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V47 Ch9 Creating Brand Equity Visual

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V47 Ch9 Creating Brand Equity Visual

  1. 1. Creating Brand EquityVisual Top 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. Starting the day with Brands<br />
  5. 5. Starting the day with Brands<br />
  6. 6. How are Brands Created?<br />How do we increase sales?<br />What do customers want?<br />
  7. 7. How are Brands Created?<br />How do we increase sales?<br />Hire a demand forecaster?<br />What do customers want?<br />Introduce a new product?<br />
  8. 8. How are Brands Created?<br />How do we increase sales?<br />What do customers want?<br />Introduce a new product?<br />
  9. 9. Building a Strong Brand<br />Using the Brand Equity Models as Guide<br />
  10. 10. Brand Equity Models<br />high brand equity<br />high brand equity<br />low brand equity<br />low brand equity<br />
  11. 11. Building a Strong Brand<br />a great product<br />
  12. 12. Building a Strong Brand<br />a great product<br />brand image<br />
  13. 13. Building a Strong Brand<br />a great product<br />brand image<br />customer experience<br />
  14. 14. Building a Strong Brand<br />CUSTOMER<br />EXPERIENCE<br />BRAND<br />IMAGE<br />GREAT <br />PRODUCT<br />a great product<br />brand image<br />customer experience<br />
  15. 15. Building a Strong Brand<br />CUSTOMER<br />EXPERIENCE<br />BRAND<br />IMAGE<br />GREAT <br />PRODUCTS<br />CUSTOMER-CENTRIC MARKET STUDY<br />
  16. 16. Building a Strong Brand<br />CUSTOMER<br />EXPERIENCE<br />BRAND<br />IMAGE<br />GREAT <br />PRODUCTS<br />CUSTOMER-CENTRIC MARKET STUDY<br />MARKETING SUPPORT AND PEOPLE DEVELOPMENT<br />
  17. 17. #1<br />High Brand Equity<br />CUSTOMER<br />EXPERIENCE<br />BRAND<br />IMAGE<br />GREAT <br />PRODUCTS<br />CUSTOMER-CENTRIC MARKET STUDY<br />MARKETING SUPPORT AND PEOPLE DEVELOPMENT<br />
  18. 18. 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 />
  19. 19. 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 />
  20. 20. Creating Brand EquityVisual Top Ten Concepts<br />JojoCanta<br />Ateneo Graduate School of Business<br />MBA Standard Program<br />Thank you..<br />

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