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Kotler09 - Basic - Part - D

The document discusses various branding concepts including slogans used by different companies, criteria for choosing brand elements, ways to design holistic marketing activities, methods for measuring brand equity like brand audits and tracking, Interbrand's formula for calculating brand equity, strategies for managing brands, approaches for devising branding strategies, common branding terms, ways to name brands, and roles brands can play in a portfolio.

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Jitesh Maheshwari
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© Attribution Non-Commercial (BY-NC)
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61 views

Kotler09 - Basic - Part - D

The document discusses various branding concepts including slogans used by different companies, criteria for choosing brand elements, ways to design holistic marketing activities, methods for measuring brand equity like brand audits and tracking, Interbrand's formula for calculating brand equity, strategies for managing brands, approaches for devising branding strategies, common branding terms, ways to name brands, and roles brands can play in a portfolio.

Uploaded by

Jitesh Maheshwari
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
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Slogans

 Like a good neighbor,  We try harder


State Farm is there
 Just do it
 Nothing runs like a
Deere
 Subah Bakher  I’m lovin’ it
Zindagi
 Do the Dew  Always low prices

9-1
9-2
Brand Element Choice Criteria

 Memorable  Transferable
 Meaningful  Adaptable
 Likeability  Protectible

9-3
Designing Holistic Marketing
Activities
 Personalization
 Integration

-Brand Awareness
Brand Image
 Internalization
-Brand Bonding
-Internal Branding

9-4
Measuring Brand Equity
 Brand Audits
Brand Inventory
Brand Exploratory
 Brand Tracking
 Brand Valuation

9-5
Interbrand’s Brand Equity
Formula
 Brand earnings  Brand strength
 Brand sales  Leadership (25%)
 Costs of sales  Stability (15%)
 Market (10%)
 Marketing costs
 Geographic spread (25%)
 Overhead expenses
 Trend (10%)
 Remuneration of  Support (10%)
capital charge
 Protection (5%)
 Taxation

9-6
Managing Brand Equity
 Brand reinforcement
 Brand revitalization
 Brand crises

9-7
Devising a Branding Strategy
 Develop new brand elements
 Apply existing brand elements
 Use a combination of old and new

9-8
Branding Terms
 Brand line  Line extension
 Brand mix  Category extension
 Brand extension  Branded variants
 Sub-brand  Licensed product
 Parent brand  Brand dilution
 Family brand  Brand portfolio

9-9
Brand Naming

 Individual names
 Blanket family names
 Separate family names
 Corporate name/individual name combo

9-10
Brand Roles in a Brand Portfolio

 Flankers
 Cash cows
 Low-end entry-level
 High-end prestige

9-11

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