BUILDING STRONG BRANDS
In This Chapter, We Will Address The
Following Questions :
1. What is brand, and how does
branding work?
2. What is brand equity?
3. How is brand equity build,
measured and managed?
LOYATY
EQUITY
CULTURE
TRUST
SUCCESS
VALUE
MISSION
INSPIRATION
LEADERSHIP
* Attributes
* Benefits
* Values
* Culture
* Personality
* Use
Brand :
Name, term, sign,
symbol, or design or a
combination of them,
intended to identify the
goods or services of a
seller or group of seller
and to differentiate
them from those of
competitors !!
Role of Brands :
Consumer Benefits
Brands :
•Identify source/maker
•Simplifies decision making
•Reduces risk
Role of Brands :
Marketers Benefits
•Simplify product handling
•Protect unique features
•Create loyalty
•Establish barriers to entry
Branding is endowing products and services
with the power of a brand.
Branding can be applied virtually anywhere a
consumer has a choice.
The Scope Of Branding
:
Creating differences between product
It is possible to brand a physical good
(Pantene shampoo), a service (Qatar
Airlines), a store (Big Bazaar), a person
(actress Angelina Jolie or tennis player
Rafael Nadal), a place (the city of
Sydney), an organization (UNICEF), or
an idea (freedom of speech)
Brand Equity
Is the added value endowed on
product and services because of the brand.
Costumer _ based Brand equity
Differences in
customer responses
Customer brand’s
knowledge
Perceptions , preferences
and behaviors
Brand Promise
Is the marketer’s vision
of what the brand must
be and do for consumers.
“To be genuine,
fun,
contemporary,
and different in
everything we
do at a
reasonable
price..
BRAND EQUITY MODELS
BrandAsset® Valuator (BAV)
Brandz
Brand Resonance
(BAV) is a brand
management tool and global
database of consumer
perceptions of brands.
the BAV model turned the
prevailing theory of how
brands are built upside down.
FIGURE 9.1
BAV MODEL
Strong Relationship
Bonding
Advantage
Performance
Relevance
Presence
FIGURE 9.3 BRAND DYNAMICS PYRAMID
Weak Relationship
FIGURE 9.4 BRAND RESONANCE PYRAMID
Choosing Brand Elements
Brand Elements
sometimes called
brand identities,
are those
trademark able
devices that
serve to identify
and differentiate
the brand
Brand
name
Slogans
Brand
Elements
Character
s
URLs
symbols
Logos
BRAND ELEMENTS CHOICE CRITERIA
Brand Builders
Memorable
Meaningful
Likable
Defensive
Transferable
Adaptable
Protectable
Developing BRAND ELEMENTS
• Easy to recall
• Descriptive
• Persuasive
Measuring Brand Equity
Brand Audit
Brand – tracking studies
Figure : The world's most valuable brands
Holistic Marketing Activities :
Observation
Word of Mouth
Interaction with Company