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09. chapter 9 kasman pandiangan (55120110188)
- 1. CREATING BRAND EQUITY Defining, Building, Measuring, Managing of Brand Equity CHAPTER 9 NAMA DOSEN: Prof. Dr. Hapzi Ali, Ir, MM, CMA, MPM PROGRAM STUDI MAGISTER MANAGEMENT
- 2. The Subject 1. Defining Brand Equity 2. Building Brand Equity 3. Measuring Brand Equity 4.Managing Brand Equity
- 3. Defining Brand Equity American Marketing Association A brand is “a name, term, sign, symbol, or design, or a combination of them, intended toidentify the goods or services of one seller orgroup of sellers and to differentiate them from those of competitors”
- 4. Defining Brand Equity Branding Is the process of endowing products and services with the power of a brand
- 5. Defining Brand Equity Brand equity is the added value endowed on products and services which may be reflected in the way consumer, think, feel and act with respect to the brand.
- 6. Advantages of Strong Brands Improved perceptions of product perfomance Great loyalty Less vulnerability to competitive marketing actions Less vulnerability to Crises Larger Margins More inelasric consumer response Greater trade cooperation Increased marketing communications effectiveness Possible licensing opportunities
- 7. What is a Brand Promise The marketer’s vision of what the brand must be and do for consumers
- 9. Brand Equity Building Brand Asset Valuator Model : BAV Model
- 10. Brand Equity Building Brandz Model
- 11. Brand Equity Building Aaker Model
- 13. Brand Equity Building The Famous brand name Automotive • Mercedes- Benz • BMW • Jaguar • Audi • Jeep • Toyota • Honda Sport Clothing • Nike • Puma • Adidas • Diadora • FILA • Mizuno • Yonex Software • Ms Word • Ms Access • Corel Draw • Foxpro • Kaspersky • Excel • Power Point
- 15. Brand Equity Building Brand Character
- 16. Brand Equity Building Brand Symbol
- 17. Measuring Brand Equity Brand Audits • A consumer focused series of procedures to assess the health of the brand (Equity) Brand tracking • Quantitative data from consumer on a routine basis over time Brand valuation • Total financial value of the brand
- 18. Measuring Brand Equity MOST VALUABLE BRAND Amazon Apple Microsoft Google Visa Alibaba Tacent Facebook Mc Donald's Master Card $ billion 415 352 326 323 186 152 150 147 130 108 0 50 100 150 200 250 300 350 400 450
- 19. Managing Brand Equity Brand Reinforcement • refers to the set of activities where companiesensure the brand equity created doen’t depreciate with time Brand Revitalization • refers to the set of activities a brand undertakes to stay relevant in changing the environment Brand Crisis • Whenever there are “unexpected events that threaten a brand’s perceived ability to deliver expected benefits, thereby weakening brand equity
- 20. Managing Brand Equity Brand Reinforcement is done by: 1. The Product that the Brand represent Expanding the categories across which the brand delivers the core benefit satisfying various needs. 2. How Brands Make Product superior and strong Brands bring unique associations with them. A strong brand has strong associations. And many times these associations are more abstract and category agnostic.
- 21. Managing Brand Equity Need of Brand Revitalization: 1. Changes in consumer tastes and preferences Changing consumer preferences might make the current brand positioning stale in the mind of consumer. They look for brands that talk about their language and understand their current needs. 2. The emergence of the new competitor New Competitions pose fresh challenges. Brand may have a bigger strogger core competency and existing players will need to tweak their positioning and communication. 3. The emergence of new technology Failing to evolve with technology is one of the most common reasons why a brand might need revitalization 4. Any new development in the marketing environment In changing market environment, new product might take a completely new postioning with an existing product and gradually expand base to capture a bigger market share
- 22. REFERENSI • Marketing Managment – A south Aia Perspective by Philip Kotler, Kevin Lane Kaller, Abraham Koshy & Mithileshwar Jha, 13th Edition, Published by Pearson Education, Inc. • Marketing Management by Kotlet-Keller, 14th Edition. • Strategi Marketing Management – Meeting The Global Marketing Challenges by Carol H. Anderson & Julian W. Vincze • Princilples of advestising & IMC by Tom Duncan 2nd Edition, Published by Mc.Graw-Hill Irwin • https://marketinglessons.in/what-is-brand-revitalization-philip-kotler-summary-with-examples/ • https://marketinglessons.in/what-is-brand-reinforcement-philip-kotler-summary-with- examples/#:~:text=Brand%20Reinforcement%20refers%20to%20the,keep%20reinforcing%20the%20brand% 20values. • https://www.cnbctv18.com/photos/economy/most-valuable-brands-of-2020-at-415-billion-the-top-company- beats-apple-google-and-microsoft-6386431-11.htm
- 23. Provide by Kasman Pandiangan (NIM: 55120110188) THANK YOU