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.

1. Top 10 Concepts Creating Brand Equity Jessica Anne L. Evangelista ASMPH

2. OUTLINE Definitions Brand and its scope Brand Equity Brand Equity: Building, Measuring and Managing Branding Strategies

3. A brand can differentiate one product from the other. Concept 1 : Powerful means to secure competitive advantage Source Protection Quality

4. A brand can differentiate one product from the other. Kotler’s Example : Marshall Field’s and Macy’s Local Example : San Miguel Beer Medical Example : The Medical City Calayan Surgical Clinic Concept 1 :

5. Branding creates mental structures that help consumers organize, clarify and decide. Applicable anywhere. Highlight differences > decision. Concept 2:

6. Branding creates mental structures that help consumers organize, clarify and decide. Kotler’s Example : Colonial Williamsburg Local Example : Goldilocks Medical Example : Medicines that are patented (Lipitor, DM drugs) Procedures exclusive to some derma centers Concept 2:

7. Brand equity is the added value of a product or service Reflected in the way consumers think, feel and act Concept 3 : Consumer Response Brand Knowledge Consumer Behavior + +

8. Brand equity is the added value of a product or service Kotler’s Example : Apple Computer Local Example : Jollibee Medical Example : Belo Clinic: Hospitals: TMC and St. Luke’s Medical Hospital Concept 3 :

9. Understanding consumer brand knowledge is the foundation of brand equity. Brand Power Concept 4 : Understand needs and wants

10. Understanding consumer brand knowledge is the foundation of brand equity. Kotler’s Example : Volvo Local Example : Sun Cellular Medical Example : The Medical City: Patient on center stage Traditional Chinese Medicine Concept 4 :

11. Building brand equity: right brand knowledge + right consumers Concept 5 : Brand Elements BRAND EQUITY Marketing Activities Leveraging

12. Building brand equity: right brand knowledge + right consumers Kotler’s Example : Vis Group Holdings Inc. Local Example : Philippine Tatler Awards Superbrands Medical Example : Joint Comission International Quality Approval Unilab: Unilab ba yan? Concept 5 :

13. The power of brand needs to measured to be managed well. Brand Audit Brand Tracking (Assess “health”) (Assess performance) Concept 6:

14. The power of brand needs to measured to be managed well. Kotler’s Example : None. Local Example : Century Tuna Medical Example : JCIA Accreditation Generics Pharmacy Concept 6:

15. Brand management = consistent marketing and reviving old strategy Concept 7: Constant marketing strategies

16. Brand management = consistent marketing and reviving old strategy Kotler’s Example : Coca-cola Local Example : Jollibee Medical Example : Biogesic (and other drugs) Medical equipment companies Health care products: J & J Concept 7:

17. Brand management = consistent marketing and reviving old strategy Kotler’s Example : Mountain Dew Local Example : Red Ribbon Medical Example : Iloilo hospital acquired by TMC MVP buying several hospitals Concept 7:

18. Branding Strategy: Brand Name Concept 8:

19. Branding Strategy: Brand Name Kotler’s Example : General Mills Local Example : San Miguel Corporation Medical Example : Pharmaceutical companies Medical equipment companies Concept 8:

20. Branding Strategy: Brand Extensions Concept 9:

21. Branding Strategy: Brand Extensions Kotler’s Example : Nabisco 100 Calorie Products Local Example : San Miguel Beers Medical Example : Medicines: Alaxan,Ponstan Concept 9:

22. Branding Strategy: Brand Portfolio Brand Portfolio : limits brands! GOAL : Maximize coverage, Minimize brand over lap! Concept 10:

23. Branding Strategy: Limitations of Brands Kotler’s Example : Armani Local Example : URC Medical Example : Medical packages offered in hospitals Concept 10:

24. SUMMARY

25. Top 10 Concepts Creating Brand Equity Jessica Anne L. Evangelista ASMPH