Manage or Be Managed? That is the question. Intangible brands may be hard to measure, but they equate to 30 percent of total Wall Street values. Some even see them as needing to be listed as "assets" on balance sheets. In this 24/7/365 digital world, what are the best and most effective strategies to protect brand equity. Yep, it is manage or be managed.

1. Managing Brand Equity
COM 280
Kevin M. Brett
October 7, 2014

2. What Are the Most Valuable
Brands on the Planet?
• 1. Google
• 2. Apple
• 3. IBM
• 4. Microsoft
• 5. Coca-Cola
• 6. Samsung
• 7. AT&T
• 8. Amazon

3. The “Intel Inside” Campaign

4. Brands Are 30 Percent of Wall
Street Value
• Brands are Ethereal
• Inspire Loyalty (Beyond Reason)
• Shorthand for “Choice”
• Evokes Devotion
• Promotes Awareness

5. Marketing Enhances Brands
The Four “P’s” of Marketing
• Product
• Place
• Pricing
• Promotion

6. Marketing Reaches Out to
Stakeholders
• B2B
• B2C
• B2G or Institutional
• Channel

7. What is Brand Equity?
• Estimated Value of the Reputation
• Constantly in Play
• Equity Can Rise or Decline

8. Brand Equity Can Rise or
Decline

9. Brand Equity Can Rise or
Decline

10. BP CEO: “I Want My Life Back”

11. Brand Equity Can Rise or
Decline

12. Brand Equity Hard to Measure
• Not Listed as an “Asset” on Balance
Sheets
• Intangible Value
• Conjures Loyalty and Differentiation
• It Exists
• How Will Your IMC Team Promote Brand
Equity?

13. Manage or Be Managed:
Your “Brand” is in Play

14. Greatest Brand of All?