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Creating
Brand Equity
Chapter Questions
8-2
Brand
8-3
The Role of Brands
8-4
The Role of Brands
• Signify quality
• Create barriers to entry
• Serve as competitive advantage
• Secure price premium
8-5
Marketing Advantages of Strong Brands
8-7
Brand Equity
8-8
Brand Equity
8-9
Brand Associations
8-10
Brand Promise
8-11
Drivers of Brand Equity
• Brand elements
• Marketing activities
• Meaning transference
8-12
Brand Elements
8-13
Brand Element Choice Criteria
8-14
Slogans
8-15
According to BrandDirectory
8-16
Measuring Brand Equity
• Brand audits
• Brand tracking
• Brand valuation
• http://brandirectory.com/league_tables/tab
le/global-500-2012
8-17
Managing Brand Equity
• Brand reinforcement
• Brand revitalization
• Brand crises
8-18
Devising a Branding Strategy
8-19
Branding New Products
8-20
Brand Naming
• Individual names
• Blanket family names
• Separate family names
• Corporate name-individual name combo
8-21
Brand Extensions
Advantages Disadvantages
• Improved odds of success • Dilution of brand name
• Development of positive • Risk to brand integrity
consumer expectations • Risk of harm to parent
• Access to retailer support brand
• Leverage of current brand • Cannibalization of parent
awareness brand
• Economies of scale • Lost opportunity to create
advertising, packaging, new brand
distribution
8-22
Reasons for Multiple Brands in Portfolio
8-23
Brand Roles in a Brand Portfolio
8-24