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Creating Strong Brands Through Equity Models

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Jojo Canta

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Creating Brand EquityVisual Top Ten Concepts JojoCanta Ateneo Graduate School of Business MBA Standard Program
Outline: Definition, Scope and Theories What is a Brand? Scope of Branding What is Brand Equity? Using Brand Equity Models as Guide Brand Asset Valuator Aaker Model Brand Resonance Model Brand Elements CREATING BRAND EQUITY
Outline: Building a Strong Brand Branding Strategies Improving on what can be measured Managing Brand Equity Brand Portfolio Roles of Brands in a Portfolio Customer Equity CREATING BRAND EQUITY
Starting the day with Brands
Starting the day with Brands
How are Brands Created? How do we increase sales? What do customers want?
How are Brands Created? How do we increase sales? Hire a demand forecaster? What do customers want? Introduce a new product?
How are Brands Created? How do we increase sales? What do customers want? Introduce a new product?
Building a Strong Brand Using the Brand Equity Models as Guide
Brand Equity Models high brand equity high brand equity low brand equity low brand equity
Building a Strong Brand a great product
Building a Strong Brand a great product brand image
Building a Strong Brand a great product brand image customer experience
Building a Strong Brand CUSTOMER EXPERIENCE BRAND IMAGE GREAT PRODUCT a great product brand image customer experience
Building a Strong Brand CUSTOMER EXPERIENCE BRAND IMAGE GREAT PRODUCTS CUSTOMER-CENTRIC MARKET STUDY
Building a Strong Brand CUSTOMER EXPERIENCE BRAND IMAGE GREAT PRODUCTS CUSTOMER-CENTRIC MARKET STUDY MARKETING SUPPORT AND PEOPLE DEVELOPMENT
#1 High Brand Equity CUSTOMER EXPERIENCE BRAND IMAGE GREAT PRODUCTS CUSTOMER-CENTRIC MARKET STUDY MARKETING SUPPORT AND PEOPLE DEVELOPMENT
Summary: Creating a Strong Brand Brands are used to differentiate a product or service. Brand Equity is the value endowed to a product or service which is reflected in how a customer think, feel and act about the product. Different elements can be used to identify and differentiate the brand.
Summary: Creating a Strong Brand There are three major strategies in branding. Equity should be measured to determine which element to improve on. In managing a brand, it could be continuously reinforced or revitalized. Different brands with different roles could be created in a portfolio. Customers serve as the profit engine for brands.
Creating Brand EquityVisual Top Ten Concepts JojoCanta Ateneo Graduate School of Business MBA Standard Program Thank you..

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Creating Strong Brands Through Equity Models

  • 1. Creating Brand EquityVisual Top Ten Concepts JojoCanta Ateneo Graduate School of Business MBA Standard Program
  • 2. Outline: Definition, Scope and Theories What is a Brand? Scope of Branding What is Brand Equity? Using Brand Equity Models as Guide Brand Asset Valuator Aaker Model Brand Resonance Model Brand Elements CREATING BRAND EQUITY
  • 3. Outline: Building a Strong Brand Branding Strategies Improving on what can be measured Managing Brand Equity Brand Portfolio Roles of Brands in a Portfolio Customer Equity CREATING BRAND EQUITY
  • 4. Starting the day with Brands
  • 5. Starting the day with Brands
  • 6. How are Brands Created? How do we increase sales? What do customers want?
  • 7. How are Brands Created? How do we increase sales? Hire a demand forecaster? What do customers want? Introduce a new product?
  • 8. How are Brands Created? How do we increase sales? What do customers want? Introduce a new product?
  • 9. Building a Strong Brand Using the Brand Equity Models as Guide
  • 10. Brand Equity Models high brand equity high brand equity low brand equity low brand equity
  • 11. Building a Strong Brand a great product
  • 12. Building a Strong Brand a great product brand image
  • 13. Building a Strong Brand a great product brand image customer experience
  • 14. Building a Strong Brand CUSTOMER EXPERIENCE BRAND IMAGE GREAT PRODUCT a great product brand image customer experience
  • 15. Building a Strong Brand CUSTOMER EXPERIENCE BRAND IMAGE GREAT PRODUCTS CUSTOMER-CENTRIC MARKET STUDY
  • 16. Building a Strong Brand CUSTOMER EXPERIENCE BRAND IMAGE GREAT PRODUCTS CUSTOMER-CENTRIC MARKET STUDY MARKETING SUPPORT AND PEOPLE DEVELOPMENT
  • 17. #1 High Brand Equity CUSTOMER EXPERIENCE BRAND IMAGE GREAT PRODUCTS CUSTOMER-CENTRIC MARKET STUDY MARKETING SUPPORT AND PEOPLE DEVELOPMENT
  • 18. Summary: Creating a Strong Brand Brands are used to differentiate a product or service. Brand Equity is the value endowed to a product or service which is reflected in how a customer think, feel and act about the product. Different elements can be used to identify and differentiate the brand.
  • 19. Summary: Creating a Strong Brand There are three major strategies in branding. Equity should be measured to determine which element to improve on. In managing a brand, it could be continuously reinforced or revitalized. Different brands with different roles could be created in a portfolio. Customers serve as the profit engine for brands.
  • 20. Creating Brand EquityVisual Top Ten Concepts JojoCanta Ateneo Graduate School of Business MBA Standard Program Thank you..