Liberty avila


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Liberty avila

  1. 1. unique identity intangibleunique personality consumer’s perception Identifies l Term Sy mb o product/service of seller and differentiates from De s i N a me competitors gn Co m Sign bina tion
  2. 2. Understanding Brand Building BrandingProducts to Attributes Management Architecture Exercisebrands
  3. 3. Understanding Brand Building BrandingProducts to Attributes Management Architecture Exercisebrands
  4. 4. Product Brandsomething that is something that ismade in a factory bought by a customer uniquecan be copied by a competitor a successful brand is timeless can be quickly outdatedA brand is something that resides in the minds of consumer.
  5. 5. Understanding Brand Building BrandingProducts to Attributes Management Architecture Exercisebrands Name Logo Colours Essence
  6. 6. Brand Knowledge Images Experiences Feelings KNOWLEDGE BeliefsThoughts
  7. 7. Brand Elements Brand names URLsSlogans Elements Logos Characters Symbols
  8. 8. Brand Element Choice Criteria• Memorable - easily recalled and recognized• Meaningful - Legally and competitively (trademark rights, individuality)• Likeability - appealing (visually, verbally, etc.)• Transferable- Can introduce several products (same/different category)• Adaptable - Adaptability and updatability• Protectible - Legally and competitively (trademark rights, individuality)
  9. 9. The Role of Brands
  10. 10. What is Brand Equity? bRaNd EquiTy is the added value endowed on products and services, which may be reflected in the way consumers, think, feel, and act with respect to the brand.Differentiation Relevance Energy Esteem Knowledge CALCI-N Brand Equity Components
  11. 11. Building Brand Equity
  12. 12. Brand Asset Valuator Differentiation Degree to which a brand is seen different Brand Energy FutureStrength Brand’s Sense of Momentum Value Relevance Breadth of brand’s appeal EsteemBrand How well the brand is respected PastStature Performance Knowledge How familiar and intimate consumers are
  13. 13. Brand Dynamics Pyramid Strong Relationship Nothing else beats it. Bonding AdvantageDoes it offer somethingbetter than the others?Can it deliver? Performance ncreases as you Loy alty i o up! g Does it offer me something? RelevanceDo I know about it? Presence Weak Relationship
  14. 14. Aaker Model Core Identity Brand Identity Elements Extended Identity Brand Essence ElementsThere are a set of four categories of brand assets and liabilities which add value to the product.
  15. 15. Brand Resonance Pyramid Stages of Branding ObjectiveBrand Development At Each Stage
  16. 16. Designing Holistic Marketing Activities PersonalizationIs about making sure that the brand and its marketing are as relevant as possible to As many customers as possible – NO TWO CUSTOMERS ARE IDENTICAL. Integration Is about mixing and matching marketing activities to maximize their individual And collective effects. Internalization Walk the walk to deliver the brand promise.
  17. 17. Brand Promise
  18. 18. Measuring Brand Equity Brand Audits - is a consumer-focused exercise that involves a series of procedures to access the heath of the brand, uncover its sources of equity and suggest ways to improve and leverage its equity. Brand Valuation It is concerned of estimating the total financial value of the brand.
  19. 19. What is Brand Equity? Brand equity is the added value endowed onproducts and services, which may be reflectedin the way consumers, think, feel, and act with respect to the brand.
  20. 20. Managing Brand EquityBrand Reinforcement Continuous product improvement and innovation. Brand Revitalization Change in Positioning Overhaul the brand image
  21. 21. Devising a Branding Strategy Develop new brand elements Apply existing brand elements Use a combination of old and new
  22. 22. Brand Roles in a Brand Portfolio Flankers Cash Cows Low-end High-end Entry-level Prestige
  23. 23. Brand Roles in a Brand Portfolio FLANKERS Fighter brands that are positioned w/ respect to competitors’ brands so that more important (profitable) brands are able to retain their desired position CASH COWS Brands that are able to hold on to enough customers & maintain profitability w/ virtually no marketing support LOW-END ENTRY LEVEL Relatively low-priced “traffic-builder” brands that attract customers to the brand franchise in hopes to trading customers up to the higher-priced brand HIGH-END PRESTIGE Brands that add prestige and credibility to the entire portfolio