文档介绍：MARKETING MANAGEMENT Chapter 9 Building Brand Equity
Building Brand Equity
Chapter 9
International Business School
Sun Yat-sun University
Co-Instructor:
Jiang Lianxiong(蒋廉雄): ******@mail1>.sysu.
Feng Rui(冯睿) : fengrui09>******@gmail3>
MARKETING MANAGEMENT
Contents of Chapter 9
Defining Brand and Brand Equity
Developing a Branding Strategy
Planning and Implementing a Brand Marketing Program
Measuring Brand Equity
Managing Brand Overtime
Chapter Case: P&G
Defining Brand and Brand Equity
Defining Brand and Brand Equity What is a Brand?
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.
What is a Brand?
Attributes
Benefits
Values
Culture
User
Personality
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
The Scope of Branding
Physical goods
Service
Person
Place
Organization
Idea
…….
What is Branding?
Endowing products and services
with the power of a brand.
What is Brand Equity?
The added value endowed to products,
reflected in how consumers
think, feel, and act
with respect to the brand, as well as
the prices, market share, and profitability
that the mands for the firm.
Brand Equity
Brand equity arises from differences in consumer response to the brand
Differences in response are a result of brand knowledge
Differential response is reflected in perception, preferences, and behavior related to the marketing of the brand
Brand Value Chain
Marketing Advantages of Strong Brands
Improved perceptions
Greater loyalty
Less vulnerable petition
Less vulnerable to crises
Larger margins
More inelastic response to price increases
More elastic response to price decreases
Greater trade cooperation
Increased