Creating Brand Equity参考.ppt

MARKETING MANAGEMENT12th edition 9 Creating Brand Equity Chapter Questions 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? Brand Attributes of Strong Brands Excels at delivering desired benefits Stays relevant Priced to meet perceptions of value Positioned properly Communicates consistent brand messages Well-designed brand hierarchy Uses multiple marketing activities Understands consumer-brand relationship Supported by organization Monitors sources of brand equity The Role of Brands Identify the maker Simplify product handling Organize accounting Offer legal protection Signify quality Create barriers to entry Serve as a competitive advantage Secure price premium Branding Brand Equity Brand Associations Strong Unique Favorable Marketing Advantages of Strong Brands 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 Brand Promise Brand Equity Models Brand Asset Valuator Aaker Model BRANDZ Brand Resonance Drivers of Brand Equity Brand elements Marketing activities Meaning transference Brand Elements Brand names Slogans Characters URLs Logos Symbols Brand Element Choice Criteria Memorable Meaningful Likeability Transferable Adaptable Protectible Slogans Like a good neighbor, State Farm is there Just do it Nothing runs like a Deere Help is just around the corner Save 15% or more in 15 minutes or less We try harder We’ll pick you up Nextel – Done Zoom Zoom I’m lovin’ it Innovation at work This Bud’s for you Always low prices Measuring Brand Equity Brand audits Brand tracking Brand valuation Interbrand’s Brand Equity Formula Brand earnings Brand sale