10 Kotler Chapter 11 Marketing

10
Creating Brand Equity
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 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from
the United States edition of Marketing Management, 14e.
10-2
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
10-3
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.
10-4
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
10-5
What Is Branding?
Branding is endowing products
and services with the power of the
brand.
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.
10-6
Consumer based brand equity
CBBE is thus the differential effect brand

knowledge has on consumer response to the
marketing of that brand.
Brand Promise: is the marketers vision of
what the brand must be and do for customers
10-7
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
10-8
What Is a Brand Promise?
10-9
Brand Equity Models

Brand Asset Valuator (BAV)
Brandz
Brand Resonance
10-10
Figure 10.1 BAV Model
Source:
Courtesy of
BrandAsset
Consulting,
10-11
a division
of
Young &
Figure 10.2 Universe of

Brand Performance
10-12
Figure 10.3
Brand Dynamics Pyramid
Source: BrandDynamics Pyramid. Reprinted with permission of Millward Brown.
10-13
Figure 10.4 Brand Resonance

Pyramid
10-14
Drivers of Brand Equity
10-15
Brand Elements
Brand names
Slogans
Characters
Logos
URLs
10-16
Brand Element Choice Criteria

Memorable
Meaningful
Likeable
Transferable
Adaptable
Protectable
10-17
Figure 10.5 Secondary Sources of

Brand Knowledge
10-18
Figure 10.6 Brand Value Chain
Source: Kevin Lane Keller, Strategic Brand Management, 3rd ed. (Upper Saddle River, NJ:
Prentice Hall, 2008). Printed and electronically reproduced by permission of Pearson Education,
Inc. Upper Saddle River, New Jersey.
10-19
Measuring Brand Equity
Brand audits
Brand tracking
Brand valuation
10-20
Figure 10.7 Interbrand Brand

Valuation Method
10-21
Managing Brand Equity
Brand reinforcement
Brand revitalization
10-22
Devising a Branding Strategy
Develop new brand elements

Apply existing brand elements
Use a combination of old and new
10-23
Branding Terms
Brand line
Brand mix
Brand extension
Sub-brand
Parent brand
Family brand
Line extension
Category extension
Branded variants
Licensed product
10-24
Reasons for Brand Portfolios

Some other reasons for introducing multiple
brands in a category include increasing shelf
presence and retailer dependence in the store,
attracting consumers seeking variety, increasing
internal competition within the firm, and yielding
economies of scale in advertising, sales,
merchandising, and distribution.
10-25
Brand Roles in a Brand Portfolio
Flankers
Cash cows
Low-end, entry-level
High-end prestige
10-26
Brand Extensions: Advantages
Improved odds of newproduct success

Positive feedback effects
10-27
Brand Extensions: Disadvantages
Brand dilution
Brand confusion
Damage to parent brand
Cannibalization
10-28
For Review
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?
10-29

10 Kotler Chapter 11 Marketing

Uploaded by

Document Information

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

10 Kotler Chapter 11 Marketing

Uploaded by

Copyright:

Available Formats

10

Creating Brand Equity

What is a brand and how does branding

Identifying and establishing brand

The Role of Brands

Identify the maker

Brand equity is the added value endowed

Consumer based brand equity

CBBE is thus the differential effect brand

Advantages of Strong Brands

What Is a Brand Promise?

Brand Equity Models

Figure 10.1 BAV Model

Figure 10.2 Universe of

Source: BrandDynamics Pyramid. Reprinted with permission of Millward Brown.

Figure 10.4 Brand Resonance

Drivers of Brand Equity

Brand Element Choice Criteria

Figure 10.5 Secondary Sources of

Figure 10.6 Brand Value Chain

Measuring Brand Equity

Figure 10.7 Interbrand Brand

Managing Brand Equity

Devising a Branding Strategy

Develop new brand elements

Reasons for Brand Portfolios

Brand Roles in a Brand Portfolio

Brand Extensions: Advantages

Improved odds of newproduct success

Brand Extensions: Disadvantages

What is a brand and how does branding

You might also like