Top 10 Concepts

Creating Brand Equity Jessica Anne L.

EvangelistaASMPH

OUTLINE

• Definitions– Brand and its scope– Brand Equity

• Brand Equity: Building, Measuring and Managing

• Branding Strategies

2

A brand can differentiate one product from the other.

Concept 1:

Powerful means to secure competitive advantage

Source

Protection

Quality3

A brand can differentiate one product from the other.

• Kotler’s Example: Marshall Field’s and Macy’s

• Local Example: San Miguel Beer

• Medical Example: – The Medical City

– Calayan Surgical Clinic

Concept 1:

4

Branding creates mental structures that help consumers organize, clarify and decide.

• Applicable anywhere.

• Highlight differences > decision.

Concept 2:

5

Branding creates mental structures that help consumers organize, clarify and decide.

• Kotler’s Example: Colonial Williamsburg

• Local Example: Goldilocks

• Medical Example: – Medicines that are patented (Lipitor, DM drugs)– Procedures exclusive to some derma centers

Concept 2:

6

Brand equity is the added value of a product or service

Reflected in

the way consumers think, feel and act

Concept 3:

Consumer Response

Brand Knowledge

Consumer Behavior

+

+

7

Brand equity is the added value of a product or service

• Kotler’s Example: Apple Computer

• Local Example: Jollibee

• Medical Example: – Belo Clinic:– Hospitals: TMC and St. Luke’s Medical Hospital

Concept 3:

8

Understanding consumer brand knowledge is the foundation of brand equity.

Brand Power

Concept 4:

Understand needs and

wants9

Understanding consumer brand knowledge is the foundation of brand equity.

• Kotler’s Example: Volvo

• Local Example: Sun Cellular

• Medical Example: – The Medical City: Patient on center stage– Traditional Chinese Medicine

Concept 4:

10

Building brand equity: right brand knowledge + right consumers

Concept 5:

Brand Elements

Brand Elements

BRAND EQUITYBRAND EQUITY

Marketing ActivitiesMarketing Activities LeveragingLeveraging

11

Building brand equity: right brand knowledge + right consumers

• Kotler’s Example: Vis Group Holdings Inc.

• Local Example: Philippine Tatler Awards Superbrands

• Medical Example: – Joint Comission International Quality Approval– Unilab: Unilab ba yan?

Concept 5:

12

The power of brand needs to measured to be managed well.

Brand Audit Brand Tracking (Assess “health”) (Assess

performance)

Concept 6:

13

The power of brand needs to measured to be managed well.

• Kotler’s Example: None.

• Local Example: Century Tuna

• Medical Example: – JCIA Accreditation – Generics Pharmacy

Concept 6:

14

Brand management = consistent marketing and reviving old strategy

Concept 7:

Constant marketing strategies

15

Brand management = consistent marketing and reviving old strategy

• Kotler’s Example: Coca-cola

• Local Example: Jollibee

• Medical Example: – Biogesic (and other drugs)– Medical equipment companies– Health care products: J & J

Concept 7:

16

Brand management = consistent marketing and reviving old strategy

• Kotler’s Example: Mountain Dew

• Local Example: Red Ribbon

• Medical Example: – Iloilo hospital acquired by TMC– MVP buying several hospitals

Concept 7:

17

Branding Strategy: Brand Name

Concept 8:

18

Branding Strategy: Brand Name

• Kotler’s Example: General Mills

• Local Example: San Miguel Corporation

• Medical Example: – Pharmaceutical companies– Medical equipment companies

Concept 8:

19

Branding Strategy: Brand Extensions

Concept 9:

20

Branding Strategy: Brand Extensions

Concept 9:

• Kotler’s Example: Nabisco 100 Calorie Products

• Local Example: San Miguel Beers

• Medical Example:– Medicines: Alaxan,Ponstan

21

Branding Strategy: Brand Portfolio

Brand Portfolio: limits brands!

GOAL: Maximize coverage, Minimize

brand over lap!

22

Concept 10:

Branding Strategy: Limitations of Brands

Concept 10:

• Kotler’s Example: Armani

• Local Example: URC

• Medical Example:– Medical packages offered in hospitals

23

SUMMARY

24

Top 10 Concepts

Creating Brand Equity Jessica Anne L.

EvangelistaASMPH