Lecture fundamentals of marketing - Lecture 14: Brand, branding and building customer value. After studying this chapter you will be able to understand: Brand, branding, branding strategy: building strong brands.
Trang 11- 1
Copyright © 2012 Pearson Education, Inc
Copyright © 2012 Pearson Education, Inc
Publishing as Prentice Hall
Brand, Branding And Building
Customer Value
LECTURE14
Trang 2§ Brand
Trang 31- 3
Copyright © 2012 Pearson Education, Inc
Publishing as Prentice Hall
What is a Brand?
A brand is 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
Trang 4The Role of Brands
Trang 51- 5
Copyright © 2012 Pearson Education, Inc
Publishing as Prentice Hall
What is Branding?
Branding is endowing products and services with the power of the brand
Trang 6Advantages of Strong Brands
perceptions of product
performance
competitive marketing actions
opportunities
Trang 71- 7
Copyright © 2012 Pearson Education, Inc
Publishing as Prentice Hall
What is a Brand Promise?
A brand promise is the marketer’s vision of
what the brand must be and do for
consumers
Trang 8Drivers of Brand Equity
that identify & differentiate the brand
Trang 91- 9
Copyright © 2012 Pearson Education, Inc
Publishing as Prentice Hall
Trang 10Brand Logo
Trang 111- 11
Copyright © 2012 Pearson Education, Inc
Publishing as Prentice Hall
Brand Characters
Trang 12Brand Symbol
Trang 131- 13
Copyright © 2012 Pearson Education, Inc
Publishing as Prentice Hall
Brand Element Choice Criteria
Trang 14State Farm is there
Trang 151- 15
Copyright © 2012 Pearson Education, Inc
Publishing as Prentice Hall
The 10 Most Valuable Brands
Brand Brand Value (Billions)
Trang 16Devising a Branding Strategy
Trang 171- 17
Copyright © 2012 Pearson Education, Inc
Publishing as Prentice Hall
Brand equity
Brand equity is the added value endowed
on products and services, which may be reflected in the way consumers, think, feel,
and act with respect to the brand
Branding Strategy: Building Strong
Brands
Trang 18Measuring Brand Equity
procedures to assess the health of the brand (Equity)
a routine basis over time
Trang 191- 19
Copyright © 2012 Pearson Education, Inc
Publishing as Prentice Hall
Branding Strategy: Building Strong
Brands
Trang 20Branding Strategy: Building
Trang 211- 21
Copyright © 2012 Pearson Education, Inc
Publishing as Prentice Hall
Branding Strategy: Building Strong
Brands
Desirable qualities
Trang 22Branding Strategy: Building
Trang 231- 23
Copyright © 2012 Pearson Education, Inc
Publishing as Prentice Hall
Branding Strategy: Building Strong
Brands
Trang 24
Bibliography
Fifteenth Edition, Published by Prentice Hall
by Philip Kotler, Kevin Lane Keller, Abraham Koshy &
Mithileshwar Jha, 13th Edition, Published by Pearson
Education, Inc.
edition, McGraw Hill International.
Edition, Published by McGraw-Hill Irwin.
Trang 251- 25
Copyright © 2012 Pearson Education, Inc
Publishing as Prentice Hall
The End
"The man who does not read good books has no advantage over the man who cannot read
them.“
Mark Twain