1. Top 10 Learning Concepts Ch 9: Creating Brand Equity Soleil Gan March 2011 http://taeyangxinyi.blogspot.com
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9. Brand Knowledge How do they know you? http://taeyangxinyi.blogspot.com From Philip Kotler’s, Marketing Management, 13 th ed. KNOWLEDGE Thoughts Feelings Images Experiences Beliefs
10. Brand Knowledge How do they know you? http://taeyangxinyi.blogspot.com From Philip Kotler’s, Marketing Management, 13 th ed. KNOWLEDGE Thoughts Feelings Images Experiences Beliefs
11. Brand Knowledge How do they know you? http://taeyangxinyi.blogspot.com From Philip Kotler’s, Marketing Management, 13 th ed. KNOWLEDGE Thoughts Feelings Images Experiences Beliefs
12. Brand Knowledge How do they know you? http://taeyangxinyi.blogspot.com From Philip Kotler’s, Marketing Management, 13 th ed. KNOWLEDGE Thoughts Feelings Images Experiences Beliefs
13. Brand Knowledge How do they know you? http://taeyangxinyi.blogspot.com From Philip Kotler’s, Marketing Management, 13 th ed. KNOWLEDGE Thoughts Feelings Images Experiences Beliefs
14. Brand Knowledge How do they know you? http://taeyangxinyi.blogspot.com From Philip Kotler’s, Marketing Management, 13 th ed. KNOWLEDGE Thoughts Feelings Images Experiences Beliefs
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16. Brand Asset Valuators Components of Brand Equity http://taeyangxinyi.blogspot.com From Philip Kotler’s, Marketing Management, 13 th ed. BRAND EQUITY Differentiation Energy Relevance Esteem Knowledge
17. Brand Asset Valuators Components of Brand Equity http://taeyangxinyi.blogspot.com From Philip Kotler’s, Marketing Management, 13 th ed. BRAND EQUITY Differentiation Energy Relevance Esteem Knowledge CALCI-N
18. Brand Asset Valuators Components of Brand Equity http://taeyangxinyi.blogspot.com From Philip Kotler’s, Marketing Management, 13 th ed. BRAND EQUITY Differentiation Energy Relevance Esteem Knowledge CALCI-N
19. Brand Asset Valuators Components of Brand Equity http://taeyangxinyi.blogspot.com From Philip Kotler’s, Marketing Management, 13 th ed. BRAND EQUITY Differentiation Energy Relevance Esteem Knowledge CALCI-N
20. Brand Asset Valuators Components of Brand Equity http://taeyangxinyi.blogspot.com From Philip Kotler’s, Marketing Management, 13 th ed. BRAND EQUITY Differentiation Energy Relevance Esteem Knowledge CALCI-N
21. Brand Asset Valuators Components of Brand Equity http://taeyangxinyi.blogspot.com From Philip Kotler’s, Marketing Management, 13 th ed. BRAND EQUITY Differentiation Energy Relevance Esteem Knowledge CALCI-N
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23. Brand Dynamics Customer-brand relationship http://taeyangxinyi.blogspot.com From Philip Kotler’s, Marketing Management, 13 th ed. Presence Relevance Performance Advantage Bonding
24. Brand Dynamics Customer-brand relationship http://taeyangxinyi.blogspot.com From Philip Kotler’s, Marketing Management, 13 th ed. Presence Relevance Performance Advantage Bonding Loyalty increases as you go up!
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34. Drivers of Brand Equity Create the right brand knowledge BRAND ELEMENTS MARKETING ACTIVITIES MEANING TRASFERENCE From Philip Kotler’s, Marketing Management, 13 th ed. http://taeyangxinyi.blogspot.com
35. Drivers of Brand Equity Create the right brand knowledge BRAND ELEMENTS MARKETING ACTIVITIES MEANING TRASFERENCE From Philip Kotler’s, Marketing Management, 13 th ed. http://taeyangxinyi.blogspot.com
36. Drivers of Brand Equity Create the right brand knowledge BRAND ELEMENTS MARKETING ACTIVITIES MEANING TRASFERENCE From Philip Kotler’s, Marketing Management, 13 th ed. http://taeyangxinyi.blogspot.com
37. Drivers of Brand Equity Create the right brand knowledge BRAND ELEMENTS MARKETING ACTIVITIES MEANING TRASFERENCE From Philip Kotler’s, Marketing Management, 13 th ed. = http://taeyangxinyi.blogspot.com
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53. Secondary Sources Link your brand to other infos http://taeyangxinyi.blogspot.com From Philip Kotler’s, Marketing Management, 13 th ed. Country of Origin Channels Events Causes Third-party Endorsements Employees Endorsers BRAND Other Brands Things Places People Alliances Ingredients Company Extensions
54. Secondary Sources Link your brand to other infos http://taeyangxinyi.blogspot.com From Philip Kotler’s, Marketing Management, 13 th ed. Country of Origin Channels Events Causes Third-party Endorsements Employees Endorsers BRAND Other Brands Things Places People Alliances Ingredients Company Extensions
55. Secondary Sources Link your brand to other infos http://taeyangxinyi.blogspot.com From Philip Kotler’s, Marketing Management, 13 th ed. Country of Origin Channels Events Causes Third-party Endorsements Employees Endorsers BRAND Other Brands Things Places People Alliances Ingredients Company Extensions
56. Secondary Sources Link your brand to other infos http://taeyangxinyi.blogspot.com From Philip Kotler’s, Marketing Management, 13 th ed. Country of Origin Channels Events Causes Third-party Endorsements Employees Endorsers BRAND Other Brands Things Places People Alliances Ingredients Company Extensions
57. Secondary Sources Link your brand to other infos http://taeyangxinyi.blogspot.com From Philip Kotler’s, Marketing Management, 13 th ed. Country of Origin Channels Events Causes Third-party Endorsements Employees Endorsers BRAND Other Brands Things Places People Alliances Ingredients Company Extensions
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59. Brand Roles on a Brand Portfolio What brand type is the product? http://taeyangxinyi.blogspot.com From Philip Kotler’s, Marketing Management, 13 th ed. FLANKERS CASH COWS LOW-END ENTRY LEVEL HIGH-END PRESTIGE
60. Brand Roles on a Brand Portfolio What brand type is the product? http://taeyangxinyi.blogspot.com From Philip Kotler’s, Marketing Management, 13 th ed. FLANKERS CASH COWS LOW-END ENTRY LEVEL HIGH-END PRESTIGE
61. Brand Roles on a Brand Portfolio What brand type is the product? http://taeyangxinyi.blogspot.com From Philip Kotler’s, Marketing Management, 13 th ed. FLANKERS CASH COWS LOW-END ENTRY LEVEL HIGH-END PRESTIGE
62. Brand Roles on a Brand Portfolio What brand type is the product? http://taeyangxinyi.blogspot.com From Philip Kotler’s, Marketing Management, 13 th ed. FLANKERS CASH COWS LOW-END ENTRY LEVEL HIGH-END PRESTIGE
63. Brand Roles on a Brand Portfolio What brand type is the product? http://taeyangxinyi.blogspot.com From Philip Kotler’s, Marketing Management, 13 th ed. FLANKERS CASH COWS LOW-END ENTRY LEVEL HIGH-END PRESTIGE
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66. Top 10 Learning Concepts Ch 9: Creating Brand Equity Soleil Gan March 2011 http://taeyangxinyi.blogspot.com
![Outline: Make your brand sell for you ,[object Object],[object Object],[object Object],[object Object],[object Object],http://taeyangxinyi.blogspot.com From Philip Kotler’s, Marketing Management, 13 th ed.](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)