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revised visual summary of chapter 9
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Creating Brand EquityVisual Top Ten Concepts v2
Jojo CantaJojo CantaAteneo Graduate School of BusinessAteneo Graduate School of Business
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
People are Brands
People are Brands
First in 2010NBA All-Star Ballots
People are Brands
People are Brands
Second in 2010NBA All-Star Ballots
People are Brands
People are Brands
Third in 2010NBA All-Star Ballots
Popularity
they are popular because their brand equity
Kobe Bryant
Dwyane Wade
Lebron James
they are popular because their brand equity
Kobe Bryant
Dwyane Wade
Lebron James
Popularity
they give what their fans want
performance
charisma
entertainment value
So What Makes up 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 v2
Jojo CantaJojo Canta
Ateneo Graduate School of BusinessMBA Standard Program
Thank you..