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CHAPTER 11 Kotler Keller
CHAPTER 11 Kotler Keller
Creating
Brand Equity
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What is Brand Equity؟
More inelastic consumer response to price increases Greater financial market returns
BrandasseT® ValuaTor
Brandz
Valuator
of difference Relates to RELEVANCE
margins and cultural How appropriate the
currency brand is to you
ENERGIZED Relates to consideration
and trial
DIFFERENTIATION ESTEEM KNOWLEDGE
How you regard the An intimate
RELEVANCE brand understanding of the
ESTEEM Relates to perceptions of brand
quality and loyalty Relates to awareness and
KNOWLEDGE consumer experience
Other associations
Protectable Meaningful
Adaptable Likable
Transferable
• Brand-tracking
studies
• Brand valuation
• Brand Reinforcement
- Requires the brand always be moving
forward
• Brand Revitalization
- Almost any kind stars with the product
Individual or separate
family brand names
Sub-brand name
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Branding Decisions
• House of brands
• A branded house
- Flagship product