Subject: BM 207 Professor: Sir Roel A. Monsanto Date Submitted: August 5, 2018 BUILDING STRONG BRANDS AND CREATING BRAND EQUITY I. Brand A. Definition. Brand is a name, term, sign, symbol, design, or some combination of these elements, intended to identify the goods and services of one seller or group of sellers and to differentiate them from those competitors. Brands are valuable intangible assets that offer a number of benefits to customers and firms and need to be managed carefully. B. Role of Brands 1. Identify the source or maker of a product and allow consumers to assign responsibility for its performance to a particular manufacturer or distributor. 2. Perform valuable functions for firms. a) They simplify product handling or tracing. b) Offers the firm legal protection for unique features or aspects of the product – trademark, patents, copyrights and proprietary designs. c) Represents enormously of legal property that can influence consumer behavior and provide owner the security of sustained future revenues. 3. Signals a certain level of quality so that satisfied buyers can easily choose the product again (brand loyalty) and can be a powerful means to secure a competitive advantage. C. Scope of Branding. Physical good, service, a person, a place, an organization or an idea. II. Brand Equity A. Definition. The added value endowed on products and services. It may be reflected in the way consumer thinks, feel, and act with respect to the brand, as well as in the prices, market share, and profitability the brand commands. B. Customer-based Brand Equity 1. Brand equity arises from differences in consumer response. 2. Differences in response are a result of consumers’ brand knowledge. Brands must create strong, favorable, unique brand associations with customers. 3. Brand equity is reflected in perceptions, preferences, and behavior related to all aspects of the marketing of a brand. C. Brand Equity Models 1. BrandAsset® Valuator (BAV)
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2. BrandZ Model – BrandDynamics™ Pyramid
3. Brand Resonance Model
D. Building Brand Equity
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1. Choosing brand elements. a) Criteria – memorable, meaningful, likable, transferable, adaptable, protectable. b) Developing brand elements – easy to recall and inherently descriptive and persuasive; increase awareness and associations; capture intangible characteristics 2. Designing holistic marketing activities. a) Advertising b) Brand contact - trade shows, sponsorship, clubs and consumer communities, factory visits, public relations and press releases c) Integrated – mixing & matching (Internal Branding & Brand Communities) 3. Leveraging secondary associations.
E. Measuring Brand Equity (Brand Value Chain)
1. Indirect approach – assesses potential sources of brand equity by identifying and tracking consumer brand knowledge structures. 2. Direct approach – assesses the actual impact of brand knowledge on consumer response to different aspects of marketing. F. Brand Worth. The net present value of the future earnings that can be attributed to the brand alone. 1. Market Segmentation 2. Financial Analysis 3. Role of Branding 4. Brand Strength Building Strong Brands and Creating Brand Equity | 3 5. Brand Value Calculation G. Managing Brand Equity 1. Brand Reinforcement – consistently conveying the brand’s meaning in terms of: a) What products it represents, what core benefits it supplies, and what needs it satisfies; and b) How the brand makes product superior, and which strong, favorable, and unique brand associations should exist in consumers’ minds. 2. Brand Revitalization – “back to basics” and reinvention III. Branding Strategy A. Definition. Often called the brand architecture – reflects the number and nature of both common and distinctive brand elements. Three main choices: 1. It can develop new brand elements for the new product. 2. It can apply some of its existing brand elements. 3. It can use a combination of new and existing brand elements. B. Branding Decisions 1. Alternate branding strategies. a) Individual or separate family brand names. b) Corporate umbrella or company brand name. c) Sub-brand name. 2. House of brands versus a branded house C. Brand Portfolios. The set of all brands and brand lines a particular firm offers for sale om a particular category or market segment. 1. Flankers – or “fighter” brands are positioned with respect to competitors’ brands so that more important flagship brands can retain their designed positioning, 2. Cash Cows – some brands may be kept around despite dwindling sales. 3. Low-end Entry Level – to attract customers to the brand franchise (traffic builders) 4. High-end Prestige – add prestige and credibility to the entire portfolio. D. Brand Extensions 1. Advantages – (a) improved odds of new-product success (b) positive feedback effects 2. Disadvantage – (a) Line-extension trap (b) Brand dilution
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3. Success Characteristics: a) Does the parent brand have strong equity? b) Is there a strong basis of fit? c) Will the extension have the optimal points-of-parity and points-of- difference? d) How can marketing programs enhance extension equity? e) What implications will the extension have for parent brand equity and profitability? f) How should feedback effects best ne managed? IV. Customer Equity A. Definition. Complementary concept to brand equity that reflects the sum of lifetime values of all customers for a brand. Customer lifetime value is affected by the costs of customer acquisition, retention and cross-selling. B. Brand Equity and Customer Equity
Perspectives Difference or Focus Common
Customer Equity Bottom-line financial value Importance of customer loyalty. Brand Equity Brands specifically marketing activities
“A brand is no longer what we tell the consumer it is – it is what consumers tell each other it is.” – Scott Cook
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