Chapter 9 of Kottler's book on Marketing Management. With local and medical examples

1. 1
Creating Brand Equity
Eimee Co
Ateneo School of Medicine and Public Health
Chapter 9

2.  Brand
 Brand Equity
 Brand Asset Valuator
 Brand Resonance Model
 Brand Elements
 Brand Contact
Outline

3. Brand
a name, term, sign, symbol, or design, or
a combination of them, intended to
identify the goods or services of one
seller or group of sellers and to
differentiate them from those of
competitors.
Concept #1

4. Brand: Advantages

5. Brand: ESPN
 Sports Authority
 Youthful, slightly irreverent
 Expanded into a number of categories
relevant to sport fans
 Cable channels, website, magazine,
restaurant chain, radio affiliates, movies,
etc.
 “If ESPN was a woman, I’d marry her.”

6. Brand: Local Examples

7. Brand: Local Examples

9. Brand Equity
 added value endowed on products and
services, which may be reflected in the
way consumers, think, feel, and act with
respect to the brand.

13. Brand Asset Valuator

15. ?

16. CPG
s
Clinical
Trials
Old
Guidelines
Theories

17. Brand Resonance Model
Concept #1 Example

21. Brand Elements

22.  Memorable
 Meaningful
 Likeable
 Transferable
 Adaptable
 Protectible

26. Brand Contact
 Any information-bearing experience,
whether positive or negative, a
customer or prospect has with the
brand, its product category, or its
market.

30. Leveraging Secondary
Information
 Create brand memory by linking the
brand to other information in memory
that conveys meaning to consumers

33. Managing Brand Equity
 Brand Reinforcement
 Brand Revitalization

35.  Further Training for Professionals
(including doctors)

36. Brand Strategy
 Brand Decisions
 Brand Extensions

39. Brand Portfolios
Flankers
Low-end
Entry-level
High-end
Prestige
Cash Cows

41.  Schools and Scholarships?
 Value meals?
 Stores in SM?