Description
This is ppt explain about Branding and brand equity and covers topics likeWhat is branding, umbrella brand, branding decisions, advantages of branding, what is brand equity, what is brand promise, brand strategy, brand equity models like brand asset valuator, Aaker model, brandz, brand resonance.
What do you think and feel about this brand?...what does it signal to you? That the product is……? familiar…..aware....prefer….available…associated.....image ?
1
Top brands of the world
1/18/2013
2
What is a Brand?
Kotler
? 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. ? By developing a distinctive name, packaging and design, a brand is created. ? EG: Sony, Nike (swoosh), Google, Yahoo, Red Bull, MHs, RBs, Ferrari (prancing horse). Eases the purchase decisions.
3
The Role of Brands
? ? ? ? ? ? ? ? Identify the maker Simplify product handling Organize accounting Offer legal protection Signify quality Create barriers to entry Serve as a competitive advantage Secure price premium
4
Umbrella Brand
? Products from different categories under one brand ? Dangerous to the brand if the principal brand fails ? Sometimes the company name is prefixed to the brand. In such cases the company name gives it legitimacy. The product name individualises it.
5
What is Branding?
? Branding is endowing products and services with the power of the brand.
Kotler
6
An Overview of Branding Decisions
Branding Decision
BrandSponsor Decision
•Manufacturer brand
BrandName Decision
•Individual brand names •Blanket family name •Separate family names •Companyindividual names
BrandBrandStrategy Repositioning Decision Decision
•Line extension •Brand extension •Multibrands •New brands •Cobrands
•Brand •No brand
•Distributor (private) brand •Licensed brand
•Repositioning •No repositioning
7
Advantages of branding
? Easy for the seller to track down problems and process orders ? Provide legal protection of unique product features ? Branding gives an opportunity to attract loyal and profitable set of customers ? It helps to give a product category at different segments, having separate bundle of benefits ? It helps build corporate image ? It minimizes harm to company reputation if the brand fails 8
What is Brand Equity?
? When a commodity becomes a brand, it is said to have equity. ? The premium a brand can command in the market ? The difference between the perceived value and the intrinsic value
9
Customer –based brand equity
Power of brand is in what customers see, read, learned, thought, felt
10
Brand Equity – Competitive Advantages
? ? ? ? ? Reduced marketing costs Trade leverage Can charge a higher price Can easily launch brand extensions Can take some price competition
11
What is a Brand Promise?
A brand promise is the marketer’s vision of what the brand must be and do for consumers.
12
Brand strategy
? Line extension – existing brand name extended to new sizes in the existing product category ? Brand extension – brand name extended to new product categories ? Multibrands – new brands in the same product category ? New brands – new product in a different product category ? Cobrands –brands bearing two or more well known brand names
13
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
14
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
15
Brand Equity Models
? Brand Asset Valuator ? Aaker Model ? BRANDZ ? Brand Resonance
16
BAV Key Components
It measures the following:
? ? ? ? ? Differentiation Energy Relevance Esteem Knowledge
17
Aaker Model
? ? ? ? Brand identity Core identity elements Extended identity elements Brand essence
18
BRANDZ
Nothing else can beat it
Does it offer something better?
BONDING
ADVANTAGE PERFORMANCE RELEVANCE PRESENCE
19
Can it deliver?
Does it offer something?
Do I know about it?
BRAND RESONANCE
Intense, active loyalty
Resonance
Positive, accessible reactions
Consumer Judgments
Consumer Feelings
POP & POD
Brand Performance Brand Imagery
Deep, broad, brand awareness
Salience
20
Drivers of Brand Equity
? Brand elements ? Marketing activities ? Meaning transference
21
Brand Elements
? Brand names ? Slogans ? Characters CRITERIA TO CHOOSE: ? MEMORABLE ? MEANINGFUL ? LIKABLE ? TRANSFERABLE ? ADAPTABLE ? PROTECTIBLE ? Symbols ? Logos ? URLs
22
Designing Holistic Marketing Activities
? Personalization ? Integration ? Internalization ~Choose the right moment ~Link internal and external marketing ~Bring the brand alive for employees
23
Measuring Brand Equity
? Brand audits-shifts in strategy ? Brand tracking-quantitative analysis ? Brand valuation
24
The 10 Most Valuable Brands
25
Managing Brand Equity
? Brand reinforcement-Long-term companies ? Brand revitalization-flexibility ? Brand crises
26
Devising a Branding Strategy
? Develop new brand elements ? Apply existing brand elements ? Use a combination of old and new
? Be cautious of brand dilution
27
Brand Roles in a Brand Portfolio
? ? ? ? Flankers Cash cows Low-end, entry-level High-end prestige
28
Customer Equity
Kotler
?Customer equity may be defined as “the sum of lifetime value of all customers”.
• Acquisition • Retention • Add-on spending
29
CONCLUSION
“ If this business were split up, I would give you the land and brick and mortar, and I would take the brands and trademarks, and I would fare better than you” - John Stuart, cofounder of Quaker oats
30
doc_852595894.ppt
This is ppt explain about Branding and brand equity and covers topics likeWhat is branding, umbrella brand, branding decisions, advantages of branding, what is brand equity, what is brand promise, brand strategy, brand equity models like brand asset valuator, Aaker model, brandz, brand resonance.
What do you think and feel about this brand?...what does it signal to you? That the product is……? familiar…..aware....prefer….available…associated.....image ?
1
Top brands of the world
1/18/2013
2
What is a Brand?
Kotler
? 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. ? By developing a distinctive name, packaging and design, a brand is created. ? EG: Sony, Nike (swoosh), Google, Yahoo, Red Bull, MHs, RBs, Ferrari (prancing horse). Eases the purchase decisions.
3
The Role of Brands
? ? ? ? ? ? ? ? Identify the maker Simplify product handling Organize accounting Offer legal protection Signify quality Create barriers to entry Serve as a competitive advantage Secure price premium
4
Umbrella Brand
? Products from different categories under one brand ? Dangerous to the brand if the principal brand fails ? Sometimes the company name is prefixed to the brand. In such cases the company name gives it legitimacy. The product name individualises it.
5
What is Branding?
? Branding is endowing products and services with the power of the brand.
Kotler
6
An Overview of Branding Decisions
Branding Decision
BrandSponsor Decision
•Manufacturer brand
BrandName Decision
•Individual brand names •Blanket family name •Separate family names •Companyindividual names
BrandBrandStrategy Repositioning Decision Decision
•Line extension •Brand extension •Multibrands •New brands •Cobrands
•Brand •No brand
•Distributor (private) brand •Licensed brand
•Repositioning •No repositioning
7
Advantages of branding
? Easy for the seller to track down problems and process orders ? Provide legal protection of unique product features ? Branding gives an opportunity to attract loyal and profitable set of customers ? It helps to give a product category at different segments, having separate bundle of benefits ? It helps build corporate image ? It minimizes harm to company reputation if the brand fails 8
What is Brand Equity?
? When a commodity becomes a brand, it is said to have equity. ? The premium a brand can command in the market ? The difference between the perceived value and the intrinsic value
9
Customer –based brand equity
Power of brand is in what customers see, read, learned, thought, felt
10
Brand Equity – Competitive Advantages
? ? ? ? ? Reduced marketing costs Trade leverage Can charge a higher price Can easily launch brand extensions Can take some price competition
11
What is a Brand Promise?
A brand promise is the marketer’s vision of what the brand must be and do for consumers.
12
Brand strategy
? Line extension – existing brand name extended to new sizes in the existing product category ? Brand extension – brand name extended to new product categories ? Multibrands – new brands in the same product category ? New brands – new product in a different product category ? Cobrands –brands bearing two or more well known brand names
13
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
14
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
15
Brand Equity Models
? Brand Asset Valuator ? Aaker Model ? BRANDZ ? Brand Resonance
16
BAV Key Components
It measures the following:
? ? ? ? ? Differentiation Energy Relevance Esteem Knowledge
17
Aaker Model
? ? ? ? Brand identity Core identity elements Extended identity elements Brand essence
18
BRANDZ
Nothing else can beat it
Does it offer something better?
BONDING
ADVANTAGE PERFORMANCE RELEVANCE PRESENCE
19
Can it deliver?
Does it offer something?
Do I know about it?
BRAND RESONANCE
Intense, active loyalty
Resonance
Positive, accessible reactions
Consumer Judgments
Consumer Feelings
POP & POD
Brand Performance Brand Imagery
Deep, broad, brand awareness
Salience
20
Drivers of Brand Equity
? Brand elements ? Marketing activities ? Meaning transference
21
Brand Elements
? Brand names ? Slogans ? Characters CRITERIA TO CHOOSE: ? MEMORABLE ? MEANINGFUL ? LIKABLE ? TRANSFERABLE ? ADAPTABLE ? PROTECTIBLE ? Symbols ? Logos ? URLs
22
Designing Holistic Marketing Activities
? Personalization ? Integration ? Internalization ~Choose the right moment ~Link internal and external marketing ~Bring the brand alive for employees
23
Measuring Brand Equity
? Brand audits-shifts in strategy ? Brand tracking-quantitative analysis ? Brand valuation
24
The 10 Most Valuable Brands
25
Managing Brand Equity
? Brand reinforcement-Long-term companies ? Brand revitalization-flexibility ? Brand crises
26
Devising a Branding Strategy
? Develop new brand elements ? Apply existing brand elements ? Use a combination of old and new
? Be cautious of brand dilution
27
Brand Roles in a Brand Portfolio
? ? ? ? Flankers Cash cows Low-end, entry-level High-end prestige
28
Customer Equity
Kotler
?Customer equity may be defined as “the sum of lifetime value of all customers”.
• Acquisition • Retention • Add-on spending
29
CONCLUSION
“ If this business were split up, I would give you the land and brick and mortar, and I would take the brands and trademarks, and I would fare better than you” - John Stuart, cofounder of Quaker oats
30
doc_852595894.ppt