Beruflich Dokumente
Kultur Dokumente
Philip Kotler
Kevin Lane Keller
www.hypermarketing2.co
m
Outline:
What do we have to know?
1. What is brand and how does branding
work?
2. What is brand equity?
3. How is brand equity built, measured
and managed?
4. What are the important decisions in
developing a branding strategy?
hypermarketing2.co
www.
m
What is brand?
hypermarketing2.co
www.
m
How does branding work?
hypermarketing2.co
www.
m
What is Brand Equity?
hypermarketing2.co
www.
m
Outline:
Like playing basketball, managing
a brand involves strategies…
Identifies the
maker &
signifies
quality
Creates barriers to entry
Loyola Schools
AGSB
School of Law
Secures price premium School of Medicine
Organizes accounting
and simplifies
product handling
hypermarketing2.co
www.
m
Provide customers the right type of
experience to create desired brand
knowledge.
Hi, I’m Jersey 17, I am
passionate and I try to
be the best at what I do
especially basketball.
hypermarketing2.co
www.
m
Provide customers the right type of
experience to create desired brand
knowledge.
What is important to
me is to give my fans a
good game and give
my best for the team.
hypermarketing2.co
www.
m
Provide customers the right type of
experience to create desired brand
knowledge.
Even though I am busy with
my career, I was still able to
finish my education & start
my own business
hypermarketing2.co
www.
m
Provide customers the right type of
experience to create desired brand
knowledge.
I hope I inspire young
athletes to pursue their
dreams, whatever
sport they are into.
hypermarketing2.co
www.
m
Provide customers the right type of
experience to create desired brand
knowledge.
Thoughts
& Beliefs
Images
Feelings
hypermarketing2.co
www.
m
What STRONG brands do…
hypermarketing2.co
www.
m
What STRONG brands do…
Large Margins
hypermarketing2.co
www.
m
What STRONG brands do…
hypermarketing2.co
www.
m
One comparative measure of
brand equity is the BAV
Brand Asset Evaluator (BAV) compares brand equity
of thousands of brands across hundreds of
categories and these are its four pillars (Derek)
Brand Equity
Differentiation
Knowledge
Relevance
Esteem
Energy
www. hypermarketing2.co
m
Develop your brand’s identity.
Brand
Essence
Extended
Identity
Core
Identity
Aaker Model
hypermarketing2.co
www.
m
Develop your brand’s identity
by:
Brand
Essence:
Movement for
self-esteem
Campaign for
real beauty
Empowering
Women
Aaker Model
hypermarketing2.co
www.
m
Develop your brand’s identity
by:
Brand Essence:
Aaker Model
www.hypermarketing2.co
m
Develop your brand’s identity
by:
Brand Essence:
www.hypermarketing2.co
m
Brand building follows a
sequential series of steps:
Strong relationship
High share of category
expenditure
Bonding
Advantage
Performance
Relevance
Weak relationship/
Low share of category
Presence
expenditure
Brand Dynamics Pyramid
www.hypermarketing2.co
m
Building relationship with a
brand…
Do I know about it?
Presence
Presence
Relevance
Presence
Can it deliver?
Bonding
Advantage
Performance
Relevance
Presence
Performance
Relevance
Presence
Bonding
Advantage
Nothing else
I Performance
Relevance
beats it!
Presence
Resonance
Presence
Brand
Salience
Brand Elements
hypermarketing2.co
www.
m
Like the person of your dreams,
brand elements should be…
Likeable Protectible
Memorable Adaptable
Meaningful Transferable?
hypermarketing2.co
www.
m
What drives brand equity?
Marketing Activities
hypermarketing2.co
www.
m
What drives brand equity?
Meaning Transference
hypermarketing2.co
www.
m
Measuring Brand Equity
hypermarketing2.co
www.
m
In summary:
Images
Bonding
Brand Advantage
Feelings
Performance
Relevance
Presence
Presence
Marketing Activities and Meaning Transference
www.hypermarketing2.co
m
CREATING
BRAND
EQUITY
MARKMA
Rhea G. Jardin
May 4, 2012
hypermarketing2.co
www.
m
Chapter 9
Creating Brand Equity
Philip Kotler
Kevin Lane Keller
www.hypermarketing2.co
m
What is a Brand?
hypermarketing2.co
www.
m
hypermarketing2.co
www.
m
Role of Brands
1. Identify the source or maker of the product
that satisfies the consumers’ needs
hypermarketing2.co
www.
m
What is Branding?
hypermarketing2.co
www.
m
Brand Equity
hypermarketing2.co
www.
m
Customer-based brand equity
A. Positive – customers react more favorably to
a product and the way it is marketed
hypermarketing2.co
www.
m
Brand Knowledge
hypermarketing2.co
www.
m
Five pillars of brand equity
1. Differentiation – measures the degree to which
a brand is seen as different from others
hypermarketing2.co
www.
m
Five pillars of brand equity
+ + = energized brand strength
+ = brand stature
www.hypermarketing2.co
m
BrandDynamics Pyramid
-Developed by Millward Brown of BRANDZ
Marketing as a model of brand strength
www. hypermarketing2.co
m
BrandDynamics Pyramid
-Developed by Millward Brown of BRANDZ
Marketing as a model of brand strength
www. hypermarketing2.co
m
Brand Resonance Model
Stages of Brand Brand Brand building Branding objective at
Development blocks each stage
4. Relationships Resonance
= what about Intense, active
you and me? loyalty
3. Response =
what about Judgments Feelings Positive, accessible
you? reactions
Salience
1. Identity =
Deep, broad brand
who are you?
awareness
hypermarketing2.co
www.
m
Brand Resonance Model
Brand salience – how often and how easily customers think of the brand
under various purchase or consumption situations
Brand resonance – nature of the relationship customers have with the brand
(“in sync” with it)
www.hypermarketing2.co
m
Brand equity drivers
1. Initial choices for the brand elements or identities making
up the brand
www.hypermarketing2.co
m
Brand element choice criteria
1. Memorable – how easily the brand element is recalled and
recognized (i.e. short names)
www.hypermarketing2.co
m
Brand element choice criteria
5. Adaptable – how adaptable and updatable is the brand
element
www. hypermarketing2.co
m
Measuring brand equity
1. Brand audit - measures “where the brand has been”
www.hypermarketing2.co
m
Measuring brand equity
Brand valuation – estimating the total financial value of the brand
2 Microsoft $56.93
3 IBM $56.20
4 GE $48.91
5 Intel $38.32
6 Nokia $30.13
7 Toyota $27.94
8 Disney $27.85
9 McDonald’s $27.50
10 Mercedes-Benz $22.13
hypermarketing2.co
www.
m
Managing brand equity
1. Brand reinforcement
- requires innovation and relevance throughout the marketing
program
2. Brand revitalization
- reinvention strategy
www.hypermarketing2.co
m
Brand Equity
reflected on where
adaptable protectible
www. hypermarketing2.co
m
CREATING
BRAND
EQUITY
MARKMA
Rhea G. Jardin
May 4, 2012
hypermarketing2.co
www.
m
Chapter 9
Creating Brand Equity
Philip Kotler
Kevin Lane Keller
Donna Sia
May 4, 2012
hypermarketing2.co
www.
m
Outline:
What do we have to know?
1. What is brand and how does branding
work?
2. What is brand equity?
3. How is brand equity built, measured
and managed?
4. What are the important decisions in
developing a branding strategy?
hypermarketing2.co
www.
m
What is brand?
hypermarketing2.co
www.
m
How does branding work?
hypermarketing2.co
www.
m
What is Brand Equity?
hypermarketing2.co
www.
m
Outline:
Like playing basketball, managing
a brand involves strategies…
Identifies the
maker &
signifies
quality
Creates barriers to entry
Loyola Schools
AGSB
School of Law
Secures price premium School of Medicine
Organizes accounting
and simplifies
product handling
hypermarketing2.co
www.
m
Provide customers the right type of
experience to create desired brand
knowledge.
Hi, I’m Jersey 17, I am
passionate and I try to
be the best at what I do
especially basketball.
hypermarketing2.co
www.
m
Provide customers the right type of
experience to create desired brand
knowledge.
What is important to
me is to give my fans a
good game and give
my best for the team.
hypermarketing2.co
www.
m
Provide customers the right type of
experience to create desired brand
knowledge.
Even though I am busy with
my career, I was still able to
finish my education & start
my own business
hypermarketing2.co
www.
m
Provide customers the right type of
experience to create desired brand
knowledge.
I hope I inspire young
athletes to pursue their
dreams, whatever
sport they are into.
hypermarketing2.co
www.
m
Provide customers the right type of
experience to create desired brand
knowledge.
Thoughts
& Beliefs
Images
Feelings
hypermarketing2.co
www.
m
What STRONG brands do…
hypermarketing2.co
www.
m
What STRONG brands do…
Large Margins
hypermarketing2.co
www.
m
What STRONG brands do…
hypermarketing2.co
www.
m
One comparative measure of
brand equity is the BAV
Brand Asset Evaluator (BAV) compares brand equity
of thousands of brands across hundreds of
categories and these are its four pillars (Derek)
Brand Equity
Differentiation
Knowledge
Relevance
Esteem
Energy
www. hypermarketing2.co
m
Develop your brand’s identity.
Brand
Essence
Extended
Identity
Core
Identity
Aaker Model
hypermarketing2.co
www.
m
Develop your brand’s identity
by:
Brand
Essence:
Movement for
self-esteem
Campaign for
real beauty
Empowering
Women
Aaker Model
hypermarketing2.co
www.
m
Develop your brand’s identity
by:
Brand Essence:
Aaker Model
www.hypermarketing2.co
m
Develop your brand’s identity
by:
Brand Essence:
www.hypermarketing2.co
m
Brand building follows a
sequential series of steps:
Strong relationship
High share of category
expenditure
Bonding
Advantage
Performance
Relevance
Weak relationship/
Low share of category
Presence
expenditure
Brand Dynamics Pyramid
www.hypermarketing2.co
m
Building relationship with a
brand…
Do I know about it?
Presence
Presence
Relevance
Presence
Can it deliver?
Bonding
Advantage
Performance
Relevance
Presence
Performance
Relevance
Presence
Bonding
Advantage
Nothing else
I Performance
Relevance
beats it!
Presence
Resonance
Presence
Brand
Salience
Brand Elements
hypermarketing2.co
www.
m
Like the person of your dreams,
brand elements should be…
Likeable Protectible
Memorable Adaptable
Meaningful Transferable?
hypermarketing2.co
www.
m
What drives brand equity?
Marketing Activities
hypermarketing2.co
www.
m
What drives brand equity?
Meaning Transference
hypermarketing2.co
www.
m
Measuring Brand Equity
hypermarketing2.co
www.
m
In summary:
Images
Bonding
Brand Advantage
Feelings
Performance
Relevance
Presence
Presence
Marketing Activities and Meaning Transference
www.hypermarketing2.co
m
Chapter 9
Creating Brand Equity
Philip Kotler
Kevin Lane Keller
Donna Sia
May 4, 2012
hypermarketing2.co
www.
m