Creating Brand Equity 10 Marketing Management A South Asian Perspective, 13 th ed

The Role of Brands Identify the maker Simplify product handling Organize accounting Offer legal protection

The Role of Brands Signify quality Create barriers to entry Serve as a competitive advantage Secure price premium

BAV Key Components Differentiation Degree to which a brand is seen different Energy Brand’s Sense of Momentum Relevance Breadth of brand’s appeal Esteem How well the brand is respected Knowledge How familiar and intimate consumers are Brand Strength Brand Stature

Power Grid Brand Strength Brand Stature Up-coming / Niche Low earning / High Potential Leaders High earning / High Potential Declining Leaders High earning / Low Potential Eroded / Commoditized Seriously Challenged New / Underdeveloped

Figure 10.3 Brand Dynamics Pyramid Presence Relevance Performance Advantage Bonding Strong Relationship Weak Relationship

Aaker Model Brand Identity Extended Identity Elements Brand Essence Core Identity Elements

Figure 10.3 Brand Resonance Pyramid

Drivers of Brand Equity Brand Elements Marketing Activities Meaning Transference

Brand Knowledge Knowledge Thoughts Experiences Beliefs Images Feelings

Brand Elements Elements Slogans Brand names URLs Logos Symbols Characters

Designing Holistic Marketing Activities Personalization Integration Internalization

Figure 10.4 Secondary Sources of Brand Knowledge

Measuring Brand Equity Brand Audits Brand Tracking Brand Valuation

Table 10.2 The 10 Most Valuable Brands $22.13 Mercedes-Benz $27.50 McDonald’s $27.85 Disney $27.94 Toyota $30.13 Nokia $38.32 Intel $48.91 GE $56.20 IBM $56.93 Microsoft $67.00 Coca-Cola 2006 Brand Value (Billions) Brand

Managing Brand Equity Brand Reinforcement Brand Revitalization Brand Crises

Devising a Branding Strategy Develop new brand elements Apply existing brand elements Use a combination of old and new

Brand Naming Individual names Blanket family names Separate family names Corporate name-individual name combo

Brand Roles in a Brand Portfolio Flankers Low-end Entry-level High-end Prestige Cash Cows