文档介绍：Brand, Branding and Brand Equity
Brands, Branding
and Brand Equity
Summer Marketing Educators Conference
San Diego, CA
August 4, 2002
Hud Englehart, Principal
The Faculty Inc1>.
Chicago, Illinois
.facultyinc3>
What is a brand?
“The process by which a sustainable relationship is built between the customer and anization, based upon a deep understanding of customer needs, motivations, perceptions and values, which utilizes all relevant points of contact between anization, its employees, channel partners and customers.”
Kevin Keller, “Strategic Brand Management”
What is a brand?
A trust-based, value-producing relationship
pany and customer wherein
pany delivers on or exceeds its promise
again and again.
How does a brand work?
Simplifies choices.
Reduces risks.
Provides emotional benefits.
Offers a sense munity.
It’s all about customers. For them a brand …
Why does everybody want one?
Because it represents a relationship
between pany and its key stakeholders that
yields more loyal customers,
commands higher prices in the market
than goods/services parable quality,
earns higher total returns for shareholders.
Brands are winners with consumers ...
How different age groups value brands*
*Source: Advertising Age
mand higher prices …
Source: McKinsey Quarterly
On average, prices for strongest brands are 19% higher*
panies
Brands yield higher ROI …
130
Companies
Strong Brand ROI
+%
Weak Brand ROI
-%
Leverage
+7>%
Leverage
+%
Total return to pared with industry averages
Source: McKinsey Quarterly
Why does everybody really want one?
Company
Vision
Employee
Adoption
Customer
Purchase
Product
Delivery
The trust-based, value-producing relationship called
a brand is proof that pany anizationally
aligned to repeat the process and sustain the values.
Product
Development
Keywords: complex, fragile
Brands are not universally understood…
Marketing interface = brand?
Keywords: awareness, id