Building Brand Equity Marketing Strategies
•Download as PPT, PDF•
10 likes•4,309 views
ini semua slide marketing strategik kelas sabtu ukm semester 1 2010/2011
Recommended
More Related Content
What's hot
What's hot (20)
Viewers also liked
Viewers also liked (15)
Similar to Building Brand Equity Marketing Strategies
Similar to Building Brand Equity Marketing Strategies (20)
More from mohd haris mohd hassan
More from mohd haris mohd hassan (17)
Recently uploaded
Recently uploaded (20)
Building Brand Equity Marketing Strategies
- 1. Creating Brand Equity Marketing Management, 13th ed 9
- 2. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 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?
- 3. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-3 Steps in Strategic Brand Management • Identifying and establishing brand positioning • Planning and implementing brand marketing • Measuring and interpreting brand performance • Growing and sustaining brand value
- 4. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-4 The Role of Brands Identify the makerIdentify the maker Simplify product handlingSimplify product handling Organize accountingOrganize accounting Offer legal protectionOffer legal protection
- 5. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-5 The Role of Brands Signify qualitySignify quality Create barriers to entryCreate barriers to entry Serve as a competitive advantage Serve as a competitive advantage Secure price premiumSecure price premium
- 6. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-6 Brand Knowledge Knowledge Thoughts Experiences Beliefs Images Feelings
- 7. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-7 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 • Possible licensing opportunities
- 8. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-8 BAV Key Components Differentiation Energy Relevance Esteem Knowledge
- 9. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-9 Figure 9.3 Brand Dynamics Pyramid Presence Relevance Performance Advantage Bonding Strong Relationship Weak Relationship
- 10. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-10 Aaker Model Brand Identity Extended Identity Elements Brand Essence Core Identity Elements
- 11. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-11 Figure 9.4 Brand Resonance Pyramid
- 12. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-12 Drivers of Brand Equity Brand Elements Marketing Activities Meaning Transference
- 13. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-13 Brand Elements Elements Slogans Brand names URLs Logos Symbols Characters
- 14. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-14 Brand Element Choice Criteria • Memorable • Meaningful • Likeability • Transferable • Adaptable • Protectible
- 15. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-15 Designing Holistic Marketing Activities Personalization Integration Internalization
- 16. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-16 Figure 9.5 Secondary Sources of Brand Knowledge
- 17. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-17 Measuring Brand Equity Brand AuditsBrand Audits Brand TrackingBrand Tracking Brand ValuationBrand Valuation
- 18. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-18 Branding Terms • Brand line • Brand mix • Brand extension • Sub-brand • Parent brand • Family brand • Line extension • Category extension • Branded variants • Licensed product • Brand dilution • Brand portfolio
- 19. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-19 Brand Naming Individual namesIndividual names Blanket family namesBlanket family names Separate family namesSeparate family names Corporate name- individual name combo Corporate name- individual name combo
- 20. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-20 Brand Roles in a Brand Portfolio Flankers Low-end Entry-level High-end Prestige Cash Cows