the brand - york technical collegeetc.yorktech.com/mkt101/chapter 8 - brand r3.pdfinfluences be...

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Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 8- 1

The Brand

Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 2Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 8-

Chapter Objectives

1. How does brand function as the link between consumers and companies?

2. What are the influences that can either enhance or diminish a company’s position in the marketplace? How can those influences be built into brand equity?

3. What are the steps and methods involved in developing a strong brand?

4. What resources are required when managing brands?


Objective 1

How does a brand function as the link

between consumers and companies?

D

E

F

I

N

E

D


A Brand is a promise to deliver specific

benefits associated with products or

services to consumers.

E

X

P

L

A

I

N

E

D


Brand

Represents Ownership

Distinguishes from Competitors

Adds Value

Delivers a Promise

OffersConsistency

For the manufacturer

For the consumer

A

P

P

L

I

E

D


Product vs. Brand

Made in a factory

Easily duplicated

Can be outdated

Generic

Created through marketing efforts

Is unique

Is timeless

Has personality

A

P

P

L

I

E

D



Objective 2

What are the influences that can either

enhance or diminish a company’s

position in the marketplace? How can

those influences be built into brand

equity?

D

E

F

I

N

E

D


Brand Equity is the power of a

brand, through creation of a distinct

image, to influence customer behavior.

E

X

P

L

A

I

N

E

D


Brand Equity

Croft & Barrow$20.00

Cutter & Buck$62.00

Ralph Lauren$150.00

A

P

P

L

I

E

D


Brand Equity

T

H

I

N

K

A

B

O

U

T

I

T


2008Rank

2007 Rank

Company Brand Value

1 1 Coca-Cola $66.7

2 3 IBM $59.0

3 2 Microsoft $59.0

4 4 GE $53.1

5 5 Nokia $35.9

6 6 Toyota $34.0

7 7 Intel $31.3

8 8 McDonald’s $31.0

9 9 Disney $29.3

10 20 Google $25.6

2008 Global Brands Rankings

Source: Business Week / Interbrand study

A

P

P

L

I

E

D


Building Brand Equity

BrandEquity


Objective 3

What are the steps and methods

involved in developing a strong brand?

D

E

F

I

N

E

D


A Strong Brand occupies a distinct position

in consumers’ minds based on relevant

benefits and creates

an emotional connection

between businesses and

consumers.

B

E

X

P

L

A

I

N

E

D


Building Strong Brands

Project the Right

Message

Provide Identity

Saves Time

A

P

P

L

I

E

D



Starts with positioning

High Quality

Low Quality

High Price

LowPrice

A

P

P

L

I

E

D



A

P

P

L

I

E

D


Brand

Name

Selection

A

P

P

L

I

E

D


Brand Sponsorship

Manufacturer (National) Brands

Store (Private Label) Brands

Licensing

Co-branding

Kellogg’s Pop-tarts with

Smucker’s Jelly

Disney Princess

Band-aids

HeinzKellogg’s

MeijerPublics

A

P

P

L

I

E

D


Brand Development

Line Extension

Brand Extension

Crayola Crayons, Markers, Paints…

Disney Cruises

New BrandsToyota Lexus

MultibrandsP&G Tide, Gain, Dreft


Objective 4

What resources are required when

managing brands?

D

E

F

I

N

E

D


Brand Management is the overall

coordination of a brand’s equities to

create long-term brand

growth through overseeing

marketing mix

strategies.

E

X

P

L

A

I

N

E

D


Managing Brands

Consistent Brand Message

Manage Customer Experience

Focus on Long-term Growth

A

P

P

L

I

E

D


Product Recalls

Brand Protection

Bad Publicity

Counterfeit Products

Genericize

T

H

I

N

K

A

B

O

U

T

I

T


Genericized

Aspirin

Yo-Yo

Webster’s Dictionary

P

L

A

N

T

I

N

G

S

E

E

D

S


What are These


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