Creating Brand Equity,

Brand positioning, Dealing with competition

Adhara Juwita
Adhi Bhawika
Atsuko Ayu F
Dhea Anggasta
Deang Arvina Ajani
Magdalena Surida Ilona
What is a brand and how does branding work?
What are the important decisions in developing a branding
strategy?
Chapter Questions
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.
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
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
Branding
Endowing products and services
with the power of a brand.
Brand Equity
The differential effect that brand
knowledge has on consumer
response to the
marketing of that brand.
Strong
Unique
Favorable
Brand Associations
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
Brand Promise
The marketers vision of what
the brand must be and do for
Consumers.
Brand Element Choice
Criteria
Memorable
Meaningful
Likeability


Transferable
Adaptable
Protectible
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
Well pick you up
Nextel Done
Zoom Zoom
Im lovin it
Innovation at work
This Buds for you
Always low prices


How can a firm choose and communicate an effective positioning
in the market?

How are brands differentiated?
Segmentation
Targeting
Positioning
Marketing Strategy
Positioning
Act of designing the companys
offering and image to occupy
a distinctive place in the mind of
the target market.
Product Differentiation
Product form
Features
Performance
Conformance
Durability
Reliability
Reparability
Style
Design
Ordering ease
Delivery
Installation
Customer training
Customer consulting
Maintenance
Identity and Image
Identity:
The way a
company aims to
identify or
position itself
Image:
The way the
public perceives
the company or its
products
Prices
Distribution
Advertising
Sales promotion
Services
Marketing Program
Modifications
How do marketers identify primary competitors?

How should we analyze competitors strategies,
objectives, strengths, and weaknesses?
Chapter Questions
New customers
More usage
Expanding the Total
Market
Possibility of provoking antitrust action
Economic cost
Pursuing the wrong marketing-mix strategy
The effect of increased market share on actual and perceived
quality
Factors Relevant to Pursuing
Increased Market Share
Competitor-centered
Customer-centered
Balancing Orientations
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