my presentation creating brand equity
TRANSCRIPT
Creating Brand Equity
Presented by: Rudolfo C. Villarin, M.D.
MBA-H 8Ateneo Graduate School of Business
Rockwell, Makati City
April 24, 2010
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• What is a brand and what are its roles?• What is brand equity?• How is brand equity built, measured and managed?• What are the different branding strategies?
Chapter Questions
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What is a brand?
COMBINATION
NAME
TERM
SIGN
SYMBOL
DESIGN
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Role of brands:• Consumer
Simplifies decision making – loyaltyAssign responsibility to
manufacturer/distributor• Manufacturer/Firm
Simplifies product handling/tracingOrganize inventory/recordingLegal protection, eg. registered trademark,
patents, copyright and propriety designs• “Powerful means to secure competitive advantage”
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Brand Equity• Value endowed on products/services• Effects of marketing to a brand
Customer based brand equity
brand knowledge consumer response
=
-
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Building Brand Equity:
• Dependent on:Initial choice of brand elementsActivities and supporting programsLinking to some entities
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Measuring Brand Equity:• Brand audit
Where the brand has been?Ways to improve and leverage equity
• Brand tracking Where the brand is now?How marketing program is performing?
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Managing Brand Equity:• Brand reinforcement
Through innovation and relevanceMoving forward on the right directionProviding consistent marketing support
• Brand revitalizationUnderstand/identify the sourceBack to basics reinventionBack to basics + reinvention
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Branding strategies:• Brand extension
New products under established brand names+ facilitates acceptance+ positive feedback to parent brand- brand dilution- harms parent brand image
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• Brand portfolio all brands and brand lines maximizes market coverage, minimizes brand
overlap no potential customers are being ignored no brand competing for customer approval “Packaging”
Branding strategies:
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Customer Equity VS
Brand Equity:• Focus on bottom line financial values• Limited guidance to market strategies• Less competitive moves/counter moves
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“There are no brands without customers and no customers without
brands”
www.rcvillarin.blogspot.com
Creating Brand Equity
Presented by: Rudolfo C. Villarin, M.D.
MBA-H 8Ateneo Graduate School of Business
Rockwell, Makati City
April 24, 2010www.rcvillarin.blogspot.com