Escolar Documentos
Profissional Documentos
Cultura Documentos
Kotler
Keller
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9-5
Chapter Questions
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.
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Stays relevant
Understands consumer-brand
relationship
Positioned properly
Supported by organization
Communicates consistent
brand messages
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Signify quality
Serve as a competitive
advantage (family/young)
Organize accounting
Branding
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Brand Equity
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Brand Associations
Strong
Unique
Favorable
city ?
Thoughts
Feeling
Perceptions
Images
Experiences
Beliefs
Attitudes
gift ?
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Improved perceptions of
product performance
Greater loyalty
Less vulnerable to
competition
Less vulnerable to crises
Larger margins
Inelastic consumer
response to price
increases
Elastic consumer
response to price
decreases
Greater trade cooperation
Increase in effectiveness
of IMC
Licensing opportunities
Brand extension
opportunities
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Brand Promise
The marketers vision of what
the brand must be and do for
consumers.
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BrandAssetValuator,
differentiation/Relevance/Esteem/Knowledge
AakerModel,loyalty/awareness/perceivequality/brand
association/patent/trademark
BRANDZ,presence/relevance/performance/advantage/bondi
ng
BrandResonance,
salience/performance/imagery/judgment/feelings/resonance
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Brand Elements
Brand names
Logos
Slogans
Symbols
Characters
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Memorable,easily
recall
Meaningful,credible
Transferable,
introduce new
product : VW Touareg
Adaptable, 75 or 35
years
Protectible, legally
protected
Likeability,
visualy/verbally
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Slogans
We try harder
Nextel Done
Zoom Zoom
Im lovin it
Innovation at work
Just do it
Nothing runs like a Deere
Help is just around the corner
Save 15% or more in 15 minutes
or less
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Brand strength
Leadership (25%)
Stability (15%)
Market (10%)
Trend (10%)
Support (10%)
Protection (5%)
Brand earnings
Brand sales
Costs of sales
Marketing costs
Overhead expenses
Remuneration of capital charge
Taxation
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Branding Terms
Brand line
Line extension
Brand mix
Category extension
Brand extension
Branded variants
Sub-brand
Licensed product
Parent brand
Brand dilution
Family brand
Brand portfolio
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Brand Naming
SUMMARY
Brand Definition