My presentation creating brand equity

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creating brand equity

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My presentation creating brand equity

  1. 1. Creating Brand EquityPresented by:Rudolfo C. Villarin, M.D. MBA-H 8Ateneo Graduate School of BusinessRockwell, Makati CityApril 24, 2010<br />www.rcvillarin.blogspot.com<br />
  2. 2. Chapter Questions<br /><ul><li> What is a brand and what are its roles?
  3. 3. Whatis brand equity?
  4. 4. How is brand equity built, measured </li></ul> and managed?<br /><ul><li> What are the different branding </li></ul>strategies?<br />www.rcvillarin.blogspot.com<br />
  5. 5. What is a brand?<br />NAME<br />TERM<br />SYMBOL<br />DESIGN<br />SIGN<br />COMBINATION<br />www.rcvillarin.blogspot.com<br />
  6. 6. Role of brands:<br />Consumer<br /><ul><li>Simplifies decision making – loyalty
  7. 7. Assign responsibility to manufacturer/distributor</li></ul>Manufacturer/Firm<br /><ul><li>Simplifies product handling/tracing
  8. 8. Organize inventory/recording
  9. 9. Legal protection, eg. registered trademark, patents, copyright and propriety designs</li></ul>“Powerful means to secure competitive advantage”<br />www.rcvillarin.blogspot.com<br />
  10. 10. Brand Equity<br />Value endowed on products/services<br />Effects of marketing to a brand<br />-<br />brand knowledge<br />consumer response<br />=<br />Customer based brand equity <br />www.rcvillarin.blogspot.com<br />
  11. 11. Building Brand Equity:<br />Dependent on:<br /><ul><li>Initial choice of brand elements
  12. 12. Activities and supporting programs
  13. 13. Linking to some entities</li></ul>www.rcvillarin.blogspot.com<br />
  14. 14. Measuring Brand Equity:<br />Brand audit<br /><ul><li>Where the brand has been?
  15. 15. Ways to improve and leverage equity</li></ul>Brand tracking <br /><ul><li>Where the brand is now?
  16. 16. How marketing program is performing?</li></ul>www.rcvillarin.blogspot.com<br />
  17. 17. Managing Brand Equity:<br />Brand reinforcement<br /><ul><li>Through innovation and relevance
  18. 18. Moving forward on the right direction
  19. 19. Providing consistent marketing support</li></ul>Brand revitalization<br /><ul><li>Understand/identify the source
  20. 20. Back to basics  reinvention
  21. 21. Back to basics + reinvention </li></ul>www.rcvillarin.blogspot.com<br />
  22. 22. Branding strategies:<br />Brand extension<br /><ul><li>New products under established brand names</li></ul>+ facilitates acceptance<br />+ positive feedback to parent brand<br /><ul><li>brand dilution</li></ul>- harms parent brand image<br />www.rcvillarin.blogspot.com<br />
  23. 23. Brand portfolio<br /><ul><li> all brands and brand lines
  24. 24. maximizes market coverage, minimizes brand overlap
  25. 25. no potential customers are being ignored
  26. 26. no brand competing for customer approval
  27. 27. “Packaging”</li></ul>Branding strategies:<br />www.rcvillarin.blogspot.com<br />
  28. 28. Customer Equity VS Brand Equity:<br />Focus on bottom line financial values<br />Limited guidance to market strategies<br />Less competitive moves/counter moves<br />www.rcvillarin.blogspot.com<br />
  29. 29. “There are no brands without customers and no customers without brands”<br />www.rcvillarin.blogspot.com<br />
  30. 30. Creating Brand EquityPresented by:Rudolfo C. Villarin, M.D. MBA-H 8Ateneo Graduate School of BusinessRockwell, Makati CityApril 24, 2010<br />www.rcvillarin.blogspot.com<br />

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