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- Marketing Communications Challenges:
CHAPTER 2
Enhancing Brand Equity, Influencing
Behavior, and Being Accountable
© 2010 South-Western, a part of Cengage Learning PowerPoint Presentation by Charlie Cook
All rights reserved. The University of West Alabama
Eighth Edition
- Chapter Objectives
After reading this chapter you should be able to:
1. Explain the concept of brand equity from both the
company’s and the customer’s perspectives.
2. Describe the positive outcomes that result from
enhancing brand equity.
3. Appreciate a model of brand equity from the
customer’s perspective.
4. Understand how marcom efforts must influence
behavior and achieve financial accountability..
© 2010 South-Western, a part of Cengage Learning. All rights reserved. 2–2
- Introduction:
Introduction:
Framework for Marcom Process
Framework
Desired
Fundamental Implementation
Outcomes
Decisions Decisions
Evaluation and
Corrective Action
© 2010 South-Western, a part of
Cengage Learning. All rights
reserved. 2–3
- Basic IMC Issues
Marketing
Communicators
How to
How to affect How to justify
How to enhance demonstrate
customer marcom
brand equity financial
behavior investments
accountability
© 2010 South-Western, a part of
Cengage Learning. All rights
reserved. 2–4
- Basic IMC Issues
• What can marketing communicators do to
What
enhance the equity of their brands?
enhance
• How can marketing communicators affect the
How
behavior of their present and prospective
customers?
customers?
• How can marketing communicators justify their
How
investments in advertising, sales promotions, and
other marcom elements?
other
• How can marketing communications demonstrate
How
financial accountability?
financial
© 2010 South-Western, a part of
Cengage Learning. All rights
reserved. 2–5
- Brand
• Brand
Is a name, term, sign, symbol, or design.
Identifies and differentiates goods and services of one
Identifies
seller or group of sellers from those of the
competition.
competition.
Communicates a particular set of values.
• Brand Equity
Can be considered either from the perspective of the
Can
organization that owns it or from the vantage point of
the customer.
© 2010 South-Western, aconsumers believe the brand can
Is valuable when
Is part of
deliver on its promises.
deliver
Cengage Learning. All rights
reserved. 2–6
- A Firm-Based Perspective on Brand Equity
Effects of Brand
Equity Increases
Increased
Higher Premium Revenue
market share brand loyalty pricing premiums
© 2010 South-Western, a part of
Cengage Learning. All rights
reserved. 2–7
- Children’s Taste Preferences (In percents)
Table 2.1
© 2010 South-Western, a part of
Cengage Learning. All rights
reserved. 2–8
- Brand Equity Increases
• Revenue Premium
The revenue differential between a branded item and
The
a corresponding private labeled item.
corresponding
Revenue premium for a branded item (b) compared to
compared
a private label (pl) =
private
(volumeb)(priceb) – (volumepl)(pricepl)
© 2010 South-Western, a part of
Cengage Learning. All rights
reserved. 2–9
- A Customer-Based Brand Equity Framework
Figure 2.1
© 2010 South-Western, a part of
Cengage Learning. All rights
Source: Adapted from Kevin Lane Keller, “Conceptualizing, Measuring, and Managing
reserved. 2–10
Customer-Based Brand Equity,” Journal of Marketing 57 (January 1993), 7.
- Forms of Brand Knowledge
• Brand Awareness
Whether a brand name comes to mind when
Whether
consumers think about a particular product category
consumers
The ease with which the name is evoked
• Brand Image
The types of associations that come to the
The
consumer’s mind when contemplating a particular
brand
brand
• Top-of-Mind Awareness (TOMA)
Occurs when a brand is the first brand that
Occurs
© 2010 South-Western, a when thinking about brands in a
consumers recall part of
particular product category.
particular
Cengage Learning. All rights
reserved. 2–11
- The Brand Awareness Pyramid
Figure 2.2
© 2010 South-Western, a part of
Cengage Learning. All rights
reserved. 2–12
Source: David A. Aaker, Managing Brand Equity (New York: Free Press, 1991), 62.
- Brand Associations
Brand image
associations that
build brand equity
Positive Perceived Favorable
Attributes Benefits Attitude
© 2010 South-Western, a part of
Cengage Learning. All rights
reserved. 2–13
- Dimensions of Brand Personalities
Sincerity
Competence
Excitement
Ruggedness
Sophistication
© 2010 South-Western, a part of
Cengage Learning. All rights
reserved. 2–14
- Ways of Enhancing Brand Equity
Enhancing Brand
Equity
Message-Driven
Speak-for-Itself Leveraging
© 2010 South-Western, a part of
Cengage Learning. All rights
reserved. 2–15
- Leveraging Brand Meaning from Various Sources
Figure 2.3
© 2010 South-Western, a part of
Cengage Learning. All rights
Source: Kevin Lane Keller, “Brand Synthesis: The Multidimensionality of Brand Knowledge,”
reserved. 2–16
Journal of Consumer Research 29 (March 2003), 598. By permission of the University of Chicago Press.
- Types of Branding for Leveraging
• Co-Branding
A partnership between two brands
• Ingredient Branding
Inclusion of one brand within the other
© 2010 South-Western, a part of
Cengage Learning. All rights
reserved. 2–17
- What Benefits Result from Enhancing
What
Brand Equity?
Brand
• Increased consumer loyalty
• Long-term growth and profitability for the brand
• Maintain brand differentiation from competitive
Maintain
offerings
offerings
• Insulate brand from price competition
© 2010 South-Western, a part of
Cengage Learning. All rights
reserved. 2–18
- Measuring World-Class Brands
Measuring
Evaluating
World-Class Brands
Salience
Quality Equity
© 2010 South-Western, a part of
Cengage Learning. All rights
reserved. 2–19
- Characteristics of a World-Class Brand
• Delivers benefits • Brand helps build brand
Delivers Brand
consumers want equity
consumers equity
• Stays relevant • Brand’s managers
Brand’s
understand what the
• Price equals value
brand means to
• Good positioning consumers
consumers
• Support over long run
• Consistency
• Monitoring of the sources
• Fits into brand portfolio Monitoring
of brand equity
of
© 2010 South-Western, a part of
Cengage Learning. All rights
reserved. 2–20
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