Mm brand equity
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ini semua slide marketing strategik kelas sabtu ukm semester 1 2010/2011
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Mm brand equity
- 1. Creating Brand Equity Marketing Management, 13th ed 9
- 2. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-2 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?
- 3. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-3 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
- 4. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-4 The Role of Brands Identify the makerIdentify the maker Simplify product handlingSimplify product handling Organize accountingOrganize accounting Offer legal protectionOffer legal protection
- 5. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-5 The Role of Brands Signify qualitySignify quality Create barriers to entryCreate barriers to entry Serve as a competitive advantage Serve as a competitive advantage Secure price premiumSecure price premium
- 6. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-6 Brand Knowledge Knowledge Thoughts Experiences Beliefs Images Feelings
- 7. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-7 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
- 8. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-8 BAV Key Components Differentiation Energy Relevance Esteem Knowledge
- 9. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-9 Figure 9.3 Brand Dynamics Pyramid Presence Relevance Performance Advantage Bonding Strong Relationship Weak Relationship
- 10. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-10 Aaker Model Brand Identity Extended Identity Elements Brand Essence Core Identity Elements
- 11. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-11 Figure 9.4 Brand Resonance Pyramid
- 12. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-12 Drivers of Brand Equity Brand Elements Marketing Activities Meaning Transference
- 13. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-13 Brand Elements Elements Slogans Brand names URLs Logos Symbols Characters
- 14. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-14 Brand Element Choice Criteria • Memorable • Meaningful • Likeability • Transferable • Adaptable • Protectible
- 15. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-15 Designing Holistic Marketing Activities Personalization Integration Internalization
- 16. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-16 Figure 9.5 Secondary Sources of Brand Knowledge
- 17. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-17 Measuring Brand Equity Brand AuditsBrand Audits Brand TrackingBrand Tracking Brand ValuationBrand Valuation
- 18. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-18 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
- 19. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-19 Brand Naming Individual namesIndividual names Blanket family namesBlanket family names Separate family namesSeparate family names Corporate name- individual name combo Corporate name- individual name combo
- 20. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-20 Brand Roles in a Brand Portfolio Flankers Low-end Entry-level High-end Prestige Cash Cows