8. What people think about our
products and our company
What people think about
the people who uses our brand
How people experience
using our brand How people feel showing
themselves with our brand
What people say
about your company
10. A brand is a combination of
tangible and intangible attributes
which when properly managed
Makes the product or service unique
Creates emotional bonds and relationships with stakeholders
Builds financial value
11. Brand equity provides
Higher preference and customer loyalty
Premium prices, higher margins
Stronger attractiveness to talent
Stronger attractiveness to investors and partners
Higher effectiveness in marketing and communication
Higher elasticity for extensions to new products
Higher incomes from licensing
Less vulnerability to competitor actions
12. Most of the value 100 %
that companies 80 %
generate today 60 %
comes from their 40 %
intangible assets 20 %
1950 1970 1990 2010
Brand
Other Intangible assets
Tangibles assets
13. In a saturated markets of products and
messages, companies have to look
further than product and traditional
marketing
26. Brands have to combine global
and local focus
(global concepts + local execution)
Strategies based on universal concepts
Implemention according to each market and culture
27. How is your country brand?
Products and corporate brands are also related to the
associations of the brand of their country
33. “Brand equity is an strategic
bridge to future earnings”.
“It's a reservoir of cash flow
not yet released”
Richard Ettenson, Thunderbird University
34. “The purpose of brands is to
get more people to buy more of
your product more often for
more money”
Sergio Zyman, CMO Coca-Cola
36. China’s domestic market is huge, but western and other emerging
countries are good opportunities too:
Higher prices, higher margins markets.
Shift of the chinese consumer to pay price premium for chinese
brands will still need time, and it’s tougher than changing western’s
perceptions about quality and value of chinese brands.
Affordability, a key factor also in western markets (increasing “value
for money” conciousness).
37. Chinese brands are gaining global presence and also credibility in
the domestic market
But the challenge is shifting the perception from production to
creation: from “made in China” to “created in China”.
ere are already good examples of sucessful chinese brands
becoming global (Li-Ning, BYD, Metersbonwe...).
In categories such us medicine, beer, spirits...brands are emphasinzing
the Chinese essence of their brands.
38. Beyond product and price
Chinese manufacturers need to look beyond price to emphasize
unique aspects of their products and brands.
Stand for something, quality, innovation and integrity are essencial to
build powerful brands.
Sucessful brands balance quality and value, whether at a high or low
price and beyond product features to focus on the user experience
39. Japan & Korea, “role models” (Sony, Samsung, Toyota...).
But not exactly analogous.
China is not forced to export at an inmediate imperative.
And it happens in a very different time and context.
