Description
This ppt is about the brand equity concepts.
Brand Equity
What is a 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.
9-2
Brand ………
A brand is a product ,then but on that adds other dimensions to differentiate it in some way from other products designed to satisfy the same need .
9-3
Branding
Endowing products and services with the power of a brand.
9-4
Brand Equity
The differential effect that brand knowledge has on consumer response to the marketing of that brand.
9-5
Brand Knowledge
Thoughts Knowledge
Feelings
Beliefs
Experiences
Images
9-6
Brand Associations
Strong Unique
Favorable
9-7
Brand Promise
The marketer’s vision of what the brand must be and do for Consumers.
9-8
Brand Equity Models
• Brand Asset Valuator • Aaker Model • BRANDZ • Brand Resonance
9-9
Brand Asset Valuator (BAV)
Brand Equity
Differentiation
Knowledge
Relevance
Esteem
9-10
Aaker Model – Brand Identity
Brand-as-product
Brand-as-organization
Brand-as-person
Brand-as-symbol
9-11
Aaker Model – Brand Assets
Brand loyalty
Brand associations Proprietary assets Brand awareness Perceived quality
9-12
The BRANDZ Model
Bonding
Advantage
Performance Relevance Presence
9-13
Figure 9.2 Brand Resonance Pyramid
9-14
Drivers of Brand Equity
Brand Elements Marketing Activities Meaning Transference
9-15
Brand Elements
Brand names
URLs
Slogans
Elements Logos
Characters
Symbols
9-16
Brand Element Choice Criteria
• Memorable • Meaningful • Likeability
• Transferable • Adaptable • Protectible
9-17
Designing Holistic Marketing Activities
Personalization Integration Internalization
9-18
Figure 9.3 Secondary Sources of Brand Knowledge
9-19
Measuring Brand Equity
Brand Audits
Brand Tracking
Brand Valuation
9-20
Managing Brand Equity
Brand Reinforcement
Brand Revitalization
Brand Crises
9-21
Devising a Branding Strategy
Develop new brand elements
Apply existing brand elements Use a combination of old and new
9-22
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 Crisis
9-23
Brand Naming
Individual names Blanket family names Separate family names
Corporate nameindividual name combo
9-24
Brand Roles in a Brand Portfolio
Flankers
Cash Cows
Low-end Entry-level
High-end Prestige
9-25
doc_324701752.ppt
This ppt is about the brand equity concepts.
Brand Equity
What is a 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.
9-2
Brand ………
A brand is a product ,then but on that adds other dimensions to differentiate it in some way from other products designed to satisfy the same need .
9-3
Branding
Endowing products and services with the power of a brand.
9-4
Brand Equity
The differential effect that brand knowledge has on consumer response to the marketing of that brand.
9-5
Brand Knowledge
Thoughts Knowledge
Feelings
Beliefs
Experiences
Images
9-6
Brand Associations
Strong Unique
Favorable
9-7
Brand Promise
The marketer’s vision of what the brand must be and do for Consumers.
9-8
Brand Equity Models
• Brand Asset Valuator • Aaker Model • BRANDZ • Brand Resonance
9-9
Brand Asset Valuator (BAV)
Brand Equity
Differentiation
Knowledge
Relevance
Esteem
9-10
Aaker Model – Brand Identity
Brand-as-product
Brand-as-organization
Brand-as-person
Brand-as-symbol
9-11
Aaker Model – Brand Assets
Brand loyalty
Brand associations Proprietary assets Brand awareness Perceived quality
9-12
The BRANDZ Model
Bonding
Advantage
Performance Relevance Presence
9-13
Figure 9.2 Brand Resonance Pyramid
9-14
Drivers of Brand Equity
Brand Elements Marketing Activities Meaning Transference
9-15
Brand Elements
Brand names
URLs
Slogans
Elements Logos
Characters
Symbols
9-16
Brand Element Choice Criteria
• Memorable • Meaningful • Likeability
• Transferable • Adaptable • Protectible
9-17
Designing Holistic Marketing Activities
Personalization Integration Internalization
9-18
Figure 9.3 Secondary Sources of Brand Knowledge
9-19
Measuring Brand Equity
Brand Audits
Brand Tracking
Brand Valuation
9-20
Managing Brand Equity
Brand Reinforcement
Brand Revitalization
Brand Crises
9-21
Devising a Branding Strategy
Develop new brand elements
Apply existing brand elements Use a combination of old and new
9-22
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 Crisis
9-23
Brand Naming
Individual names Blanket family names Separate family names
Corporate nameindividual name combo
9-24
Brand Roles in a Brand Portfolio
Flankers
Cash Cows
Low-end Entry-level
High-end Prestige
9-25
doc_324701752.ppt