11. BRAND & PACKAGING MANAGEMENT 9 Creating Brand Equity Kotler Keller Dr. Waseso Segoro, Ir. MM. IT TELKOM, MAY 11, 2009
11. BRAND & PACKAGING MANAGEMENT
9 Creating
Brand Equity
Kotler Keller
Dr. Waseso Segoro, Ir. MM.
IT TELKOM, MAY 11, 2009
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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?
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Brand
A name, term, sign, symbolor design, or a combination of them,
intended to identify the goodsor services of one seller or group
of sellers and to differentiatethem from those of competitors.
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Attributes of Strong Brands Excels at delivering desired
benefits
Stays relevant
Priced to meet perceptions of value
Positioned properly
Communicates consistent brand messages
Well-designed brand hierarchy
Uses multiple marketing activities
Understands consumer-brand relationship
Supported by organization
Monitors sources of brand equity
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The world of Mentari Family
Mentari Audience Profiles
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IM3 Audience Profiles
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StarOne Audience Profiles
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The Role of Brands
Identify the maker (punya indosat)
Simplify product handling (matrix/mentari/im3/star-
one)
Organize accounting
Offer legal protection
Signify quality
Create barriers to entry (GSM/CDMA)
Serve as a competitive advantage (family/young)
Secure price premium
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Branding
Endowing products and serviceswith the power of a brand.
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Brand Equity
The differential effect that brandknowledge has on consumer
response to the marketing of that brand.
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Brand Associations Strong city ? Unique Favorable
Thoughts gift ? Feeling Perceptions Images Experiences Beliefs Attitudes
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Marketing Advantages of Strong Brands
Improved perceptions of product performance
Greater loyalty Less vulnerable to
competition Less vulnerable to crises Larger margins Inelastic consumer
response to price increases
Elastic consumer response to price decreases
Greater trade cooperation Increase in effectiveness
of IMC Licensing opportunities Brand extension
opportunities
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Brand Promise
The marketer’s vision of whatthe brand must be and do for
consumers.
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Brand Equity Models BrandAssetValuator,
differentiation/Relevance/Esteem/Knowledge
AakerModel,loyalty/awareness/perceivequality/brand association/patent/trademark
BRANDZ,presence/relevance/performance/advantage/bonding
BrandResonance, salience/performance/imagery/judgment/feelings/resonance
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Drivers of Brand Equity
Brand elements, identities the brand, red?
Marketing activities, support mktg program, strong retail support K mart.
Meaning transference, linking it to some one / Paul Hogan - Subaru, XL -Luna Maya
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Brand Elements
Brand names
Slogans
Characters
Logos
Symbols
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Brand Element Choice Criteria
Memorable,easily recall
Meaningful,credible
Likeability, visualy/verbally
Transferable,
introduce new product : VW Touareg
Adaptable, 75 or 35 years
Protectible, legally protected
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Slogans Like a good neighbor, State Farm
is there
Just do it
Nothing runs like a Deere
Help is just around the corner
Save 15% or more in 15 minutes or less
We try harder
We’ll pick you up
Nextel – Done
Zoom Zoom
I’m lovin’ it
Innovation at work
This Bud’s for you
Always low prices
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Measuring Brand Equity
Brand audits, brand inventory/brand exploratory
Brand tracking, collect information from customers on a routine basis
Brand valuation, total financial value of the brand.
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Interbrand’s Brand Equity Formula (Brand Worth) Brand earnings
Brand sales
Costs of sales
Marketing costs
Overhead expenses
Remuneration of capital charge
Taxation
Brand strength
Leadership (25%)
Stability (15%)
Market (10%)
Geographic spread (25%)
Trend (10%)
Support (10%)
Protection (5%)
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Managing Brand Equity
Brand reinforcement, since 70 years ago are still today’s brand leaders
Brand revitalization, successfully turned arround to varying degree : competition/technology/consumer taste changes
Brand crises, in the crisis situation
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Devising a Branding Strategy
Develop new brand elements for new product
Apply existing brand elements
Use a combination of old and new
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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
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Brand Naming
Individual names : Yoplait
Blanket family names : GE
Separate family names : Kenmore
Corporate name/individual name : Honda
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Brand Roles in a Brand Portfolio
Flankers / portfolio : P&G
Cash cows : Gillette
Low-end entry-level : BMW-3
High-end prestige : BMW - 7
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SUMMARY Brand Definition
Brand offer a number of benefits
Brand = uniquely attributable to a brand
Brand equity needs to be measured
Brand strategy : new/existing/combination
Brand portfolio : each brand name product must have a well defined positioning
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TUGAS UTK YG TDK IKUT QUIZ YL
Buatkan summary/intinya saja, apa yang telah dipelajari pada Mjmnt Marketing sebelum UTS?
Apa manfaat / kegunaan Presentasi Group Cases Mjmnt Mktg setiap Senin ?
Buat kesimpulan, apa key success factor/keberhasilan suatu perusahaan!
Dikumpulkan Minggu Depan Senin 18/5/09.9-86