Cursul al IV-lea

MARCA ALCTUIRE I VALOARE CAPITALIZAT

PROF. UNIV. DR. IOANA CECILIA POPESCU
CELE MAI VALOROASE MRCI GLOBALE

http://interbrand.com/best-brands/best-global-
brands/2016/

Ce au n comun?
ECUAIA MRCII
MARCA
=
PRODUS
(sau ansamblu de produse sau servicii)
+
PERSONALITATE
+
IDENTITATE
PRODUSUL

Orice element care poate fi oferit pe pia

pentru a capta atenia, pentru a fi
achiziionat, utilizat sau consumat:
bun fizic, serviciu, o persoan, o organizaie
sau un grup, un loc, o idee sau o cauz
Satisface nevoi de baz
PRODUSUL niveluri de semnificaie
(Keller, 2008)

1. Beneficiul fundamental: satisfacerea unei nevoi

fundamentale
2. Produsul generic: atributele absolut necesare
funcionrii (nedifereniatoare)
3. Produsul conform ateptrilor: setul de atribute
i caracteristici la care se ateapt n mod normal
consumatorul cnd cumpr
4. Produsul dezvoltat: atribute, beneficii, servicii
adiionale difereniatoare
5. Produsul potenial: posibilele dezvoltri i
transformri pe care le poate suporta produsul
Niveluri de semnificaie aer condiionat
(Keller, 2008)

1. Beneficiul fundamental: rcire i confort

2. Produsul generic: capacitate de rcire suficient,
eficien energetic acceptabil
3. Produsul conform ateptrilor: cel puin dou
viteze de rcire, filtre de aer nlocuibile etc.
4. Produsul dezvoltat: echipamente opionale
precum display care indic temperatura exterioar
etc.
5. Produsul potenial: funcionare silenioas,
pstrarea temperaturii constante, fr variaii
PERSONALITATEA MRCII

This is the psychological nature of a particular

brand as intended by its sellers, though persons in
the marketplace may see the brand otherwise
(called brand image). These two perspectives
compare to the personalities of individual humans:
what we intend or desire, and what others see or
believe
(https://www.ama.org/resources/Pages/Dictionary.asp
x?dLetter=B, martie 2017)
PERSONALITATEA MRCII

o Cum este marca?

o Reflect poziionarea
o Are la baz atributele de difereniere:
tangibile, raionale, sau intangibile
(emoionale, simbolice)
o Confer valoare adugat marca
satisface nevoi de ordin superior
DIFERENIEREA MRCII

...ceea ce deosebete o marc n raport cu

bunurile asemntoare nemarcate i i confer
valoare este ansamblul percepiilor i
credinelor consumatorilor cu privire la
atributele produsului i comportamentul
acestuia n consum, cu privire la numele mrcii
i reprezentrile pe care le genereaz, precum
i referitor la compania asociat mrcii
(Achenbaum, 1993, n Keller, 2008)
ELEMENTELE DE DIFERENIERE

Setulatributelor asociate mrcii

Se caracterizeaz prin:
Relevan

Unicitate

Putere
IDENTITATEA MRCII

o Cine este marca?

o Indiciu privind proprietarul mrcii
o Permite identificarea mrcii de ctre
consumator
o Permite organizaiei s-i asume
paternitatea
Brand equity

Valoarea mrcii/ Capitalul mrcii

Din perspectiva consumatorului, BE se

bazeaz pe atitudinea consumatorilor cu
privire la atributele pozitive ale mrcii i
rezultatele favorabile ale utilizrii acesteia
(https://www.ama.org/resources/Pages/Dictionary.aspx?dLetter=B, martie 2017)
Brand equity
Brand equity is a phrase used in the marketing
industry to try to describe the value of having a well-
known brand name, based on the idea that the owner
of a well-known brand name can generate more
money from products with that brand name than from
products with a less well known name, as consumers
believe that a product with a well-known name is
better than products with less well known names.
Source: The MASB Common Language Project
https://www.ama.org/resources/Pages/Dictionary.aspx?dLetter=B, martie
2017)
BRAND EQUITY (VALOAREA CAPITALIZAT A MRCII)

Set de active i pasive, grupate n cinci

categorii (Aaker, 2005):
1. Loialitatea fa de marc
2. Recunoaterea numelui
3. Calitatea perceput
4. Setul de asocieri specifice
5. Alte active n proprietatea mrcii (patente,
mrci nregistrate)
LEGO valorile mrcii
(http://aboutus.lego.com/en-us/lego-group/the_lego_brand)

Imagination
Curiosity asks, Why? and imagines explanations or possibilities (if..
then). Playfulness asks what if? and imagines how the ordinary becomes
extraordinary, fantasy or fiction. Dreaming it is a first step towards doing
it.
Free play is how children develop their imagination the foundation for
creativity
Creativity
Creativity is the ability to come up with ideas and things that are new,
surprising and valuable. Systematic creativity is a particular form of
creativity that combines logic and reasoning with playfulness and
imagination.
Fun
Fun is the happiness we experience when we are fully engaged in
something that requires mastery (hard fun), when our abilities are in
balance with the challenge at hand and we are making progress towards a
goal. Fun is both in the process, and in the completion.
Fun is being active together, the thrill of an adventure, the joyful
enthusiasm of children and the delight in surprising both yourself and
others in what you can do or create.
LEGO valorile mrcii
Learning
Learning is about opportunities to experiment, improvise and discover
expanding our thinking and doing (hands-on, minds-on), helping us see
and appreciate multiple perspectives.
Caring
Caring is about the desire to make a positive difference in the lives of
children, for our partners, colleagues and the world we find ourselves in,
and considering their perspective in everything we do.
Going the extra mile for other people, not because we have to but
because it feels right and because we care.
Caring is about humility not thinking less of ourselves, but thinking of
ourselves less.
Quality
From a reputation for manufacturing excellence to becoming trusted by all
we believe in quality that speaks for itself and earns us the
recommendation of all.
BIBLIOGRAFIE PENTRU EXAMEN

1. David Aaker
Managementul capitalului unui brand,
BRANDBUILDERS GRUP, 2005
2. Kevin Lane Keller
Strategic Brand Management, Third Edition, Pearson
Education International, 2008
cap. 1, 2, 11
3. Prezentrile PP de la curs