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Marketing Management Session 14

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Harish Lunani
Harish Lunani

The document discusses various topics related to branding including defining what a brand is, the role and advantages of strong brands, what brand equity and brand promises are, and how to measure and manage brand equity. It also provides examples of strong brands like Apple and discusses various brand equity models and strategies for building, maintaining, and growing brand value over time.

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Creating Brand Equity
ESPN: A Strong Brand
Kerala Tourism has successfully branded the destination with a brand name, logo, and the tagline Gods Own Country
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
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.
The Role of Brands Identify the maker Simplify product handling Organize accounting Offer legal protection
The Role of Brands Signify quality Create barriers to entry Serve as a competitive advantage Secure price premium
What is Branding? Branding is endowing products and services with the power of the brand.
What is Brand Equity? 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.
Brand Knowledge Knowledge Thoughts Experiences Beliefs Images Feelings
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
Apple is a Strong Brand
What is a Brand Promise? A brand promise is the marketers vision of what the brand must be and do for consumers.
Burger King Builds Its Brand with Social Connectivity
Brand Equity Models Brand Asset Valuator Aaker Model BRANDZ Brand Resonance
BAV Key Components Differentiation Energy Relevance Esteem Knowledge
Brand Dynamics Pyramid Presence Relevance Performance Advantage Bonding Strong Relationship Weak Relationship
Aaker Model Brand Identity Extended Identity Elements Brand Essence Core Identity Elements
Brand Resonance Pyramid
Drivers of Brand Equity Brand Elements Marketing Activities Meaning Transference
Brand Elements Elements Slogans Brand names URLs Logos Symbols Characters
Brand Element Choice Criteria Memorable Meaningful Likeability Transferable Adaptable Protectible
Slogans Believe in the best Just do it Hungry kya? Delighting you always Im lovin it Innovation at work
Designing Holistic Marketing Activities Personalization Integration Internalization
Internal Branding Choose the right moment Link internal and external marketing Bring the brand alive for employees
Secondary Sources of Brand Knowledge
Measuring Brand Equity Brand Audits Brand Tracking Brand Valuation
The 10 Most Valuable Brands $22.13 Mercedes-Benz $27.50 McDonalds $27.85 Disney $27.94 Toyota $30.13 Nokia $38.32 Intel $48.91 GE $56.20 IBM $56.93 Microsoft $67.00 Coca-Cola 2006 Brand Value (Billions) Brand
Managing Brand Equity Brand Reinforcement Brand Revitalization Brand Crises
Interbrands Steps in Calculating Brand Equity Market segmentation Financial analysis Role of branding Brand strength Brand value calculation
Devising a Branding Strategy Develop new brand elements Apply existing brand elements Use a combination of old and new
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
Brand Naming Individual names Blanket family names Separate family names Corporate name-individual name combo
Reasons for Brand Portfolios Increasing shelf presence and retailer dependence in the store Attracting consumers seeking variety Increasing internal competition within the firm Yielding economies of scale in advertising, sales, merchandising, and distribution
Brand Roles in a Brand Portfolio Flankers Low-end Entry-level High-end Prestige Cash Cows
Marketing Debate Are brand extensions good or bad? Take a position: Brand extensions can endanger brands. or 2. Brand extensions are an important brand-growth strategy.
Marketing Discussion How can you relate the different models brand equity presented in this chapter? How are they similar? Different? Can you reconstruct a brand-equity Model that incorporates the best of each?

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Marketing Management Session 14

  • 1. Creating Brand Equity
  • 3. Kerala Tourism has successfully branded the destination with a brand name, logo, and the tagline Gods Own Country
  • 4. 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
  • 5. 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.
  • 6. The Role of Brands Identify the maker Simplify product handling Organize accounting Offer legal protection
  • 7. The Role of Brands Signify quality Create barriers to entry Serve as a competitive advantage Secure price premium
  • 8. What is Branding? Branding is endowing products and services with the power of the brand.
  • 9. What is Brand Equity? 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. Brand Knowledge Knowledge Thoughts Experiences Beliefs Images Feelings
  • 11. 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
  • 12. Apple is a Strong Brand
  • 13. What is a Brand Promise? A brand promise is the marketers vision of what the brand must be and do for consumers.
  • 14. Burger King Builds Its Brand with Social Connectivity
  • 15. Brand Equity Models Brand Asset Valuator Aaker Model BRANDZ Brand Resonance
  • 16. BAV Key Components Differentiation Energy Relevance Esteem Knowledge
  • 17. Brand Dynamics Pyramid Presence Relevance Performance Advantage Bonding Strong Relationship Weak Relationship
  • 18. Aaker Model Brand Identity Extended Identity Elements Brand Essence Core Identity Elements
  • 20. Drivers of Brand Equity Brand Elements Marketing Activities Meaning Transference
  • 21. Brand Elements Elements Slogans Brand names URLs Logos Symbols Characters
  • 22. Brand Element Choice Criteria Memorable Meaningful Likeability Transferable Adaptable Protectible
  • 23. Slogans Believe in the best Just do it Hungry kya? Delighting you always Im lovin it Innovation at work
  • 24. Designing Holistic Marketing Activities Personalization Integration Internalization
  • 25. Internal Branding Choose the right moment Link internal and external marketing Bring the brand alive for employees
  • 26. Secondary Sources of Brand Knowledge
  • 27. Measuring Brand Equity Brand Audits Brand Tracking Brand Valuation
  • 28. The 10 Most Valuable Brands $22.13 Mercedes-Benz $27.50 McDonalds $27.85 Disney $27.94 Toyota $30.13 Nokia $38.32 Intel $48.91 GE $56.20 IBM $56.93 Microsoft $67.00 Coca-Cola 2006 Brand Value (Billions) Brand
  • 29. Managing Brand Equity Brand Reinforcement Brand Revitalization Brand Crises
  • 30. Interbrands Steps in Calculating Brand Equity Market segmentation Financial analysis Role of branding Brand strength Brand value calculation
  • 31. Devising a Branding Strategy Develop new brand elements Apply existing brand elements Use a combination of old and new
  • 32. 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
  • 33. Brand Naming Individual names Blanket family names Separate family names Corporate name-individual name combo
  • 34. Reasons for Brand Portfolios Increasing shelf presence and retailer dependence in the store Attracting consumers seeking variety Increasing internal competition within the firm Yielding economies of scale in advertising, sales, merchandising, and distribution
  • 35. Brand Roles in a Brand Portfolio Flankers Low-end Entry-level High-end Prestige Cash Cows
  • 36. Marketing Debate Are brand extensions good or bad? Take a position: Brand extensions can endanger brands. or 2. Brand extensions are an important brand-growth strategy.
  • 37. Marketing Discussion How can you relate the different models brand equity presented in this chapter? How are they similar? Different? Can you reconstruct a brand-equity Model that incorporates the best of each?

Editor's Notes

  • #33: Video icon links to snippet on Swiss Armys brand extensions.