Building.ppt

Strategic Market Management Global Perspectives
David A. Aaker and Damien McLoughlin
ISBN: 978-0-470-68975-2
lege/aaker
© Copyright 2010 John Wiley & Sons Ltd
1
Chapter Nine
Building & Managing Brand Equity
© Copyright 2010 John Wiley & Sons Ltd
“You do not merely want to be considered just the best of the best. You want to be considered the only ones who do what you do”
Jerry Garcia, The Grateful Dead.
“You cannot make a business case that you should be who you’re not.”
Jeff Bezos, Amazon.
“Selling to people who actually want to hear from you is more effective than interrupting strangers who don’t.”
Seth Godin
Chapter 9 - Building and Managing Brand Equity
PPT 9-6
Brand
Associations
Brand
Loyalty
Brand
Awareness
Brand
Equity
Brand equity—Assets and liabilities connected to the brand
Figure
Chapter 9 - Building and Managing Brand Equity
PPT 9-7
Brand Awareness
Provides sense of familiarity
Signal mitment and substance
Salience will help it get considered
Chapter 9 - Building and Managing Brand Equity
PPT 9-8
Brand Loyalty
Reduces marketing costs
Creates entry barrier
Generates a positive image
Provides time to respond petitor moves
Chapter 9 - Building and Managing Brand Equity
PPT 9-9
Brand Associations
Attribute/benefit associations provide a reason-to-buy but are easily copied.
Going beyond to other value propositions
Product category—relevance
Breadth of product anizational intangibles
Emotional or self-expressive benefits
The experience
Being global
Being contemporary
Brand personality
Chapter 9 - Building and Managing Brand Equity
PPT 9-10
Brand Identity?
Aspirational external brand image for munication
Brand Indentity