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CREATING BRAND EQUITY

CREATING BRAND EQUITY

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CREATING BRAND EQUITY

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  1. CREATING BRAND EQUITY Ana Alice Haddad – 15650 Caroline Braga – 15970 CyniraAltenfelder – 15656 Lohayne Porto – 13760 Manoela Gazze – 15666 Priscila Salomon – 14338 Rafaela Reis - 14339

  2. WHAT SHOULD YOU BE ABLE TO ANSWER AFTER OUR PRESENTATION?

  3. YOU SHOULD KNOW... 1) WHAT IS A BRAND AND HOW DOES BRANDING WORK? 2) WHAT IS BRAND EQUITY? 3) HOW IS BRAND EQUITY BUILT, MEASURED, AND MANAGED? 4) WHAT ARE THE IMPORTANT DECISIONS IN DEVELOPING A BRANDING STRATEGY?

  4. DO YOU RECOGNIZE?

  5. DO YOU RECOGNIZE? QUER PAGAR QUANTO? NÃO TEM PREÇO! AMO MUITO TUDO ISSO!

  6. DO YOU RECOGNIZE?

  7. WHAT IS BRANDTO YOU?

  8. WHAT IS BRAND? • BRAND:name, term, sign, symbol, or design, or a combinationofthemintended to distinghishoneproductorservicefromanother • MAIN OBJECTIVE DIFERENTIATION • DIFERENCES: • Product performance: functional, rationalortangible • BrandImage: symbolic, emotional or intangible • EARLIEST SIGNS OF BRANDING: medieval guilds, artists signs in sculpture, painting

  9. THE ROLE OF BRANDS • BRANDS: • Improveconsumer’slivesandenhance final valueoffirms; • CONSUMER’S CHOICE: • Satisfiedbuyerschoosetheproductagain; • Predictableandsecutitydemands; • Possibilityof prime prices;

  10. THE ROLE OF BRANDS • Example:

  11. WHAT IS BRAND EQUITY? • BRAND EQUITY • Is theaddedvalueendowedonproductsorservices • Associatedwiththeability of a professional marketer to create, maintain, enhance and protect brands; • CONSUMER-BASED BRAND EQUITY • Thepowerof a brandlies is whatconsumershaveseen, read, heard, thoughtandfeltaboutthebrand • Thedifferentialeffectthatbrandknowledgehasonconsumerresponse • Positive: consumerreactfavorablywhenbrand is identified • Negative: consumerreactlessfavorablyor do notidentifythebrand

  12. THE SCOPE OF BRANDING • Brand resides in themindsofconsumers; • “Who” theproduct is andwhat it does; • Almosteverythingcanbecome a brand: • Physicalgoods • Services • Store • Person • Place • Idea • Event

  13. THE SCOPE OF BRANDING • PHYSICAL GOODS • SERVICES

  14. THE SCOPE OF BRANDING • STORE • PERSON

  15. THE SCOPE OF BRANDING • PLACE • IDEA • Bulling • Freetrade • Abortionrights • EVENT • SWU • Woodstock

  16. BRAND EQUITY AS A BRIGDE • INVESTMENTS $ X BRAND EQUITY • Quality is whatmatters, notquantity • WHY DOES COMPANIES MAKE MISTAKES? • Marketersfailed to atractconsumer´s attention; • Company’sproductfailed to meetconsumers’ needsandwants

  17. BRAND EQUITY MODELS • There are some different perspectives about it. • Kotler highlighted four of the more-established ones: • BRAND ASSET VALUATOR • BRANDZ • AAKER MODEL • BRAND RESSONANCE MODEL

  18. BRAND RESSONANCE MODEL STAGES OF BRANDING DEVELOPMENT BRANDING OBJETIVE AT EACH STAGE BRAND BUILDING BLOCKS BRAND

  19. BRAND RESSONANCE MODEL • BRAND SALIENCE • BRAND PERFORMANCE • BRAND IMAGERY • BRAND JUDGEMENTS • BRAND FEELINGS • BRAND RESSONANCE

  20. BUILDING A BRAND EQUITY • BRAND EQUITY DRIVERS • BRAND ELEMENTS • CHOOSING BRAND ELEMENTS • DEVELOPING BRAND ELEMENTS • DESIGNING HOLISTIC MARKETING ACTIVITIES • PERSONALIZATION • INTEGRATION • INTERNALIZATION

  21. BRAND EQUITY DRIVERS • TheInitialchoices for thebrandelements • Thewildandadventureman

  22. BRAND EQUITY DRIVERS • Theproductandservice • Theyoffer a “pós-vendas” service

  23. BRAND EQUITY DRIVERS • Associationsindirectlytransferred to thebrand • XUXA

  24. BRAND ELEMENTS • Trademarkabledevicesthatidentifyanddifferentiatethebrand • Swoosh logo – • Empowering slogan – • Namebasedonthewingedgoddessofvictory

  25. BRAND ELEMENTS • Testofthebrandbuilding

  26. CHOOSING BRAND ELEMENTS • Memorable – short names • Meaningful – credible, suggestive

  27. CHOOSING BRAND ELEMENTS • Likable – likablevisually, verballyandotherways • Transferable – Introducenewproducts, geographicboundaries, marketsegments

  28. CHOOSING BRAND ELEMENTS • Adaptable – adaptableandupdatable • Protectible - legallyprotectible

  29. DEVELOPING BRAND ELEMENTS • Easy to regognizeand recall • Inherentlydescriptive • Persuasive • Intangiblecharacteristics • Slogan – usefulhooks : “Gol, linhas aéreas”

  30. DESINING HOLISTIC MARKETING ACTIVITIES • Brands are notbuiltbyadvertisingalone • NEW BRANDS CONTACTS: clubsandconsumerscommunities, trade shows, event marketing, sponsorship, factoryvisits, publicrelationsandpress release, social media

  31. PERSONALIZATION • EXPANSION OF INTERNET Makesurethebrandand its marketing are as relevant as possible to as manycustomers as possible

  32. INTEGRATION Mixingandmatching marketing activities to maximize their individual andcollectiveeffects • IDENTITY X IMAGE

  33. INTERNALIZATION • INTERNAL BRANDING • BRAND BONDING • B2E

  34. LEAVERAGING SECONDARY ASSOCIATIONS

  35. MEASURING BRAND EQUITY BRAND VALUE CHAIN Marketing Program Investment Shareholder Value Customer Mind-Set Brand Performance

  36. MEASURING BRAND EQUITY BRAND VALUE CHAIN

  37. MEASURING BRAND EQUITY 1) Measuring Brand Equity 2) Measuring the value of the brand as a financial asset

  38. MEASURING BRAND EQUITY 1) MEASURING BRAND EQUITY Qualitative and quantitative measures: • Statistics models • Perceived quality • Purchase intention • Willingness to recommend to a friend • Relevant Differentiation • Association • Awareness

  39. MEASURING BRAND EQUITY

  40. MEASURING BRAND EQUITY 2) FINANCIAL VALUE OF A BRAND • Ability to generate future cash flow “From 1000 marketing executives, 66% ranked the accountability of marketing as their number-one concern.” Association of National Advertisers

  41. MEASURING BRAND EQUITY

  42. MEASURING BRAND EQUITY Terminal value 0 1 2 3 4 5 EVA 0 1 2 3 4 5 EVA 10% price 100 future cash flow will occur 60% brand Discount Rate 0 future cash flow won’t occur 30% attributes Discount Rate Terminal value * 0,6 Brand Value in the present 0 1 2 3 4 5 EVA

  43. MEASURING BRAND EQUITY

  44. MANAGING BRAND EQUITY Requirement long-term view of marketing actions BrandPositioning How do wewant to beperceivedandwhat’sourcmpetitiveadvantages?

  45. MANAGING BRAND EQUITY • BRAND REINFORCEMENT (1) What products the brand represents, what core benefits it supplies, and what needs it satisfies (2) How the brand makes products superior, and which strong, favorable, and unique brand associations should exist in the minds of consumers

  46. MANAGING BRAND EQUITY • BRANDING IN XXI CENTURY (Scott Bedbury, A newband world)

  47. MANAGING BRAND EQUITY • BRANDING IN XXI CENTURY (Scott Bedbury, A newband world) - Principlesofbranding BrandPrinciple # 1 Relyingonbrandawarenesshasbecome marketing fool’sgold Relevance & Resonance

  48. MANAGING BRAND EQUITY • BRANDING IN XXI CENTURY (Scott Bedbury, A newband world) - Principlesofbranding BrandPrinciple # 2 Youhave to know it beforeyoucangrow it

  49. MANAGING BRAND EQUITY • BRANDING IN XXI CENTURY (Scott Bedbury, A newband world) - Principlesofbranding BrandPrinciple # 3 Always remember the rule of brand expansion

  50. MANAGING BRAND EQUITY • BRANDING IN XXI CENTURY (Scott Bedbury, A newband world) - Principlesofbranding BrandPrinciple # 4 Excellent brands establish lasting relationships with customers