chapter 9 creating brand equity

Phillip

Kevin Lane

Kotler • Keller
Marketing Management • 14e


Creating Brand Equity


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?
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Strategic Brand Management
Plan

Measure/

Interpret

Identify
Grow

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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.”


Role of Brands
Consumer Benefits
Brands:
• Identify source/maker

• Simplifies decision making
• Reduces risk

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Role of Brands
Marketer Benefits
Brands:
• Simplify product handling
• Protect unique features

• Create loyalty
• Establish barriers to entry

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Scope of Branding
Creating difference between products

Brand

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Brand Equity
The added value endowed on products
and services because of the brand.

Customer-based Brand Equity
Differences in
consumer response

Consumers’ brand
knowledge

Perceptions, preferences,
and behaviors
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Brand Promise

What the brand must be
and do for consumers.

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Brand Equity Models
• BrandAsset Valuator (BAV)

• BrandZ
• Brand Resonance Model

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BrandAsset® Valuator Model

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Universe 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.

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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

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Brand Resonance Pyramid

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Building Brand Equity
Brand
Elements

Brand Equity

Secondary

Associations
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Marketing
Activities
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Brand Elements
•
•
•
•
•
•
•
•
•
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Brand Names
URLs
Logos
Symbols
Characters
Spokespeople
Slogans
Jingles
Packages
Signage

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Brand Element Choice Criteria
Brand Builders
Memorable
Meaningful
Likable
Defensive
Transferable
Adaptable
Protectable
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Developing Brand Elements
What was the
name of that
cookie I like?

• Easy to recall
• Descriptive
• Persuasive
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Holistic Marketing Activities

Word of Mouth

Observation

Interactions w/company
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Secondary Associations
Geographic Regions
Other Brands
Brand

Characters
Spokespeople

Sporting Events

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Secondary Source of Brand Knowledge
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Internal Branding

Employees

Brand
Promise
Partners

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Brand Communities
Members have:
• Brand Connection
• Shared rituals/stories

• Responsibility to community

H.O.G.®
Harley Owners Group
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