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Brand equity and positioning updated
The document discusses how to build strong brands and create brand equity. It explains that brand equity is the added value, symbolism, and label associated with a brand that influences how consumers think, feel, and act towards the brand. It also outlines the key aspects of creating strong brand equity, such as establishing a clear brand role and model, choosing the right branding elements, implementing internal branding, and carefully managing the brand over time. The document then discusses how to craft an effective brand positioning by studying competitors, developing a unique brand position in the target market, differentiating through innovation or product lifecycle strategies, and making differences that cannot be copied.
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Brand equity and positioning updated
- 1. Building Strong Brands CREATING BRAND EQUITY AND CRAFTING ITS POSITIONING Martin Danao Bryan Panjaitan Angelica Pujol Ateneo Graduate School of Business https://www.linked.com/in/martinlloyddanao https://www.linkedin.com/in/angelicapujol https://www.linkedin.com/in/bryanpanjaitan
- 2. Building Strong Brands– part 1 Aspects of a Great Brand Equity are… • Equity • Role • Model • Element/s • Internal Branding • Management
- 3. Building Strong Brands to create a GREAT BRAND EQUITY 1 of 6 What is Brand Equity? It is.. • Added Value • Symbol and Pride • Label for Customers
- 4. Building Strong Brands to create a GREAT BRAND EQUITY 1 of 6 What is Brand Equity? It is.. It may be reflected in the way consumers… • Added Value • Symbol and Pride • Label for Customers think feel act …with respect to a Brand
- 5. Building Strong Brands to create a GREAT BRAND EQUITY 1 of 6 Could be Positive Customer-based Brand Equity… October 16, 2014: Eager Shoppers Queue Overnight for H&M PHL Opening
- 6. Building Strong Brands to create a GREAT BRAND EQUITY 1 of 6 Could be Positive Customer-based Brand Equity… May 20, 2014: World’s Cheapest Michelin-Star Restaurant Opens in Manila!
- 7. Building Strong Brands to create a GREAT BRAND EQUITY 1 of 6 …or Negative Customer-based Brand Equity October 23, 2014: Microsoft Looks Set to Drop Nokia Name from Smartphones
- 8. Building Strong Brands to create a GREAT BRAND EQUITY 1 of 6 …or Negative Customer-based Brand Equity February 8, 2014: LTFRB Suspends Florida Bus After Mt. Province Fatal Crash
- 9. Building Strong Brands– part 1 Aspects of a Great Brand Equity are… • Equity • Role • Model • Element/s • Internal Branding • Management
- 10. Building Strong Brands to create a GREAT BRAND EQUITY 2 of 6 Branding can be used to.. • Identify the Maker • Help Organizing Records • Signify level of Quality
- 11. Building Strong Brands to create a GREAT BRAND EQUITY 2 of 6 Branding can be used to.. • Legal Protections through: Patents, Trademarks, and Copyrights A Great Branding • Barriers for Competitors • Enhance Financial Value
- 12. Building Strong Brands– part 1 Aspects of a Great Brand Equity are… • Equity • Role • Model • Element/s • Internal Branding • Management
- 13. Building Strong Brands to create a GREAT BRAND EQUITY 3 of 6 Use the most applicable Brand Models! • As simple as possible • Easy to explain • Understandable by the employees
- 14. Building Strong Brands to create a GREAT BRAND EQUITY 3 of 6 Use the most applicable Brand Models!
- 15. Building Strong Brands to create a GREAT BRAND EQUITY 3 of 6 Use the most applicable Brand Models!
- 16. Building Strong Brands– part 1 Aspects of a Great Brand Equity are… • Equity • Role • Model • Element/s • Internal Branding • Management
- 17. Building Strong Brands to create a GREAT BRAND EQUITY 4 of 6 Choosing the right Brand Element/s is crucial! •Name • Logo • Slogan
- 18. Building Strong Brands to create a GREAT BRAND EQUITY 4 of 6 Choosing the right Brand Element/s is crucial! •Name • Logo • Slogan
- 19. Building Strong Brands– part 1 Aspects of a Great Brand Equity are… • Equity • Role • Equity • Element/s • Internal Branding • Management
- 20. Building Strong Brands to create a GREAT BRAND EQUITY 5 of 6 Treat internal Branding as careful as the External Branding! • Choose the right moment • Link internal & external marketing • Bring the brand alive internally • Become an example
- 21. Building Strong Brands to create a GREAT BRAND EQUITY 5 of 6
- 22. Building Strong Brands to create a GREAT BRAND EQUITY 5 of 6
- 23. Building Strong Brands– part 1 Aspects to Create a Great Brand Equity are… • Equity • Role • Model • Element/s • Internal Branding • Management
- 24. Building Strong Brands to create a GREAT BRAND EQUITY 6 of 6 All brand should be Managed Carefully for optimal outcomes by doing: • Deliver the Promise • Keep Evolving • Consistency • Revitalizations
- 25. Building Strong Brands– part 1 Conclusion A Strong Brand… … commands intense consumer loyalty, rooted on great product or service.
- 26. Building Strong Brands– part 2 Steps to Craft a Great Brand Positioning are… • Study Competitors’ Positioning • Develop a Position • Finding New Trends • Product Life Cycle • Differentiation Strategy
- 27. Knowing Competitors’ Positionis imperative! • Identify the competitors • Find competitors’ SWOT • Make comparisons Building Strong Brands to craft a GREAT BRAND POSITIONING 1 of 5
- 28. Building Strong Brands– part 2 Steps to Craft a Great Brand Positioning are… • Study Competitors’ Positioning • Develop a Position • Finding New Trends • Product Life Cycle • Differentiation Strategy
- 29. Building Strong Brands to craft a GREAT BRAND POSITIONING 2 of 5 Place the Brand at the center of the intended market! • Identify the market - Size - Growth - Trends • Make SWOT Analysis • Calculate the Options
- 30. Building Strong Brands– part 2 Steps to Craft a Great Brand Positioning are… • Study Competitors’ Positioning • Develop a Position • Finding New Trends • Product Life Cycle • Differentiation Strategy
- 31. Make the firstmove and Become the Pioneer! • Be innovative • Find out what the customers’ needs (not wants) • Be sure about it • Follow it up Building Strong Brands to craft a GREAT BRAND POSITIONING 3 of 5
- 32. Building Strong Brands to craft a GREAT BRAND POSITIONING 3 of 5 Make the first move and Become the Pioneer!
- 33. Building Strong Brands– part 2 Steps to Craft a Great Brand Positioning are… • Study Competitors’ Positioning • Develop a Position • Finding New Trends • Product Life Cycle • Differentiation Strategy
- 34. Building Strong Brands to craft a GREAT BRAND POSITIONING 4 of 5 Know your Product and its Life Cycle! • Limited Lifetime • Sales pass through Distinct Stages • Profit Rises and Falls • Different Strategies for each Stage
- 35. Building Strong Brands to craft a GREAT BRAND POSITIONING 4 of 5 Stage 1: Introduction • Slow Sales Growth • Heavy Expenditure • Non-Existent Profit • No Customers’ Loyalty
- 36. Building Strong Brands to craft a GREAT BRAND POSITIONING 4 of 5 Stage 2: Growth • Rapid Market Acceptance • Substantial Profit Improvement • Growing Customers’ Loyalty
- 37. Building Strong Brands to craft a GREAT BRAND POSITIONING 4 of 5 Stage 3: Maturity • Slowing Down in Sales Growth • Stabilized or Decreased in Profit • Increasing Competitions
- 38. Building Strong Brands to craft a GREAT BRAND POSITIONING 4 of 5 Stage 4: Decline • Sales Decline • Profit Erodes • Loyalty stays to the Brand
- 39. Building Strong Brands– part 2 Steps to Craft a Great Brand Positioning are… • Study Competitors’ Positioning • Develop a Position • Finding New Trends • Product Life Cycle • Differentiation Strategy
- 40. Building Strong Brands to craft a GREAT BRAND POSITIONING 5 of 5 Make the Difference/s That Cannot Be Followed by the other competitors! • Employee • Channel • Image • Product/Services
- 41. Building Strong Brands to craft a GREAT BRAND POSITIONING 5 of 5 Make the Difference/s That Cannot Be Followed by the other competitors! • Employee Better Trained Competent Trustworthy Friendly & Respectful Reliable Responsible Good Communicator • Channel • Image • Product/Services
- 42. Building Strong Brands to craft a GREAT BRAND POSITIONING 5 of 5 Make the Difference/s That Cannot Be Followed by the other competitors! • Employee • Channel Coverage Expertise Performance • Image • Product/Services
- 43. Building Strong Brands to craft a GREAT BRAND POSITIONING 5 of 5 Make the Difference/s That Cannot Be Followed by the other competitors! • Employee • Channel • Image • Product/Services
- 44. Building Strong Brands to craft a GREAT BRAND POSITIONING 5 of 5 Make the Difference/s That Cannot Be Followed by the other competitors! Product Form Features Performance Style and Design Durability Reliability Reparability Customer Training Customer Consulting • Employee • Channel • Image • Product/Services
- 45. Building Strong Brands CREATING BRAND EQUITY AND CRAFTING ITS POSITIONING Equity Role Model Element/s Internal Branding Management Study Competitors’ Positioning Develop a Position Finding New Trends Product Life Cycle Differentiation Strategy https://www.linked.com/in/martinlloyddanao https://www.linkedin.com/in/angelicapujol https://www.linkedin.com/in/bryanpanjaitan