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louieruben.blogspot.com CHAPTER 9 CREATING BRAND EQUITY John Louie C. Ruben May 10, 2013
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CHAPTER 9
CREATING BRAND EQUITY
John Louie C. RubenMay 10, 2013
louieruben.blogspot.com
Discussion flow.
I. Strategic Brand ManagementII. Brand and its roleIII. Brand EquityIV. Drivers of Brand EquityV. Brand Elements and Brand Element Choice CriteriaVI. Measuring Brand Equity
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Marketers of successful 21st-century brands must excel at the strategic brand management process.
Strategic Brand Management
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Marketers of successful 21st-century brands must excel at the strategic brand management process.
1. Identify and establish brand positioning
Strategic Brand Management
louieruben.blogspot.com
Marketers of successful 21st-century brands must excel at the strategic brand management process.
1. Identify and establish brand positioning
2. Plan and implement brand marketing
Strategic Brand Management
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3. Measure and interpret brand performance
Strategic Brand Management
Marketers of successful 21st-century brands must excel at the strategic brand management process.
louieruben.blogspot.com
3. Measure and interpret brand performance
4. Grow and sustain brand value
Strategic Brand Management
Marketers of successful 21st-century brands must excel at the strategic brand management process.
louieruben.blogspot.com
BRAND is the company and the company is the brand.
A name, term, sign, symbolor design, or a combination of them, intended to identify the goodsor services of one seller or groupof sellers and to differentiatethem from those of competitors.
What is brand?
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BRAND is very important.
Identify the maker
Simplify product handling
Organize Accounting
Offer legal protection
Roles of brand
louieruben.blogspot.com
BRAND is very important.
Identify the maker
Simplify product handling
Organize Accounting
Offer legal protection
Roles of brand
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BRAND is very important.
Signify the quality
Creates barrier to entry
Serve as competitive advantage
Secure price premium
Roles of brand
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BRAND is very important.
Signify the quality
Creates barrier to entry
Serve as competitive advantage
Secure price premium
Roles of brand
VERSUS
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The value of having a well known brand.
Brand Equity
The differential effect that brand knowledge has on consumer response to the marketing of that brand.
What is brand equity?
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The value of having a well known brand.
Brand Equity
The differential effect that brand knowledge has on consumer response to the marketing of that brand.
VERSUS
What is brand equity?
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Build brand equity by creating the right brand knowledge structures with the right consumers.
Drivers of brand equity
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Build brand equity by creating the right brand knowledge structures with the right consumers.
Brand Elements
Drivers of brand equity
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Build brand equity by creating the right brand knowledge structures with the right consumers.
Brand Elements
Marketing Activities
Drivers of brand equity
louieruben.blogspot.com
Build brand equity by creating the right brand knowledge structures with the right consumers.
Brand Elements
Marketing Activities
Other Associations
Drivers of brand equity
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A well executed BRAND ELEMENTS can serve as the perfect launching pad for an incredibly successful brand.
What are brand elements
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A well executed BRAND ELEMENTS can serve as the perfect launching pad for an incredibly successful brand.
BRAND NAMES
SLOGANS
URLs
LOGOS
SYMBOLSCHARACTER
What are brand elements
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Because BRAND ELEMENTS are so important, the following must be put into consideration.
Brand Element choice criteria
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Because BRAND ELEMENTS are so important, the following must be put into consideration.
Memorable
Meaningful
Likeability Transferable
Adaptable
Protectable
Brand Element choice criteria
louieruben.blogspot.com
Because BRAND ELEMENTS are so important, the following must be put into consideration.
Memorable
Meaningful
Likeability Transferable
Adaptable
Protectable
Brand Element choice criteria
louieruben.blogspot.com
Measuring brand equity
Gathered information is helpful in determining the effectiveness of the company’s effort in improving the brand.
louieruben.blogspot.com
Measuring brand equity
Gathered information is helpful in determining the effectiveness of the company’s effort in improving the brand.
Brand Auditis a consumer-focused series of procedures to assess the health of the brand, uncover its sources of brand equity, and suggest ways to improve and leverage its equity.
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Gathered information is helpful in determining the effectiveness of the company’s effort in improving the brand.
Measuring brand equity
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Brand-tracking Studies
Gathered information is helpful in determining the effectiveness of the company’s effort in improving the brand.
Measuring brand equity
collect quantitative data from consumers over time to provide consistent, baseline information about how brands and marketing programs are performing.
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Creating brand equity is as simple as #24 using the Strategic Brand Management Process.
1. Identify and establish brand positioning
Remember This
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Creating brand equity is as simple as #24 using the Strategic Brand Management Process.
1. Identify and establish brand positioning
Positioning: Great basketball player.
louieruben.blogspot.com
Creating brand equity is as simple as #24 using the Strategic Brand Management Process.
2. Plan and implement brand marketing
louieruben.blogspot.com
Creating brand equity is as simple as #24 using the Strategic Brand Management Process.
2. Plan and implement brand marketing
louieruben.blogspot.com
Creating brand equity is as simple as #24 using the Strategic Brand Management Process.
2. Plan and implement brand marketing
louieruben.blogspot.com
Creating brand equity is as simple as #24 using the Strategic Brand Management Process.
3. Measure and interpret brand performance
louieruben.blogspot.com
Creating brand equity is as simple as #24 using the Strategic Brand Management Process.
3. Measure and interpret brand performance
louieruben.blogspot.com
Creating brand equity is as simple as #24 using the Strategic Brand Management Process.
3. Measure and interpret brand performance
louieruben.blogspot.com
Creating brand equity is as simple as #24 using the Strategic Brand Management Process.
4. Grow and sustain brand value
louieruben.blogspot.com
Creating brand equity is as simple as #24 using the Strategic Brand Management Process.
4. Grow and sustain brand value
louieruben.blogspot.com
Creating brand equity is as simple as #24 using the Strategic Brand Management Process.
4. Grow and sustain brand value
louieruben.blogspot.com
Summary
Intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors.BRAND
STRATEGIC BRAND MANGEMENT PROCESS
1.) Identify and establish brand postioning2.) Plan and implement brand marketing3.) Measure and interpret brand performance4.) Grow and sustain brand value
BRAND EQUITY
The value of having a well-known brand
louieruben.blogspot.com
Summary
A well executed BRAND ELEMENTS can serve as the perfect launching pad for an incredibly successful brand.
BRAND ELEMENTS
DRIVERS OF BRAND EQUITY
1.) Brand Elements2.) Marketing Activities3.) Other Associations
MEASURING BRAND EQUITY
1.) Brand Audit2.) Brand-tracking studies
louieruben.blogspot.com
CHAPTER 9
CREATING BRAND EQUITY
John Louie C. RubenMay 10, 2013
Remember # 24
