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Marketing Management, 13th ed

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1 Marketing Management, 13th ed
9 Creating Brand Equity Marketing Management, 13th ed

2 Chapter Questions What 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? Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall

3 ESPN: A Strong Brand Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall

4 Steps in Strategic Brand Management
Identifying and establishing brand positioning Planning and implementing brand marketing Measuring and interpreting brand performance Growing and sustaining brand value Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall

5 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 © 2009 Pearson Education, Inc.  Publishing as Prentice Hall

6 The Role of Brands Identify the maker Simplify product handling
Organize accounting Offer legal protection Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall

7 The Role of Brands Signify quality Create barriers to entry
Serve as a competitive advantage Secure price premium Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall

8 What is Branding? Branding is endowing products and services with the power of the brand. Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall

9 What 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. Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall

10 Brand Knowledge Thoughts Feelings Knowledge Images Beliefs Experiences
Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall

11 Advantages of Strong Brands
Improved perceptions of product performance Greater loyalty Less vulnerability to competitive marketing actions Less vulnerability to crises Larger margins More inelastic consumer response Greater trade cooperation Increased marketing communications effectiveness Possible licensing opportunities Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall

12 Apple is a Strong Brand Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall

13 What is a Brand Promise? A brand promise is the marketer’s vision of what the brand must be and do for consumers. Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall

14 Burger King Builds Its Brand with Social Connectivity
Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall

15 Brand Equity Models Brand Asset Valuator Aaker Model BRANDZ
Brand Resonance Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall

16 BAV Key Components Differentiation Energy Relevance Esteem Knowledge
Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall

17 Figure 9.1 BAV Power Grid Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall

18 Figure 9.3 Brand Dynamics Pyramid
Strong Relationship Bonding Advantage Performance Relevance Presence Weak Relationship Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall

19 Aaker Model – Brand Assets
loyalty Brand associations Brand awareness Proprietary assets Perceived quality Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall

20 Aaker Model Core Identity Brand Identity Elements Extended Identity
Brand Essence Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall

21 Figure 9.4 Brand Resonance Pyramid
Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall

22 The BRANDZ Model Bonding Advantage Performance Relevance Presence
Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall

23 The BrandDynamics Pyramid
Shows the number of consumers who have reached each level. Bonding – Rational and emotional attachments to the brand to the exclusion of most other brands Advantage – Felt to have an emotional or rational advantage over other brands in the category Performance – Felt to deliver acceptable product performance and is on the consumer's short-list Relevance – Relevant to consumer's needs, in the right price range or in consideration set Presence – Active familiarity based on past trial, saliency or knowledge of brand promise Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall

24 Drivers of Brand Equity
Brand Elements Marketing Activities Meaning Transference Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall

25 Brand Elements Brand names URLs Slogans Elements Logos Characters
Symbols Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall

26 Brand Element Choice Criteria
Memorable Meaningful Likeability Transferable Adaptable Protectible Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall

27 Slogans Like a good neighbor, State Farm is there Just do it
Nothing runs like a Deere Save 15% or more in 15 minutes or less We try harder We’ll pick you up Nextel – Done Zoom Zoom I’m lovin’ it Innovation at work This Bud’s for you Always low prices Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall

28 Designing Holistic Marketing Activities
Personalization Integration Internalization Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall

29 Internal Branding Choose the right moment
Link internal and external marketing Bring the brand alive for employees Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall

30 Figure 9.5 Secondary Sources of Brand Knowledge
Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall

31 Measuring Brand Equity
Brand Audits Brand Tracking Brand Valuation Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall

32 Table 9.2 The 10 Most Valuable Brands
2006 Brand Value (Billions) Coca-Cola $67.00 Microsoft $56.93 IBM $56.20 GE $48.91 Intel $38.32 Nokia $30.13 Toyota $27.94 Disney $27.85 McDonald’s $27.50 Mercedes-Benz $22.13 Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall

33 Managing Brand Equity Brand Reinforcement Brand Revitalization
Brand Crises Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall

34 Interbrand’s Steps in Calculating Brand Equity
Market segmentation Financial analysis Role of branding Brand strength Brand value calculation Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall

35 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall

36 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall

37 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall

38 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall

39 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall

40 Devising a Branding Strategy
Develop new brand elements Apply existing brand elements Use a combination of old and new Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall

41 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 Video icon links to snippet on Swiss Army’s brand extensions. Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall

42 Corporate name-individual name combo
Brand Naming Individual names Blanket family names Separate family names Corporate name-individual name combo Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall

43 Reasons for Brand Portfolios
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 © 2009 Pearson Education, Inc.  Publishing as Prentice Hall

44 Brand Roles in a Brand Portfolio
Flankers Cash Cows Low-end Entry-level High-end Prestige Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall

45 Marketing Debate Are brand extensions good or bad? Take a position:
Brand extensions can endanger brands. or 2. Brand extensions are an important brand-growth strategy. Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall

46 Marketing Discussion How can you relate the different models
brand equity presented in this chapter? How are they similar? Different? Can you reconstruct a brand-equity Model that incorporates the best of each? Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall

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