chapter 9 summary presentation

1. Creating Brand EquityTop 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. What is a Brand? name, term, sign, symbol, design, or combination intended to identify the goods or services differentiate them from those of competitors’

5. Scope of Branding all about creating differences between products differences often related to attributes or benefits of the product itself applicable anywhere a consumer has a choice

6. What is Brand Equity? Added value endowed on products or services Reflected in how consumers think, feel and act Set of assets linked to a brand adds to the value provided by a product Set of liabilities linked to a brand subtracts from the value provided by a product

7. Brand Equity Models high brand equity high brand equity low brand equity low brand equity

8. Brand Elements Devices that identify and differentiate the brand memorable – easily recalled meaningful – suggestive of corresponding category likable – appeal to consumers transferable – different categories or market segments adaptable – can be updated protectable – legally protectable

9. Branding Strategy Develop new brand elements for a new product Apply some of the existing elements Use a combination of new and existing elements General Strategies individual names blanket family names separate family names for all products corporate name combined with individual product name

10. Measuring Brand Equity Brand Audit consumer-focused series of procedures that assess the health of the brand Brand Tracking Studies collect quantitative data from consumers where the brand has been where the brand is now

11. Measuring Brand Equity Sample brand study: Sony Toyota HSBC Samsung Honda

12. Managing Brand Equity Brand Reinforcement continuously improving products, services and marketing requires innovation and relevance throughout marketing programs Brand Revitalization change in positioning re-inventing or overhauling the brand image

13. Brand Portfolio Set of brands or family lines a company offers Increase shelf presence and retailer dependence Attracting customers seeking variety Increase internal competition with the firm Yielding economies of scale

14. Brand Roles in a Portfolio Flankers positioned with respect to competitor’s brands Cash Cows generates profit even with just minimal support Low-End Entry Level low priced products High-End Prestige relatively high priced

15. Customer Equity Sum of lifetime values of all customers Emphasizes the importance of loyalty Customers serve as the tangible profit engine for brands to monetize their brand value

16. Conclusion Building a strong brand requires careful planning in choosing the right brand elements and identities that will make up the brand. A successful brand should have a great product or service that is supported by a creatively designed and well-executed marketing.

17. 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.

18. 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.

19. Creating Brand EquityTop Ten Concepts JojoCanta Ateneo Graduate School of Business MBA Standard Program Thank you..