branding
DESCRIPTION
TRANSCRIPT
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.
The Role of Brands
Identify the makerIdentify the maker
Simplify product handlingSimplify product handling
Organize accountingOrganize accounting
Offer legal protectionOffer legal protection
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
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
Knowledge
Thoughts
Experiences
BeliefsImages
Feelings
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
Brand Equity Models
• Brand Asset Valuator
• Aaker Model
• BRANDZ
• Brand Resonance
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
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:-
Figure 9.4 Brand Resonance Pyramid
Drivers of Brand Equity
Brand Elements
Marketing Activities
Meaning Transference
Brand Elements
ElementsElementsSlogans
Brand
names
Logos
SymbolsCharacters
Brand Element Choice Criteria
• Memorable• Meaningful• Likeability• Transferable• Adaptable• Protectible
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
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
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
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