Chapter 9 creating brand equity, Marketing Management, Philip Kotler, 14th edition, 2012. Bài giảng giáo trình quản lý marketing của Philip Kotler. Lý thuyết kèm các case study minh họa cho bài giảng.
Trang 1Kotler • Keller Phillip Kevin Lane
Marketing Management • 14e
Trang 2Creating Brand Equity
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Discussion Questions
1 How do consumer characteristics
influence buying behavior?
2 What major psychological processes
influence consumer responses to the marketing program?
3 How do consumers make purchasing
decisions?
4 In what ways do consumers stray from a
deliberative, rational decision process?
Trang 4Strategic Brand Management
Identify
Interpret
Grow
Trang 5“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.”
Brand
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Role of Brands
Brands:
• Simplify product handling
• Protect unique features
• Create loyalty
• Establish barriers to entry
Marketer Benefits
Trang 8Scope of Branding
Creating difference between products
Brand
Trang 9The added value endowed on products and services because of the brand.
Brand Equity
Trang 10Customer-based Brand Equity
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Brand Promise
What the brand must be and do for consumers.
Trang 12Brand Equity Models
• BrandAsset Valuator (BAV)
• BrandZ
• Brand Resonance Model
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BrandAsset® Valuator Model
Trang 14Universe of Brand Performance
These brands have
relevance, but only
to a small audience.
These brands are
not well known
Many are new,
others are lost.
Customers find these brand irresistible They have high earnings and margin power.
These brands can’t overcome what is already known about them.
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Brand Dynamics Pyramid
Trang 16Brand Resonance Pyramid
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Building Brand Equity
Brand Equity
Brand Elements
Marketing Activities Secondary
Associations
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Brand Element Choice Criteria
Memorable
Meaningful
Likable
Transferable Adaptable Protectable Brand Builders
Defensive
Trang 20Developing Brand Elements
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Holistic Marketing Activities
Word of Mouth Observation
Interactions w/company
Trang 22Secondary Associations
Brand
Geographic Regions
Other Brands Characters Spokespeople Sporting Events
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Secondary Source of Brand Knowledge
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Trang 26Measuring Brand Equity
Brand Audit
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Brand Value Chain
Trang 28Rank Brand 2009 Brand Value (Billions)
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Interbrand Brand Valuation
Trang 30Managing Brand Equity
Brand Revitalization
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Branding Strategy
Develop new brand elements
Apply existing brand elements
Combine new and existing elements
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Branding Decisions
Sub-brand name
Company Brand
GE, Heinz, Campbell Soup
Individual Brand Names
Trang 34A brand portfolio is the set of all brands and brand lines a particular firm offers for sale in a particular category or
market segment.
Brand Portfolio
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Brand Portfolio - Sony
Computer Cameras Televisions
Theatre
Portable Electronics
Sony Pictures Games
Televisions Home theatre systems Blu-ray Disc DVD players Home audio components
Walkman Video MP3 Rolly
Reader Digital Book Sony Cell Phone GPS
Movies
-Theatre -DVD -Blue-ray
Television
-Comedy -Drama -Daytime -Cartoons
Music
PlayStation
-PS3 -PS2 -Portable
Trang 36Brand Roles
Cash Cows
Flankers Low-end Entry Level
High-end Prestige
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Brand Extensions
Improve the odds of new-product success