The document discusses creating brand equity and building brand equity. It outlines that brands are intended to identify and differentiate goods or services through terms, names, signs, symbols, and designs. The document also lists the six building blocks of brand equity: brand salience, brand performance, brand imagery, brand judgments, brand feelings, and brand resonance. Finally, it provides a quote that a brand is what others say about you when you are not in the room.

1. V91 Hyper MARKETING Management
CREATING BRAND EQUITY:
NAPOLEON JOSHUA P. LUNA, LPT
v92 Marketing Management
Ateneo Graduate School of Business
Understanding Marketing Management
Stronger Stand for a Well-Loved Brand
https://www.linkedin.com/in/njpluna/

2. V91 Hyper MARKETING Management
CREATING BRAND EQUITY:
Understanding Marketing Management
Stronger Stand for a Well-Loved Brand
https://www.linkedin.com/in/njpluna/
OUTLINE 1. What are you? (BRAND)
• Intended to identify and differentiate goods
or services from one another.
• Term
• Name
• Sign
• Symbol
• Design
“Personal meaning to consumers and become an
important part of their identity.”

3. V91 Hyper MARKETING Management
CREATING BRAND EQUITY:
Understanding Marketing Management
Stronger Stand for a Well-Loved Brand
https://www.linkedin.com/in/njpluna/
• Which of the following is not intended to
identify and differentiate goods or services
from one another?
A. Design
B. Name
C. Quality
D. Term

4. V91 Hyper MARKETING Management
CREATING BRAND EQUITY:
Understanding Marketing Management
Stronger Stand for a Well-Loved Brand
https://www.linkedin.com/in/njpluna/
OUTLINE
BUILDING BLOCKS OF BRAND EQUITY
Brand Salience ✓ ✓
Brand Performance ✓ ✓
Brand Imagery ✓ ✓
Brand Judgments ✘ ✓
Brand Feelings ✘ ✓
Brand Resonance ✘ ✓
3. What about you and them? (BUILDING BRAND EQUITY)

5. V91 Hyper MARKETING Management
CREATING BRAND EQUITY:
Understanding Marketing Management
Stronger Stand for a Well-Loved Brand
https://www.linkedin.com/in/njpluna/
• Which of the following is not a building block
of brand equity?
A. Brand Feelings
B. Brand Hierarchy
C. Brand Performance
D. Brand Salience

6. V91 Hyper MARKETING Management
CREATING BRAND EQUITY:
“Your brand is what other
people say about you when
you are not in the room.”
Understanding Marketing Management
Stronger Stand for a Well-Loved Brand
https://www.linkedin.com/in/njpluna/