TOP 10 Learning Concepts Ch 9 – Creating Brand Equity<br />Maureen Martine T. Lee<br />September 2011<br />http://maureent...
OutlineCh 9 - Creating Brand Equity<br />Defining Brand Equity<br />Customer-based Brand Equity<br />Quality vs Quantity –...
OutlineCh 9 - Creating Brand Equity<br />Brand Resonance Model<br />Brand Equity Drivers<br />Brand Audit – Brand Value Ch...
Concept 1Defining Brand Equity<br />4<br />BRAND<br />NAME<br />DESIGN<br />TERM<br />SIGN<br />SYMBOL<br />http://maureen...
Concept 1Defining Brand Equity<br />5<br />BRAND EQUITY<br />Added value endowed on products and services<br />http://maur...
Concept 1Defining Brand Equity<br />6<br />BRAND EQUITY<br />Added value endowed on products and services<br />Consumer Th...
Concept 2Customer-based Brand Equity<br />7<br />Differential effect that brand knowledge has on consumer response<br />Br...
Concept 2Customer-based Brand Equity<br />8<br />Differential effect that brand knowledge has on consumer response<br />Se...
Concept 2Customer-based Brand Equity<br />9<br />Differential effect that brand knowledge has on consumer response<br />Le...
Concept 3Quality vs Quantity –Building Brands<br />10<br />BRAND QUALITY<br />CONSUMER BRAND KNOWLEDGE<br />– Foundation o...
Concept 3Quality vs Quantity –Building Brands<br />11<br />BRAND QUALITY<br />CONSUMER BRAND KNOWLEDGE<br />– Foundation o...
Concept 45 Components of Brand Asset Valuators<br />12<br />Differentiation<br />“Unique”<br />Esteem<br />“Respect”<br />...
Concept 45 Components of Brand Asset Valuators<br />13<br />Differentiation<br />“Unique”<br />Esteem<br />“Respect”<br />...
Concept 5Brand Identity<br />14<br />Unique Set of Brand Associations<br />Product Scope<br />Country of Origin<br />Produ...
Concept 5Brand Identity<br />15<br />BrandDynamics Pyramid<br />BONDING – Nothing else beats it<br />ADVANTAGE – does it o...
OutlineCh 9 - Creating Brand Equity<br />Brand Resonance Model<br />Brand Equity Drivers<br />Brand Audit – Brand Value Ch...
Concept 6Brand Resonance Model<br />17<br />Branding Objective<br />Intense, active loyalty<br />Positive, accessible reac...
Concept 7Brand Equity Drivers<br />18<br />Brand Elements – identities making up the brand<br />Character<br />Jingles<br ...
Concept 7Brand Equity Drivers<br />19<br />Brand Elements – identities making up the brand<br />Uniform Resource Locator o...
Concept 7Brand Equity Drivers<br />20<br />Brand Elements – identities making up the brand<br />Character<br />Spokespeopl...
Concept 7Brand Equity Drivers<br />21<br />Brand Elements – identities making up the brand<br />“Ito ang beat sabaysabay… ...
Concept 7Brand Equity Drivers<br />22<br />Brand Element – Choice Criteria<br />memorable<br />transferable<br />meaningfu...
Concept 7Brand Equity Drivers<br />23<br />Brand Element – Choice Criteria<br />memorable<br />transferable<br />meaningfu...
Concept 7Brand Equity Drivers<br />24<br />Campaigns – Marketing Activities and Programs<br />http://maureentlee.blogspot....
Concept 7Brand Equity Drivers<br />25<br />Brand Associations – Person, Place or Thing<br />http://maureentlee.blogspot.co...
Concept 8Brand AuditBrand Value Chain <br />26<br />Brand Audit <br />– consumer-focused series of procedures to assess<br...
Concept 8Brand AuditBrand Value Chain <br />27<br />Taken from http://mediebevaegelsen.dk/wp-content/uploads/brand-value-c...
Concept 8Brand AuditBrand Value Chain <br />28<br />Brand Valuation<br />-estimating the total financial value of the bran...
Concept 9Managing Brand Equity – Reinforcement and Revitalization<br />29<br />Brand Reinforcement<br />– consistently con...
Concept 9Managing Brand Equity – Reinforcement and Revitalization<br />30<br />Brand Revitalization<br />– keeping up with...
Concept 10Devising a Branding Strategy - Branding Decisions, Extensions & Portfolio<br />31<br />Individual Names<br />Bra...
Concept 10Devising a Branding Strategy - Branding Decisions, Extensions & Portfolio<br />32<br />Separate Names<br />Brand...
Concept 10Devising a Branding Strategy - Branding Decisions, Extensions & Portfolio<br />33<br />Brand Extension<br />http...
Concept 10Devising a Branding Strategy - Branding Decisions, Extensions & Portfolio<br />34<br />Brand Portfolio<br />http...
Concept 10Devising a Branding Strategy - Branding Decisions, Extensions & Portfolio<br />35<br />Brand Portfolio<br />Flan...
Concept 10Devising a Branding Strategy - Branding Decisions, Extensions & Portfolio<br />36<br />Brand Portfolio<br />Low-...
Summary – Brand Equity<br />37<br />Brand elements should be carefully picked<br />Brands should offer a unique experience...
Household Brands<br />38<br />http://maureentlee.blogspot.com/<br />
TOP 10 Learning Concepts Ch 9 – Creating Brand Equity<br />Maureen Martine T. Lee<br />September 2011<br />http://maureent...
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Kotler - Ch9 Brand Equity - Top 10 Concepts

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Kotler - Ch9 Brand Equity - Top 10 Concepts

  1. 1. TOP 10 Learning Concepts Ch 9 – Creating Brand Equity<br />Maureen Martine T. Lee<br />September 2011<br />http://maureentlee.blogspot.com/<br />
  2. 2. OutlineCh 9 - Creating Brand Equity<br />Defining Brand Equity<br />Customer-based Brand Equity<br />Quality vs Quantity – Investment in Building Brands<br />5 Components of Brand Asset Valuators<br />Brand Identity<br />http://maureentlee.blogspot.com/<br />
  3. 3. OutlineCh 9 - Creating Brand Equity<br />Brand Resonance Model<br />Brand Equity Drivers<br />Brand Audit – Brand Value Chain <br />Managing Brand Equity – Reinforcement and Revitalization<br />Devising a Branding Strategy - Branding Decisions Extensions & Portfolio<br />http://maureentlee.blogspot.com/<br />
  4. 4. Concept 1Defining Brand Equity<br />4<br />BRAND<br />NAME<br />DESIGN<br />TERM<br />SIGN<br />SYMBOL<br />http://maureentlee.blogspot.com/<br />
  5. 5. Concept 1Defining Brand Equity<br />5<br />BRAND EQUITY<br />Added value endowed on products and services<br />http://maureentlee.blogspot.com/<br />
  6. 6. Concept 1Defining Brand Equity<br />6<br />BRAND EQUITY<br />Added value endowed on products and services<br />Consumer Thinking, Feeling & Acting<br />Prices, Market Share & Profitability<br />http://maureentlee.blogspot.com/<br />
  7. 7. Concept 2Customer-based Brand Equity<br />7<br />Differential effect that brand knowledge has on consumer response<br />Brand Power<br />http://maureentlee.blogspot.com/<br />
  8. 8. Concept 2Customer-based Brand Equity<br />8<br />Differential effect that brand knowledge has on consumer response<br />Seen<br />Brand Power<br />Read<br />Heard<br />http://maureentlee.blogspot.com/<br />
  9. 9. Concept 2Customer-based Brand Equity<br />9<br />Differential effect that brand knowledge has on consumer response<br />Learned<br />Seen<br />Brand Power<br />Thought<br />Read<br />Heard<br />Felt<br />http://maureentlee.blogspot.com/<br />
  10. 10. Concept 3Quality vs Quantity –Building Brands<br />10<br />BRAND QUALITY<br />CONSUMER BRAND KNOWLEDGE<br />– Foundation of Brand Equity<br />RESPONSE TO MARKETING CAMPAIGN<br />http://maureentlee.blogspot.com/<br />
  11. 11. Concept 3Quality vs Quantity –Building Brands<br />11<br />BRAND QUALITY<br />CONSUMER BRAND KNOWLEDGE<br />– Foundation of Brand Equity<br />RESPONSE TO MARKETING CAMPAIGN<br />Brand QUANTITY<br />Irrelevant if does not contribute to consumer brand knowledge<br />http://maureentlee.blogspot.com/<br />
  12. 12. Concept 45 Components of Brand Asset Valuators<br />12<br />Differentiation<br />“Unique”<br />Esteem<br />“Respect”<br />Energy<br />“Momentum”<br />Knowledge<br />“Familiarity”<br />Relevance<br />“Appeal”<br />http://maureentlee.blogspot.com/<br />
  13. 13. Concept 45 Components of Brand Asset Valuators<br />13<br />Differentiation<br />“Unique”<br />Esteem<br />“Respect”<br />Energy<br />“Momentum”<br />Knowledge<br />“Familiarity”<br />Relevance<br />“Appeal”<br />http://maureentlee.blogspot.com/<br />
  14. 14. Concept 5Brand Identity<br />14<br />Unique Set of Brand Associations<br />Product Scope<br />Country of Origin<br />Product Personality<br />Brand Personality<br />Quality<br />Symbols<br />Product Attribute<br />Uses<br />Users<br />Organizational Attributes<br />http://maureentlee.blogspot.com/<br />
  15. 15. Concept 5Brand Identity<br />15<br />BrandDynamics Pyramid<br />BONDING – Nothing else beats it<br />ADVANTAGE – does it offer something better than the others?<br />PERFORMANCE – can it deliver?<br />RELEVANCE – does it offer something?<br />PRESENCE – do we know about it?<br />http://maureentlee.blogspot.com/<br />
  16. 16. OutlineCh 9 - Creating Brand Equity<br />Brand Resonance Model<br />Brand Equity Drivers<br />Brand Audit – Brand Value Chain <br />Managing Brand Equity – Reinforcement and Revitalization<br />Devising a Branding Strategy - Branding Decisions, Extensions & Portfolio<br />http://maureentlee.blogspot.com/<br />
  17. 17. Concept 6Brand Resonance Model<br />17<br />Branding Objective<br />Intense, active loyalty<br />Positive, accessible reactions<br />Points of parity & difference<br />Deep, broad brand awareness<br />Image taken from - http://www.value-chain.org/brand-equity-pyramid/<br />http://maureentlee.blogspot.com/<br />
  18. 18. Concept 7Brand Equity Drivers<br />18<br />Brand Elements – identities making up the brand<br />Character<br />Jingles<br />URL<br />Packages<br />Logo<br />Spokespeople<br />Signage<br />Symbol<br />Slogan<br />http://maureentlee.blogspot.com/<br />
  19. 19. Concept 7Brand Equity Drivers<br />19<br />Brand Elements – identities making up the brand<br />Uniform Resource Locator or <br />Universal Resource Locator (URL)<br />URL<br />Logo<br />Symbol<br />http://maureentlee.blogspot.com/<br />
  20. 20. Concept 7Brand Equity Drivers<br />20<br />Brand Elements – identities making up the brand<br />Character<br />Spokespeople<br />Seiko Seiko Wallet<br />“Wallet namaswerte”<br />Slogan<br />http://maureentlee.blogspot.com/<br />
  21. 21. Concept 7Brand Equity Drivers<br />21<br />Brand Elements – identities making up the brand<br />“Ito ang beat sabaysabay… Coke!”<br />Jingles<br />Packages<br />Signage<br />http://maureentlee.blogspot.com/<br />
  22. 22. Concept 7Brand Equity Drivers<br />22<br />Brand Element – Choice Criteria<br />memorable<br />transferable<br />meaningful<br />adaptable<br />protectible<br />likable<br />http://maureentlee.blogspot.com/<br />
  23. 23. Concept 7Brand Equity Drivers<br />23<br />Brand Element – Choice Criteria<br />memorable<br />transferable<br />meaningful<br />adaptable<br />protectible<br />likable<br />“Brand Building”<br />“Defensive - Leverage”<br />http://maureentlee.blogspot.com/<br />
  24. 24. Concept 7Brand Equity Drivers<br />24<br />Campaigns – Marketing Activities and Programs<br />http://maureentlee.blogspot.com/<br />
  25. 25. Concept 7Brand Equity Drivers<br />25<br />Brand Associations – Person, Place or Thing<br />http://maureentlee.blogspot.com/<br />
  26. 26. Concept 8Brand AuditBrand Value Chain <br />26<br />Brand Audit <br />– consumer-focused series of procedures to assess<br />the health of the brand<br />Sources of Brand Equity<br />Improve & Leverage<br />http://maureentlee.blogspot.com/<br />
  27. 27. Concept 8Brand AuditBrand Value Chain <br />27<br />Taken from http://mediebevaegelsen.dk/wp-content/uploads/brand-value-chain.gif<br />http://maureentlee.blogspot.com/<br />
  28. 28. Concept 8Brand AuditBrand Value Chain <br />28<br />Brand Valuation<br />-estimating the total financial value of the brand<br />Taken from :http://www.millwardbrown.com/Libraries/Optimor_BrandZ_Files/2011_BrandZ_Top100_Chart.sflb.ashx<br />http://maureentlee.blogspot.com/<br />
  29. 29. Concept 9Managing Brand Equity – Reinforcement and Revitalization<br />29<br />Brand Reinforcement<br />– consistently convey the meaning of the brand<br />Move forward towards the right direction<br />Products, benefits, satisfy needs<br />Superior, strong, favorable, unique<br />http://maureentlee.blogspot.com/<br />
  30. 30. Concept 9Managing Brand Equity – Reinforcement and Revitalization<br />30<br />Brand Revitalization<br />– keeping up with changes in consumer tastes and preference<br />http://maureentlee.blogspot.com/<br />
  31. 31. Concept 10Devising a Branding Strategy - Branding Decisions, Extensions & Portfolio<br />31<br />Individual Names<br />Brand Names<br />Blanket Family Names<br />http://maureentlee.blogspot.com/<br />
  32. 32. Concept 10Devising a Branding Strategy - Branding Decisions, Extensions & Portfolio<br />32<br />Separate Names<br />Brand Names<br />Corporate Name + Individual Product Name<br />http://maureentlee.blogspot.com/<br />
  33. 33. Concept 10Devising a Branding Strategy - Branding Decisions, Extensions & Portfolio<br />33<br />Brand Extension<br />http://maureentlee.blogspot.com/<br />
  34. 34. Concept 10Devising a Branding Strategy - Branding Decisions, Extensions & Portfolio<br />34<br />Brand Portfolio<br />http://maureentlee.blogspot.com/<br />
  35. 35. Concept 10Devising a Branding Strategy - Branding Decisions, Extensions & Portfolio<br />35<br />Brand Portfolio<br />Flankers<br />Cash Cows<br />http://maureentlee.blogspot.com/<br />
  36. 36. Concept 10Devising a Branding Strategy - Branding Decisions, Extensions & Portfolio<br />36<br />Brand Portfolio<br />Low-end Entry Level<br />High-end Prestige<br />http://maureentlee.blogspot.com/<br />
  37. 37. Summary – Brand Equity<br />37<br />Brand elements should be carefully picked<br />Brands should offer a unique experience<br />Quality should be the focus of marketing campaigns<br />Brand association to other entities<br />Brand equity is measurable<br />Brands should be dynamic and sustainable<br />http://maureentlee.blogspot.com/<br />
  38. 38. Household Brands<br />38<br />http://maureentlee.blogspot.com/<br />
  39. 39. TOP 10 Learning Concepts Ch 9 – Creating Brand Equity<br />Maureen Martine T. Lee<br />September 2011<br />http://maureentlee.blogspot.com/<br />
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