Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Kottler chap 9. john francis lee hok

1,117 views

Published on

  • Be the first to comment

  • Be the first to like this

Kottler chap 9. john francis lee hok

  1. 1. The Top 10 Concepts with Local and Medical Applications<br />Chapter 9: Creating Brand Equity<br />John Francis Lee Hok<br />AteneoSchool of Medicine and Public Health<br />May 2010<br />1<br />
  2. 2. What’s in a name? <br />branding<br />brand knowledge<br />The brand promise<br />elements<br />resonance<br />Marketing a brand<br />1st contact<br />internalization<br />Success<br />measuring brand equity<br />Strategy<br />extending<br />brand portfolio<br />Outline: Creating Brand Equity<br />
  3. 3. Speed, speed, and more speed<br />Concept 1: Branding<br />
  4. 4. Kotler: Gucci, Chanel, Louis Vuitton<br />Local: Bench, Oishi<br />Medical: Unilab, RiteMed<br />Concept 1: BrandingWhat’s in a name?<br />
  5. 5. Concept 2: Brand KnowledgeIts all about what consumers think of the brand<br />What do you think?<br />If you see this…<br />
  6. 6. Kotler: Volvo (safety), Harley-Davidson (adventure)<br />Local: PAL (plane always late), Cebu Pacific (budget fares)<br />Medical: Biogesic (safe)<br />Concept 2: Brand KnowledgeIts all about what consumers think of the brand<br />
  7. 7. Would you break a promise?<br />Concept 3: Brand PromiseIts all about delivering a promise<br />
  8. 8. Kotler: Burger King “Have it your way” <br />Local: Shakey’s “if its late its free”<br />Medical: The Medical City “Patient at Center Stage”<br />Concept 3: Brand PromiseIts all about delivering a promise<br />
  9. 9. Concept 4: Brand Elements<br />
  10. 10. Kotler: <br />Local:<br />Medical:<br />Concept 4: Brand Elements<br />
  11. 11. Concept 5: Brand ResonanceFeeling In Sync<br />
  12. 12. Kotler: Apple<br />Local: Jollibee<br />Medical: branded vs generics<br />Concept 5: Brand ResonanceFeeling In Sync<br />
  13. 13. Concept 6: Marketing ActivitiesThe first contact (brand contact)<br />
  14. 14. Kotler: Moutain Dew Action Sports Center<br />Local: Dona Maria Jasponica rice tasting and cooking demo<br />Medical: drug companies product launch<br />Concept 6: Marketing ActivitiesThe first contact (brand contact)<br />
  15. 15. Concept 7 InternalizationBringing the brand alive for employees<br />
  16. 16. Kotler: Miller Brewing<br />Local: Toyota Motors Phil car loan program<br />Medical : Medical City’s primacy of human resource<br />Concept 7 InternalizationBringing the brand alive for employees<br />
  17. 17. Concept 8: Measuring Brand EquityIts about getting feedback<br />
  18. 18. Kotler: Coca-cola Consumer’s choice award<br />Local: Consumer’s Choice <br />Medical: The Medical City Patient survey form<br /> JCI Accreditation<br />Concept 8: Measuring Brand EquityIts about getting feedback<br />
  19. 19. Concept 9: Branding StategyExtending your reach<br />
  20. 20. Kotler: Swiss Army Watches<br />Local: Bench perfume<br />Medical: Philamlife<br />Concept 9: Branding StategyExtending your reach<br />
  21. 21. Concept 10: Brand PortfoliosIts about getting the entire MARKET<br />
  22. 22. Kotler: Giorgio Armani, Giorgio Armani Prive<br />EmporioArmani<br /> Armani Exchange<br />Local: Sterling, Orions, Avanti<br /> Philippine Airlines, PAL Express<br />Medical : Unilab, RiteMed<br />Concept 10: Brand PortfoliosIts about getting the entire MARKET<br />
  23. 23. Its all about branding<br />Its all about value creation<br />Its all about penetrating the mind<br />Summary<br />
  24. 24. The Top 10 Concepts with Local and Medical Applications<br />Chapter 9: Creating Brand Equity<br />John Francis Lee Hok<br />AteneoSchool of Medicine and Public Health<br />May 2010<br />24<br />

×