1. Professor Takada6b-1 Creating Brand Equity 6b

2. Professor Takada6b-2 Key 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?

3. Professor Takada6b-3 Google - 2002 Brand of the Year

4. Professor Takada6b-4 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.

5. Professor Takada6b-5 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

6. Professor Takada6b-6 The Role of Brands Identify the maker Simplify product handling Organize accounting Offer legal protection

7. Professor Takada6b-7 The Role of Brands Signify quality Create barriers to entry Serve as a competitive advantage Secure price premium

8. Professor Takada6b-8 Branding Endowing products and services with the power of a brand.

9. Professor Takada6b-9 Brand Equity The differential effect that brand knowledge has on consumer response to the marketing of that brand.

10. Professor Takada6b-10 Brand Knowledge Knowledge Thoughts Experiences Beliefs Images Feelings

11. Professor Takada6b-11 Brand Associations Strong Unique Favorable

12. Professor Takada6b-12 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

13. Professor Takada6b-13 Branding a Place

14. Professor Takada6b-14 Brand Promise The marketer’s vision of what the brand must be and do for Consumers.

15. Professor Takada6b-15 The Virgin Brand

16. Professor Takada6b-16 Brand Equity Models Brand Asset Valuator Aaker Model BRANDZ Brand Resonance

17. Professor Takada6b-17 Brand Asset Valuator (BAV) Differentiation Relevance Esteem Knowledge Brand Equity

18. Professor Takada6b-18 BAV Power Grid

19. Professor Takada6b-19 Aaker Model – Brand Identity Brand-as-product Brand-as-personBrand-as-symbol Brand-as-organization

20. Professor Takada6b-20 Aaker Model – Brand Assets Brand loyalty Brand associations Perceived quality Brand awareness Proprietary assets

21. Professor Takada6b-21 The BRANDZ Model Presence Relevance Performance Advantage Bonding

22. Professor Takada6b-22 Brand Resonance Pyramid

23. Professor Takada6b-23 Drivers of Brand Equity Brand Elements Marketing Activities Meaning Transference

24. Professor Takada6b-24 Brand Elements Elements Slogans Brand names URLs Logos Symbols Characters

25. Professor Takada6b-25 Brand Elements

26. Professor Takada6b-26 Brand Element Choice Criteria Memorable Meaningful Likeability Transferable Adaptable Protectible

27. Professor Takada6b-27 The cupped hands are an element of Allstate’s brand

28. Professor Takada6b-28 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

29. Professor Takada6b-29 Designing Holistic Marketing Activities Personalization Integration Internalization

30. Professor Takada6b-30 Secondary Sources of Brand Knowledge

31. Professor Takada6b-31 Measuring Brand Equity Brand Audits Brand Tracking Brand Valuation

32. Professor Takada6b-32 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

33. Professor Takada6b-33 Interbrand’s Brand Equity Formula Brand earnings Brand sales Costs of sales Marketing costs Overhead expenses Remuneration of capital charge Taxation Brand strength Leadership (25%) Stability (15%) Market (10%) Geographic spread (25%) Trend (10%) Support (10%) Protection (5%)

34. Professor Takada6b-34 Bucky Lasek for Campbell’s Soup at Hand

35. Professor Takada6b-35 Managing Brand Equity Brand Reinforcement Brand Revitalization Brand Crises

36. Professor Takada6b-36 Surviving a Brand Crisis

37. Professor Takada6b-37 Devising a Branding Strategy Develop new brand elements Apply existing brand elements Use a combination of old and new Use a combination of old and new

38. Professor Takada6b-38 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

39. Professor Takada6b-39 Brand Naming Individual names Blanket family names Separate family names Corporate name- individual name combo

40. Professor Takada6b-40 Crest Whitestrips