Kotler09_basic_Marketing management课件.ppt

MARKETING MANAGEMENT 12th edition,9 Creating Brand Equity,Kotler Keller,9-2,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?,9-3,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.,9-4,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,9-5,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,9-6,Branding,Endowing products and services with the power of a brand.,9-7,Brand Equity,The differential effect that brand knowledge has on consumer response to the marketing of that brand.,9-8,Brand Associations,Strong Unique Favorable,9-9,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,9-10,Brand Promise,The marketers vision of what the brand must be and do for Consumers.,9-11,Brand Equity Models,Brand Asset Valuator Aaker Model BRANDZ Brand Resonance,9-12,Drivers of Brand Equity,Brand elements Marketing activities Meaning transference,9-13,Brand Elements,Brand names Slogans Characters,URLs Logos Symbols,9-14,Brand Element Choice Criteria,Memorable Meaningful Likeability,Transferable Adaptable Protectible,9-15,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 Well pick you up Nextel Done Zoom Zoom Im lovin it Innovation at work This Buds for you Always low prices,9-16,Measuring Brand Equity,Brand audits Brand tracking Brand valuation,9-17,Interbrands Brand Equity Formula,Brand earnings Brand sales Costs of sales Marketing costs Overhead expenses Remuneration of capital charge Taxation,Brand strength Leadership (25%) Stability (15%) Market (10%) Geographic spread (25%) Trend (10%) Support (10%) Protection (5%),9-18,Managing Brand Equity,Brand reinforcement Brand revitalization Brand crises,9-19,Devising a Branding Strategy,Develop new brand elements Apply existing brand elements Use a combination of old and new,9-20,Branding Terms,Brand line Brand mix Brand extension Sub-brand Parent brand Family brand,Line extension Category extension Branded variants Licensed product Brand dilution Brand portfolio,9-21,Brand Naming,Individual names Blanket fa