02/08/2014

Chapter Questions
Creating
Brand Equity

What is a brand and how does

branding work?
What is brand equity?
How is brand equity built, measured,
and managed?
What are the important decisions in
developing a branding strategy?

Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall

Steps in
Strategic Brand Management

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.

Identifying and establishing brand

positioning
Planning and implementing brand
marketing
Measuring and interpreting brand
performance
Growing and sustaining brand value
Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall

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The Role of Brands

What is Branding?

Identify the maker

Simplify product handling
Offer legal protection
Signify quality
Create barriers to entry
Serve as a competitive advantage
Secure price premium

Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall

Branding is endowing
products and services with the
power of the brand.

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What is Brand Equity?

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Advantages of Strong Brands

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.

Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall

Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall

Improved
perceptions of
product
performance
Greater loyalty
Less vulnerability
to competitive
marketing actions
Less vulnerability
to crises
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Larger margins
More inelastic
consumer response
Greater trade
cooperation
Increased marketing
communications
effectiveness
Possible licensing
opportunities

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What is a Brand Promise?

Brand Elements
Brand names
Slogans
Characters

A brand promise is the marketers

vision of what the brand must be and
do for consumers.

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Brand Element Choice Criteria

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Slogans
24 hour acid control
Optically active PPI
Anxiety relief
beyond belief
Lose weight gain life
Adds year to life
Induce natural sleep
Fresh awakening
Reset rhythm of life

Memorable
Meaningful
Likeability
Transferable
Adaptable
Protectible

Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall

Symbols
Logos
URLs

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Connecting people
Lets make things
better
Innovation at work
Everyday low prices
Incredible India
Truly Asia
Zibon sajate Square
Zibon bachate Square

Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall

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The 10 Most Valuable Brands

Brand
Coca-Cola
Microsoft
Google
Facebook
Apple
McDonalds
Toyota
Disney
Samsung
Pfizer

2012 Brand Value (Billions)

$67.00
$56.93
$52.20
$48.91
$40.32
$30.13
$27.94
$27.85
$27.50
$22.13