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Chapter 9 creating brand equity


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Chapter 9 creating brand equity

  1. 1. 9 CREATING BRAND EQUITY Presented by Marie Ada Angelique de Silva SSS MMDP February 7, 2014
  2. 2. Outline I. Definition of a Brand, Branding and Brand Equity II. The Role of Branding III. Models for Building Brand Equity IV. Factors for Building Brand Equity
  3. 3. Starbucks
  4. 4. Globe
  5. 5. Breast Cancer Awareness
  6. 6. Rolex
  7. 7. Dove
  8. 8. WWF
  9. 9. Youtube
  10. 10. What is a brand? A brand is defined as a name, term, sign, symbol or design, or a combination of them, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors.
  11. 11. What is branding? Branding is endowing products and services with the power of the brand.
  12. 12. What is branding 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.
  13. 13. What is the power of a brand? • • • • Signals a level of quality Creates entry barriers Customers pay higher prices Competitive advantage
  14. 14. BrandZ: Brand Dynamics Pyramid Strong Relationship Bonding Advantage Performance Relevance Presence Weak Relationship Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-21
  15. 15. Brand Resonance Model: Pyramid Stages of Brand Dev’t. Relationships Brand Building Blocks Resonance Objective Intense, active loyalty Positive, accessible reactions Response Judgements/ Feelings Meaning Performance / Imagery Strong, favorable & unique Identity Salience Deep, broad brand awareness
  16. 16. 3 Drivers for Building Brand Equity • Brand elements • Product, service and accompanying marketing activities and supporting programs • Other associations directly transferred to the brand by linking it to some other entity
  17. 17. Brand Element Choice Criteria • Memorable • Meaningful • Likeable • Transferable • Adaptable • Protectable
  18. 18. Secondary Sources of Brand Knowledge
  19. 19. Managing Brand Equity • Reinforcement • Revitalization Devising a Brand Strategies • New brand elements for new products • Apply existing brand elements • Combination of new and exisiting
  20. 20. Summary • • • • Brand … Branding … Brand Equity Roles of branding Models for building brand equity Drivers of brand equity Creating brand equity increases product value and strong identity
  21. 21. End