Post on 09-May-2015
transcript
Top 10 Learning Concepts
Ch 9: Creating Brand Equity
Soleil GanMarch 2011
http://taeyangxinyi.blogspot.com
Outline:Make your brand sell for you
The Role of Brands Brand Knowledge Brand Asset Valuators Brand Dynamics Pyramid Aaker Model
http://taeyangxinyi.blogspot.com
From Philip Kotler’s, Marketing Management, 13th ed.
Drivers of Brand Equity Brand Elements Brand Element Choice Criteria Secondary Sources of Brand Knowledge Brand Roles on a Brand Portfolio
Outline:Make your brand sell for you
http://taeyangxinyi.blogspot.com
From Philip Kotler’s, Marketing Management, 13th ed.
Outline:Make your brand sell for you
The Role of Brands Brand Knowledge Brand Asset Valuators Brand Dynamics Pyramid Aaker Model
http://taeyangxinyi.blogspot.com
From Philip Kotler’s, Marketing Management, 13th ed.
The Role of BrandsWhat is its value to you?
Identify the Maker
Simplify Product Handling
Organize Accounting
Offer Legal Protection
Signify Quality
Create Barriers to Entry
Serve as Competitive Advantage
Secure Price Premium
http://taeyangxinyi.blogspot.com
From Philip Kotler’s, Marketing Management, 13th ed.
The Role of BrandsWhat is its value to you?
Identify the Maker
Simplify Product Handling
Organize Accounting
Offer Legal Protection
http://taeyangxinyi.blogspot.com
From Philip Kotler’s, Marketing Management, 13th ed.
The Role of BrandsWhat is its value to you?
Signify Quality
Create Barriers to Entry
Serve as Competitive Advantage
Secure Price Premium
http://taeyangxinyi.blogspot.com
From Philip Kotler’s, Marketing Management, 13th ed.
Outline:Make your brand sell for you
The Role of Brands Brand Knowledge Brand Asset Valuators Brand Dynamics Pyramid Aaker Model
http://taeyangxinyi.blogspot.com
From Philip Kotler’s, Marketing Management, 13th ed.
Brand KnowledgeHow do they know you?
http://taeyangxinyi.blogspot.com
From Philip Kotler’s, Marketing Management, 13th ed.
KNOWLEDGEThoughts
Feelings
Images
Experiences
Beliefs
Brand KnowledgeHow do they know you?
http://taeyangxinyi.blogspot.com
From Philip Kotler’s, Marketing Management, 13th ed.
KNOWLEDGEThoughts
Feelings
Images
Experiences
Beliefs
Brand KnowledgeHow do they know you?
http://taeyangxinyi.blogspot.com
From Philip Kotler’s, Marketing Management, 13th ed.
KNOWLEDGEThoughts
Feelings
Images
Experiences
Beliefs
Brand KnowledgeHow do they know you?
http://taeyangxinyi.blogspot.com
From Philip Kotler’s, Marketing Management, 13th ed.
KNOWLEDGEThoughts
Feelings
Images
Experiences
Beliefs
Brand KnowledgeHow do they know you?
http://taeyangxinyi.blogspot.com
From Philip Kotler’s, Marketing Management, 13th ed.
KNOWLEDGEThoughts
Feelings
Images
Experiences
Beliefs
Brand KnowledgeHow do they know you?
http://taeyangxinyi.blogspot.com
From Philip Kotler’s, Marketing Management, 13th ed.
KNOWLEDGEThoughts
Feelings
Images
Experiences
Beliefs
Outline:Make your brand sell for you
The Role of Brands Brand Knowledge Brand Asset Valuators Brand Dynamics Pyramid Aaker Model
http://taeyangxinyi.blogspot.com
From Philip Kotler’s, Marketing Management, 13th ed.
Brand Asset ValuatorsComponents of Brand Equity
http://taeyangxinyi.blogspot.com
From Philip Kotler’s, Marketing Management, 13th ed.
BRAND EQUITY
Differentiation
Energy Relevance
Esteem
Knowledge
Brand Asset ValuatorsComponents of Brand Equity
http://taeyangxinyi.blogspot.com
From Philip Kotler’s, Marketing Management, 13th ed.
BRAND EQUITY
Differentiation
Energy Relevance
Esteem
Knowledge
CALCI-N
Brand Asset ValuatorsComponents of Brand Equity
http://taeyangxinyi.blogspot.com
From Philip Kotler’s, Marketing Management, 13th ed.
BRAND EQUITY
Differentiation
Energy Relevance
Esteem
Knowledge
CALCI-N
Brand Asset ValuatorsComponents of Brand Equity
http://taeyangxinyi.blogspot.com
From Philip Kotler’s, Marketing Management, 13th ed.
BRAND EQUITY
Differentiation
Energy Relevance
Esteem
Knowledge
CALCI-N
Brand Asset ValuatorsComponents of Brand Equity
http://taeyangxinyi.blogspot.com
From Philip Kotler’s, Marketing Management, 13th ed.
BRAND EQUITY
Differentiation
Energy Relevance
Esteem
Knowledge
CALCI-N
Brand Asset ValuatorsComponents of Brand Equity
http://taeyangxinyi.blogspot.com
From Philip Kotler’s, Marketing Management, 13th ed.
BRAND EQUITY
Differentiation
Energy Relevance
Esteem
Knowledge
CALCI-N
Outline:Make your brand sell for you
The Role of Brands Brand Knowledge Brand Asset Valuators Brand Dynamics Aaker Model
http://taeyangxinyi.blogspot.com
From Philip Kotler’s, Marketing Management, 13th ed.
Brand DynamicsCustomer-brand relationship
http://taeyangxinyi.blogspot.com
From Philip Kotler’s, Marketing Management, 13th ed.
Presence
Relevance
Performance
Advantage
Bonding
Brand DynamicsCustomer-brand relationship
http://taeyangxinyi.blogspot.com
From Philip Kotler’s, Marketing Management, 13th ed.
Presence
Relevance
Performance
Advantage
Bonding
Loyalty increases as you go
up!
Brand DynamicsCustomer-brand relationship
Bonding Advantage Performance Relevance Presence
http://taeyangxinyi.blogspot.com
Over 600 stores nationwide!
From Philip Kotler’s, Marketing Management, 13th ed.
Brand DynamicsCustomer-brand relationship
Bonding Advantage Performance Relevance Presence
http://taeyangxinyi.blogspot.com
From Philip Kotler’s, Marketing Management, 13th ed.
Brand DynamicsCustomer-brand relationship
Bonding Advantage Performance Relevance Presence
http://taeyangxinyi.blogspot.com
From Philip Kotler’s, Marketing Management, 13th ed.
Brand DynamicsCustomer-brand relationship
Bonding Advantage Performance Relevance Presence
http://taeyangxinyi.blogspot.com
P116.00
P118.00
From Philip Kotler’s, Marketing Management, 13th ed.
Brand DynamicsCustomer-brand relationship
Bonding Advantage Performance Relevance Presence
http://taeyangxinyi.blogspot.com
From Philip Kotler’s, Marketing Management, 13th ed.
Outline:Make your brand sell for you
The Role of Brands Brand Knowledge Brand Asset Valuators Brand Dynamics Pyramid Aaker Model
http://taeyangxinyi.blogspot.com
From Philip Kotler’s, Marketing Management, 13th ed.
Aaker ModelStart managing your brand
Brand Identity- what the brand stands for (and)- what the brands promises to customers Core Identity Elements Extended Identity Elements Brand Essence
http://taeyangxinyi.blogspot.com
From Philip Kotler’s, Marketing Management, 13th ed.
Aaker ModelElements of brand identity
Core Identity Elements- Drive brand-building programs
Extended Identity Elements- Add texture and guidance
Brand Essence- Compact and inspiring
communication of the brand
http://taeyangxinyi.blogspot.com
From Philip Kotler’s, Marketing Management, 13th ed.
Drivers of Brand Equity Brand Elements Brand Element Choice Criteria Secondary Sources of Brand Knowledge Brand Roles on a Brand Portfolio
Outline:Make your brand sell for you
http://taeyangxinyi.blogspot.com
From Philip Kotler’s, Marketing Management, 13th ed.
Drivers of Brand EquityCreate the right brand knowledge
BRAND ELEMENT
S
MARKETING
ACTIVITIES
MEANING TRASFERENC
E From Philip Kotler’s, Marketing Management, 13th ed.
http://taeyangxinyi.blogspot.com
BRAND ELEMENT
S
MARKETING
ACTIVITIES
MEANING TRASFERENC
E From Philip Kotler’s, Marketing Management, 13th ed.
Drivers of Brand EquityCreate the right brand knowledge
http://taeyangxinyi.blogspot.com
BRAND ELEMENT
S
MARKETING
ACTIVITIES
MEANING TRASFERENC
E From Philip Kotler’s, Marketing Management, 13th ed.
Drivers of Brand EquityCreate the right brand knowledge
http://taeyangxinyi.blogspot.com
BRAND ELEMENT
S
MARKETING
ACTIVITIES
MEANING TRASFERENC
E From Philip Kotler’s, Marketing Management, 13th ed.
=
Drivers of Brand EquityCreate the right brand knowledge
http://taeyangxinyi.blogspot.com
Drivers of Brand Equity Brand Elements Brand Element Choice Criteria Secondary Sources of Brand Knowledge Brand Roles on a Brand Portfolio
Outline:Make your brand sell for you
http://taeyangxinyi.blogspot.com
From Philip Kotler’s, Marketing Management, 13th ed.
Brand ElementsWhat makes a Brand?
Brand Names URLs Logos Symbols Characters Slogans
http://taeyangxinyi.blogspot.com
From Philip Kotler’s, Marketing Management, 13th ed.
Brand ElementsWhat makes a Brand?
Brand Names URLs Logos Symbols Characters Slogans
http://taeyangxinyi.blogspot.com
From Philip Kotler’s, Marketing Management, 13th ed.
Brand ElementsWhat makes a Brand?
Brand Names URLs Logos Symbols Characters Slogans
http://taeyangxinyi.blogspot.com
http://www.apple.com/
From Philip Kotler’s, Marketing Management, 13th ed.
Brand ElementsWhat makes a Brand?
Brand Names URLs Logos Symbols Characters Slogans
http://taeyangxinyi.blogspot.com
From Philip Kotler’s, Marketing Management, 13th ed.
Brand ElementsWhat makes a Brand?
Brand Names URLs Logos Symbols Characters Slogans
http://taeyangxinyi.blogspot.com
From Philip Kotler’s, Marketing Management, 13th ed.
Brand ElementsWhat makes a Brand?
Brand Names URLs Logos Symbols Characters Slogans
http://taeyangxinyi.blogspot.com
“Think Different”
“Get a Mac”
From Philip Kotler’s, Marketing Management, 13th ed.
Drivers of Brand Equity Brand Elements Brand Element Choice Criteria Secondary Sources of Brand Knowledge Brand Roles on a Brand Portfolio
Outline:Make your brand sell for you
http://taeyangxinyi.blogspot.com
From Philip Kotler’s, Marketing Management, 13th ed.
Brand Element Choice CriteriaGuidelines in choosing your brand element
Memorable easily recalled and recognized
Meaningful
Likable
http://taeyangxinyi.blogspot.com
From Philip Kotler’s, Marketing Management, 13th ed.
Brand Element Choice CriteriaGuidelines in choosing your brand element
Memorable easily recalled and recognized
Meaningful credible and suggestive of corresponding
category Likable
http://taeyangxinyi.blogspot.com
From Philip Kotler’s, Marketing Management, 13th ed.
Brand Element Choice CriteriaGuidelines in choosing your brand element
Memorable easily recalled and recognized
Meaningful credible and suggestive of corresponding
category Likable
appealing (visually, verbally, etc.)
http://taeyangxinyi.blogspot.com
From Philip Kotler’s, Marketing Management, 13th ed.
Brand Element Choice CriteriaGuidelines in choosing your brand element
Transferable Can introduce several products
(same/different category) Adaptable
Protectible
http://taeyangxinyi.blogspot.com
From Philip Kotler’s, Marketing Management, 13th ed.
Brand Element Choice CriteriaGuidelines in choosing your brand element
Transferable Can introduce several products
(same/different category) Adaptable
Adaptability and updatability Protectible
http://taeyangxinyi.blogspot.com
From Philip Kotler’s, Marketing Management, 13th ed.
Brand Element Choice CriteriaGuidelines in choosing your brand element
Transferable Can introduce several products
(same/different category) Adaptable
Adaptability and updatability Protectible
Legally and competitively (trademark rights, individuality)
http://taeyangxinyi.blogspot.com
From Philip Kotler’s, Marketing Management, 13th ed.
Drivers of Brand Equity Brand Elements Brand Element Choice Criteria Secondary Sources of Brand Knowledge Brand Roles on a Brand Portfolio
Outline:Make your brand sell for you
http://taeyangxinyi.blogspot.com
From Philip Kotler’s, Marketing Management, 13th ed.
Secondary Sources Link your brand to other infos
http://taeyangxinyi.blogspot.com
From Philip Kotler’s, Marketing Management, 13th ed.
BRAND
Other Brands
Things
PlacesPeople
Alliances
Ingredients
Company Extensions
Country of Origin
Channels
Events Causes Third-party Endorsements
Employees
Endorsers
Secondary Sources Link your brand to other infos
http://taeyangxinyi.blogspot.com
From Philip Kotler’s, Marketing Management, 13th ed.
BRAND
Other Brands
Things
PlacesPeople
Alliances
Ingredients
Company Extensions
Country of Origin
Channels
Events Causes Third-party Endorsements
Employees
Endorsers
Secondary Sources Link your brand to other infos
http://taeyangxinyi.blogspot.com
From Philip Kotler’s, Marketing Management, 13th ed.
BRAND
Other Brands
Things
PlacesPeople
Alliances
Ingredients
Company Extensions
Country of Origin
Channels
Events Causes Third-party Endorsements
Employees
Endorsers
Secondary Sources Link your brand to other infos
http://taeyangxinyi.blogspot.com
From Philip Kotler’s, Marketing Management, 13th ed.
BRAND
Other Brands
Things
PlacesPeople
Alliances
Ingredients
Company Extensions
Country of Origin
Channels
Events Causes Third-party Endorsements
Employees
Endorsers
Secondary Sources Link your brand to other infos
http://taeyangxinyi.blogspot.com
From Philip Kotler’s, Marketing Management, 13th ed.
BRAND
Other Brands
Things
PlacesPeople
Alliances
Ingredients
Company Extensions
Country of Origin
Channels
Events Causes Third-party Endorsements
Employees
Endorsers
Drivers of Brand Equity Brand Elements Brand Element Choice Criteria Secondary Sources of Brand Knowledge Brand Roles on a Brand Portfolio
Outline:Make your brand sell for you
http://taeyangxinyi.blogspot.com
From Philip Kotler’s, Marketing Management, 13th ed.
Brand Roles on a Brand PortfolioWhat brand type is the product?
http://taeyangxinyi.blogspot.com
From Philip Kotler’s, Marketing Management, 13th ed.
FLANKERS
CASH COWS
LOW-ENDENTRY LEVEL
HIGH-ENDPRESTIGE
Brand Roles on a Brand PortfolioWhat brand type is the product?
http://taeyangxinyi.blogspot.com
From Philip Kotler’s, Marketing Management, 13th ed.
FLANKERS
CASH COWS
LOW-ENDENTRY LEVEL
HIGH-ENDPRESTIGE
Brand Roles on a Brand PortfolioWhat brand type is the product?
http://taeyangxinyi.blogspot.com
From Philip Kotler’s, Marketing Management, 13th ed.
FLANKERS
CASH COWS
LOW-ENDENTRY LEVEL
HIGH-ENDPRESTIGE
Brand Roles on a Brand PortfolioWhat brand type is the product?
http://taeyangxinyi.blogspot.com
From Philip Kotler’s, Marketing Management, 13th ed.
FLANKERS
CASH COWS
LOW-ENDENTRY LEVEL
HIGH-ENDPRESTIGE
Brand Roles on a Brand PortfolioWhat brand type is the product?
http://taeyangxinyi.blogspot.com
From Philip Kotler’s, Marketing Management, 13th ed.
FLANKERS
CASH COWS
LOW-ENDENTRY LEVEL
HIGH-ENDPRESTIGE
Summary:Brand Equity is Important
Brands are important to the product, the company, and the consumers
Make the consumers know your brand, in different ways
Make your brand stand-out Customer loyalty can be obtained
through great customer relationship. So take care of it!
Manage your brand wellhttp://
taeyangxinyi.blogspot.com
From Philip Kotler’s, Marketing Management, 13th ed.
Summary:Brand Equity is Important
Push your products, in more ways than one!
Build your brand Choose your brand element/s well. It
matters! There are other ways to build your brand,
think-out-of-the box! Position your brand well
http://taeyangxinyi.blogspot.com
From Philip Kotler’s, Marketing Management, 13th ed.
Top 10 Learning Concepts
Ch 9: Creating Brand Equity
Soleil GanMarch 2011
http://taeyangxinyi.blogspot.com