CH09 - PART BUILDING STRONGBRANDS 4...

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© Kotler, Keller, Ang, Leong & Tan th Marketing Management An Asian Perspective 9-1 BUILDING  STRONG BRANDS PART 4
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© Kotler, Keller, Ang, Leong & Tan th Marketing Management An Asian Perspective 9-2 CREATING Brand Equity Chapter 9
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1. What is a brand and how does branding  work? 2. What is brand equity? 3. How is brand equity built, measured &  managed? 4. What are the important decisions in  developing a branding strategy? In this chapter, we address the following questions:
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Marketing Management An Asian Perspective 9-4 G o o g l e   founders Larry Page   and  Sergey Brin
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© Kotler, Keller, Ang, Leong & Tan th Marketing Management An Asian Perspective 9-5 What is Brand Equity?   - The Role of Brands Brand:  name, sign, symbol, design, to  identify goods/services of seller &  differentiate from competitors’ Identify product source & firm Perform valuable functions for firm Signal quality: satisfied buyer  - re-buy  Valuable legal property
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© Kotler, Keller, Ang, Leong & Tan th Marketing Management An Asian Perspective 9-6 The Brand Report Card World’s strongest brands  10  attributes 1. benefits consumers truly want 2. stays relevant 3. pricing - on consumer perceptions of value 4. properly positioned 5. consistent 6. portfolio makes sense 7. use marketing to build equity 8. Managers understand its meaning to consumers 9. given proper, sustained support 10. sources of brand equity monitored 
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© Kotler, Keller, Ang, Leong & Tan th Marketing Management An Asian Perspective 9-7 5 challenges for Asian brands with global  ambitions 1. overcome inherent parochialism 2. culture that sustains global perspective 3. face challenge to keep Asian brand  identity as they go global 4. rise above cheap low-quality image 5. think global despite being small What is Brand Equity?   - The Role of Brands
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© Kotler, Keller, Ang, Leong & Tan th Marketing Management An Asian Perspective 9-8 What is Brand Equity?   - The Scope of Branding Branding:  Endow products with  brand power  To create brand value – convince  consumers of meaningful  differences among brands  Related to attributes of product Branding can be applied wherever  consumer has a choice
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© Kotler, Keller, Ang, Leong & Tan th Marketing Management An Asian Perspective 9-9 In Hong  Kong, Oxfam  brands its  idea to stop  poverty  through the  “Make Trade  Fair”  campaign.
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The Joseph Conrad suite at the Oriental Hotel, Bangkok. The  hotel brands itself by creating a premium image that appeals  to guests who seek superior service
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© Kotler, Keller, Ang, Leong & Tan th Marketing Management An Asian Perspective 9-11 What is Brand Equity?
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CH09 - PART BUILDING STRONGBRANDS 4...

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