Kotler Keller

Marketing Management 14e

Phillip

Kevin Lane

Creating Brand Equity

Discussion Questions
1. How do consumer characteristics influence buying behavior? 2. What major psychological processes influence consumer responses to the marketing program? 3. How do consumers make purchasing decisions? 4. In what ways do consumers stray from a deliberative, rational decision process?
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Strategic Brand Management

Plan Measure/ Interpret

Identify

Grow

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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.

Role of Brands
Consumer Benefits
Brands:
Identify source/maker Simplifies decision making Reduces risk

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Role of Brands
Marketer Benefits Brands:
Simplify product handling Protect unique features Create loyalty Establish barriers to entry

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Scope of Branding
Creating difference between products

Brand

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Brand Equity
The added value endowed on products and services because of the brand.

Customer-based Brand Equity

Differences in consumer response Consumers brand knowledge

Perceptions, preferences, and behaviors

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Brand Promise

What the brand must be and do for consumers.

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Brand Equity Models

BrandAsset Valuator (BAV)
BrandZ

Brand Resonance Model

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BrandAsset Valuator Model

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Universe of Brand Performance

These brands have relevance, but only to a small audience. Customers find these brand irresistible. They have high earnings and margin power.

These brands are not well known. Many are new, others are lost.

These brands cant overcome what is already known about them.

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Brand Dynamics Pyramid

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Brand Resonance Pyramid

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Building Brand Equity

Brand Elements

Brand Equity

Secondary Associations
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Marketing Activities
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Brand Elements
Brand Names URLs Logos Symbols Characters Spokespeople Slogans Jingles Packages Signage
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Brand Element Choice Criteria

Brand Builders Memorable Meaningful Likable
Defensive Transferable Adaptable Protectable
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Developing Brand Elements

What was the name of that cookie I like?

Easy to recall Descriptive Persuasive

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Holistic Marketing Activities

Observation

Word of Mouth

Interactions w/company
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Secondary Associations
Geographic Regions Other Brands

Brand

Characters
Spokespeople Sporting Events

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Secondary Source of Brand Knowledge

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Internal Branding

Employees

Brand Promise
Partners

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Brand Communities
Members have:
Brand Connection

Shared rituals/stories
Responsibility to community

H.O.G. Harley Owners Group

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Measuring Brand Equity

Brand Audit

Brand-tracking Studies
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Brand Value Chain

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Worlds 10 Most Valuable Brands

Rank Brand 2009 Brand Value (Billions)

1 2 3 4 5 6 7 8 9 10

Coca-Cola IBM Microsoft GE Nokia McDonalds Google Toyota Intel Disney

$68.7 $60.2 $56.6 $47.8 $34.9 $32.3 $32.0 $31.3 $30.6 $28.4
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Interbrand Brand Valuation

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Managing Brand Equity

Brand Revitalization

Brand Reinforcement
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Branding Strategy
Develop new brand elements Apply existing brand elements Combine new and existing elements

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Branding Strategy

Parent Brand
(Master or Family Brand)

Line Extension
Tide - Fruit on the Bottom - Fruit Blends

Category Extension
Honda - Automobiles - Lawn Mowers

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Branding Decisions
Individual Brand Names
Bisquick Gold Medal Wheaties Yoplait

Company Brand
GE, Heinz, Campbell Soup

Sub-brand name
Kelloggs Rice Krispies, Frosted Flakes
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Brand Portfolio
A brand portfolio is the set of all brands and brand lines a particular firm offers for sale in a particular category or market segment.

Brand Portfolio - Sony

Computer
VAIO -notebook -desktop Digital Home Disc Burner Location Free mylo Software

Cameras
Cyber-shot

Televisions Theatre
Televisions

Portable Electronics
Walkman Video MP3 Rolly Reader Digital Book Sony Cell Phone GPS

Sony Pictures
Movies -Theatre -DVD -Blue-ray Television -Comedy -Drama -Daytime -Cartoons Music

Games
PlayStation -PS3 -PS2 -Portable

Alpha SLR
HandyCam Printers Digital picture frames Photo services

Home theatre systems

Blu-ray Disc DVD players Home audio components

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Brand Roles
High-end Prestige
Cash Cows

Low-end Entry Level Flankers

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Brand Extensions
Improve the odds of new-product success

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