文档介绍：9 Building Brand Equity
Building Brand Equity
Chapter 9
Copyright ? 2009 Pearson Education, Inc3>. Publishing as Prentice Hall 9-*
Copyright ? 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-*
Chapter 9 Questions
What is a brand and how does branding work?
What is brand equity, and how is it built, measured, and managed?
What are the important decisions in developing a branding strategy?
Copyright ? 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-*
Copyright ? 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-*
Contents of Chapter 9
What is Brand Equity
Creating Brand Equity
Developing a Branding Strategy
Managing and Measuring Brand Equity
Apple
Mini case: Haier
Marketing Insight:
The Basic Defects in Branding of China
Marketing in China:
Revitalize China’s Time-honored Brands
Marketing in China:
Huawei’s Brand Image Re-forming
Innovative Marketing:
L’Oreal in China
Marketing Insight:
What is a Brand Worth?
Chapter Case: P&G
Copyright ? 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-*
Copyright ? 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-*
What is a Brand?
A name, term, sign, symbol
or design, or bination of them,
intended to identify the goods
or services of one seller or group
of sellers and to differentiate
them from those petitors.
Copyright ? 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-*
Copyright ? 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-*
The Role of Brands
Identify the maker
Simplify product handling
Organize accounting
Offer legal protection
Signify quality
Create barriers to entry
Serve petitive advantage
Secure price premium
Copyright ? 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-*
Copyright ? 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-*
Marketing Advantages of Strong Brands
Improved perceptions
Greater loyalty
Less vulnerable petition
Less vulnerable to