This workshop covers the world of brand equity, dispels the myths and cites modern day examples. Delivered to MA Entrepreneurship & Innovation

1. 2:00 - 3:00
BRAND EQUITY EXPOSED
3:00 - 3:30
YOUR BRAND VALUE
BRAND EQUITY

2. BRAND EQUITY EXPOSED
Added value endowed on products and services.
It’s how you think, feel, and behave towards a brand.
BRAND EQUITY

3. BRAND EQUITY EXPOSED
BUT
It can also be evaluated based upon:
Concerns the prices, changing market share,
visual recognition, and profitability
the brand commands for the company
BRAND EQUITY

4. BRAND EQUITY EXPOSED
The good news = it will literally transform your business
The bad news = there is no universally accepted way to measure it
BRAND EQUITY

5. The big challenge with brand equity is that it’s hard to reconcile
the the disconnect between quantitative..
..and qualitative equity values
BRAND EQUITY

6. BRAND EQUITY

7. BRAND EQUITY

8. BRAND EQUITY

9. BRAND EQUITY

10. BRAND EQUITY

11. BRAND EQUITY

12. BRAND EQUITY

13. BRAND EQUITY

14. BRAND EQUITY

15. BRAND EQUITY

16. Threadless has built a community of designers, artists, illustrators and everyone else who loves
T-shirts with a unique style by encouraging potential customers to both design and vote for their
favourite T-shirts. Forming a community around this shared love of quirky illustrated T-shirts
means that potential customers become artists as well as marketers.
BRAND EQUITY

17. BRAND EQUITY

18. BRAND EQUITY

19. BRAND EQUITY

20. BRAND EQUITY

21. BRAND EQUITY

22. BRAND EQUITY

23. BRAND EQUITY

24. BRAND EQUITY

25. BRAND EQUITY

26. BRAND EQUITY

27. BRAND EQUITY

28. Let’s take a break..
[well from me]
BRAND EQUITY

29. SO
what is your
brand equity?
BRAND EQUITY

30. YOUR DESIRED BRAND INFLUENCE
[aka your strategy]
..When you have strong brand equity, your customers will buy more from you,
they'll recommend you to other people, they're more loyal, and you're less
likely to lose them to competitors.
“
“
The concept behind the Brand Equity Model is simple: in order to build a strong brand,
you must shape how customers think and feel about your product. You have to build
the right type of experiences around your brand, so that customers have specific,
positive thoughts, feelings, beliefs, opinions, and perceptions about it...
from Mindtools.com
BRAND EQUITY

31. Keller’s Brand Equity Model
BRAND EQUITY

32. BRAND EQUITY

33. Pareto Principle
80% of the effects
come from 20%
of the causes
BRAND EQUITY

34. 80% of your sales
come from 20%
of your customers
does 80% of your brand
equity come from 20%
of your audience?
BRAND EQUITY

35. BRAND EQUITY

36. BRAND EQUITY

37. BRAND EQUITY

38. BRAND EQUITY

39. BRAND EQUITY

40. BRAND EQUITY

41. BRAND EQUITY

42. BRAND EQUITY