Build Customer Brand Equity
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Build Customer Brand Equity
- 1. Customer Based Brand Equity Your Company Name
- 2. Content 2 01 Brand Equity 04 Brand Quality 03 Brand Awareness 06 Brand Loyalty 05 Brand Association 02 Brand Equity Framework 07 Brand Loyalty 08 Stages of Brand Development & Tracking Measures 11 How to Position the Brand 10 Brand Positioning Elements 13 Brand Repositioning – (Option 2 of 2) 12 Brand Repositioning – (Option 1 of 2) 09 Establish Brand Positioning
- 3. Brand Equity 3 Brand Association This slide is 100% editable. Adapt it to your needs and capture your audience's attention. Perceived Quality This slide is 100% editable. Adapt it to your needs and capture your audience's attention. Brand Awareness This slide is 100% editable. Adapt it to your needs and capture your audience's attention. Brand Loyalty This slide is 100% editable. Adapt it to your needs and capture your audience's attention. Brand Equity Ideally, Brand equity comprises of 4 factors; which are discussed in next slides. Select the prime factors you want to focus on and develop your strategies
- 4. Brand Equity Framework 4 Brand Equity Brand Loyalty Perceived Quality Other Proprietary Assets Brand Awareness Brand Associations • Reduce marketing costs • Trade leverage • Reason to buy • Price • Channel member interest • Competitive advantage • Familiarity - linking • Signal of substance/ commitment • Differentiate/ positioning • Reason to buy • Create positive attitude/feelings Provides value to customers by enhancing customer’s: ▪ Confidence in the purchase decision ▪ Use satisfaction Provides value to firm by enhancing: ▪ Brand loyalty ▪ Prices/ margins ▪ Brand extensions ▪ Competitive advantage Category Indicators/ Effects Future Performance This slide is 100% editable. Adapt it to your needs and capture your audience's attention.
- 5. Brand Awareness 5 Dominant This slide is 100% editable. Adapt it to your needs and capture your audience's attention. Top of Mind This slide is 100% editable. Adapt it to your needs and capture your audience's attention. Unaided Awareness This slide is 100% editable. Adapt it to your needs and capture your audience's attention. Unaware of the Brand This slide is 100% editable. Adapt it to your needs and capture your audience's attention. This slide is 100% editable. Adapt it to your needs and capture your audience's attention. Aided Awareness 01 02 03 04 05 Identify your brand segment in this brand awareness pyramid and prepare short term and long term strategies to move up in the ladder
- 6. Brand Quality 6 Perceived Brand Quality Reason to Buy • Customer has not the time or ability to evaluate the quality objectively. • Perception of quality is the determinant in the buying decision. Premium Price • When The Perceived Quality Is High price May Be/ Must Be Accordingly Higher • Perceived Quality Enhances Profit Growth(premium Price=quality) Differentiation/Positioning • Establishing A Specific Image For A Brand (The premium, excellent) In Relation To Competing Brands And Their Quality This slide is 100% editable. Adapt it to your needs and capture your audience's attention. Identify your brand segment in this brand awareness pyramid and prepare short term and long term strategies to move up in the ladder
- 7. Brand Association 7 Help Process/Retrieve Information This slide is 100% editable. Adapt it to your needs and capture your audience's attention. Differentiate /Position This slide is 100% editable. Adapt it to your needs and capture your audience's attention. Create Positive Attitudes/Feelings This slide is 100% editable. Adapt it to your needs and capture your audience's attention. Basis for Extensions This slide is 100% editable. Adapt it to your needs and capture your audience's attention. Reason-to- Buy This slide is 100% editable. Adapt it to your needs and capture your audience's attention. Associations We have listed out 5 different parameters under brand association. Prepare your strategies for each of the parameter
- 8. Brand Loyalty 8 c $1.6 Trillion The potential revenue up for grabs from switching among consumer brands’ Brand advocates spend 2x as much regular customers and have 5x the lifetime value’ 80% of a business’ profits come from 20% of its customers’ A 5% increase in customer retention can result in a 40% lift in profit’ 77% of customers still say they have no relationship with a brand’ The probability of generating an additional sale from an existing customer is 7x greater than from a new prospect’ How much are Loyal Customers Worth? Input your inferences after brand tracking to provide a better perspective on how loyal is your customer base.
- 9. Brand Loyalty (Contd..) 9 Committed This slide is 100% editable. Adapt it to your needs and capture your audience's attention. Fence Sitters- Considers it a friend This slide is 100% editable. Adapt it to your needs and capture your audience's attention. Passively Loyal- With switching costs This slide is 100% editable. Adapt it to your needs and capture your audience's attention. Satisfied / Habitual Buyer- No reason to changes This slide is 100% editable. Adapt it to your needs and capture your audience's attention. Switchers / Price Sensitive- No Brand Loyalty This slide is 100% editable. Adapt it to your needs and capture your audience's attention. The Loyalty Pyramid 01 02 03 04 05 Identify your customers in the brand loyalty segment and formulate strategy to move up the ladder
- 10. Stages of Brand Development & Tracking Measures 10 Recognizable Text Here Text Here Memorable Text Here Text Here Favoured Text Here Text Here Distinctive Text Here Text Here Preferred Text Here Text Here Consumed & Satisfactory Text Here Text Here Low Equity/ unformed brand High Equity/ Fully formed brand Level of Development This slide is 100% editable. Adapt it to your needs and capture your audience's attention. Strategic Emphasis Survey Measures Development Stage
- 11. Establish Brand Positioning 11 Company & Product Target Customers Key Benefits Price Value Proposition Quality conscious consumers of chicken Tenderness 10% premium Better chicken at moderate prices Safety- conscious upscale families Durability & safety 20% premium Safest most durable wagon Convenience- minded pizza lovers Delivery speed & good quality 15% premium Good pizza delivered promptly at your doorstep with moderate prices Evaluating the product on the basis of commonly used parameters which can be altered as per customer requirements
- 12. Brand Positioning Elements 12 Essence Brand Personality Symbols Text Here Facts How the Brand Makes Me Look This slide is 100% editable. Adapt it to your needs and capture your audience's attention. How the Brand Makes Me Feel This slide is 100% editable. Adapt it to your needs and capture your audience's attention. What the Product Does For Me This slide is 100% editable. Adapt it to your needs and capture your audience's attention. How I Would Describe the Product This slide is 100% editable. Adapt it to your needs and capture your audience's attention. You can decide on the basis of below mentioned parameters how you want to position the brand in the minds of the target audience
- 13. How to Position your Brand 13 Quality Value Proposition A B C E D Own ProductA Competitor BB Competitor CC Competitor DD Competitor EE Move the circles and the text boxes as per your company’s product quality and value proposition
- 14. Brand Repositioning – (Option 1 of 2) 14 This slide is 100% editable. Adapt it to your needs and capture your audience's attention. Segment Oriented This slide is 100% editable. Adapt it to your needs and capture your audience's attention. Symbolism Oriented This slide is 100% editable. Adapt it to your needs and capture your audience's attention. Niche-Oriented This slide is 100% editable. Adapt it to your needs and capture your audience's attention. Value Oriented This slide is 100% editable. Adapt it to your needs and capture your audience's attention. Celebrity Oriented This slide is 100% editable. Adapt it to your needs and capture your audience's attention. Up-market Technology This slide is 100% editable. Adapt it to your needs and capture your audience's attention. Change of Image Oriented 01 02 03 04 05 06 07 You can reposition the Brand in the market on the basis of any of the ways mentioned in this slide
- 15. Celebrity Oriented This slide is 100% editable. Adapt it to your needs and capture your audience's attention. Up-Market Technology This slide is 100% editable. Adapt it to your needs and capture your audience's attention. Change of Image Oriented This slide is 100% editable. Adapt it to your needs and capture your audience's attention. Segment Oriented This slide is 100% editable. Adapt it to your needs and capture your audience's attention. Symbolism Oriented This slide is 100% editable. Adapt it to your needs and capture your audience's attention. Niche-Oriented This slide is 100% editable. Adapt it to your needs and capture your audience's attention. Value Oriented This slide is 100% editable. Adapt it to your needs and capture your audience's attention. Brand Repositioning – (Option 2 of 2) 15 You can reposition the Brand in the market on the basis of any of the ways mentioned in this slide
- 16. Customer Based Brand Equity Icons Slide 16
- 18. Bar Chart 18 2016 2017 2018 2019 2020 Product 01 This graph/chart is linked to excel, and changes automatically based on data. Just left click on it and select “Edit Data”. Product 02 This graph/chart is linked to excel, and changes automatically based on data. Just left click on it and select “Edit Data”.
- 19. Area Chart 19 0% 100% 200% 300% 400% 500% 600% 2015 2016 2017 2018 Product 01 This graph/chart is linked to excel, and changes automatically based on data. Just left click on it and select “Edit Data”. Product 02 This graph/chart is linked to excel, and changes automatically based on data. Just left click on it and select “Edit Data”.
- 20. Column Chart 20 0 1 2 3 4 5 6 7 FY 14 FY 15 FY 16 FY 17 FY 18 0 0.5 1 1.5 2 2.5 3 3.5 4 4.5 FY 14 FY 15 FY 16 FY 17 FY 18 Product 01 This graph/chart is linked to excel, and changes automatically based on data. Just left click on it and select “Edit Data”. Product 02 This graph/chart is linked to excel, and changes automatically based on data. Just left click on it and select “Edit Data”.
- 21. Pie chart 21 45% 28% Product 01 This graph/chart is linked to excel, and changes automatically based on data. Just left click on it and select “Edit Data”. Product 02 This graph/chart is linked to excel, and changes automatically based on data. Just left click on it and select “Edit Data”.
- 22. Our Mission Vision This slide is 100% editable. Adapt it to your needs and capture your audience's attention. Goals This slide is 100% editable. Adapt it to your needs and capture your audience's attention. Mission This slide is 100% editable. Adapt it to your needs and capture your audience's attention. 22
- 23. Our Team 23 Mary Parker CEO & Founder This slide is 100% editable. Adapt it to your needs and capture your audience's attention. Robin Clark Financial Manager This slide is 100% editable. Adapt it to your needs and capture your audience's attention. Jess Leo Designer This slide is 100% editable. Adapt it to your needs and capture your audience's attention.
- 24. Our Goal 24 This slide is 100% editable. Adapt it to your needs and capture your audience's attention. This slide is 100% editable. Adapt it to your needs and capture your audience's attention. This slide is 100% editable. Adapt it to your needs and capture your audience's attention. This slide is 100% editable. Adapt it to your needs and capture your audience's attention.
- 25. Comparison 25 Vs 20% This slide is 100% editable. Adapt it to your needs and capture your audience's attention. 40% This slide is 100% editable. Adapt it to your needs and capture your audience's attention.
- 26. Timeline 26 This slide is 100% editable. Adapt it to your needs and capture your audience's attention. This slide is 100% editable. Adapt it to your needs and capture your audience's attention. This slide is 100% editable. Adapt it to your needs and capture your audience's attention. This slide is 100% editable. Adapt it to your needs and capture your audience's attention. This slide is 100% editable. Adapt it to your needs and capture your audience's attention. This slide is 100% editable. Adapt it to your needs and capture your audience's attention. This slide is 100% editable. Adapt it to your needs and capture your audience's attention. 20192017 2018 2020 20212016 2022
- 27. Financial 27 Euro This slide is 100% editable. Adapt it to your needs and capture your audience's attention. Dollar This slide is 100% editable. Adapt it to your needs and capture your audience's attention. Pound This slide is 100% editable. Adapt it to your needs and capture your audience's attention.
- 28. Post It 28 This slide is 100% editable. Adapt it to your needs and capture your audience's attention. This slide is 100% editable. Adapt it to your needs and capture your audience's attention. This slide is 100% editable. Adapt it to your needs and capture your audience's attention.
- 29. Idea Generation This slide is 100% editable. Adapt it to your needs and capture your audience's attention. 29
- 30. Thank You Address # street number, city, state Contact Numbers 0123456789 Email Address emailaddress123@gmail.com 30