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Chapter Two
Brand Management
Copyright 2016 Pearson Education, Inc.
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Brand Management
Chapter Objectives
1.
2.
3.
4.
5.
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Brand Management
Chapter Objectives
6.
7.
8.
9.
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Applebees
Marketing emphasis
Product quality, price, promotions
Quality employment environment
2-5
Brand Management
Chapter Overview
2-6
Brand image
advertisement by
Kraft Foods
2-7
FIGURE
2.1
Intangible Elements
Corporate personnel
Ideals
Beliefs
Conduct
Environmental policies
Corporate culture
Country location
Media reports
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Consumer Perspective
Provides positive assurance
Unfamiliar settings
Little or no previous experience
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FIGURE
2.3
Company
Brand Value
(Billions)
Country
Apple
$98.3
United States
$93.3
United States
Coca-Cola
$79.2
United States
IBM
$78.8
United States
Microsoft
$59.5
United States
General Electric
$46.9
United States
McDonalds
$41.9
United States
Samsung
$39.6
South Korea
Intel
$37.3
United States
10
Toyota
$35.3
Japan
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Company Perspective
Extension of feelings to new products
Ability to charge more
Consumer loyalty
More frequent purchases
Positive word-of-mouth
Greater channel power
Attracts higher quality employees
More favorable ratings
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Rejuvenating an Image
Sells new products
Attracts new customers
Retains current customers
Key Remain consistent with old and new
Takes time and effort
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FIGURE
2.5
Source: Based on Comeback Kids: Haggar, Keds Stage Brand Revival, Advertising Age, October 30,2011,
http://adage.com/print/230721.
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Changing an Image
Extremely difficult
Necessary when target market declines or
product no longer matches industry trends
Requires more than advertising
Begins internally then moves outward
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Corporate Names
Overt names
Implied names
Conceptual names
Iconoclastic names
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FIGURE
2.7
name started as a joke about the way search engines search for
Lego
combination of Danish phrase leg godt which means play well and Latin
Reebok
Skype
to skype.
Verizon
Yahoo
repulsive, filthy creature that resembled a Neanderthal man. Yahoo founders, Jerry Yang
and David Filo considered themselves yahoos.
Copyright 2016 Pearson Education, Inc.
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FIGURE
2.8
Easily recognizable
Familiar
Consensual meaning
Stimulus codeability
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FIGURE
2.9
Year Company
Founded
John Deere
1837
1876
Coca-Cola
1886
1886
1886
1886
1862
1888
1875
1896
Campbells Soup
1869
1898
General Electric
1892
1900
Goodyear
1898
1901
Sherwin-Williams
1866
1905
DuPont
1802
1907
Source: Based on Samuel Weigley, Alexander Hess, and Paul Ausick, The Oldest Company Logos in America,
http://246wallst.com/2013/06/18/the-oldest-company-logos-in-america, June 18, 2013.
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Brand Logos
Aids in recall of specific brands
Aids in recall of advertisements
Reduces shopping effort
Reduces search time and evaluation
of alternatives
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FIGURE
2 . 10
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Bonus
Slide
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Bonus
Slide
Source: Adapted from Jared McCarthy, Logos: What Makes Them Work (Part 1of 2),
(www.marketingprofs.com/5/mccarthy4.asp), February 22, 2005.
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Types of Brands
Family brands
Multiple products under one brand
Transfer associations
Brand extension
New good or service
Flanker brand
New brand within current category
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FIGURE 2 . 12
Brands Sold by Procter & Gamble
Cosmetics
Dish washing
Hair care
CoverGirl
Max Factor
Cascade
Dawn
Ivory
Joy
Aussie
Head & Shoulders
Herbal Essences
Pantene
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FIGURE
2 . 13
Ingredient Branding
Co- Branding
Cooperative Branding
Complementary Branding
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2-28
FIGURE
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Brand Loyalty
Ultimate
objective
Only brand that customers purchase
Drivers of brand loyalty
Emotion
Value
Consumer
experience
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F I G U R E 2 . 15
Top Brands (CLEI)
Category
Top Brand
CLEI Emotional
Engagement
Athletic Footwear
Sketchers
86%
JP Morgan Chase
79%
Car Insurance
State Farm
82%
Casual Dining
Applebees
82%
Clinique
93%
Gasoline
Shell
80%
NFL
86%
Dominos
84%
Subway
95%
Diet Coke
89%
Bank
Cosmetics
Pizza
Quick Service
Restaurant
Soft Drinks (Diet)
Source: Based on Brand Keys 2013 Customer Loyalty Index Finds Seismic Shift I How Consumers Emotionally Engage with
Products, Services, Press Release,
http://brandkeys.com/wp-content/uploads/2013/02/2013-CLEI-Press-Release-FINAL-Overall.pdf
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Brand Equity
Brand
parity
Brand equity
Set of characteristics makes brand unique
Helps fight brand parity
Perceived better
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F I G U R E 2 . 16
Methods of Measuring Brand Equity
Financial value
Stock market value
Revenue premium
Consumer value
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F I G U R E 2 . 17
Top Ten Most Loved Brands
Rank
Company
Emotional Index
Disney
74.7
Yahoo!
74.3
74.2
Sony
74.1
Nestle
73.3
Auchan
72.9
Netflix
72.8
Whole Foods
72.7
Apple
72.7
10
Lowes
72.5
Source: Based on Christopher Heine, Check Out the Top 100 Beloved Brands, Adweek,
www.adweek.com/news/advertising-branding/check-out-the-top-100-beloved-brands, October 10, 2013.
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Private Brands
Popularity has fluctuated
Connotation of low price, low quality
Historically price-sensitive consumers
Retailers investing in private brands
Consumers see few differences
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FIGURE
2 . 16
Improved quality
Perceived as a value purchase
Higher loyalty towards retail outlets and lower
loyalty towards specific brands
Used to differentiate retail outlets
Increased advertising of private brands
Increased quality of in-store displays and
packaging of private brands
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Advantages to Retailers
Private Labels
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FIGURE
2 . 19
Source: Adapted from Vanessa L. Facenda, A Swift Kick to the Privates, Brandweek, Vol. 48, No. 31
(September 3, 2007), pp. 24-28.
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Packaging
Final opportunity to make impression
69% of purchase decisions made in-store
Have three seconds to catch attention
Must stand out
Tell customers what is inside
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FIGURE
2 . 18
Protect product
Provide for ease of shipping and handling
Provide for easy placement on shelves
Prevent or reduce theft
Prevent tampering (drugs and food)
Meet consumer needs for speed,
convenience, and portability
Communicate marketing message
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Labels
Must
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FIGURE
2 . 21
Source: Based on Heidi Tolliver-Walker, The Top Five Most Effective Ways to Use QR Codes on Packaging, Seybold
Report: Analyzing Publishing Technologies, Vol. 12, No. 1, January 9, 2012, pp. 2-6
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Ethical Issues
Brand infringement
Brand name becomes a generic term
Domain or cyber squatting
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International Implications
Adaptation vs. standardization
Standardization reduces costs
Shrinking world standardization
High-profile, high-involvement global brand
Low-involvement products local brand
Packaging and labeling
Image and positioning issues
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Blog Exercises
Sears
Target
Branding
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