營(yíng)銷(xiāo)管理(亞洲版-第5版-(9)[106頁(yè)]課件

1、9-1Copyright 2009 Pearson Education South Asia Pte LtdCopyright 2009 Pearson Education South Asia Pte LtdCreating Brand EquitySlides adapted by Geoffrey da SilvaCopyright 2009 Pearson Education South Asia Pte Ltd9-29-3Understand what a is brand and how branding worksUnderstand what brand equity isUn

2、derstand how brand equity is built, measured, and managedUnderstand the important decisions in developing a branding strategyLearning Objectives:9-4Importance of brand managementMarketers of successful 21st-century brands must excel at the strategic brand management process. Strategic brand manageme

3、nt combines the design and implementation of marketing activities and programs to build, measure, and manage brands to maximize their value 9-5The four steps of strategic brand managementIdentifying and establishing brand positioningPlanning and implementing brand marketingMeasuring and interpreting

4、 brand performanceGrowing and sustaining brand value9-6What is Brand Equity?The American Marketing Association defines a brand as “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 f

5、rom those of competitors.” 9-7Key dimensions of brandingA brand is thus a product or service that adds dimensions that differentiate it in some way from other products or services designed to satisfy the same need. These differences may be functional, rational, or tangible-related to the product per

6、formance of the brand.They may also be more symbolic, emotional, or intangible-related to what the brand represents.9-8The Role of BrandsIdentify the makerSimplify product handlingOrganize accountingOffer legal protection9-9The Role of BrandsSignify qualityCreate barriers to entryServe as a competit

7、ive advantageSecure price premium9-10The Role of Brands:Brands identify the source or maker of a product and allow consumers to assign responsibility to a particular manufacturer or distributor. Consumers learn about brands through experiences with the product and its marketing program.Brands perfor

8、m valuable functions for the company. Brands can signal a certain level of quality so that satisfied buyers can easily choose the product again.9-11The Role of Brands (contd)Brand loyalty provides predictability and security of demand for the firm and creates barriers for other firms.Branding can be

9、 seen as a powerful means to secure a competitive advantage To firms, brands thus represent enormously valuable pieces of legal property that can influence consumer behavior, be bought and sold, and provide the security of sustained future revenues to their owner.9-12Branding in Asia:Branding, howev

10、er, has not been a historical imperative for many Asian businesses. The reasons are: Asian businesses were more involved in performing the distribution function such as imports and exports. Ideological reasons led countries such as China and Vietnam to discourage branding in the past. Many companies

11、 (e.g., those in Taiwan) have been successful in contract manufacturing under global brand names.Others have benefited as franchisees or as regional joint-venture partners of Western franchises.Previously protected domestic industries and markets also meant there was less need to invest in brand bui

12、lding.9-13Requirements for successful branding for Asian firms:Overcome inherent parochialismAdopt a corporate culture which sustains global perspectiveKeep Asian brand identity - go globalRise above cheap low-quality imageThink global despite being small9-14The Scope of Branding:Branding is endowin

13、g products and services with the power of a brand. Branding is all about creating differences between products. To brand a product, it is necessary to teach consumers “who” the product is, “what” the product does, and “why” consumers should care.Branding involves creating mental structures and helpi

14、ng consumers organize their knowledge about products and services in a way that clarifies their decision-making and provides value to the firm.9-15The Scope of Branding (contd)For branding strategies to be successful and brand value to be created, consumers must be convinced that there are meaningfu

15、l differences among brands in the product or service category.The key to branding is that the consumer must not think that all brands in the category are the same.Brand differences are often related to attributes or benefits of the product itself.Branding can be applied virtually anywhere where the

16、consumer has a choice.9-16Defining Brand Equity:It may be reflected in how consumers, think, feel and act with respect to the brand as well as the prices, market share and profitability that the brand commands for the firm.Brand equity is an important intangible asset to the firm that has psychologi

17、cal and financial value.Customer-based brand equity can be defined as the differential effect that brand knowledge has on consumer response towards the marketing of that brand.9-17Positive and Negative Customer Brand Equity:A brand is said to have positive customer-based brand equity when consumers

18、react more favorably to a product and the way it is marketed when the brand is identified as compared to when it is not. A brand is said to have negative customer-based equity if consumers react less favorably to marketing activity for the brand under the same circumstances. 9-18Brand KnowledgeKnowl

19、edgeThoughtsExperiencesBeliefsImagesFeelings9-19Brand Equity and Brand Knowledge:Brand knowledge consists of all thoughts, feelings, images, experiences, beliefs, and so on that become associated with the brand.Marketers need to build a strong brand by ensuring that customers have the right type of

20、experiences with products and services and that their marketing programs create the desired brand knowledge structures for the brand.9-20Advantages of Strong Brands:9-21Brand Equity as a Bridge:Marketing dollars spent each year on products and services should be thought of as investments in consumer

21、 brand knowledge. It is actually possible to “overspend” on brand building if money is not spent wisely. A brand is essentially a marketers promise to deliver predictable product or service performance. A brand promise is the marketers vision of what the brand must be and what it can do for consumer

22、s. 9-22Asian brands (Ian Batey): Four Types of East Asian AssetsGolden Assets: Tiger Balm, Boh TeaAcquired Assets: Raffles Hotel, InfosysPotential Assets: Hailer, Tsingtao Combine Acquired & Potential Assets9-239-24Brand Equity Models:Brand Asset Valuator (BAV) ModelAaker ModelBRANDZ ModelBrand Reso

23、nance Model9-25Brand Asset Valuator ModelAdvertising agency Young and Rubicam (Y&R) developed a model of brand equity called Brand Asset Valuator (BAV). The four key components of brand equity according to BAV are:DifferentiationRelevanceEsteemKnowledgeDifferentiation and relevance combine to determ

24、ine brand strength.Esteem and knowledge combine to create brand structure.Brand strength and brand structure can be combined to form a power Grid that depicts the stages in the cycle of brand development in successive quadrants. 9-269-27Aaker Model5 Categories of Brand Assets and Liabilities:Brand l

25、oyaltyBrand awarenessPerceived qualityBrand associationsOther proprietary assets such a patents, trademarks, and channel relationships. 9-28Aaker sees brand identity as consisting of twelve dimensions organized around four perspectives:Brand-as-product (product scope and attributes, quality/value, u

26、se, users, country of origin)Brand-as-organization (organizational attributes, local versus global)Brand-as-person (brand personality, brand-customer relationships)Brand-as-symbol (visual imagery/metaphors and brand heritage 9-29Aaker also conceptualizes brand identity as including a core and an ext

27、ended identity Core identity the central, timeless essence of the brandExtended identity includes various brand identity elements, organized into cohesive and meaningful groups. 9-30BRANDZ ModelAccording to this model, brand building involves a sequential series of steps, where each step is continge

28、nt upon successfully accomplishing the previous step. Research has shown that bonded consumers build stronger relationships with the brand and spend more of their category expenditures on the brand than those at lower levels of the pyramid. 9-319-32Brand Resonance ModelViews brand building as an asc

29、ending, sequential series of steps, from bottom to top.Enduring identification of the brand with customers and an association of the brand in customers minds with a specific product class or customer need.Firmly establishing the totality of brand meaning in the minds of customers by strategically li

30、nking a host of tangible and intangible brand associations 9-339-34How to reach the pinnacle of the pyramid?Brand salience is how often and easily consumers think of the brand Brand performance is how well the product or service meets customers functional needsBrand imagery describes the extrinsic p

31、roperties of the product or serviceBrand judgments focus on customers own personal opinions and evaluationsBrand feelings are the customers emotional responses and reactions with respect to the brand. Brand resonance refers to the nature of the relationship customers have with the brand and the exte

32、nt to which they feel theyre “in sync” with it. 9-35Building Brand Equity:Creating the right brand knowledge with right consumers3 brand equity drivers:Initial choices for elements that makes up the brand Product, marketing activities & programsOther associations passed to the brand when linked to o

33、ther entity9-36Choosing Brand ElementsBrand elements are those trade-markable devices that identify and differentiate the brand. Choose brand elements to build as much brand equity as possible. Test and see what consumers would think or feel about the product if they only knew about that particular

34、brand element. 9-37Brand ElementsElementsSlogansBrandnamesURLsLogosSymbolsCharactersMemorableMeaningfulLikeabilityTransferableAdaptableProtectible Brand Elements Choice Criteria9-38First three characterized as “brand building” in terms of how brand equity can be built through the judicious choice of

35、 a brand elementThe latter three are more “defensive” and are concerned with how the brand equity contained in a brand element can be leveraged and preserved in the face of different opportunities and constraints. Brand ElementsMemorableBrand - easily recalled, recognized?Name - look distinctive mem

36、orableMeaningful Values consumers seekAsia Pacific - probe taboos, religious connotations - colors, numbers9-399-409- 41Meaningful Asian examples from text: 9-42Likeability Is it likable visually, verbally?Eg: Fuji/Xerox Shagaku, a handheld copier, fits image wellTransferableCan be used to introduce

37、 new products in other categories?Brand Elements9- 43AdaptableHow adaptable & updatable is brand? Asian brands - retain traditional values as they modernize Brand Elements9- 44ProtectibleHow legally protectible is it?Unique brand name can be intimately identified with product category Eg: Scotch Tap

38、e & Post-it notesBrand Elements9- 45Copyright 2009 Pearson Education South Asia Pte LtdProtecting the Brand9-46Elements to identify products marketers have may choicesLikeability & appeal are criticalBrand elements can play a number of brand-building rolesLess concrete benefits, essential that eleme

39、nts capture brands intangible characteristicsDeveloping Brand Elements9-47Slogans are powerful brand elementsRepresent the “Hooks”: what is a brand & special qualities about the brandHelps to summarize and translate the marketing intentExample: Capturing innherent brand meaning in slogans“A Great Wa

40、y to Fly” Singapore Airlines“Connecting People” NokiaChoosing Brand Elements9-48A brand contact can be defined as any information-bearing experience a customer or prospect has with the brand, the product category, or the market that relates to the marketers product or service. Brand “Contact Points”

41、 and the importance of Holistic Marketing9-49Customers come to know a brand through a range of contacts and touch points:Personal observationsPersonal useWord of mouthInteractions with company personnelOn-line or telephone experiencesPayment transactionsAdvertising alone does not build brands9-50Des

42、igning Holistic Marketing ActivitiesHolistic marketers - 3 themes - brand-building marketing programs:Personalization, integration & internalization9-51The rapid expansion of the Internet has created opportunities to personalize marketing. From a branding point-of-view, it is about getting the consu

43、mer more actively involved with a brand by creating an intense, active relationship.Personalizing marketing is about making sure that the brand and its marketing is relevant to as many customers as possible. Personalization9-52Permission marketing is the practice of marketing to consumers only after

44、 gaining their express permission. It is based on the premise that marketers can no longer use “interruption marketing” via mass-media campaigns.Participatory marketing may be a more appropriate concept “Permission Marketing”9-53Personalization in Asian MarketingBrand management in Asia - brand rela

45、tionships with customersIn Asia: Trusted agent-friend, not outsiderBrand-driven customer relationship management establish relative positions for brand & customerRelationship brand manager - find products for customers9-54Integrating marketing is about mixing and matching marketing activities to max

46、imize their individual and collective effects. Marketers need a variety of different marketing activities that reinforce the brand promise. Integration is especially critical with marketing communications.From the perspective of brand building, all communication options should be evaluated in terms

47、of ability to affect brand equity. Integration9-55Each communication should be judged in terms of the effectiveness and efficiency that it affects, brand awareness and whether it creates, maintains, or strengthens brand image. Brand awareness is the consumers ability to identify the brand under diff

48、erent conditions, as reflected by their brand recognition or recall performance. Brand image is the perceptions and beliefs held by consumers as reflected in the associations held in consumer memory. Integration (contd)9-56Marketers must adopt an internal perspective to consider what steps to take t

49、o be sure employees and marketing partners appreciate and understand basic branding notions, and how they can helpor hurt brand equity. Internal branding refers to activities and processes that help to inform and inspire employees. Brand bonding occurs when customers experience the company deliverin

50、g on its brand promise. The brand promise will not be delivered unless everyone in the company lives the brand. Internalization9-57Customer experience with staff influences brand perception: Example: Inflight service by the Singapore Girl Critical ingredient of Singapore Airlines branding successInt

51、ernalization example:9-58Some important principles for internal branding are: Choose the right momentLink internal and external marketingBring the brand alive for employeesPrinciples of Internal Branding9-59The third and final way to build equity is, in effect, to “borrow it.” That is, create brand

52、equity by linking the brand to other information in memory that conveys meaning to consumers.Leveraging on Secondary Associations9-60The brand may be linked to certain source factors: The companythrough branding strategiesCountries or other geographical regionsidentification of product originChannel

53、s of distributionchannel strategyOther brandsingredient or co-brandingSecondary “brand associations”9-61CharacterslicensingSpokespeopleendorsementsSporting or cultural eventssponsorshipsOther third party sourcesawards or reviewsSecondary brand associations9-629-63Measuring Brand Equity- Brand Audits

54、Brand auditConsumer-focused - assess brand health, equity sources - improve & leverage itAffect strategy & brands performanceBrand audits - 2 steps: Brand inventoryBrand exploratory9-64Measuring Brand Equity- Brand AuditsBRAND INVENTORYCurrent profile - how products are marketed & brandedWhat curren

55、t perception may be based onBRAND EXPLORATORYUnderstand thoughts on brand, category Identify brand equity sources Qualitative research techniques9-65Measuring Brand Equity- Brand TrackingTracking studies collect data from consumers on a routine basis over timeCurrent data - brands & marketing perfor

56、manceImportant to monitor brand health & equity9-66The brand value chain is a structured approach to assessing the sources and outcomes of brand equity and the manner in which marketing activities create brand value. Brand Value Chain9-679-689-69Brand equity needs to be distinguished from brand valu

57、ation that is the job of estimating the total financial value of the brand. Marketing Insight: What is a brand worth?Describe the brand valuation process which consists of: market segmentation, financial analysis, role of branding, brand strength, and brand value calculation.Brand Valuation9-709-71M

58、anaging Brand Equity- Brand ReinforcementBrand equity reinforced by marketing: What products does the brand represent?How a brand makes products superior?Which strong, favorable brand associations exist in consumers minds?Brand Reinforcement requires innovation & relevance in order to satisfy target

59、 markets9-72Changes in consumer tastes and preferences, the emergence of new competitors or new technology, or any new development in the marketing environment could potentially affect the fortunes of a brand. Reversing a fading brands fortunes requires either that brands “return to their roots” and

60、 lost sources of brand equity are restored or when new sources of brand equity are established. Often, the first place to look in turning around the fortunes of a brand is to understand what the sources of brand equity it began with. Managing Brand Equity- Brand Revitalization9-73To refresh old sour