Giáo án Marketing Management Chapter 9 CREATING BRAND EQUITY What is a brand and how does branding work? What is brand equity? How is brand equity built, measured, and managed? What are the important decisions in developing a branding strategy?
Chương CREATING BRAND EQUITY of 91 Objective Outline • What is a brand and how does branding work? • What is brand equity? • How is brand equity built, measured, and managed? • What are the important decisions in developing a branding strategy? of 91 Contents What is brand equity? Building brand equity Custome r equity Measurin g Brand equity Managin g Brand equity Devising a brand strategy of 91 Introductory Vignette ESPN: A Strong Brand of 91 ESPN: A Strong Brand • ESPN (The Entertainment and Sports Programming Network) was launched in 1978 in Bristol, Connecticut, broadcasting regional sports • Through its singular focus on providing sports programming and news, it grew into the biggest name in sports • Its slogan, “Worldwide Leader In Sports,” embodies its position as the sports authority, but one with youthful, slightly irreverent personality of 91 ESPN: A Strong Brand • In the early 1990s, created a well-thought-out plan: wherever sports fan watched, read, and discussed sports, ESPN was going to be there • By 2006, encompassed a total of 10 cable channels, a web site, a magazine, a restaurant chain, more than 600 local radio affiliates, original movies and television series, book publishing, a sport merchandise catalog and online store, music and video games, and a mobile service • Now owned by The Walt Disney Company, ESPN earns $5 billion a year, but perhaps the greatest tribute to the power of its brand came from the mouth of one male focus group respondent: of 91 ESPN: A Strong Brand • In the early 1990s, created a well-thought-out plan: wherever sports fan watched, read, and discussed sports, ESPN was going to be there • By 2006, encompassed a total of 10 cable channels, a web site, a magazine, a restaurant chain, more than 600 local radio affiliates, original movies and television series, book publishing, a sport merchandise catalog and online store, music and video games, and a mobile service • Now owned by The Walt Disney Company, ESPN earns $5 billion a year of 91 One male focus group respondent If ESPN was a woman, I’d marry her of 91 Section What Is Brand Equity? of 91 What is a Brand? •“A brand is 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” (Defined by American Marketing Association) 11 of 91