Transcript スライド 1 - Seesaaブログ

6b
Creating Brand Equity
Professor Takada
6b-1
Key Questions
• What is a brand and how does branding
work?
• What is brand equity?
• How is brand equity built, measured, and
managed?
• What are the important decisions in
developing a branding strategy?
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6b-2
Google - 2002 Brand of the Year
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Brand
A name, term, sign, symbol
or design, or a combination of them,
intended to identify the goods
or services of one seller or group
of sellers and to differentiate
them from those of competitors.
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Attributes of Strong Brands
• Excels at delivering
desired benefits
• Stays relevant
• Priced to meet
perceptions of value
• Positioned properly
• Communicates
consistent brand
messages
• Well-designed brand
hierarchy
• Uses multiple
marketing activities
• Understands
consumer-brand
relationship
• Supported by
organization
• Monitors sources of
brand equity
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The Role of Brands
Identify the maker
Simplify product handling
Organize accounting
Offer legal protection
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The Role of Brands
Signify quality
Create barriers to entry
Serve as a competitive
advantage
Secure price premium
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Branding
Endowing products and services
with the power of a brand.
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Brand Equity
The differential effect that brand
knowledge has on consumer
response to the
marketing of that brand.
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Brand Knowledge
Thoughts
Feelings
Knowledge
Images
Beliefs
Experiences
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Brand Associations
Strong
Unique
Favorable
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Marketing Advantages of Strong Brands
• Improved perceptions of
product performance
• Greater loyalty
• Less vulnerable to
competition
• Less vulnerable to crises
• Larger margins
• Inelastic consumer
response to price
increases
• Elastic consumer
response to price
decreases
• Greater trade
cooperation
• Increase in
effectiveness of IMC
• Licensing
opportunities
• Brand extension
opportunities
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6b-12
Branding a Place
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Brand Promise
The marketer’s vision of what
the brand must be and do for
Consumers.
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The Virgin Brand
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Brand Equity Models
• Brand Asset Valuator
• Aaker Model
• BRANDZ
• Brand Resonance
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Brand Asset Valuator (BAV)
Brand Equity
Knowledge
Esteem
Relevance
Differentiation
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BAV Power Grid
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Aaker Model – Brand Identity
Brand-as-product
Brand-as-organization
Brand-as-person
Brand-as-symbol
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Aaker Model – Brand Assets
Brand
loyalty
Brand
associations
Proprietary
assets
Brand
awareness
Perceived
quality
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The BRANDZ Model
Bonding
Advantage
Performance
Relevance
Presence
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Brand Resonance Pyramid
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Drivers of Brand Equity
Brand Elements
Marketing Activities
Meaning Transference
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Brand Elements
Brand
names
Slogans
URLs
Elements
Logos
Characters
Symbols
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Brand Elements
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Brand Element Choice Criteria
• Memorable
• Meaningful
• Likeability
• Transferable
• Adaptable
• Protectible
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The cupped
hands are
an element
of Allstate’s
brand
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6b-27
Slogans
• Like a good neighbor,
State Farm is there
• Just do it
• Nothing runs like a
Deere
• Help is just around the
corner
• Save 15% or more in
15 minutes or less
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We try harder
We’ll pick you up
Nextel – Done
Zoom Zoom
I’m lovin’ it
Innovation at work
This Bud’s for you
Always low prices
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Designing Holistic Marketing
Activities
Personalization
Integration
Internalization
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Secondary Sources of
Brand Knowledge
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Measuring Brand Equity
Brand Audits
Brand Tracking
Brand Valuation
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The 10 Most Valuable Brands
Brand
2004 Brand Value (Billions)
Coca-Cola
Microsoft
IBM
GE
$67.39
$61.37
$53.79
$44.11
Intel
Disney
McDonald’s
$33.50
$27.11
$25.00
Nokia
Toyota
Marlboro
$24.04
$22.67
$22.13
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Interbrand’s Brand Equity Formula
Brand earnings
• Brand sales
• Costs of sales
• Marketing costs
• Overhead expenses
• Remuneration of
capital charge
• Taxation
Brand strength
• Leadership (25%)
• Stability (15%)
• Market (10%)
• Geographic spread
(25%)
• Trend (10%)
• Support (10%)
• Protection (5%)
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Bucky Lasek for Campbell’s Soup
at Hand
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Managing Brand Equity
Brand Reinforcement
Brand Revitalization
Brand Crises
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Surviving a Brand Crisis
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Devising a Branding Strategy
Develop new brand
elements
Apply existing brand
elements
Use a combination of
old and new
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Branding Terms
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•
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•
Brand line
Brand mix
Brand extension
Sub-brand
Parent brand
Family brand
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Line extension
Category extension
Branded variants
Licensed product
Brand dilution
Brand portfolio
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Brand Naming
Individual names
Blanket family names
Separate family names
Corporate nameindividual name combo
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Crest Whitestrips
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6b-40