Phillip Kevin Lane
Kotler • Keller
Marketing Management • 14e
Creating Brand Equity
Building Brand Equity
Brand Identity
Core Identity Extended Identity
• Position • Personality
• Perceived Quality • Symbols
• Innovation • Benefits
• Value for Money • Relationships
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Brand Identity
Core Identity Extended Identity
• McDonalds: • McDonalds:
Value offering, Quality Service, Sub brands, Logos, Characters,
Cleanliness convenience
• Nike: • Nike:
Performance, Enhancing Lives Sub-brands, Logos, Slogans
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Brand Elements
Brand
names URLs
Slogans
Logos
Characters
Symbols
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Brand Element Choice Criteria
Brand Builders
Memorable
Meaningful
Likable
Defensive
Transferable
Adaptable
Protectable
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Internal Branding
Employees
Brand
Promise
Partners
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Managing Brand Equity
Brand Revitalization
Brand Reinforcement
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Brand Reinforcement – consistently conveying the brand’s meaning in
terms of:
- What products it represents, what core benefits it supplies, and what
needs it satisfies, and
- How the brand makes products superior, and which strong, favorable,
and unique brand associations should exist in consumers’ minds.
• Brand Revitalization First, understand what the sources of brand equity
were to begin with.
-Are positive associations losing their strength or uniqueness?
-Have negative associations become linked to the brand?
Second, decide whether to retain the same positioning or create a new
one, and if so, which new one.
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Branding Strategy: Building Strong Brands
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Branding Strategy: Building Strong Brands
Brand Development Strategies
Line Extensions occur when a company extends
existing brand names to new forms, colors, sizes,
ingredients, or flavors of an existing product
category.
Brand extension extends a current brand name to new
or modified products in a new category.
Multibrand Companies often market many different
brands in a given product category.
New Brands Company might believe that the power of
its existing brand name is declining, so a new brand
name is needed.