Top 10 Learning Questions for Chapter 9 Creating Brand Equity Roche Deluta December 15, 2011 V56 Marketing Class of Prof. ...
http://www.slideshare.net/rochedeluta 6. Brand ___________, estimates the total financial value of the brand. <ul><li>Valu...
Which of the following is the correct describe about the brand valuation? <ul><li>Estimate the tangible assets of the bran...
http://www.slideshare.net/rochedeluta 6. Interbrand Brand Valuation Method
http://www.slideshare.net/rochedeluta 6. Interbrand Brand Valuation Method Brand valuation –  estimates the  total financi...
http://www.slideshare.net/rochedeluta 6. Term used that distinguish with each other Brand Valuation  – estimates the total...
Brand Valuation <ul><li>Marketers should distinguish brand equity from BRAND VALUATION, which is the job of estimating the...
Brand Valuation <ul><li>Market segmentation: The first step in the brand valuation process is to divide the markets in whi...
Brand Valuation <ul><li>Brand reinforcement: brand equity is reinforced by marketing actions that consistently convey the ...
Brand Valuation <ul><li>Brand revitalization: changes can affect the fortunes of a brand. Often, the first thing to do in ...
http://www.slideshare.net/rochedeluta 6. Brand ___________, estimates the total financial value of the brand. <ul><li>Valu...
Which of the following is the correct describe about the brand valuation? <ul><li>Estimate the tangible assets of the bran...
Top 10 Learning Questions for Chapter 9 Creating Brand Equity Roche Deluta December 15, 2011 V56 Marketing Class of Prof. ...
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  1. 1. Top 10 Learning Questions for Chapter 9 Creating Brand Equity Roche Deluta December 15, 2011 V56 Marketing Class of Prof. Remigio Joseph De Ungria Chapter 9 Marketing Management, Kotler 14 th ed http://www.slideshare.net/rochedeluta
  2. 2. http://www.slideshare.net/rochedeluta 6. Brand ___________, estimates the total financial value of the brand. <ul><li>Valuation </li></ul><ul><li>Equity </li></ul><ul><li>Revitalization </li></ul><ul><li>Segmentation </li></ul><ul><li>Reinforcement </li></ul>
  3. 3. Which of the following is the correct describe about the brand valuation? <ul><li>Estimate the tangible assets of the brand Segmentation </li></ul><ul><li>Estimate the intangible assets of the brand reinforcement. </li></ul><ul><li>Estimate the intangible asset of the brand equity </li></ul><ul><li>Estimates the total financial value of the brand. </li></ul><ul><li>One of the ways to estimate brand revitalization. </li></ul>
  4. 4. http://www.slideshare.net/rochedeluta 6. Interbrand Brand Valuation Method
  5. 5. http://www.slideshare.net/rochedeluta 6. Interbrand Brand Valuation Method Brand valuation – estimates the total financial value of the brand
  6. 6. http://www.slideshare.net/rochedeluta 6. Term used that distinguish with each other Brand Valuation – estimates the total financial value of the brand. Brand Equity – is reinforced by marketing actions that consistently convey the meaning of the brand. Brand Revitalization – understands what the sources of brand equity were to begin. Brand Segmentation – the brand is sold into mutually exclusive segments of customers that help to determine the variances in the brand’s economic value. Brand Reinforcement – requires innovation and relevance throughout the marketing program.
  7. 7. Brand Valuation <ul><li>Marketers should distinguish brand equity from BRAND VALUATION, which is the job of estimating the total financial value of the brand. </li></ul>
  8. 8. Brand Valuation <ul><li>Market segmentation: The first step in the brand valuation process is to divide the markets in which the brand is sold into mutually exclusive segments of customers that help to determine the variances in the brand’s economic value. </li></ul>
  9. 9. Brand Valuation <ul><li>Brand reinforcement: brand equity is reinforced by marketing actions that consistently convey the meaning of the brand in terms of: </li></ul><ul><li>(1)what products the brand represents, what core benefits it supplies ,and what needs it satisfies, as well as </li></ul><ul><li>(2) how the brand makes products superior, and which strong, favorable ,and unique brand associations should exist I the minds of consumers. </li></ul>
  10. 10. Brand Valuation <ul><li>Brand revitalization: changes can affect the fortunes of a brand. Often, the first thing to do in revitalizing a brand is to understand what the sources of brand equity were to begin with. </li></ul><ul><li>Brand equity is reinforced by marketing actions that consistently convey the meaning of the brand. </li></ul>
  11. 11. http://www.slideshare.net/rochedeluta 6. Brand ___________, estimates the total financial value of the brand. <ul><li>Valuation </li></ul><ul><li>Equity </li></ul><ul><li>Revitalization </li></ul><ul><li>Segmentation </li></ul><ul><li>Reinforcement </li></ul>
  12. 12. Which of the following is the correct describe about the brand valuation? <ul><li>Estimate the tangible assets of the brand Segmentation </li></ul><ul><li>Estimate the intangible assets of the brand reinforcement. </li></ul><ul><li>Estimate the intangible asset of the brand equity </li></ul><ul><li>Estimates the total financial value of the brand. </li></ul><ul><li>One of the ways to estimate brand revitalization. </li></ul>
  13. 13. Top 10 Learning Questions for Chapter 9 Creating Brand Equity Roche Deluta December 15, 2011 V56 Marketing Class of Prof. Remigio Joseph De Ungria Chapter 9 Marketing Management, Kotler 14 th ed http://www.slideshare.net/rochedeluta
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