The Top 10 Concepts with Local and Medical Applications<br />Chapter 9: Creating Brand Equity<br />John Francis Lee Hok<br...
What’s in a name? <br />branding<br />brand knowledge<br />The brand promise<br />elements<br />resonance<br />Marketing a...
Speed, speed, and more speed<br />Concept 1: Branding<br />
Kotler: Gucci, Chanel, Louis Vuitton<br />Local: Bench, Oishi<br />Medical: Unilab, RiteMed<br />Concept 1: BrandingWhat’s...
Concept 2: Brand KnowledgeIts all about what consumers think of the brand<br />What do you think?<br />If you see this…<br />
Kotler: Volvo (safety), Harley-Davidson (adventure)<br />Local: PAL (plane always late), Cebu Pacific (budget fares)<br />...
Would you break a promise?<br />Concept 3: Brand PromiseIts all about delivering a promise<br />
Kotler: Burger King “Have it your way” <br />Local: Shakey’s “if its late its free”<br />Medical: The Medical City “Patien...
Concept 4: Brand Elements<br />
Kotler: <br />Local:<br />Medical:<br />Concept 4: Brand Elements<br />
Concept 5: Brand ResonanceFeeling In Sync<br />
Kotler: Apple<br />Local: Jollibee<br />Medical: branded vs generics<br />Concept 5: Brand ResonanceFeeling In Sync<br />
Concept 6: Marketing ActivitiesThe first contact (brand contact)<br />
Kotler: Moutain Dew Action Sports Center<br />Local: Dona Maria Jasponica rice tasting and cooking demo<br />Medical: drug...
Concept 7 InternalizationBringing the brand alive for employees<br />
Kotler: Miller Brewing<br />Local: Toyota Motors Phil car loan program<br />Medical : Medical City’s primacy of human reso...
Concept 8: Measuring Brand EquityIts about getting feedback<br />
Kotler: Coca-cola Consumer’s choice award<br />Local: Consumer’s Choice <br />Medical: The Medical City Patient survey for...
Concept 9: Branding StategyExtending your reach<br />
Kotler: Swiss Army Watches<br />Local: Bench perfume<br />Medical: Philamlife<br />Concept 9: Branding StategyExtending yo...
Concept 10: Brand PortfoliosIts about getting the entire MARKET<br />
Kotler: Giorgio Armani, Giorgio Armani Prive<br />EmporioArmani<br />		        Armani Exchange<br />Local: Sterling, Orion...
Its all about branding<br />Its all about value creation<br />Its all about penetrating the mind<br />Summary<br />
The Top 10 Concepts with Local and Medical Applications<br />Chapter 9: Creating Brand Equity<br />John Francis Lee Hok<br...
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Kottler chap 9. john francis lee hok

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Kottler chap 9. john francis lee hok

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