Marketing, Branding, and Brand Equity.pdf
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The document discusses the concept of branding, emphasizing its importance in identifying and differentiating products in the marketplace, and outlines key aspects like brand management and equity. It highlights the challenges brands face today, such as competition, customer expectations, and the need for effective marketing strategies. The text also details steps for strategic brand management, including brand positioning and performance measurement.
Marketing, Branding, and Brand Equity.pdf
- 1. MKT511@SHU Marketing, Branding, and Equity!
- 2. 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?
- 3. Brand>branding>brand a Brand is all that and something more, that has actually created a certain amount of awareness, reputation, prominence, and so on in the marketplace. The difference is important for us because disagreements about branding principles or guidelines often revolve around what we mean by the term
- 5. Marketing Marketing Research Brand Management Advertising Public Relation Sales Management >
- 6. product bundle of attributes (features, functions, benefits, and uses) capable of exchange or use.
- 7. Five Levels of Product Core Generic Expected Augmented Potential additional attributes differences
- 8. perceived differences rational tangible product performance symbolic/emotional intangible what brand represents
- 9. to brand a product Label + Meaning
- 10. every business has to go through this model A I D A
- 11. top ten most valued brands: Kantar
- 12. how do we measure brand value?
- 13. challenges Savvy customers (experience, sharing) Brand proliferation (extensions) Media fragmentation* (cost, clutter, technology) Increased competition + PLC (maturity, globalization) Increased costs** (failure, R&D, marketing) Greater accountability (SR benefits, LR costs)
- 14. brand equity the differential effect that brand awareness and brand associations have on consumer response to the marketing of that brand.
- 16. strategic brand management design and implementation of marketing activities and programs to build, measure, and manage brands to maximize their value.
- 17. strategic brand management 1 Identify and establish brand positioning 2 Plan and implement brand marketing campaigns 3 Measure and interpret brand performance (audit) 4 Increase and sustain brand equity
- 18. & thats not as easy as it sounds! #NowWhat?