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Vipinem.kumar25@gmail.com
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Creating Brand Equity by – Vipin kumar
Chapter 9
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 2 of 37
Discussion Questions1. 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?
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 3 of 37
Strategic Brand Management
Identify
Plan Measure/Interpret
Grow
Defined
“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.”
Brand
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Role of Brands
Consumer Benefits
Brands:
•Identify source/maker
•Simplifies decision making
•Reduces risk
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Role of Brands
Brands:•Simplify product handling
•Protect unique features
•Create loyalty
•Establish barriers to entry
Marketer Benefits
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Scope of Branding
Creating difference between products
Brand
Defined
The added value endowed on products and services because of the brand.
Brand Equity
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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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Figure 9.1
BrandAsset® Valuator Model
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Figure 9.2
Universe of Brand Performance
These brands have relevance, but only to a small audience.
These brands are not well known. Many are new, others are lost.
Customers find these brand
irresistible. They have high earnings and margin power.
These brands can’t overcome what is
already known about them.
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 14 of 37
Figure 9.3
Brand Dynamics Pyramid
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Figure 9.4
Brand Resonance Pyramid
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Building Brand Equity
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Brand Elements
• Brand Names• URLs• Logos• Symbols• Characters• Spokespeople• Slogans• Jingles• Packages• Signage
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 18 of 37
Brand Element Choice Criteria
MemorableMeaningfulLikable
TransferableAdaptableProtectable
Brand Builders
Defensive
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Developing Brand Elements
• Easy to recall• Descriptive• Persuasive
What was the name of that cookie I like?
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Holistic Marketing Activities
Word of MouthObservation
Interactions w/company
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Secondary Associations
Brand
Geographic Regions
Other Brands
Characters
Spokespeople
Sporting Events
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Figure 9.5
Secondary Source of Brand Knowledge
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Internal Branding
Brand Promise
Employees
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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Figure 9.6
Brand Value Chain
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Rank Brand 2009 Brand Value (Billions)1 Coca-Cola $68.72 IBM $60.23 Microsoft $56.64 GE $47.85 Nokia $34.96 McDonald’s $32.37 Google $32.08 Toyota $31.39 Intel $30.6
10 Disney $28.4
World’s 10 Most Valuable Brands
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Figure 9.7
Interbrand Brand Valuation
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Managing Brand Equity
Brand Reinforcement
Brand Revitalization
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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
Line Extension Category Extension
Parent Brand(Master or Family Brand)
Tide-Fruit on the Bottom-Fruit Blends
Honda-Automobiles-Lawn Mowers
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Branding Decisions
Sub-brand name
Company BrandGE, Heinz, Campbell Soup
Individual Brand Names
• Bisquick• Gold Medal• Wheaties• Yoplait
Kellogg’s Rice Krispies, Frosted Flakes…
Defined
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
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Brand Portfolio - Sony
Computer Cameras TelevisionsTheatre
Portable Electronics
Sony Pictures Games
VAIO -notebook-desktop
Digital Home
Disc Burner
Location Free
mylo
Software
Cyber-shot
Alpha SLR
HandyCam
Printers
Digital picture frames
Photo services
Televisions
Home theatre systems
Blu-ray Disc
DVD players
Home audio components
Walkman Video MP3
Rolly
Reader Digital Book
Sony Cell Phone
GPS
Movies -Theatre-DVD-Blue-ray
Television-Comedy-Drama-Daytime-Cartoons
Music
PlayStation-PS3-PS2-Portable
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 35 of 37
Brand Roles
Cash Cows
Low-end Entry Level
High-end Prestige
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Brand Extensions
Improve the odds of new-product success
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 37 of 37
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