Creating Brand Equity

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?
Strategic Brand Management
Plan Measure/
Interpret
Identify
Grow
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
Role of Brands
Marketer Benefits
Brands:
•Simplify product handling
•Protect unique features
•Create loyalty
•Establish barriers to entry
Scope of Branding
Creating difference between products
Bran
d
Brand Equity
❑ The added value endowed on products and services because of the

brand.
Customer-based Brand Equity
Differences in Consumers’ brand

consumer response knowledge
Perceptions, preferences,
and behaviors
Brand Promise
What the brand must be

and do for consumers.
Brand Equity Models
1. BrandAsset Valuator (BAV)

2. BrandZ
3. Brand Resonance Model
BrandAsset® Valuator Model
Universe of Brand Performance
These brands Customers find

have relevance, these brand
but only to a small irresistible. They
audience. have high
earnings and
margin power.
These brands
can’t overcome
These brands what is already
are not well known about
known. Many are them.
new, others are
lost.
.3
9
re
gu
Fi Brand Dynamics Pyramid
.4
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Fi Brand Resonance Pyramid
Building Brand Equity
1. Brand Elements
• Brand Names
• URLs
• Logos
• Symbols
• Characters
• Spokespeople
• Slogans
• Jingles
• Packages
• Signage
Brand Element Choice Criteria
1. Brand Builders
Memorable
Meaningful
Likable
2.Defensive
Transferable
Adaptable
Protectable
Developing Brand Elements
What was the

name of that
cookie I like?
• Easy to recall
• Descriptive
• Persuasive
2. Holistic Marketing Activities
Observation Word of Mouth
Interactions w/company
3. Secondary Associations
Geographic
Regions
Other Brands
Brand Characters
Spokespeople
Sporting Events
.5
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Fi
Secondary Source of Brand Knowledge

Internal Branding
Employee
s
Brand
Promise
Partners
Brand Communities
Members have:
• Brand Connection
• Shared rituals/stories
• Responsibility to community
H.O.G.®
Harley Owners Group
Measuring Brand Equity
Brand Audit
Brand-tracking Studies
.6
9
re
gu Brand Value Chain
Fi
World’s 10 Most Valuable Brands
Ran 2009 Brand Value

Brand
k (Billions)
1 Coca-Cola $68.7
2 IBM $60.2
3 Microsoft $56.6
4 GE $47.8
5 Nokia $34.9
6 McDonald’s $32.3
7 Google $32.0
8 Toyota $31.3
9 Intel $30.6
10 Disney $28.4
.7
9
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Fi Interbrand Brand Valuation
Managing Brand Equity
Brand Revitalization
Brand Reinforcement
Branding Strategy
Develop new brand elements

Apply existing brand elements
Combine new and existing elements
Branding Strategy
Parent Brand
(Master or Family Brand)
Line Extension Category Extension

Tide Honda
-Fruit on the Bottom -Automobiles
-Fruit Blends -Lawn Mowers
Branding Decisions
Individual Brand Names

• Bisquick
• Gold Medal
• Wheaties
• Yoplait
Company Brand
GE, Heinz, Campbell Soup
Sub-brand name
Kellogg’s Rice Krispies, Frosted Flakes…
Brand Portfolio
❑ A brand portfolio is the set of all brands and brand lines a particular
firm offers for sale in a particular category or market segment.
Brand Portfolio - Sony
Televisions Portable Sony

Computer Cameras Games
Theatre Electronics Pictures
VAIO Cyber-shot Televisions Walkman Movies PlayStation
-notebook Video MP3 -Theatre -PS3
Alpha SLR Home
-desktop -DVD -PS2
theatre Rolly
HandyCam -Blue-ray -Portable
Digital Home systems
Reader
Printers Television
Disc Burner Blu-ray Disc Digital Book
-Comedy
Digital
Location Free DVD players Sony Cell -Drama
picture
Phone -Daytime
mylo frames Home audio
-Cartoons
components GPS
Software Photo
services Music
Brand Roles
High-end Prestige
Cash Cows
Low-end Entry Level

Flankers
Brand Extensions
Improve the odds of new-product success

Creating Brand Equity

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Creating Brand Equity

1. How do consumer characteristics influence buying behavior?

2. What major psychological processes influence consumer

3. How do consumers make purchasing decisions?

4. In what ways do consumers stray from a deliberative, rational

❑ “A name, term, sign, symbol, or design, or a combination of them,

•Simplifies decision making

Creating difference between products

❑ The added value endowed on products and services because of the

Differences in Consumers’ brand

What the brand must be

1. BrandAsset Valuator (BAV)

These brands Customers find

What was the

Observation Word of Mouth

Secondary Source of Brand Knowledge

Ran 2009 Brand Value

Develop new brand elements

Line Extension Category Extension

Individual Brand Names

Televisions Portable Sony

Low-end Entry Level

Improve the odds of new-product success

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