V47 Ch9 Creating Brand Equity


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V47 Ch9 Creating Brand Equity

  1. 1. Creating Brand EquityTop Ten Concepts<br />JojoCanta<br />Ateneo Graduate School of Business<br />MBA Standard Program<br />
  2. 2. Outline: Definition, Scope and Theories<br />What is a Brand?<br />Scope of Branding<br />What is Brand Equity?<br />Using Brand Equity Models as Guide<br />Brand Asset Valuator<br />Aaker Model<br />Brand Resonance Model<br />Brand Elements<br />CREATING BRAND EQUITY<br />
  3. 3. Outline: Building a Strong Brand <br />Branding Strategies<br />Improving on what can be measured<br />Managing Brand Equity<br />Brand Portfolio<br />Roles of Brands in a Portfolio<br />Customer Equity<br />CREATING BRAND EQUITY<br />
  4. 4. What is a Brand?<br />name, term, sign, symbol, design, or combination<br />intended to identify the goods or services<br />differentiate them from those of competitors’<br />
  5. 5. Scope of Branding<br />all about creating differences between products<br />differences often related to attributes or <br />benefits of the product itself<br />applicable anywhere a consumer has a choice<br />
  6. 6. What is Brand Equity?<br />Added value endowed on products or services<br />Reflected in how consumers think, feel and act<br />Set of assets linked to a brand<br />adds to the value provided by a product<br />Set of liabilities linked to a brand<br />subtracts from the value provided by a product<br />
  7. 7. Brand Equity Models<br />high brand equity<br />high brand equity<br />low brand equity<br />low brand equity<br />
  8. 8. Brand Elements<br />Devices that identify and differentiate the brand<br />memorable – easily recalled<br />meaningful – suggestive of corresponding category<br />likable – appeal to consumers<br />transferable – different categories or market segments<br />adaptable – can be updated<br />protectable – legally protectable<br />
  9. 9. Branding Strategy<br />Develop new brand elements for a new product<br />Apply some of the existing elements<br />Use a combination of new and existing elements<br />General Strategies<br />individual names<br />blanket family names<br />separate family names for all products<br />corporate name combined with individual product name<br />
  10. 10. Measuring Brand Equity<br />Brand Audit<br />consumer-focused series of procedures that assess the health of the brand<br />Brand Tracking Studies<br />collect quantitative data from consumers<br />where the brand has been<br />where the brand is now<br />
  11. 11. Measuring Brand Equity<br />Sample brand study:<br />Sony<br />Toyota<br />HSBC<br />Samsung<br />Honda<br />
  12. 12. Managing Brand Equity<br />Brand Reinforcement<br />continuously improving products, services and marketing<br />requires innovation and relevance throughout marketing programs<br />Brand Revitalization<br />change in positioning<br />re-inventing or overhauling the brand image<br />
  13. 13. Brand Portfolio<br />Set of brands or family lines a company offers<br />Increase shelf presence and retailer dependence<br />Attracting customers seeking variety<br />Increase internal competition with the firm<br />Yielding economies of scale <br />
  14. 14. Brand Roles in a Portfolio<br />Flankers <br />positioned with respect to competitor’s brands<br />Cash Cows <br />generates profit even with just minimal support<br />Low-End Entry Level <br />low priced products<br />High-End Prestige <br />relatively high priced<br />
  15. 15. Customer Equity<br />Sum of lifetime values of all customers<br />Emphasizes the importance of loyalty<br />Customers serve as the tangible profit engine for brands to monetize their brand value<br />
  16. 16. Conclusion<br />Building a strong brand requires careful planning in choosing the right brand elements and identities that will make up the brand.<br />A successful brand should have a great product or service that is supported by a creatively designed and well-executed marketing.<br />
  17. 17. Summary: Creating a Strong Brand<br />Brands are used to differentiate a product or service.<br />Brand Equity is the value endowed to <br />a product or service which is reflected in<br />how a customer think, feel and act<br />about the product.<br />Different elements can be used to identify and <br />differentiate the brand.<br />
  18. 18. Summary: Creating a Strong Brand<br />There are three major strategies in branding.<br />Equity should be measured to determine<br /> which element to improve on.<br />In managing a brand, it could be continuously<br /> reinforced or revitalized.<br />Different brands with different roles could <br />be created in a portfolio.<br />Customers serve as the profit engine for brands.<br />
  19. 19. Creating Brand EquityTop Ten Concepts<br />JojoCanta<br />Ateneo Graduate School of Business<br />MBA Standard Program<br />Thank you..<br />