Chapter 9(2)
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The document outlines 10 concepts for creating brand equity: 1. A powerful brand can secure competitive advantage through brand differentiation and protection of quality and reputation. 2. Branding creates mental structures that help consumers organize options and make decisions by highlighting differences between brands. 3. Brand equity is the added value provided by a brand in how consumers think, feel and act toward a product or service based on brand knowledge and consumer behavior.
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1. The document discusses branding, brand equity, and strategies for developing strong brands. It defines a brand as a name, symbol or design that identifies a seller's products and differentiates them from competitors.
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This document discusses concepts related to branding and brand management. It covers what a brand is, how brands create equity and value (brand asset valuing), choosing brand elements, managing brand equity through reinforcement, revitalization and crisis management, and developing brand portfolios. Examples are provided to illustrate concepts like brand reinforcement of Smart Communications in the Philippines, brand revitalization of Arce Dairy ice cream, and Ayala Land's brand portfolio.
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Chapter 9: Creating Brand Equity
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How is brand equity built, measured and managed
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Kotler - Ch9 Brand Equity - Top 10 Concepts
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The document discusses 10 concepts for creating customer value, satisfaction, and loyalty. The concepts are: 1) customers are the top priority, 2) customers maximize value, 3) satisfaction occurs when performance meets or exceeds expectations, 4) quality leads to value and satisfaction, 5) profitable customers provide net positive value, 6) lifetime customer value implies profits, 7) customer relationship management enables strong, long-term relationships, 8) retaining customers is more profitable than attracting new ones, 9) loyalty is key to long-term marketing success, and 10) customer databases provide customer insights. The conclusion emphasizes that prioritizing customers, quality, and relationships optimizes value and profits.
V49 ch7 business_markets_kristine_bacsal_flores
Business markets differ from consumer markets and are influenced by various factors. They have many participants who play different roles in a buying process with 8 stages. Marketers must target their efforts by understanding the decision makers and evaluation criteria. Buyer-supplier relationships and opportunism can impact business processes, while institutions and governments are also potential business markets.
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Chapter 9(2)
- 1. Top 10 Concepts Creating Brand Equity Jessica Anne L. Evangelista ASMPH
- 3. A brand can differentiate one product from the other. Concept 1 : Powerful means to secure competitive advantage Source Protection Quality
- 11. Building brand equity: right brand knowledge + right consumers Concept 5 : Brand Elements BRAND EQUITY Marketing Activities Leveraging
- 15. Brand management = consistent marketing and reviving old strategy Concept 7: Constant marketing strategies
- 18. Branding Strategy: Brand Name Concept 8:
- 20. Branding Strategy: Brand Extensions Concept 9:
- 24. SUMMARY
- 25. Top 10 Concepts Creating Brand Equity Jessica Anne L. Evangelista ASMPH
Editor's Notes
- Successful branding means convincing your consumers that there are differences among products.
- Brand equity is r eflected in the way consumers think, feel and act towards the brand.
- The power of a brand lies in what resides in the minds of customers Understanding the needs and wants of consumers and organizations and devising products and campaigns to satisfy them are at the heart of successful marketing.