V47 Ch9 Brand Equity Visual Jojo Canta V2

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..