Marketing Management: Kotler & Keller Chapter 9. Creating a Brand Equity. Explain the process from creation, development, management and strategy aspects

1. www.agussp.info
1
CREATING BRAND EQUITY
Agus Sutiono Pamuji
Ateneo Graduate School of Business
September 2017
Understanding the Importance of Brand Equity

2. www.agussp.info
1. Innovate a unique identity that create value and
purpose
2. Enhance with added value to impact the customer
perception
3. Provide consistent image and message in the minds
of consumers
4. Develop it by using strategy for extension, product
flanking, multi-brands, or new brand
Outline:
A continuous plan to maximize Brand
Equity follows the process to…

3. www.agussp.info
1a. What is a brand and how does branding work?
Innovate a unique identity
• Sign
• Slogan
• Symbol
• Name Jollibee
“Dito ang sarap maging pamilya”
Differentiation
• Design

4. www.agussp.info
1b. What is a brand and how does branding work?
Brand Creates Value and
Purpose
1. Perceptions of performance
2. Greater loyalty
3. Less vulnerability to
a. competitive marketing actions
b. crises
4. Larger margins
5. More inelastic consumer response
6. Greater trade cooperation
7. Marketing communications
8. Licensing opportunities

5. www.agussp.info
2a. What is brand equity?
Impacting Customer Perception
Customer Perception
is Your Reality

6. www.agussp.info
2a. What is brand equity?
Impacting Customer Perception

7. www.agussp.info
2b. What is brand equity?
Enhance with added value
It is reflected in how we think, feel, and act
with the respect to the brand
• Value to customer
• Value to the firm
Safe Pride Prestige

8. www.agussp.info
3a. How is brand equity built, measured, and managed?
Consistent Image and Message

9. www.agussp.info
3b. How is brand equity built, measured, and managed?
Influencing Customer Mind
Understanding
Action

10. www.agussp.info
3a. What are the important decisions in developing a
branding strategy?
Develop Brand With Strategy
• Extension
• Product flanking
• Multi-brands
• New brand

11. www.agussp.info
3a. What are the important decisions in developing a
branding strategy?
Develop Brand With Strategy
New brand
Extension
Product flanking
Multi-brands

12. www.agussp.info
Brand in the Philippines
What brand that remind you immediately?
Beer Low cost flight
Landline Instant noodle

13. www.agussp.info
Amdocs Brand
It is created to align with the change
AMDOCS SERVICES, GO FURTHER, FASTER
Dynamic, represent a
continuous journey
with a target
Bold, represents a
strong positioning
Agile, time to market, scalable, following
the new technology trend
…and it is costly….

14. www.agussp.info
My Brand, My Adventure…
Continuity
Strong leadership
Creatively productive
Launch !!

15. www.agussp.info
1. Start to innovate a unique
identity that create value and
purpose (What is a brand?)
2. Then enhance with added value
to impact the customer
perception (How to develop?)
3. Provide consistent image and
message in the minds of
consumers (How to manage?)
4. Develop it by using strategy for
extension, product flanking,
multi-brands, or new brand
(What is the strategy?)
Summary:
The process to maximize Brand Equity
consists of following steps:

16. www.agussp.info
16
CREATING BRAND EQUITY
Agus Sutiono Pamuji
Ateneo Graduate School of Business
Understanding Marketing Management