Jesus, great teacher and our Lord, you

were sent by the Father to teach us that

he is the source of all that is good, the
fountain of wisdom and knowledge.
Gathered today in a room, we ask you to send the
Holy Spirit to help us understand our lesson,
guide us in everything that we will learn today,
may he/she be an effective instrument, and that
from him/her we may seek the goodness of life
that you have prepared for us. This we ask
through Christ our Lord.
Amen

t
p

a
h
9
C r
e

Creating Brand

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

Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall

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.

Branding has been around for centuries as

a means to distinguish the goods of one
producer from those of another.

Functional,rational or tangible related to

product performance of the brand
Symbolic,emotional, tangible- related to
what the brand represents

The Role of Brands

Identify the maker
Simplify product handling
Organize accounting
Offer legal protection

Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall

The Role of Brands

Signify quality
Create barriers to entry
Serve as a competitive
advantage
Secure price premium
Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall

Marketers need to teach consumers:

"who" the product is;
"what" the product does; and
"why" consumers should care.
It is all about making differences between
products.
Bran
d

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.

Customer-based Brand
Equity
Differences in
consumer
response

Consumers
brand
knowledge

Perceptions,
preferences, and
behaviors

Brand Knowledge
Thoughts

Feelings
Knowledge
Images

Beliefs
Experiences

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

Apple is a Strong Brand

Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall

What is a Brand Promise?

A brand promise is the

marketers 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

BRAND STRENGTH

Differentiation
Measures the degree to which a brand is seen different from others .

Relevance

Measures the breadth of a brand's appeal.

BRAND STATURE

Esteem

Measures how well the brand is regarded and respected.

Knowledge

Measures how familiar and intimate are consumers with the brand.

e
r
u
g
Fi 9.1

BrandAsset Valuator
Model

Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall

Slide 21 of 37

Aaker Model
Market Behaviour Measures
Market share
Price and Distribution indices

Associations/
Differentiation Measures
Perceived Value
Brand Personality
Organizational Associations

Loyalty Measures
Price premium
Satisfaction /loyalty

Measuring
Brand
Equity

Awareness Measures
Brand Awareness

Perceived Quality/
Leadership Measures
Perceived Quality
Leadership

Aaker Model
Brand Identity
Unique set of brand associations that represent
what the brand stands for and promises to customers.

Core Identity
Elements
-central, timeless essence of a brand

Extended Identity
Elements

-various brand identity elements, organized

into cohesive and meaningful groups.

e
r
u
g
Fi 9.3

Brand Dynamics
Pyramid

Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall

Slide 24 of 37

Figure 9.4 Brand Resonance Pyramid

Drivers of Brand Equity

Brand Elements
Marketing Activities
Meaning Transference

Brand Element Choice Criteria

Memorable
Meaningful
Likeability
Transferable
Adaptable
Protectible

Developing Brand Elements

What was the
name of that
cookie I like?

Easy to recall
Descriptive
Persuasive

Designing Holistic Marketing Activities

Personalization
Integration
Internalization

Holistic Marketing Activities

Word of
Mouth

Observation

Interactions
w/company

Internal Branding

Choose the right moment

Link internal and external marketing
Bring the brand alive for employees

Internal Branding
Employe
es

Brand
Promise
Partners

Secondary Associations
Geographic
Regions
Other Brands
Brand

Characters
Spokespeople
Sporting Events

Figure 9.5 Secondary Sources of

Brand Knowledge

Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall

Measuring Brand Equity

Brand Audits

Brand Tracking

Brand Valuation

Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall

Measuring Brand Equity

Brand Audit

Brand-tracking

Measuring Brand Equity

Brand Audit

Brand-tracking

Social media is changing the way we

communicate and the way we are
perceived, both positively and
negatively. Everytime you post a photo,
or update your status, you are
contributing to your own digital footprint
and personal brand.
-Amy Jo Martin

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

McDonalds

$27.50

Mercedes-Benz

$22.13