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V47 Ch9 Brand Equity Visual Jojo Canta V2
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V47 Ch9 Brand Equity Visual Jojo Canta V2

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revised visual summary of chapter 9

revised visual summary of chapter 9

Published in: Education, Business

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  • 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. 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 they are popular because their brand equity Kobe Bryant Dwyane Wade Lebron James
  • 11. Popularity they are popular because their brand equity Kobe Bryant Dwyane Wade Lebron James
  • 12. So What Makes up Brand Equity? they give what their fans want performance charisma entertainment value
  • 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 a great product brand image customer experience GREAT PRODUCT BRAND IMAGE CUSTOMER EXPERIENCE
  • 17. Building a Strong Brand CUSTOMER-CENTRIC MARKET STUDY BRAND IMAGE CUSTOMER EXPERIENCE GREAT PRODUCTS
  • 18. Building a Strong Brand CUSTOMER-CENTRIC MARKET STUDY BRAND IMAGE CUSTOMER EXPERIENCE MARKETING SUPPORT AND PEOPLE DEVELOPMENT GREAT PRODUCTS
  • 19. High Brand Equity CUSTOMER-CENTRIC MARKET STUDY BRAND IMAGE CUSTOMER EXPERIENCE MARKETING SUPPORT AND PEOPLE DEVELOPMENT GREAT PRODUCTS #1
  • 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. Creating Brand Equity Visual Top Ten Concepts v2 Jojo Canta Ateneo Graduate School of Business MBA Standard Program Thank you..