V47 Ch9 Brand Equity Visual Jojo Canta

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revised visual presentation on brand equity

revised visual presentation on brand equity

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  • 1. Ateneo Graduate School of Business
    MBA Standard Program
    Creating Brand EquityVisual Top Ten Concepts v2
    JojoCanta
    Ateneo Graduate School of Business
  • 2. Outline: Definition, Scope and Theories
    What is a Brand?
    Scope of Branding
    What is Brand Equity?
    Using Brand Equity Models as Guide
    Brand Asset Valuator
    Aaker Model
    Brand Resonance Model
    Brand Elements
    CREATING BRAND EQUITY
  • 3. Outline: Building a Strong Brand
    Branding Strategies
    Improving on what can be measured
    Managing Brand Equity
    Brand Portfolio
    Roles of Brands in a Portfolio
    Customer Equity
    CREATING BRAND EQUITY
  • 4. People are Brands
  • 5. People are Brands
    First in 2010NBA All-Star Ballots
  • 6. People are Brands
  • 7. People are Brands
    Second in 2010NBA All-Star Ballots
  • 8. People are Brands
  • 9. People are Brands
    Third in 2010NBA All-Star Ballots
  • 10. Popularity
    Kobe Bryant
    Dwyane Wade
    Lebron James
    they are popular because their brand equity
  • 11. Popularity
    Kobe Bryant
    Dwyane Wade
    Lebron James
    they are popular because their brand equity
  • 12. So What Makes up Brand Equity?
    performance
    charisma
    entertainment value
    they give what their fans want
  • 13. Building a Strong Brand
    a great product
  • 14. Building a Strong Brand
    a great product
    brand image
  • 15. Building a Strong Brand
    a great product
    brand image
    customer experience
  • 16. Building a Strong Brand
    CUSTOMER
    EXPERIENCE
    BRAND
    IMAGE
    GREAT
    PRODUCT
    a great product
    brand image
    customer experience
  • 17. Building a Strong Brand
    CUSTOMER
    EXPERIENCE
    BRAND
    IMAGE
    GREAT
    PRODUCTS
    CUSTOMER-CENTRIC MARKET STUDY
  • 18. Building a Strong Brand
    CUSTOMER
    EXPERIENCE
    BRAND
    IMAGE
    GREAT
    PRODUCTS
    CUSTOMER-CENTRIC MARKET STUDY
    MARKETING SUPPORT AND PEOPLE DEVELOPMENT
  • 19. #1
    High Brand Equity
    CUSTOMER
    EXPERIENCE
    BRAND
    IMAGE
    GREAT
    PRODUCTS
    CUSTOMER-CENTRIC MARKET STUDY
    MARKETING SUPPORT AND PEOPLE DEVELOPMENT
  • 20. Summary: Creating a Strong Brand
    Brands are used to differentiate a product or service.
    Brand Equity is the value endowed to
    a product or service which is reflected in
    how a customer think, feel and act
    about the product.
    Different elements can be used to identify and
    differentiate the brand.
  • 21. Summary: Creating a Strong Brand
    There are three major strategies in branding.
    Equity should be measured to determine
    which element to improve on.
    In managing a brand, it could be continuously
    reinforced or revitalized.
    Different brands with different roles could
    be created in a portfolio.
    Customers serve as the profit engine for brands.
  • 22. Ateneo Graduate School of Business
    MBA Standard Program
    Creating Brand EquityVisual Top Ten Concepts v2
    JojoCanta
    Thank you..