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?

Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-2

 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

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 The Role of Brands

Identify the maker

Simplify product handling

Organize accounting

Offer legal protection

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 The Role of Brands

Signify quality

Create barriers to entry

Serve as a competitive
advantage

Secure price premium

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 Brand Knowledge

Thoughts Feelings

Knowledge

Beliefs Images

Experiences

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 Advantages of Strong Brands

Improved Larger margins

perceptions of More inelastic
product consumer response
performance Greater trade
Greater loyalty cooperation
Less vulnerability Increased marketing
to competitive communications
marketing actions effectiveness
Less vulnerability Possible licensing
to crises opportunities
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 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

Core Identity
Brand Identity
Elements

Extended Identity
Brand Essence
Elements

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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 URLs

Slogans
Elements
Logos

Characters
Symbols

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 Brand Element Choice Criteria

Memorable
Meaningful
Likeability
Transferable
Adaptable
Protectible

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 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 Audits

Brand Tracking

Brand Valuation

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 Branding Terms

Brand line Line extension

Brand mix Category extension
Brand extension Branded variants
Sub-brand Licensed product
Parent brand Brand dilution
Family brand Brand portfolio

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 Brand Naming

Individual names

Blanket family names

Separate family names

Corporate name-
individual name combo

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 Brand Roles in a Brand Portfolio

Flankers Cash Cows

Low-end High-end
Entry-level Prestige

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