levaraging secondary brand knowledge to build brand equity
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CHAPTER 7:CHAPTER 7:
KNOWLEDGE TO BUILD BRAND EQUITYKNOWLEDGE TO BUILD BRAND EQUITY
D S HwangD S Hwang
From Kevin Lane KellerFrom Kevin Lane Keller
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gure - u ng us omer- ase ran qu yBRAND BUILDING TOOLS AND OBJECTIVES CONSUMER KNOWLEDGE EFFECTS BRANDING BENEFITS
Choosing Brand Elements
Brand name Memorability
Logo Meaningfulness
Symbol Appeal
Character Transferability
Packaging Adaptability
Possible Outcomes
Greater loyalty
Less vulnerability to competitive
Brand Awareness
Depth RecallRecognition
Slogan Protectability
Developing Marketing Programs
marketing actions and crises
Larger margins
More elastic response to price
decreases
Breadth Purchase
Consumption
Product Tangible and intangible benefitsPrice Value perceptions
Distribution channels Integratepush and pull
Communications Mix and match options
More inelastic response to price
increases
Greater trade cooperation andBrand Associations
Leverage of Secondary Associations
Company
suppor
Increased marketing communication
efficiency and effectiveness
Possible licensing opportunities
Strong
Favorable
Relevance
Consistency
Desirable
Channel of distribution
Other brands
Endorsor
Event
Awareness
Meaningfulness
Transferability
More favorable brand extension
evaluationsUnique
Point-of-parity
Point-of-difference
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Creation of new brand associationsCreation of new brand associations
Awareness and knowledge of the entityAwareness and knowledge of the entity
ean ng u ness o t e now e ge o t e ent ty ean ng u ness o t e now e ge o t e ent ty Transferability of the knowledge of the entityTransferability of the knowledge of the entity
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Brand associations ma themselves be linked to otherBrand associations ma themselves be linked to other
entities, creating secondary associations:entities, creating secondary associations:
Country of origin (through identification of product origin)Country of origin (through identification of product origin)
Channels of distribution throu h channels strateChannels of distribution throu h channels strate
Other brands (through coOther brands (through co--branding)branding)
Special case of coSpecial case of co--branding isbranding is ingredient brandingingredient branding
Characters (through licensing)Characters (through licensing)
Celebrity spokesperson (through endorsement advertising)Celebrity spokesperson (through endorsement advertising) Events (through sponsorship)Events (through sponsorship)
Other thirdOther third--party sources (through awards and reviews)party sources (through awards and reviews)
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Levera in Secondar AssociationsLevera in Secondar Associations
These secondar associations ma lead to aThese secondar associations ma lead to a
transfer of:transfer of:
esponseesponse-- ype assoc a onsype assoc a ons
Judgments (especially credibility)Judgments (especially credibility)
ee ngsee ngs MeaningMeaning--type associationstype associations
Product or service performanceProduct or service performance
Product or service imageryProduct or service imagery
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-- Occurs when two or more existin brands areOccurs when two or more existin brands are
combined into a joint product or are marketedcombined into a joint product or are marketed
Examples:Examples:
Sony EricssonSony Ericsson
NestleNestles Cheerios Cookie Barss Cheerios Cookie Bars
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-- Borrow needed ex ertiseBorrow needed ex ertise
Leverage equity you donLeverage equity you don
t havet have
Reduce cost of product introductionReduce cost of product introduction
Broaden meaningBroaden meaning
Increase access po ntsIncrease access po nts
Source of additional revenueSource of additional revenue
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-- Loss of controlLoss of control
Risk of brand equity dilutionRisk of brand equity dilution
Negative feedback effectsNegative feedback effects
Organizational distractionsOrganizational distractions
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--
creating brand equity for materials, components,creating brand equity for materials, components,or parts t at are necessar y conta ne w t nor parts t at are necessar y conta ne w t n
other branded productsother branded products
Examples:Examples:
chocolate syrupchocolate syrup
n e ns en e ns e
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Involves contractual arran ements wherebInvolves contractual arran ements whereb
firms can use the names, logos, characters, andfirms can use the names, logos, characters, and
Examples:Examples:
Entertainment (Star Wars, Jurassic Park, etc.)Entertainment (Star Wars, Jurassic Park, etc.)
Designer apparel and accessories (Calvin Klein,Designer apparel and accessories (Calvin Klein,
, ., .
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Draws attention to the brandDraws attention to the brand
Shapes the perceptions of the brandShapes the perceptions of the brand
Celebrity should have a high level of visibilityCelebrity should have a high level of visibility
and a rich set of useful associations ud mentsand a rich set of useful associations ud ments
and feelingsand feelings
-- a ngs o eva ua e ce e esa ngs o eva ua e ce e es
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Celebrit endorsers can be overused b endorsinCelebrit endorsers can be overused b endorsinmany products that are too varied.many products that are too varied.
celebrity and the product.celebrity and the product.
e e r ty en orsers can get n trou e or osee e r ty en orsers can get n trou e or osepopularity.popularity.
Many consumers feel that celebrities are doing theMany consumers feel that celebrities are doing the
endorsement for money and do not necessarilyendorsement for money and do not necessarilybelieve in the endorsed brand.believe in the endorsed brand.
ele ritie ma i tract attenti n fr m the ranele ritie ma i tract attenti n fr m the ran
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, ,, ,
Sponsored events can contribute to brand equitySponsored events can contribute to brand equity
b becomin associated to the brand andb becomin associated to the brand andimproving brand awareness, adding newimproving brand awareness, adding new
, ,, ,
favorability, and uniqueness of existingfavorability, and uniqueness of existing
assoc a ons.assoc a ons.
The main means by which an event can transferThe main means by which an event can transferassociations is credibility.associations is credibility.
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-- Marketers can create secondary associations in aMarketers can create secondary associations in a
number of different ways by linking the brand tonumber of different ways by linking the brand tovarious thirdvarious third--party sources.party sources.
ThirdThird-- art sources can be es eciall credibleart sources can be es eciall credible
sources.sources.
campaigns and selling efforts .campaigns and selling efforts .
xa e:xa e: . . owe an ssoc a es we. . owe an ssoc a es we -- u c eu c eCustomer Satisfaction IndexCustomer Satisfaction Index
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