Cosla ch9 creating brand equity v78 antonita m. de pano

www.linkedin.com/in/antonita-macaraeg-de-pano
1
Creating BRAND
EQUITY
Building Strong Brands
Dr. Antonita D. Macaraeg-De Pano
Ateneo Graduate School of Business
MBAH – AGSB_CLDH

3
Creating BRAND
EQUITY
MBAH – AGSB_CLDH

LEARNING OBJECTIVES / QUESTIONS:
Creating brand equity:
1.  What is a brand & how
does branding work?
2.  What is brand equity?
3.  How is brand equity
built, measured &
managed?

1.  BRAND : does it matter?
2.  What is Brand Equity?
3. How is brand equity built, measured &
managed?
Outline:
Creating BRAND EQUITY

Outline #1:
What is a brand? (AMA)
BRAND
NAME
SIGN
/logo
SYMBOL
DESIGN
“brand elements”

Outline #1:
What is a brand?
valuable
Intangible
assets
Benefits
to
customers
& firms

•  The key to branding is…..
Outline #1:
Building a strong brand….

Distinguish
source /maker
Simplify
decision
making &
reduces risks
Simplify
product
handling/
tracing
Protect unique
features /
aspects of the
product
Secure
competitive
advantage
Outline #1:
Does brand matter?
Role of brands:

Outline #1:
identifies the source:
✔ ✔ ✔ ✔
✔ ✔

Distinguish
source /maker
Simplify
decision
making &
reduce risks
Simplify
product
handling/
tracing
Protect unique
features /
aspects of the
product
Secure
competitive
advantage
Outline #1:
Does brand matter?
Role of brands:

Outline #1:
Simplify decision-making

Outline #1:
Simplify product handling

Distinguish
source /maker
Simplify
decision
making &
reduces risks
Simplify
product
handling/
tracing
Protect unique
features /
aspects of the
product
Secure
competitive
advantage
Outline #1:
Role of brands:

Outline #1:
Legal Protection

Outline #1:
competitive advantage

Outline #1:
Brands represent valuable pieces of
legal property that can….
Influence consumer
behavior
can be bought
& sold
Provide
sustained future
revenues
Better earnings
& profit
performance
create greater
value for
shareholders

Outline #2:
Brand Equity:
Added value
endowed on the
products
Reflected
on:

•  studied from the perspective of the
consumer
The power of the brand:
Outline #2:
brand equity:

Customer-based Brand Equity:
Outline #2:
brand equity:
•  Is the differential effect that brand
knowledge has on consumer
response to the marketing of that
brand
•  Positive / negative

•  1) Positive:
Outline #2:

•  2) negative:
Outline #2:

Outline #3:
Brand Equity Model: BrandZ
Brand Dynamics Pyramid
Relevance
Presence
Performance
Advantage
Bonding
Weak Relationship
Strong Relationship

Outline #3: Brand Equity Model:
Brand Dynamics Pyramid:
Presence
Do I know
about it?

Outline #3: Brand Equity Model:
Presence
Does it offer
me something?
Relevance

Outline #3: Brand Equity Equity:
Brand Dynamics Pyramid
Presence
Can it deliver ?
Relevance
Performance

Outline #3: Measure of Brand Equity:
Presence
Does it offer
something better
than others ?
Relevance
Performance
Advantage

Outline #3: Measure of Brand Equity:
Presence
Nothing else beats
it!
Relevance
Performance
Advantage
Bonding

•  Challenge:
Outline #3:
Presence
Relevance
Performance
Advantage
Bonding

Outline #3: Measure of Brand equity
Brand Resonance Pyramid:
CLDH
RGH
JMC
LMDGH
TGH
TPH

Outline #3: Measure of Brand equity
Brand Resonance Pyramid:
✔
✔
✔
✔
✔
✔
✔
✔

Outline #3:
Building Brand Equity:
•  Three Factors:
•  A. Brand Elements
•  B. marketing activities
& supporting programs
•  C. linking associations

Outline #2 : BRAND EQUITY
Choosing the brand elements
• Memorable
• Meaningful
• Likeable
Brand
Building
• transferable
• Adaptable
• protectable
Brand
Defensive
✔
✔
✔
✔
✔
✔

Outline #2 : BRAND EQUITY
Choosing the brand elements
memorable
meaningful
likeable
transferable
adaptable
protectable

Outline #2: BRAND EQUITY:
Brand Elements:
BRAND
NAME
SIGN
/logo
SYMBOL
DESIGN

Outline #3:
BUILDING BRAND EQUITY:
•  Three Factors:
•  A. Brand Elements
•  B. holistic marketing
activities
•  C. linking associations

Outline #3
Brands are not built by advertising
ALONE

Outline #3: BRAND EQUITY
Holistic marketing activities:
Personal
observation
Personal
use
Word of
mouth
Online / telephone
experience
Payment
transactions
Integrated
marketing

Outline #3:
Leveraging 2ndary associations:
✔
✔
✔✔
✔
✔
✔

Outline #3:
MANAGING BRAND EQUITY:

1.  Innovation & relevance
2.  New brand offerings
3.  New ways to market
4.  Conveys – meaning,
benefits, superior qualities,
with marketing support
Outline #3:
BRAND REINFORCEMENT –

Reinvention of strategy
Renewal of commitment to quality
Back to basics strategy
Outline #3:
BRAND Revitalization /Reinvention:

Summary:
Creating BRAND EQUITY
1.  BRAND does matter
2.  Brand Equity should be built &
managed carefully
3. A strong brand commands
intense consumer loyalty rooted
on great product / service

48
Creating BRAND
EQUITY (2-8-2020)
MBAH – AGSB_CLDH

Cosla ch9 creating brand equity v78 antonita m. de pano

Recommended

Recommended

More Related Content

Similar to Cosla ch9 creating brand equity v78 antonita m. de pano

Similar to Cosla ch9 creating brand equity v78 antonita m. de pano (20)

More from AntonitaMacaraegDePa

More from AntonitaMacaraegDePa (13)

Recently uploaded

Recently uploaded (20)

Cosla ch9 creating brand equity v78 antonita m. de pano