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What is a Brand? 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.
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Page 1: Branding

What is a Brand?

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.

Page 2: Branding

The Role of Brands

Identify the makerIdentify the maker

Simplify product handlingSimplify product handling

Organize accountingOrganize accounting

Offer legal protectionOffer legal protection

Page 3: Branding

The Role of Brands

Signify qualitySignify quality

Create barriers to entryCreate barriers to entry

Serve as a competitive advantage

Serve as a competitive advantage

Secure price premiumSecure price premium

Page 4: Branding

What is Branding?

Branding is endowing products

and services with the power of the brand.

Page 5: Branding

What is 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.

Page 6: Branding

Brand Knowledge

Knowledge

Thoughts

Experiences

BeliefsImages

Feelings

Page 7: Branding

Advantages of Strong Brands

• Improved perceptions of product performance

• Greater loyalty• Less vulnerability

to competitive marketing actions

• Less vulnerability to crises

• Larger margins• More inelastic

consumer response• Greater trade

cooperation• Increased marketing

communications effectiveness

• Possible licensing opportunities

Page 8: Branding

Brand Equity Models

• Brand Asset Valuator

• Aaker Model

• BRANDZ

• Brand Resonance

Page 9: Branding

BAV Key Components

Differentiation: Degree to which a brand is different from others

Relevance: Brand’s appeal

Esteem: Ho the brand is regarded and respected

Knowledge: How familiar and intimate the consumer is with brand

Page 10: Branding

Aaker Model

Brand Loyalty

Perceived Quality Brand Associations

Brand Awareness

Other Proprietary Assets like

Patent, Copyright, etc.

Brand Equity is a set of following five:-

Page 11: Branding

Figure 9.4 Brand Resonance Pyramid

Page 12: Branding

Drivers of Brand Equity

Brand Elements

Marketing Activities

Meaning Transference

Page 13: Branding

Brand Elements

ElementsElementsSlogans

Brand

names

Logos

SymbolsCharacters

Page 14: Branding

Brand Element Choice Criteria

• Memorable• Meaningful• Likeability• Transferable• Adaptable• Protectible

Page 15: Branding

Measuring Brand Equity

Brand Audits: Consumer focused exercise that asses the health of the brand, finds sources of brand equity and suggests

ways to improve its equity

Brand Audits: Consumer focused exercise that asses the health of the brand, finds sources of brand equity and suggests

ways to improve its equity

Brand Tracking: Finding out how the brand is performing on basis of some dimensions through tracking studies

Brand Tracking: Finding out how the brand is performing on basis of some dimensions through tracking studies

Brand Valuation: Estimating the total financial value of the

brand Brand Valuation: Estimating the total financial value of the

brand

Page 16: Branding

Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice Hall 9-16

Table 9.2 The 10 Most Valuable Brands

Brand 2006 Brand Value (Billions)

Coca-Cola $67.00

Microsoft $56.93

IBM $56.20

GE $48.91

Intel $38.32

Nokia $30.13

Toyota $27.94

Disney $27.85

McDonald’s $27.50

Mercedes-Benz $22.13

Page 17: Branding

Managing Brand Equity

Brand Reinforcement: Consistently conveying the message of the brand to consumers

Brand Reinforcement: Consistently conveying the message of the brand to consumers

Brand Revitalization: Putting new life to brandsBrand Revitalization: Putting new life to brands

Brand Crises: Unfavourable situations, need to attend to them in a swift manner

Brand Crises: Unfavourable situations, need to attend to them in a swift manner

Page 18: Branding

Types Of Brands

Manufacturer Brand: Manufacture and sale by the same entity. Eg: IBM, Sony

Manufacturer Brand: Manufacture and sale by the same entity. Eg: IBM, Sony

Retail Brand: Producer and seller are different people.Eg: Chief Boot House (imports and sells in its name)

Retail Brand: Producer and seller are different people.Eg: Chief Boot House (imports and sells in its name)

Co-Brand: Two entities share a brand nameCo-Brand: Two entities share a brand name

Licensed Brand: Authorise some other entity to produce and sell goods

Licensed Brand: Authorise some other entity to produce and sell goods