Chapter 9(2)

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  • Successful branding means convincing your consumers that there are differences among products.
  • Brand equity is r eflected in the way consumers think, feel and act towards the brand.
  • The power of a brand lies in what resides in the minds of customers Understanding the needs and wants of consumers and organizations and devising products and campaigns to satisfy them are at the heart of successful marketing.
  • Chapter 9(2)

    1. 1. Top 10 Concepts Creating Brand Equity Jessica Anne L. Evangelista ASMPH
    2. 2. OUTLINE <ul><li>Definitions </li></ul><ul><ul><li>Brand and its scope </li></ul></ul><ul><ul><li>Brand Equity </li></ul></ul><ul><li>Brand Equity: Building, Measuring and Managing </li></ul><ul><li>Branding Strategies </li></ul>
    3. 3. A brand can differentiate one product from the other. Concept 1 : Powerful means to secure competitive advantage Source Protection Quality
    4. 4. A brand can differentiate one product from the other. <ul><li>Kotler’s Example : Marshall Field’s and Macy’s </li></ul><ul><li>Local Example : San Miguel Beer </li></ul><ul><li>Medical Example : </li></ul><ul><ul><li>The Medical City </li></ul></ul><ul><ul><li>Calayan Surgical Clinic </li></ul></ul>Concept 1 :
    5. 5. Branding creates mental structures that help consumers organize, clarify and decide. <ul><li>Applicable anywhere. </li></ul><ul><li>Highlight differences > decision. </li></ul>Concept 2:
    6. 6. Branding creates mental structures that help consumers organize, clarify and decide. <ul><li>Kotler’s Example : Colonial Williamsburg </li></ul><ul><li>Local Example : Goldilocks </li></ul><ul><li>Medical Example : </li></ul><ul><ul><li>Medicines that are patented (Lipitor, DM drugs) </li></ul></ul><ul><ul><li>Procedures exclusive to some derma centers </li></ul></ul>Concept 2:
    7. 7. Brand equity is the added value of a product or service <ul><li>Reflected in the way consumers think, feel and act </li></ul>Concept 3 : Consumer Response Brand Knowledge Consumer Behavior + +
    8. 8. Brand equity is the added value of a product or service <ul><li>Kotler’s Example : Apple Computer </li></ul><ul><li>Local Example : Jollibee </li></ul><ul><li>Medical Example : </li></ul><ul><ul><li>Belo Clinic: </li></ul></ul><ul><ul><li>Hospitals: TMC and St. Luke’s Medical Hospital </li></ul></ul>Concept 3 :
    9. 9. Understanding consumer brand knowledge is the foundation of brand equity. <ul><li>Brand Power </li></ul>Concept 4 : Understand needs and wants
    10. 10. Understanding consumer brand knowledge is the foundation of brand equity. <ul><li>Kotler’s Example : Volvo </li></ul><ul><li>Local Example : Sun Cellular </li></ul><ul><li>Medical Example : </li></ul><ul><ul><li>The Medical City: Patient on center stage </li></ul></ul><ul><ul><li>Traditional Chinese Medicine </li></ul></ul>Concept 4 :
    11. 11. Building brand equity: right brand knowledge + right consumers Concept 5 : Brand Elements BRAND EQUITY Marketing Activities Leveraging
    12. 12. Building brand equity: right brand knowledge + right consumers <ul><li>Kotler’s Example : Vis Group Holdings Inc. </li></ul><ul><li>Local Example : Philippine Tatler Awards Superbrands </li></ul><ul><li>Medical Example : </li></ul><ul><ul><li>Joint Comission International Quality Approval </li></ul></ul><ul><ul><li>Unilab: Unilab ba yan? </li></ul></ul>Concept 5 :
    13. 13. The power of brand needs to measured to be managed well. <ul><li>Brand Audit Brand Tracking </li></ul><ul><li>(Assess “health”) (Assess performance) </li></ul>Concept 6:
    14. 14. The power of brand needs to measured to be managed well. <ul><li>Kotler’s Example : None. </li></ul><ul><li>Local Example : Century Tuna </li></ul><ul><li>Medical Example : </li></ul><ul><ul><li>JCIA Accreditation </li></ul></ul><ul><ul><li>Generics Pharmacy </li></ul></ul>Concept 6:
    15. 15. Brand management = consistent marketing and reviving old strategy Concept 7: Constant marketing strategies
    16. 16. Brand management = consistent marketing and reviving old strategy <ul><li>Kotler’s Example : Coca-cola </li></ul><ul><li>Local Example : Jollibee </li></ul><ul><li>Medical Example : </li></ul><ul><ul><li>Biogesic (and other drugs) </li></ul></ul><ul><ul><li>Medical equipment companies </li></ul></ul><ul><ul><li>Health care products: J & J </li></ul></ul>Concept 7:
    17. 17. Brand management = consistent marketing and reviving old strategy <ul><li>Kotler’s Example : Mountain Dew </li></ul><ul><li>Local Example : Red Ribbon </li></ul><ul><li>Medical Example : </li></ul><ul><ul><li>Iloilo hospital acquired by TMC </li></ul></ul><ul><ul><li>MVP buying several hospitals </li></ul></ul>Concept 7:
    18. 18. Branding Strategy: Brand Name Concept 8:
    19. 19. Branding Strategy: Brand Name <ul><li>Kotler’s Example : General Mills </li></ul><ul><li>Local Example : San Miguel Corporation </li></ul><ul><li>Medical Example : </li></ul><ul><ul><li>Pharmaceutical companies </li></ul></ul><ul><ul><li>Medical equipment companies </li></ul></ul>Concept 8:
    20. 20. Branding Strategy: Brand Extensions Concept 9:
    21. 21. Branding Strategy: Brand Extensions <ul><li>Kotler’s Example : Nabisco 100 </li></ul><ul><li>Calorie Products </li></ul><ul><li>Local Example : San Miguel Beers </li></ul><ul><li>Medical Example : </li></ul><ul><ul><li>Medicines: Alaxan,Ponstan </li></ul></ul>Concept 9:
    22. 22. Branding Strategy: Brand Portfolio <ul><li>Brand Portfolio : limits brands! </li></ul><ul><li>GOAL : Maximize coverage, Minimize brand over lap! </li></ul>Concept 10:
    23. 23. Branding Strategy: Limitations of Brands <ul><li>Kotler’s Example : Armani </li></ul><ul><li>Local Example : URC </li></ul><ul><li>Medical Example : </li></ul><ul><ul><li>Medical packages offered in hospitals </li></ul></ul>Concept 10:
    24. 24. SUMMARY
    25. 25. Top 10 Concepts Creating Brand Equity Jessica Anne L. Evangelista ASMPH

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