Chapter Questions

What is a brand and how does

branding work?
What is brand equity?
How is brand equity built, measured,
and managed?
What are the important decisions in
developing a branding strategy?

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10-1

Need
Value
Mktg Mix
MIS
STP

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10-2

Copyright 2009 Dorling Kindersley (India) Pvt. Ltd.

10-3

Kerala Tourism has successfully

branded the destination with a brand
name, logo, and the tagline Gods
Own Country

Copyright 2009 Dorling Kindersley (India) Pvt. Ltd.

10-4

What is a Brand?
A brand is 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 from
those of competitors.

Copyright 2009 Dorling Kindersley (India) Pvt. Ltd.

10-5

The Role of Brands

Identify
Identify the
the maker
maker
Simplify
Simplify product
product handling
handling
Organize
Organize accounting
accounting
Offer
Offer legal
legal protection
protection
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10-6

The Role of Brands

Signify
Signify quality
quality
Create
Create barriers
barriers to
to entry
entry
Serve
Serve as
as aa competitive
competitive
advantage
advantage
Secure
Secure price
price premium
premium
Copyright 2009 Dorling Kindersley (India) Pvt. Ltd.

10-7

What is Branding?
Branding is endowing
products and services with the
power of the brand.

Copyright 2009 Dorling Kindersley (India) Pvt. Ltd.

10-8

What is Brand Equity?

Brand equity is the added value
endowed on products and services,
which may be reflected in the way
consumers, think, feel, and act with
respect to the brand.

Copyright 2009 Dorling Kindersley (India) Pvt. Ltd.

10-9

Advantages of Strong Brands

Improved
perceptions of
product
performance
Greater loyalty
Less vulnerability
to competitive
marketing actions
Less vulnerability
to crises
Copyright 2009 Dorling Kindersley (India) Pvt. Ltd.

Larger margins
Greater trade
cooperation
Increased marketing
communications
effectiveness
Possible licensing
opportunities

10-10

Apple is a Strong Brand

Copyright 2009 Dorling Kindersley (India) Pvt. Ltd.

10-11

What is a Brand Promise?

A brand promise is the marketers
vision of what the brand must be and
do for consumers.

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10-12

Brand Characteretics
Differentiation
Energy
Relevance
Esteem
Knowledge
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10-13

Figure 10.3 Brand Dynamics Pyramid

Strong Relationship

Bonding
Advantage
Performance
Relevance
Presence
Weak Relationship
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Figure 10.3 Brand Resonance Pyramid

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10-15

Drivers of Brand Equity

Brand Elements
Marketing Activities
Meaning Transference
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10-16

Brand Elements
Brand
names
Slogans

Characters

URLs

Elements

Logos

Symbols

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10-17

Brand Element Choice Criteria

Memorable(reco
gnition)
Meaningful(credi
ble..Fair n
Lovely)
Likeability(aesth
eticMaharaja)
Transferable(ne
w
pdts..Amazon)
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10-18

Managing Brand Equity

Brand
Brand Reinforcement
Reinforcement
Parle
Parle G
G
Brand
Brand Revitalization..Fiat
Revitalization..Fiat

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10-19

Brand Naming
Individual
Individual
names..Tide,Vicks..
names..Tide,Vicks..
Blanket
Blanket family
family names
names

Corporate
Corporate namenameTata,LG,Samsung
Tata,LG,Samsung
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10-20

Brand Roles in a Brand Portfolio

Flankers

Cash Cows

Low-end
Entry-level

High-end
Prestige

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10-21

Marketing Debate

Are brand extensions good or bad?

Take a position:
1. Brand extensions can endanger brands.
or
2. Brand extensions are an important
brand-growth strategy.

Copyright 2009 Dorling Kindersley (India) Pvt. Ltd.

10-22

Marketing Discussion

How can you relate the different models

brand equity presented in this chapter?
How are they similar? Different?
Can you reconstruct a brand-equity
Model that incorporates the best of each?

Copyright 2009 Dorling Kindersley (India) Pvt. Ltd.

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