Transcript
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Chapter 9 – Marketing Management
By Philip Kotler & Kevin Lane Keller
May 2013
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
Prepared By:Kerwin Wesley Chu
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Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
c1: What is a Brand and its Role
c2: What is Brand Equity
c2: Brand Asset Valuator
c4: Brand Element Choice Criteria
c5: Managing Brand Equity
Chapter Outline
Concept 1
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Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
c6: Creating Brand Portfolios
c7: Summary
Chapter Outline
Concept 1
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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.
What is a Brand
Concept 1
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What is a Brand
Concept 1
Name
Symbol/Sign
Design
ServicesOffered
Similar to individuals a
brand provides the IDENTITY to a
product.
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Identify the maker
Simplify product handling
Organize accounting
Offer legal protection
Roles of Brand
Concept 1
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Signify quality
Create barriers to entry
Serve as a competitive advantage
Secure price premium
Roles of Brand
Concept 1
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Example of Brands
Concept 1-Example
Toothpastes being referred to as Colgate, a brand.
Sodas are equated to Coke.
Laundry detergents associated always with Tide.
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What is Brand Equity
Concept 2
Think Feel
Consumers
Consumers
Added Value consumers see, think and feelof the brand with respect to other brands.
See
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What is Brand Equity
Concept 2- Example
Identical 100% cotton White Shirt
HANES – Php 500 NIKE– Php 1,250
Sporty
Cool
Trendy
VS
Plain
Simple
Soft
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Copyright © 2009 Pearson Education, Inc. Publishing as Prentice HallConcept 3
Brand Asset Valuator
BRAND VALUEA metric applied for the measurement
of brand value of an entity.
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Copyright © 2009 Pearson Education, Inc. Publishing as Prentice HallConcept 3
Components of Brand Asset Valuator
Differentiation - ability of a brand to stand apart from its competitors.
Relevance - how closely can the consumers relate to the brand’s offering
Energy – brings the brand alive.
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Copyright © 2009 Pearson Education, Inc. Publishing as Prentice HallConcept 3
Esteem -refers to consumer’s perception about the brand
Knowledge - refers to the degree of awareness about a brand.
Components of Brand Asset Valuator
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Copyright © 2009 Pearson Education, Inc. Publishing as Prentice HallConcept 3 - Example
Esteem –UNIQUE
dance style
Relevance –APPEAL easy
to dance
Energy –MOMENTUM viewed more
than 1.6 Billion views
High BAV
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Copyright © 2009 Pearson Education, Inc. Publishing as Prentice HallConcept 3 - Example
Relevance –RESPECT as
hip and trendy
Knowledge –FAMILIARITY
as almost everyone can
dance the Gangnam
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Copyright © 2009 Pearson Education, Inc. Publishing as Prentice HallConcept 4
Brand Element Choice Criteria
•Memorable
•Meaningful
•Likeability
• Transferable
• Adaptable
• Protectible
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Copyright © 2009 Pearson Education, Inc. Publishing as Prentice HallConcept 4 Example
Brand Element Choice Criteria
SlogansMeans
“Just make it happen”
Symbol/Logo
“Swoosh”
Brand Name
“NIKE”
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Brand Element Choice Criteria
Now worth $15,000,000,000
Trademark ™ is protected by
law
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Copyright © 2009 Pearson Education, Inc. Publishing as Prentice HallConcept 4 Example
Brand Element Choice Criteria
• Memorable? Yes, 4 letter word “Nike”• Meaningful? • Likeability? • Adaptable?
• Protectible? •Transferable?
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Copyright © 2009 Pearson Education, Inc. Publishing as Prentice HallConcept 4 Example
Brand Element Choice Criteria
• Memorable? Yes, 4 letter word “Nike”• Meaningful? Yes, slogan easy to relate with • Likeability? • Adaptable?
• Protectible? •Transferable?
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Copyright © 2009 Pearson Education, Inc. Publishing as Prentice HallConcept 4 Example
Brand Element Choice Criteria
• Memorable? Yes, 4 letter word “Nike”• Meaningful? Yes, slogan easy to relate with • Likeability? Yes, simple• Adaptable?
• Protectible? •Transferable?
www.kerwinchu.blogspot.comBe Greedy When Everyone Is Fearful
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice HallConcept 4 Example
Brand Element Choice Criteria
• Memorable? Yes, 4 letter word “Nike”• Meaningful? Yes, slogan easy to relate with • Likeability? Yes, simple• Adaptable? Yes, slogan applicable in all
aspects of life not only sport• Protectible? •Transferable?
www.kerwinchu.blogspot.comBe Greedy When Everyone Is Fearful
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice HallConcept 4 Example
Brand Element Choice Criteria
• Memorable? Yes, 4 letter word “Nike”• Meaningful? Yes, slogan easy to relate with • Likeability? Yes, simple• Adaptable? Yes, slogan applicable in all
aspects of life not only sport• Protectible? Yes, registered trademark•Transferable?
www.kerwinchu.blogspot.comBe Greedy When Everyone Is Fearful
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice HallConcept 4 Example
Brand Element Choice Criteria
• Memorable? Yes, 4 letter word “Nike”• Meaningful? Yes, slogan easy to relate with • Likeability? Yes, simple• Adaptable? Yes, slogan applicable in all
aspects of life not only sport• Protectible? Yes, registered trademark•Transferable? Yes, it can be sold as trademark
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Copyright © 2009 Pearson Education, Inc. Publishing as Prentice HallConcept 5
Managing Brand Equity
Brand reinforcement- getting consumers who have tried a particular brand to become repeat purchasers and with attracting new users.
Brand revitalization -A strategy to recapture lost sources of brand equity and identify and establish new sources of brand equity.
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Copyright © 2009 Pearson Education, Inc. Publishing as Prentice HallConcept 5
Managing Brand Equity
Brand crises -A special form of a product-harm crisis where the negative event centerson one particular brand or a set of brands belonging to the same company.
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Copyright © 2009 Pearson Education, Inc. Publishing as Prentice HallConcept 5- Example
Brand Reinforcement
Smart Communications
- Smart is the Philippines' leading wireless services provider
- Engages in daily TV commercials and print ads
- Sponsors the Smart Gilas and Philippine Azkals
- Has a basketball team in the PBA
- Leased the name of a coliseum
Source: http://www1.smart.com.ph/about/meet/corporate-profile
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Copyright © 2009 Pearson Education, Inc. Publishing as Prentice HallConcept 5- Example
Brand Revitalization
Arce Dairy- Established in 1935 as a popular ice cream brand
- Sold in the 1990s to RFM then was immobilized
- Re-launched in early 2000
- Only ice cream made of fresh carabao’s milk
- Positioned product as tastier and richer
(more flavorful)
Source: http://www.arcedairy.com/
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Copyright © 2009 Pearson Education, Inc. Publishing as Prentice HallConcept 5- Example
Brand CrisisLudy’s Peanut Butter found contaminated with Salmonella (2009)
- Resulted to a drop in sales
- Recall of products in the stores
- People avoided buying Ludy’s
- Required mass media management
http://www.philstar.com/breaking-news/450918/ludys-peanut-butter-tests-positive-salmonella
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Copyright © 2009 Pearson Education, Inc. Publishing as Prentice HallConcept 6
Result of specifying the roles and relationships of a company's brands to one another to ensure they are clearly positioned and clearly marketed to the company's target audiences.
Brand Portfolio
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Copyright © 2009 Pearson Education, Inc. Publishing as Prentice HallConcept 6
Reasons for Brand Portfolios Increasing presence and retailer
dependence in the store
Attracting consumers seeking variety
Increasing internal competition within the firm
Yielding economies of scale in advertising, sales, merchandising, and distribution
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Copyright © 2009 Pearson Education, Inc. Publishing as Prentice HallConcept 6
Brand Roles in a Brand Portfolio
Flankers - Fighter brands that are positioned w/ respect to competitors’ brands so that more important (profitable) brands are able to retain their desired position.
Cash cows – A brand able to hold on to enough customers & maintain profitability w/ virtually no marketing support
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Copyright © 2009 Pearson Education, Inc. Publishing as Prentice HallConcept 6
Brand Roles in a Brand Portfolio
Low-end, entry-level – Known as “traffic builders”
and they are able to “trade up” customers
to the higher-priced brands.
High-end prestige - Brands that add prestige and credibility to the entire portfolio
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Copyright © 2009 Pearson Education, Inc. Publishing as Prentice HallConcept 6 - Example
Brand Roles in a Brand Portfolio
Company: Ayala Land Corporation
Flankers – Targets high end market as well
Cash cows – For middle class market
Low-end– Provides low cost housing
High-end prestige – Ultra-rich segment
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Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
Summary
Brand
IDENTITY
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Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
Summary
Brand
IDENTITY
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Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
Summary
Brand
IDENTITY
ThinkFeel
See
Equity
Consumers
Consumers
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Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
Summary
BRAND VALUE
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Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
Summary
BRAND VALUE
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Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
Summary
BRAND VALUE
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Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
Summary
Portfolio
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Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
Summary
Portfolio
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Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
Summary
Portfolio
Management
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Chapter 9 – Marketing Management
By Philip Kotler & Kevin Lane Keller
May 2013
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
Prepared By:Kerwin Wesley Chu
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