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(1)

Creating

Brand Equity

Marketing Management, 13

th

ed

(2)

Chapter Questions

• What is a brand and how does

branding work?

• What is brand equity?

• How is brand equity built, measured,

and managed?

(3)

Steps in

Strategic Brand Management

• Identifying and establishing brand

positioning

• Planning and implementing brand

marketing

• Measuring and interpreting brand

performance

(4)

The Role of Brands

Identify the maker

Identify the maker

Simplify product handling

Simplify product handling

Organize accounting

Organize accounting

(5)

The Role of Brands

Signify quality

Signify quality

Create barriers to entry

Create barriers to entry

Serve as a competitive

advantage

Serve as a competitive

advantage

(6)

Brand Knowledge

Knowledge

Thoughts

Experiences

Beliefs

Images

(7)

Advantages of Strong Brands

• 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

(8)

BAV Key Components

Differentiation

Energy

Relevance

Esteem

(9)
[image:9.720.92.660.61.500.2]

Figure 9.3 Brand Dynamics Pyramid

Presence

Relevance

Performance

Advantage

Bonding

Strong Relationship

(10)

Aaker Model

Brand Identity

Extended Identity

Elements

Brand Essence

Core Identity

(11)
[image:11.720.57.680.52.496.2]
(12)

Drivers of Brand Equity

Brand Elements

Marketing Activities

(13)

Brand Elements

Elements

Slogans

Brand

names

URLs

Logos

(14)

Brand Element Choice Criteria

(15)

Designing Holistic Marketing Activities

Personalization

Integration

(16)
[image:16.720.130.687.43.499.2]
(17)

Measuring Brand Equity

Brand Audits

Brand Audits

Brand Tracking

Brand Tracking

(18)

Branding Terms

• Brand line

• Brand mix

• Brand extension

• Sub-brand

• Parent brand

• Family brand

• Line extension

• Category extension

• Branded variants

• Licensed product

• Brand dilution

(19)

Brand Naming

Individual names

Individual names

Blanket family names

Blanket family names

Separate family names

Separate family names

Corporate

name-individual name combo

Corporate

(20)

Brand Roles in a Brand Portfolio

Flankers

Low-end

Entry-level

Gambar

Figure 9.3 Brand Dynamics Pyramid
Figure 9.4 Brand Resonance Pyramid
Figure 9.5 Secondary Sources of

Referensi

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