Kottler chap 9. john francis lee hok

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  • 1. The Top 10 Concepts with Local and Medical Applications
    Chapter 9: Creating Brand Equity
    John Francis Lee Hok
    AteneoSchool of Medicine and Public Health
    May 2010
    1
  • 2. What’s in a name?
    branding
    brand knowledge
    The brand promise
    elements
    resonance
    Marketing a brand
    1st contact
    internalization
    Success
    measuring brand equity
    Strategy
    extending
    brand portfolio
    Outline: Creating Brand Equity
  • 3. Speed, speed, and more speed
    Concept 1: Branding
  • 4. Kotler: Gucci, Chanel, Louis Vuitton
    Local: Bench, Oishi
    Medical: Unilab, RiteMed
    Concept 1: BrandingWhat’s in a name?
  • 5. Concept 2: Brand KnowledgeIts all about what consumers think of the brand
    What do you think?
    If you see this…
  • 6. Kotler: Volvo (safety), Harley-Davidson (adventure)
    Local: PAL (plane always late), Cebu Pacific (budget fares)
    Medical: Biogesic (safe)
    Concept 2: Brand KnowledgeIts all about what consumers think of the brand
  • 7. Would you break a promise?
    Concept 3: Brand PromiseIts all about delivering a promise
  • 8. Kotler: Burger King “Have it your way”
    Local: Shakey’s “if its late its free”
    Medical: The Medical City “Patient at Center Stage”
    Concept 3: Brand PromiseIts all about delivering a promise
  • 9. Concept 4: Brand Elements
  • 10. Kotler:
    Local:
    Medical:
    Concept 4: Brand Elements
  • 11. Concept 5: Brand ResonanceFeeling In Sync
  • 12. Kotler: Apple
    Local: Jollibee
    Medical: branded vs generics
    Concept 5: Brand ResonanceFeeling In Sync
  • 13. Concept 6: Marketing ActivitiesThe first contact (brand contact)
  • 14. Kotler: Moutain Dew Action Sports Center
    Local: Dona Maria Jasponica rice tasting and cooking demo
    Medical: drug companies product launch
    Concept 6: Marketing ActivitiesThe first contact (brand contact)
  • 15. Concept 7 InternalizationBringing the brand alive for employees
  • 16. Kotler: Miller Brewing
    Local: Toyota Motors Phil car loan program
    Medical : Medical City’s primacy of human resource
    Concept 7 InternalizationBringing the brand alive for employees
  • 17. Concept 8: Measuring Brand EquityIts about getting feedback
  • 18. Kotler: Coca-cola Consumer’s choice award
    Local: Consumer’s Choice
    Medical: The Medical City Patient survey form
    JCI Accreditation
    Concept 8: Measuring Brand EquityIts about getting feedback
  • 19. Concept 9: Branding StategyExtending your reach
  • 20. Kotler: Swiss Army Watches
    Local: Bench perfume
    Medical: Philamlife
    Concept 9: Branding StategyExtending your reach
  • 21. Concept 10: Brand PortfoliosIts about getting the entire MARKET
  • 22. Kotler: Giorgio Armani, Giorgio Armani Prive
    EmporioArmani
    Armani Exchange
    Local: Sterling, Orions, Avanti
    Philippine Airlines, PAL Express
    Medical : Unilab, RiteMed
    Concept 10: Brand PortfoliosIts about getting the entire MARKET
  • 23. Its all about branding
    Its all about value creation
    Its all about penetrating the mind
    Summary
  • 24. The Top 10 Concepts with Local and Medical Applications
    Chapter 9: Creating Brand Equity
    John Francis Lee Hok
    AteneoSchool of Medicine and Public Health
    May 2010
    24