Brand
MARKETING MANAGEMENT 13th International edition
7 tema (9 ir 10 skyriai)
Creating Brand Equity, Positioning
Kotler, Keller
Adaptuota S. Urbonavičiaus
Chapter Questions • What is a brand and how does branding work? prekės ženklas (vardas) • What is brand equity? (prekės ženklo (vardo) vertė) • What are the important decisions in developing a branding strategy? (prekių ženklų valdymo (identifikavimo) strategija) • How can a firm choose and communicate an effective positioning in the market? (pozicionavimas) • How are brands differentiated? (diferenciacija) 9-2
Brand – prekės ženklas (vardas) 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 – identifikavimo priemonių visuma, padedanti skirti vieno pardavėjo prekes nuo konkurentų pasiūlymų.
9-3
Branding – identifikavimas, prekių ženklų valdymas
Endowing products and services with the power of a brand.
9-4
Brand Knowledge (žinomumas) Thoughts
Feelings Knowledge Images
Beliefs Experiences
9-5
Brand Associations - asociacijos
Strong (stiprios) Unique (unikalios) Favorable (teigiamos) 9-6
Figure 9.3 Brand Dynamics Pyramid (prekės ženklo dinamika) Strong Relationship
Bonding Advantage Performance Relevance Presence Weak Relationship 9-7
The Role of Brands - vaidmuo Identify Identify the the maker maker (identifikavimas) (identifikavimas)
Signify Signify quality quality
(kokybės (kokybės sureikšminimas) sureikšminimas)
Create Create barriers barriers to to entry entry
(įėjimo (įėjimo barjerų barjerų kūrimas) kūrimas) Serve Serve as as aa competitive competitive advantage advantage (konkurencinis (konkurencinis pranašumas) pranašumas)
Secure Secure price price premium premium (didesnė (didesnė kaina) kaina) Offer Offer legal legal protection protection (teisinė (teisinė apsauga) apsauga)
9-8
Marketing Advantages of Strong Brands – stiprių vardų marketingo pranašumai • Inelastic consumer • Greater loyalty response to price • Less vulnerable to increases – pirkėjai competition mažai jautrūs kainos • Less vulnerable to crises didinimui • Larger margins • Elastic consumer • Greater trade cooperation response to price • Licensing opportunities decreases – pirkėjai labai jaurūs kainos • Brand extension mažinimui opportunities 9-9
Brand Equity, brand value - vertė The differential effect that brand knowledge has on consumer response to the marketing of that brand – vartotojo elgsenos skirtumas, atsirandantis dėl prekės vardo buvimo. •
vertė (angl. brand equity) – skirtumas, kurį sukuria prekės ženklo ar vardo žinomumas ir asociacijos pirkėjo elgesyje
(set of perceptions, knowledge and behaviors on the part of customers that creates demand and/or a price premium for a branded product - what the brand is worth to a customer)
•
vertė (angl. brand value) – rodiklis, atspindintis prekės ar ženklo poveikį rinkai (išreiškiamas pinigais) ir vertę įmonei.
(net present value of future cash flows from a branded product minus the net present value of future cash flows from a similar unbranded product - what the brand is worth to management and shareholders) 9-10
Prekės ženklo ar vardo vertės (angl. brand equity) samprata FIGURE 5: DIMENSIONS OF BRAND EQUITY
Giminingumas
9-11
Brand Asset Valuator (BAV) – brand equity Brand Equity
Knowledge
Esteem
Relevance
Differentiation
9-12
Figure 9.1 BAV Power Grid
9-13
BAV Key Components Differentiation Energy Relevance Esteem Knowledge •
http://www.brandassetvaluator.com.au/
9-14
Prekės ženklo vertės (brand value) skaičiavimo variantas - Interbrand
9-15
Top brands 2009 (Interbrand)
9-16
Prekės ženklo vertės (brand value) skaičiavimo variantas - BRANDZ
9-17
Top brands 2009 (BrandZ)
9-18
Brand Elements - elementai Brand names Logos
Slogans Elements
Characters
Symbols 9-19
Examples • Brand Names: Nike, Toyota Avensis, Zebra • Logos: • Symbols:
• Characters:
• Slogans: 9-20
Brand Element Choice Criteria – pagal ką rinktis
• Memorable • Meaningful • Likeability
• Transferable • Adaptable • Protectible
9-21
Drivers of Brand Equity (vertės kūrimo priemonės)
Brand Elements Marketing Activities Meaning Transference (platesnės asociacijos) 9-22
Figure 9.4 Brand Resonance Pyramid
9-23
Managing Brand Equity - valdymas Brand Brand Reinforcement Reinforcement Brand Brand Revitalization Revitalization Brand Brand Crises Crises
9-24
Brand Naming – tipiškos vardų naudojimo strategijos • Individual names (individualūs vardai) • Family names (grupiniai vardai): – blanket family names (sutampantys su įmonės vardu) – separate family names (nesutampantys su įmonės vardu) • Company and individual name (dvigubas vardas) 9-25
Branding Decisions - sprendimai Branding Decision
•Brand •No brand
BrandSponsor Decision
BrandName Decision
BrandBrandStrategy Repositioning Decision Decision
•Manufacturer brand
•Individual brand names •Blanket family name •Separate family names •Companyindividual names
•Line extension
(gamintojo)
•Distributor (private) brand •Licensed brand
•Brand extension •Multibrands •New brands
•Repositioning •No repositioning
•Cobrands
9-26
Brand Roles in a Brand Portfolio
Flankers
Cash Cows
Low-end Entry-level
High-end Prestige 9-27
Positioning
Act of designing the company’s offering and image to occupy a distinctive place in the mind of the target market – skirtingo nuo konkurentų įvaizdžio kūrimas vartotojų sąmonėje.
9-28
Marketing Strategy (pozicionavimo vieta marketingo strategijoje) 1. 1. Segmentation Segmentation 3. 3. Targeting Targeting 3. 3. Positioning Positioning
9-29
Dažnesni pozicionavimo pavyzdžiai • Positioning possibilities: – Attribute positioning – pagal savybę – Benefit positioning – pagal naudą – Use or application positioning – pagal vartojimą – User positioning – pagal vartotoją – Competitor positioning – prieš konkurentą – Product category positioning – prieš konkurentų grupę (prekių rūšį) 9-30
Defining Associations asociacijos Points-of-parity Points-of-difference (PODs) – skirtumų (POPs) sutapimo taškai taškai • Attributes or benefits • Associations that are consumers strongly not necessarily unique associate with a brand, to the brand but may positively evaluate, and be shared with other believe they could not brands find to the same extent with a competitive brand 9-31
Conveying Category Membership (atitikimas kategorijai – POP) Announcing Announcing category category benefits benefits
Comparing Comparing to to exemplars exemplars Relying Relying on on the the product product descriptor descriptor
9-32
Consumer Desirability Criteria for PODs Relevance Relevance Distinctiveness Distinctiveness Believability Believability
9-33
Deliverability Criteria for PODs Feasibility Feasibility Communicability Communicability Sustainability Sustainability
9-34
Writing a Positioning Statement Mountain Dew: To young, active soft-drink consumers who have little time for sleep, Mountain Dew is the soft drink that gives you more energy than any other brand because it has the highest level of caffeine. 9-35
Perceptual Map (suvokimo žemėlapio pavyzdys)
9-36
Differentiation (diferenciacija) Differentiation is the process of developing sets of meaningful and valuable differences that would be used to make company’s offerings different from those of competitor’s (reikšmingų skirtumų nuo konkuruojančių pasiūlymų paieška)
9-37
Differentiation Strategies
Product
Personnel
Channel
Image
9-38
Product Differentiation • • • • • • •
Product form Features Performance quality Conformance quality Durability Reliability Reparability
• • • • • • • •
Style Design Ordering ease Delivery Installation Customer training Customer consulting Maintenance 9-39
Personnel Differentiation: Singapore Airlines
9-40
Identity and Image – identitetas ir įvaizdis Identity: The way a company aims to identify or position itself (tai, ką kuria įmonė)
Image: The way the public perceives the company or its products (kaip suvokia visuomenė) 9-41
Marketing Discussion – beyond the simplicity
9 Kai kurie prekių ženklai turi savitą “charakterį”. Kam to reikia? 9 Kodėl kai kurie prekių ženklai “išdykauja”?
9-42
7 tema (9 ir 10 skyriai)
Creating Brand Equity, Positioning
Kotler, Keller
Adaptuota S. Urbonavičiaus
Chapter Questions • What is a brand and how does branding work? prekės ženklas (vardas) • What is brand equity? (prekės ženklo (vardo) vertė) • What are the important decisions in developing a branding strategy? (prekių ženklų valdymo (identifikavimo) strategija) • How can a firm choose and communicate an effective positioning in the market? (pozicionavimas) • How are brands differentiated? (diferenciacija) 9-2
Brand – prekės ženklas (vardas) 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 – identifikavimo priemonių visuma, padedanti skirti vieno pardavėjo prekes nuo konkurentų pasiūlymų.
9-3
Branding – identifikavimas, prekių ženklų valdymas
Endowing products and services with the power of a brand.
9-4
Brand Knowledge (žinomumas) Thoughts
Feelings Knowledge Images
Beliefs Experiences
9-5
Brand Associations - asociacijos
Strong (stiprios) Unique (unikalios) Favorable (teigiamos) 9-6
Figure 9.3 Brand Dynamics Pyramid (prekės ženklo dinamika) Strong Relationship
Bonding Advantage Performance Relevance Presence Weak Relationship 9-7
The Role of Brands - vaidmuo Identify Identify the the maker maker (identifikavimas) (identifikavimas)
Signify Signify quality quality
(kokybės (kokybės sureikšminimas) sureikšminimas)
Create Create barriers barriers to to entry entry
(įėjimo (įėjimo barjerų barjerų kūrimas) kūrimas) Serve Serve as as aa competitive competitive advantage advantage (konkurencinis (konkurencinis pranašumas) pranašumas)
Secure Secure price price premium premium (didesnė (didesnė kaina) kaina) Offer Offer legal legal protection protection (teisinė (teisinė apsauga) apsauga)
9-8
Marketing Advantages of Strong Brands – stiprių vardų marketingo pranašumai • Inelastic consumer • Greater loyalty response to price • Less vulnerable to increases – pirkėjai competition mažai jautrūs kainos • Less vulnerable to crises didinimui • Larger margins • Elastic consumer • Greater trade cooperation response to price • Licensing opportunities decreases – pirkėjai labai jaurūs kainos • Brand extension mažinimui opportunities 9-9
Brand Equity, brand value - vertė The differential effect that brand knowledge has on consumer response to the marketing of that brand – vartotojo elgsenos skirtumas, atsirandantis dėl prekės vardo buvimo. •
vertė (angl. brand equity) – skirtumas, kurį sukuria prekės ženklo ar vardo žinomumas ir asociacijos pirkėjo elgesyje
(set of perceptions, knowledge and behaviors on the part of customers that creates demand and/or a price premium for a branded product - what the brand is worth to a customer)
•
vertė (angl. brand value) – rodiklis, atspindintis prekės ar ženklo poveikį rinkai (išreiškiamas pinigais) ir vertę įmonei.
(net present value of future cash flows from a branded product minus the net present value of future cash flows from a similar unbranded product - what the brand is worth to management and shareholders) 9-10
Prekės ženklo ar vardo vertės (angl. brand equity) samprata FIGURE 5: DIMENSIONS OF BRAND EQUITY
Giminingumas
9-11
Brand Asset Valuator (BAV) – brand equity Brand Equity
Knowledge
Esteem
Relevance
Differentiation
9-12
Figure 9.1 BAV Power Grid
9-13
BAV Key Components Differentiation Energy Relevance Esteem Knowledge •
http://www.brandassetvaluator.com.au/
9-14
Prekės ženklo vertės (brand value) skaičiavimo variantas - Interbrand
9-15
Top brands 2009 (Interbrand)
9-16
Prekės ženklo vertės (brand value) skaičiavimo variantas - BRANDZ
9-17
Top brands 2009 (BrandZ)
9-18
Brand Elements - elementai Brand names Logos
Slogans Elements
Characters
Symbols 9-19
Examples • Brand Names: Nike, Toyota Avensis, Zebra • Logos: • Symbols:
• Characters:
• Slogans: 9-20
Brand Element Choice Criteria – pagal ką rinktis
• Memorable • Meaningful • Likeability
• Transferable • Adaptable • Protectible
9-21
Drivers of Brand Equity (vertės kūrimo priemonės)
Brand Elements Marketing Activities Meaning Transference (platesnės asociacijos) 9-22
Figure 9.4 Brand Resonance Pyramid
9-23
Managing Brand Equity - valdymas Brand Brand Reinforcement Reinforcement Brand Brand Revitalization Revitalization Brand Brand Crises Crises
9-24
Brand Naming – tipiškos vardų naudojimo strategijos • Individual names (individualūs vardai) • Family names (grupiniai vardai): – blanket family names (sutampantys su įmonės vardu) – separate family names (nesutampantys su įmonės vardu) • Company and individual name (dvigubas vardas) 9-25
Branding Decisions - sprendimai Branding Decision
•Brand •No brand
BrandSponsor Decision
BrandName Decision
BrandBrandStrategy Repositioning Decision Decision
•Manufacturer brand
•Individual brand names •Blanket family name •Separate family names •Companyindividual names
•Line extension
(gamintojo)
•Distributor (private) brand •Licensed brand
•Brand extension •Multibrands •New brands
•Repositioning •No repositioning
•Cobrands
9-26
Brand Roles in a Brand Portfolio
Flankers
Cash Cows
Low-end Entry-level
High-end Prestige 9-27
Positioning
Act of designing the company’s offering and image to occupy a distinctive place in the mind of the target market – skirtingo nuo konkurentų įvaizdžio kūrimas vartotojų sąmonėje.
9-28
Marketing Strategy (pozicionavimo vieta marketingo strategijoje) 1. 1. Segmentation Segmentation 3. 3. Targeting Targeting 3. 3. Positioning Positioning
9-29
Dažnesni pozicionavimo pavyzdžiai • Positioning possibilities: – Attribute positioning – pagal savybę – Benefit positioning – pagal naudą – Use or application positioning – pagal vartojimą – User positioning – pagal vartotoją – Competitor positioning – prieš konkurentą – Product category positioning – prieš konkurentų grupę (prekių rūšį) 9-30
Defining Associations asociacijos Points-of-parity Points-of-difference (PODs) – skirtumų (POPs) sutapimo taškai taškai • Attributes or benefits • Associations that are consumers strongly not necessarily unique associate with a brand, to the brand but may positively evaluate, and be shared with other believe they could not brands find to the same extent with a competitive brand 9-31
Conveying Category Membership (atitikimas kategorijai – POP) Announcing Announcing category category benefits benefits
Comparing Comparing to to exemplars exemplars Relying Relying on on the the product product descriptor descriptor
9-32
Consumer Desirability Criteria for PODs Relevance Relevance Distinctiveness Distinctiveness Believability Believability
9-33
Deliverability Criteria for PODs Feasibility Feasibility Communicability Communicability Sustainability Sustainability
9-34
Writing a Positioning Statement Mountain Dew: To young, active soft-drink consumers who have little time for sleep, Mountain Dew is the soft drink that gives you more energy than any other brand because it has the highest level of caffeine. 9-35
Perceptual Map (suvokimo žemėlapio pavyzdys)
9-36
Differentiation (diferenciacija) Differentiation is the process of developing sets of meaningful and valuable differences that would be used to make company’s offerings different from those of competitor’s (reikšmingų skirtumų nuo konkuruojančių pasiūlymų paieška)
9-37
Differentiation Strategies
Product
Personnel
Channel
Image
9-38
Product Differentiation • • • • • • •
Product form Features Performance quality Conformance quality Durability Reliability Reparability
• • • • • • • •
Style Design Ordering ease Delivery Installation Customer training Customer consulting Maintenance 9-39
Personnel Differentiation: Singapore Airlines
9-40
Identity and Image – identitetas ir įvaizdis Identity: The way a company aims to identify or position itself (tai, ką kuria įmonė)
Image: The way the public perceives the company or its products (kaip suvokia visuomenė) 9-41
Marketing Discussion – beyond the simplicity
9 Kai kurie prekių ženklai turi savitą “charakterį”. Kam to reikia? 9 Kodėl kai kurie prekių ženklai “išdykauja”?
9-42
