Creating Brand Equity Visual Top Ten Concepts v2 Jojo Canta Ateneo Graduate School of Business Ateneo Graduate School of B...
Outline: Definition, Scope and Theories <ul><li>What is a Brand? </li></ul><ul><li>Scope of Branding </li></ul><ul><li>Wha...
Outline: Building a Strong Brand  <ul><li>Branding Strategies </li></ul><ul><li>Improving on what can be measured </li></u...
People are Brands
People are Brands First in 2010NBA  All-Star Ballots
People are Brands
People are Brands Second in 2010NBA  All-Star Ballots
People are Brands
People are Brands Third in 2010NBA  All-Star Ballots
Popularity they are popular because their brand equity Kobe Bryant Dwyane Wade Lebron James
Popularity they are popular because their brand equity Kobe Bryant Dwyane Wade Lebron James
So What Makes up Brand Equity? they give what their fans want performance charisma entertainment value
Building a Strong Brand a great product
Building a Strong Brand a great product brand image
Building a Strong Brand a great product brand image customer experience
Building a Strong Brand a great product brand image customer experience GREAT  PRODUCT BRAND IMAGE CUSTOMER EXPERIENCE
Building a Strong Brand CUSTOMER-CENTRIC MARKET STUDY  BRAND IMAGE CUSTOMER EXPERIENCE GREAT  PRODUCTS
Building a Strong Brand CUSTOMER-CENTRIC MARKET STUDY  BRAND IMAGE CUSTOMER EXPERIENCE MARKETING SUPPORT AND PEOPLE DEVELO...
High Brand Equity CUSTOMER-CENTRIC MARKET STUDY  BRAND IMAGE CUSTOMER EXPERIENCE MARKETING SUPPORT AND PEOPLE DEVELOPMENT ...
Summary: Creating a Strong Brand <ul><li>Brands are used to differentiate a product or service. </li></ul><ul><li>Brand Eq...
Summary: Creating a Strong Brand <ul><li>There are three major strategies in branding. </li></ul><ul><li>Equity should be ...
Creating Brand Equity Visual Top Ten Concepts v2 Jojo Canta Ateneo Graduate School of Business MBA Standard Program Thank ...
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V47 Ch9 Brand Equity Visual Jojo Canta V2

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revised visual summary of chapter 9

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V47 Ch9 Brand Equity Visual Jojo Canta V2

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

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