. Thesis Statement
How price promotion can be applied without damaging brand equity by combining the non-monetary promotion and advertising campaigns.

6. Non-monetary promotion
Problem
The negative effect of frequent price promotion to perceived quality and brand association
Source:Buil, I., de Chernatony, L. and Mart\'\inez, E. (2013). Examining the role of advertising and sales promotions in brand equity creation. 
price promotion
Non-monetary promotion
Perceived quality
Brand association

7. 1st Solution Non-monetary promotion -- Definition (Yi and Yoo, 2011)
Promotional strategy
Hedonic benefits
-- Different from price promotion

8. 2nd Solution Advertising campaigns --Definition (Kotler, 2012)
paid form of non-personal presentation
promotion of ideas, goods and services
--Different channels

9. Implication of Non-monetary promotion
Positive
--customers may receive the high-quality perception
--enhance brand equity
Negative
--enterprises could spend large budget on free gifts and free samples etc.

10. Implication of Advertising campaigns
positive
--influence consumer behaviours in a large extent
--deepen the impression of products or services
negative
--further investment
--less originality

11. Evaluation
the overall relationship between frequent price promotion and brand equity is negative
The most effective practice: nonmonetary promotions
The alternative possible solution: advertising campaigns

12. As long as non-monetary promotion and advertising campaigns are implemented appropriately, price promotion can be applied along with the combination of two solutions without damaging brand equity

13. List of references
Aaker, D. (1991). Managing brand equity. 1st ed. New York: Free Press.
Buil, I., de Chernatony, L. and Mart\'\inez, E. (2013). Examining the role of advertising and sales promotions in brand equity creation. Journal of Business Research, 66(1), pp
Keller, K. (2008). Strategic brand management: building, measuring, and managing brand equity. 3rd ed.
Kotler, P., Keller, K., Brady, M., Goodman, M. and Hansen, T. (2012). Marketing management. 2nd ed. Pearson Education.
Villarejo-Ramos, A. and S\'anchez-Franco, M. (2005). The impact of marketing communication and price promotion on brand equity. The Journal of Brand Management, 12(6), pp
Yi, Y. and Yoo, J. (2011). The long-term effects of sales promotions on brand attitude across monetary and non-monetary promotions. Psychology \& Marketing, 28(9), pp

14. Are there any question?
The End