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Kotler Mm14 Ch09 DPPT
Kotler Mm14 Ch09 DPPT
Kotler • Keller
Marketing Management • 14e
r 9
t e
ap
Ch
Plan Measure/
Interpret
Identify
Grow
Brands:
•Identify source/maker
•Reduces risk
Brands:
•Simplify product handling
•Protect unique features
•Create loyalty
•Establish barriers to entry
Brand
Perceptions, preferences,
and behaviors
• BrandAsset Valuator
(BAV)
• BrandZ
• Brand Resonance Model
Brand Builders
Memorable
Meaningful
Likable
Defensive
Transferable
Adaptable
Protectable
• Easy to recall
• Descriptive
• Persuasive
Interactions w/company
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 21 of 37
Secondary Associations
Geographic Regions
Other Brands
Brand Characters
Spokespeople
Sporting Events
Employees
Brand
Promise
Partners
Members have:
• Brand Connection
• Shared rituals/stories
• Responsibility to community
H.O.G.®
Harley Owners Group
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 25 of 37
Measuring Brand Equity
Brand Audit
Brand-tracking Studies
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 26 of 37
. 6
9
u r e Brand Value Chain
F ig
Brand Reinforcement
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 30 of 37
Branding Strategy
Parent Brand
(Master or Family Brand)
Company Brand
GE, Heinz, Campbell Soup
Sub-brand name
Kellogg’s Rice Krispies, Frosted Flakes…
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 33 of 37
ed
fi n
De
Brand Portfolio
A brand portfolio is the set of all brands
and brand lines a particular firm offers
for sale in a particular category or
market segment.
Brand Portfolio - Sony
High-end Prestige
Cash Cows