Phillip

Kevin Lane

Kotler Keller
Marketing Management 14e

p
a
Ch

r
e
t

Creating Brand

Discussion Questions
1. How do consumer characteristics
influence buying behavior?
2. What major psychological processes
influence consumer responses to the
marketing program?
3. How do consumers make purchasing
decisions?
4. In what ways do consumers stray
from a deliberative, rational decision
process?
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Slide 3 of 37

Strategic Brand
Management
Plan

Measure/
Interpret

Identify
Grow

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Slide 4 of 37

ef
D

d
ne

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.

Role of Brands
Consumer
Benefts

Brands:

Identify source/maker
Simplifes decision making
Reduces risk

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Slide 6 of 37

Role of Brands
Marketer
Benefts
Brands:
Simplify product handling
Protect unique features
Create loyalty
Establish barriers to entry

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Slide 7 of 37

Scope of Branding
Creating difference between
products

Bran
d

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Slide 8 of 37

ef
D

d
ne

Brand Equity

The added value given on

products and services because
of the brand.

Customer-based Brand
Equity
Differences in
consumer
response

Consumers
brand
knowledge

Perceptions,
preferences, and
behaviors
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Slide 10 of 37

Brand Promise

What the brand

must be and do for
consumers.

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Slide 11 of 37

Building Brand Equity

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Slide 12 of 37

Brand Elements

Brand Names
Logos
Symbols
Characters
Spokespeople
Slogans
Jingles
Packages
Signage

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Slide 13 of 37

Brand Element Choice

Criteria
Brand
Builders
Memorable
Meaningful
Likable

Defensi
ve
Transferabl

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e
Adaptable
Protectabl
e

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Developing Brand Elements

What was the
name of that
cookie I like?

Easy to recall
Descriptive
Persuasive
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Slide 15 of 37

Holistic Marketing Activities

Word of
Mouth

Observation

Interactions
w/company

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Slide 16 of 37

Secondary Associations
Geographic
Regions
Other Brands
Brand

Characters
Spokespeople
Sporting Events

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Slide 17 of 37

g
i
F

e
r
u

5
.
9

Secondary Source of Brand

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Slide 18 of 37

Internal Branding
Employe
es

Brand
Promise
Partners

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Slide 19 of 37

Brand Communities
Members have:
Brand Connection
Shared rituals/stories
Responsibility to
community

H.O.G.
Harley Owners
Group

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Slide 20 of 37

Measuring Brand Equity

Brand Audit

Brand-tracking
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Slide 21 of 37

Worlds 10 Most Valuable

Brands

Ran
k

Brand

2009 Brand Value

(Billions)

Coca-Cola

$68.7

IBM

$60.2

Microsoft

$56.6

GE

$47.8

Nokia

$34.9

McDonalds

$32.3

Google

$32.0

Toyota

$31.3

Intel

$30.6

Disney

$28.4

10

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Slide 22 of 37

Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall

Source: Interbrand 2013

Slide 23 of 37

Managing Brand Equity

Brand
Revitalization

Brand
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Slide 24 of 37

Branding Strategy
Develop new brand elements
Apply existing brand
elements
Combine new and existing
elements

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Slide 25 of 37

Branding Strategy

Parent Brand
(Master or Family
Brand)

Line
Tide
Extension

-Fruit on the Bottom

-Fruit Blends

Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall

Category
Honda
Extension
-Automobiles
-Lawn Mowers

Slide 26 of 37

Branding Decisions

Individual Brand
Names

Bisquick
Gold Medal
Wheaties
Yoplait

Company
GE, Heinz, Campbell
Brand
Soup
Sub-brand
Kelloggs Rice Krispies, Frosted
name
Flakes

Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall

Slide 27 of 37

ef
D

d
ne

Brand Portfolio

A brand portfolio is the set of all

brands and brand lines a particular
frm offers for sale in a particular
category or market segment.

Brand Portfolio - Sony

Comput
er
VAIO
-notebook
-desktop
Digital
Home
Disc
Burner
Location
Free

Televisio Portable
Cameras
ns
Electroni
Theatre
cs
Cyber-shot

Televisions

Alpha SLR

Home
theatre
systems

HandyCam
Printers
Digital
picture
frames
Photo
services

Walkman
Video MP3
Rolly

Blu-ray
Disc

Reader
Digital
Book

DVD
players

Sony Cell
Phone

Home
GPS
mylo
audio
component
Software
s Hall
Copyright 2012 Pearson Education, Inc. Publishing as Prentice

Sony
Pictures
Movies
-Theatre
-DVD
-Blue-ray
Television
-Comedy
-Drama
-Daytime
-Cartoons

Games
PlayStat
ion
-PS3
-PS2
-Portable

Music
Slide 29 of 37

Brand Roles
High-end
Prestige
Cash
Cows

Low-end Entry Level

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Flankers
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Brand Extensions
Improve the odds of new-product
success

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Slide 31 of 37