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BuildingstrongbrandsKotler chapter9 Agenda Whatisabrandandhowdoesbrandingwork Whatisbrandequity Howisbrandequitybuilt measured andmanaged Whataretheimportantdecisionsindevelopingabrandingstrategy 2020 3 19 1 Whatisabrand Abrand Aname term sign symbolordesignoracombinationofthem intendedtoidentifythegoodsorservicesofonesellerorgroupofsellersandtodifferentiatethemfromthoseofcompetitors Theroleofbrands IdentifythemakerofaproductProducthandlingandtracingLegalprotectionSignalstothemarket 2020 3 19 2 abrandisapromise Uniquesellingpoint abrandisaproductwithamindmovieattachedtoit EmotionalSellingPoint BRANDING statements 2020 3 19 3 Brandequity IstheaddedvalueendowedtoproductsandservicesConsumer basedbrandequityisbasedoncustomerspositivebrandknowledgeandreactionstowardsabrandBrandpromiseBrandingandpositioning 2020 3 19 4 Buildingbrandequity Choosingbrandelements brandname logos URL s symbolsetc Memorable Meaningful Likeable Transferable Adaptable ProtectibleDesigningholisticmarketingactivities PersonalizationIntegrationInternalization Seenextslide 2020 3 19 5 Buildingsuccessfulbrands Quality Beingfirst Repositioning Positioning Brandbuilding 2020 3 19 6 Measuringbrandvalue Interbrand See Marketinginsight page294Pandanswerthefollowingquestions Whichcompaniesareintheglobaltop10ofvaluablebrandsin2008 Whichcompanieshadthehighestandlowestgrowth 2020 3 19 7 Brandingstrategies Seethefigurenextslide Tobrandornottobrand BrandsponsordecisionBrandnamedecisions IndividualnamesBlanketfamilynameSeparatefamilynamesCompanynamecombinedwithindividualproductnames 2020 3 19 8 AnOverviewofBrandingDecisions 2020 3 19 9 Exercise Discussprosandconsofusing privatelabel brandsand manufacturersbrands seenformtheperspectiveofthemanufacturer Discussprosandconsofthedifferentbrandnamestrategiesmentionedinbox3inthepreviousslide Brandnamedecision 2020 3 19 10 Agoodbrandname Suggestssomethingabouttheproduct sbenefitsEvokepositiveassociationsIndicatesproductqualityEasytopronounce recognizeandrememberShouldbedistinctiveBetransferable e g internationally 2020 3 19 11 Brandstrategy BrandextensionsandstretchingUsethebrandforproductsinothercategoriesandproductlineextensionsAdvantages Newproductacceptance costreductioninintroductionPositivefeed backtoparentbrandandcompanyDisadvantages Branddilution spreadingtothin FailuresharmtheparentbrandCannibalizingtheparentbrand 2020 3 19 12 Brandstrategy MultibrandsSeveralproducttypesinthesameproductlineCo brandingTwo morebrandsarelaunchedtogether seenextslideBrandrepositioningBrandportfolio Flankers supports Flagshipbrands Cashcows e g Gillette Sensor TracIIetc Low endandHigh endbrands 2020 3 19 13 Parallelandingredientco branding Haagen Dazsicecream Baileysliqueur Haagen DazswithBaileysflavouricecre
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