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chapter 9 visual presentation
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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..