6. 9-6
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?
7. 9-7
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.
35. 9-35
Drivers of Brand Equity
Brand elements, identities the brand, red?
Marketing activities, support mktg
program, strong retail support K mart.
Meaning transference, linking it to some
one / Paul Hogan - Subaru, XL -Luna
Maya
54. 9-54
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
We’ll pick you up
Nextel – Done
Zoom Zoom
I’m lovin’ it
Innovation at work
This Bud’s for you
Always low prices
57. 9-57
Measuring Brand Equity
Brand audits, brand inventory/brand
exploratory
Brand tracking, collect information from
customers on a routine basis
Brand valuation, total financial value of the
brand.
65. 9-65
Managing Brand Equity
Brand reinforcement, since 70 years ago
are still today’s brand leaders
Brand revitalization, successfully turned
arround to varying degree :
competition/technology/consumer taste
changes
Brand crises, in the crisis situation
85. SUMMARY
Brand Definition
Brand offer a number of benefits
Brand = uniquely attributable to a brand
Brand equity needs to be measured
Brand strategy : new/existing/combination
Brand portfolio : each brand name product must have a
well defined positioning 9-85
86. TUGAS UTK YG TDK IKUT QUIZ YL
Buatkan summary/intinya saja, apa yang telah
dipelajari pada Mjmnt Marketing sebelum UTS?
Apa manfaat / kegunaan Presentasi Group
Cases Mjmnt Mktg setiap Senin ?
Buat kesimpulan, apa key success
factor/keberhasilan suatu perusahaan!
Dikumpulkan Minggu Depan Senin 18/5/09.
9-86