3Brandsbuilding-brandequity

BuildingBrandEquityChapter9InternationalBusinessSchoolSunYat-sunUniversityCo-Instructor:JiangLianxiong(蒋廉雄):[e-mail](冯睿):[e-mail]2ContentsofChapter9•DefiningBrandandBrandEquity•DevelopingaBrandingStrategy•PlanningandImplementingaBrandMarketingProgram•MeasuringBrandEquity•ManagingBrandOvertime•ChapterCase:P&G3DefiningBrandandBrandEquity4DefiningBrandandBrandEquityWhatisaBrand?5WhatisaBrand?Aname,term,sign,symbolordesign,oracombinationofthem,intendedtoidentifythegoodsorservicesofonesellerorgroupofsellersandtodifferentiatethemfromthoseofcompetitors.6WhatisaBrand?AttributesBenefitsValuesCultureUserPersonality7TheRoleofBrands•Identifythemaker•Simplifyproducthandling•Organizeaccounting•Offerlegalprotection•Signifyquality•Createbarrierstoentry•Serveascompetitiveadvantage•Securepricepremium8TheScopeofBranding•Physicalgoods•Service•Person•Place•Organization•Idea•…….9WhatisBranding?Endowingproductsandserviceswiththepowerofabrand.10WhatisBrandEquity?Theaddedvalueendowedtoproducts,reflectedinhowconsumersthink,feel,andactwithrespecttothebrand,aswellastheprices,marketshare,andprofitabilitythatthebrandcommandsforthefirm.11BrandEquity•Brandequityarisesfromdifferencesinconsumerresponsetothebrand•Differencesinresponsearearesultofbrandknowledge•Differentialresponseisreflectedinperception,preferences,andbehaviorrelatedtothemarketingofthebrand12BrandValueChain13MarketingAdvantagesofStrongBrands•Improvedperceptions•Greaterloyalty•Lessvulnerabletocompetition•Lessvulnerabletocrises•Largermargins•Moreinelasticresponsetopriceincreases•Moreelasticresponsetopricedecreases•Greatertradecooperation•Increasedmarketingcommunications•Possiblelicensingopportunities•Brandextensionopportunities14DriversofBrandEquityBrandElementsMarketingActivitiesMeaningTransference15BrandKnowledgeKnowledgeThoughtsExperiencesBeliefsImagesFeelings16BrandAssociations•Brandassociationsshouldbe:•Strong•Unique•Favorable17SecondarySourcesofBrandKnowledge18HypotheticalHaierAssociationsMap19DevelopingaBrandingStrategy20Steps/TasksinStrategicBrandManagement•Identifyingandestablishingbrandpositioning•Planningandimplementingbrandmarketing•Measuringandinterpretingbrandperformanceandbrandequity•Growingandsustainingbrandvalue21AnOverviewofBrandingStrategicDecisionsBrandingDecision•Brand•NobrandBrand-SponsorDecision•Manu-facturerbrand•Distribu-tor(private)brand•Licensedbrand•Co-brandingBrand-NameDecision•Individualbrandnames•Blanketfamilyname•Separatefamilynames•Company-individualnamesBrand-ManagementOver-time•Reposi-tioning•Reinforce•Revitualization•AdustmenttobrandprotfolioBrand-StrategyDecision•Lineextension•Brandextension•Multi-brands•Newbrands•Cobrands22DevisingaBrandStrategiesBrandExtensionNewBrandNameProductCategoryLineExtensionExistingExistingMultibrandsNewNewBrands23BrandPortfolio/BrandNamingIndividualnamesBlanketfamilynamesSeparatefamilynamesCorporatename-individualnamecombo24Individualnames/多品牌策略25ReasonsforMultipleBrandsinPortfolio•Toincreaseshelfpresenceandretailerdependence•Toattractconsumersseekingvariety•Toincreaseinternalcompetition•Toyieldeconomiesofscale26Blanketfamilynames/统一品牌策略27Separatefamilynames/分类品牌策略白电与电工（如灯管）黑电（如电视机）28Corporatename-individualnames/企业名称＋个别品牌策略29BrandingNewProducts•Brandextension•Sub-brand•Parentbrand•Familybrand•Lineextension•Categoryextension•Brandline•Brandmix•Brandedvariants•Licensedproduct30Co-BrandingandIngredientBranding•Co-branding•Twoormorewell-knownbrandscombinedintoajointproductormarketedtogether•Benefits-canincreasesales,producemoreinformationonconsumers,reducecosts,accelerateadoptionbyvirtueofcombinedbrands•Risks-losecontrol,overexposureleadingtodilutionofassociationtransfer,losefocusonexistingbrands•Ingredientbranding–createbrandequitybyincludingmaterials,componentsaspartofaproductintootherbrandedproducts(e.g.“Intelinside”)31BrandExtensionsAdvantages•Improvedoddsofsuccess•Developmentofpositiveconsumerexpectations•Accesstoretailersupport•Leverageofcurrentbrandawareness•Economiesofscaleinadvertising,packaging,distributionDisadvantages•Dilutionofbrandname•Risktobrandintegrity•Riskofharmtoparentbrand•Cannibalizationofparentbrand•Lostopportunitytocreatenewbrand•useexistingbrandtointroduceanewproduct32ReasonsforMultipleBrandsinPortfolio•Toincreaseshelfpresenceandretailerdependence•Toattractconsumersseekingvariety•Toincreaseinternalcompetition•Toyieldeconomiesofscale33BrandRolesinaBrandPortfolioFlankersLow-endEntry-levelHigh-endPrestigeCashCows34Copyright©2009PearsonEducation,Inc.PublishingasPrenticeHall9-34DesigningHolisticMarketingActivitiesPersonalizationIntegrationInternalization35InternalBranding•Choosetherightmoment•Linkinternalandexternalmarketing•Bringthebrandaliveforemployees36DevisingandImplementingaBrandingProgram37DevisingaBrandingProgramDevelopnewbrandelementsApplyexistingbrandelementsUseacombinationofoldandnew38BrandElementsElementsSlogansBrandnamesURLsLogosSymbolsCharacters39GoodBrandNames:SuggestProductBenefitsDistinctiveLackPoorForeignLanguageMeaningsSug