V47 Ch9 Creating Brand Equity Visual

Creating Brand EquityVisual Top Ten Concepts

Jojo Canta

Ateneo Graduate School of BusinessMBA Standard Program

Outline: Definition, Scope and Theories

1. What is a Brand?2. Scope of Branding3. What is Brand Equity?4. Using Brand Equity Models as Guide

Brand Asset Valuator Aaker Model Brand Resonance Model

5. Brand Elements

CREATING BRAND EQUITY

Outline: Building a Strong Brand

5. Branding Strategies6. Improving on what can be measured7. Managing Brand Equity8. Brand Portfolio9. Roles of Brands in a Portfolio10. 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?

Introduce a new product?

What do customers want?

How are Brands Created?

How do we increase sales?

Introduce a new product?

What do customers want?

Building a Strong Brand

Using the Brand Equity Models as Guide

Brand Equity Models

Brand Asset Valuator Aaker Model Brand Resonance

differentiation loyalty resonanceenergy feelings

relevance brand association judgmentsesteem imagery

perceived quality performanceknowledge awareness salience

low brand equity

low brand equity

high brand equity

high 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

a great product

brand image customer experience

GREAT PRODUCT

BRANDIMAGE

CUSTOMEREXPERIENCE

Building a Strong Brand

CUSTOMER-CENTRIC MARKET STUDY

BRANDIMAGE

CUSTOMEREXPERIENCE

GREAT PRODUCTS

Building a Strong Brand

CUSTOMER-CENTRIC MARKET STUDY

BRANDIMAGE

CUSTOMEREXPERIENCE

MARKETING SUPPORT AND PEOPLE DEVELOPMENT

GREAT PRODUCTS

High Brand Equity

CUSTOMER-CENTRIC MARKET STUDY

BRANDIMAGE

CUSTOMEREXPERIENCE

MARKETING SUPPORT AND PEOPLE DEVELOPMENT

GREAT PRODUCTS

#1

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 inhow a customer think, feel and actabout 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

Jojo Canta

Ateneo Graduate School of BusinessMBA Standard Program

Thank you..