Brand equity and positioning updated
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This is my Marketing Presentation on Creating Brand Equity and Crafting Brand Positioning
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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’ Position is 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 first move 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