Creating Brand Equity
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?
ESPN: A Strong Brand
Steps in Strategic Brand Management
Identifying and establishing brand positioning
Planning and implementing brand marketing
Measuring and interpreting brand performance
Growing and sustaining brand value
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.

The Role of Brands
The Role of Brands
What is Branding?
Branding is endowing products and services with the power of the brand.
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.
Brand Knowledge
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
Apple is a Strong Brand
What is a Brand Promise?
A brand promise is the marketer’ s vision of what the brand must be and do for consumers.

Burger King Builds Its Brand with Social Connectivity
Brand Equity Models

Brand Asset Valuator
Aaker Model
BRANDZ
Brand Resonance
BAV Key Components
Figure 9.3 Brand Dynamics Pyramid
Aaker Model
Figure 9.4 Brand Resonance Pyramid
Drivers of Brand Equity
Brand Elements
Brand Element Choice Criteria

Memorable
Meaningful
Likeability
Transferable
Adaptable
Protectible

Slogans
Like a good neighbor, State Farm is there
Just do it
Nothing runs like a Deere
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

Designing Holistic Marketing Activities
Internal Branding
Choose the right moment
Link internal and external marketing
Bring the brand alive for employees
Figure 9.5 Secondary Sources of Brand Knowledge
Measuring Brand Equity
Table 9.2 The 10 Most Valuable Brands
Managing Brand Equity
Interbrand’ s Steps in Calculating Brand Equity
Market segmentation
Financial analysis
Role of branding
Brand strength
Brand value calculation
Devising a Branding Strategy
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
Brand Naming
Reasons for Brand Portfolios
Increasing shelf 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
Brand Roles in a Brand Portfolio
Marketing Debate
Marketing Discussion

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