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9
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Creating Brand
Chapter Questions
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.
Customer-based Brand
Equity
Differences in
consumer
response
Consumers
brand
knowledge
Perceptions,
preferences, and
behaviors
Brand Knowledge
Thoughts
Feelings
Knowledge
Images
Beliefs
Experiences
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
Aaker Model
BRANDZ
Brand Resonance
Differentiation
Measures the degree to which a brand is seen different from others .
Relevance
Esteem
Knowledge
Measures how familiar and intimate are consumers with the brand.
e
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u
g
Fi 9.1
BrandAsset Valuator
Model
Slide 21 of 37
Aaker Model
Market Behaviour Measures
Market share
Price and Distribution indices
Associations/
Differentiation Measures
Perceived Value
Brand Personality
Organizational Associations
Loyalty Measures
Price premium
Satisfaction /loyalty
Measuring
Brand
Equity
Awareness Measures
Brand Awareness
Perceived Quality/
Leadership Measures
Perceived Quality
Leadership
Aaker Model
Brand Identity
Unique set of brand associations that represent
what the brand stands for and promises to customers.
Core Identity
Elements
-central, timeless essence of a brand
Extended Identity
Elements
e
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Fi 9.3
Brand Dynamics
Pyramid
Slide 24 of 37
Brand Elements
Marketing Activities
Meaning Transference
Memorable
Meaningful
Likeability
Transferable
Adaptable
Protectible
Easy to recall
Descriptive
Persuasive
Personalization
Integration
Internalization
Word of
Mouth
Observation
Interactions
w/company
Internal Branding
Internal Branding
Employe
es
Brand
Promise
Partners
Secondary Associations
Geographic
Regions
Other Brands
Brand
Characters
Spokespeople
Sporting Events
Brand Audits
Brand Tracking
Brand Valuation
Brand-tracking
Brand-tracking
Coca-Cola
$67.00
Microsoft
$56.93
IBM
$56.20
GE
$48.91
Intel
$38.32
Nokia
$30.13
Toyota
$27.94
Disney
$27.85
McDonalds
$27.50
Mercedes-Benz
$22.13