Kotler MM 13e Overheads 09

9
Creating
Brand Equity

Marketing Management, 13th ed

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?

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

The Role of Brands
Identify
Identify the
the maker
maker
Simplify
Simplify product
product handling
handling
Organize
Organize accounting
accounting
Offer

Offer legal
legal protection
protection
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The Role of Brands
Signify
Signify quality
quality
Create
Create barriers
barriers to
to entry
entry
Serve
Serve as
as aa competitive
competitive
advantage
advantage

Secure
Secure price
price premium
premium
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Brand Knowledge
Thoughts

Feelings
Knowledge
Images

Beliefs
Experiences

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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

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

BAV Key Components
Differentiation
Energy
Relevance
Esteem
Knowledge
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Figure 9.3 Brand Dynamics Pyramid
Strong Relationship

Bonding
Advantage
Performance
Relevance
Presence
Weak Relationship

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Aaker Model

Brand Identity

Core Identity
Elements

Extended Identity
Elements

Brand Essence

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Figure 9.4 Brand Resonance Pyramid

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Drivers of Brand Equity

Brand Elements
Marketing Activities
Meaning Transference
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Brand Elements
Brand
names
Slogans

Characters

URLs

Elements

Logos

Symbols

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Brand Element Choice Criteria
•
•
•
•
•
•

Memorable
Meaningful
Likeability
Transferable
Adaptable
Protectible

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

Designing Holistic Marketing Activities

Personalization
Integration
Internalization
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Figure 9.5 Secondary Sources of
Brand Knowledge

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Measuring Brand Equity
Brand
Brand Audits
Audits
Brand
Brand Tracking
Tracking

Brand
Brand Valuation
Valuation

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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

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

Brand Naming
Individual
Individual names
names
Blanket
Blanket family
family names
names
Separate
Separate family
family names
names
Corporate
Corporate namenameindividual
individual name
name combo
combo
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall

Brand Roles in a Brand Portfolio

Flankers

Cash Cows

Low-end
Entry-level

High-end
Prestige

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