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Top 10 Learning Concepts Ch 9: Creating Brand Equity Soleil Gan March 2011 http:// taeyangxinyi.blogspot.co

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  • 1. Top 10 Learning ConceptsCh 9: Creating Brand Equity Soleil Gan March 2011 http://taeyangxinyi.blogspot.com

2. Outline: Make your brand sell for you

  • The Role of Brands
  • Brand Knowledge
  • Brand Asset Valuators
  • Brand Dynamics Pyramid
  • Aaker Model

http://taeyangxinyi.blogspot.com From Philip Kotlers, Marketing Management, 13 thed. 3.

  • Drivers of Brand Equity
  • Brand Elements
  • Brand Element Choice Criteria
  • Secondary Sources of Brand Knowledge
  • Brand Roles on a Brand Portfolio

Outline: Make your brand sell for you http://taeyangxinyi.blogspot.com From Philip Kotlers, Marketing Management, 13 thed. 4. Outline: Make your brand sell for you

  • The Role of Brands
  • Brand Knowledge
  • Brand Asset Valuators
  • Brand Dynamics Pyramid
  • Aaker Model

http://taeyangxinyi.blogspot.com From Philip Kotlers, Marketing Management, 13 thed. 5. The Role of Brands What is its value to you?

  • Identify the Maker
  • Simplify Product Handling
  • Organize Accounting
  • Offer Legal Protection
  • Signify Quality
  • Create Barriers to Entry
  • Serve as Competitive Advantage
  • Secure Price Premium

http://taeyangxinyi.blogspot.com From Philip Kotlers, Marketing Management, 13 thed. 6. The Role of Brands What is its value to you?

  • Identify the Maker
  • Simplify Product Handling
  • Organize Accounting
  • Offer Legal Protection

http://taeyangxinyi.blogspot.com From Philip Kotlers, Marketing Management, 13 thed. 7. The Role of Brands What is its value to you?

  • Signify Quality
  • Create Barriers to Entry
  • Serve as Competitive Advantage
  • Secure Price Premium

http://taeyangxinyi.blogspot.com From Philip Kotlers, Marketing Management, 13 thed. 8. Outline: Make your brand sell for you

  • The Role of Brands
  • Brand Knowledge
  • Brand Asset Valuators
  • Brand Dynamics Pyramid
  • Aaker Model

http://taeyangxinyi.blogspot.com From Philip Kotlers, Marketing Management, 13 thed. 9. Brand Knowledge How do they know you? http://taeyangxinyi.blogspot.com From Philip Kotlers, Marketing Management, 13 thed.KNOWLEDGE Thoughts Feelings Images Experiences Beliefs 10. Brand Knowledge How do they know you? http://taeyangxinyi.blogspot.com From Philip Kotlers, Marketing Management, 13 thed.KNOWLEDGE Thoughts Feelings Images Experiences Beliefs 11. Brand Knowledge How do they know you? http://taeyangxinyi.blogspot.com From Philip Kotlers, Marketing Management, 13 thed.KNOWLEDGE Thoughts Feelings Images Experiences Beliefs 12. Brand Knowledge How do they know you? http://taeyangxinyi.blogspot.com From Philip Kotlers, Marketing Management, 13 thed.KNOWLEDGE Thoughts Feelings Images Experiences Beliefs 13. Brand Knowledge How do they know you? http://taeyangxinyi.blogspot.com From Philip Kotlers, Marketing Management, 13 thed.KNOWLEDGE Thoughts Feelings Images Experiences Beliefs 14. Brand Knowledge How do they know you? http://taeyangxinyi.blogspot.com From Philip Kotlers, Marketing Management, 13 thed.KNOWLEDGE Thoughts Feelings Images Experiences Beliefs 15. Outline: Make your brand sell for you

  • The Role of Brands
  • Brand Knowledge
  • Brand Asset Valuators
  • Brand Dynamics Pyramid
  • Aaker Model

http://taeyangxinyi.blogspot.com From Philip Kotlers, Marketing Management, 13 thed. 16. Brand Asset Valuators Components of Brand Equity http://taeyangxinyi.blogspot.com From Philip Kotlers, Marketing Management, 13 thed.BRAND EQUITY Differentiation Energy Relevance Esteem Knowledge 17. Brand Asset Valuators Components of Brand Equity http://taeyangxinyi.blogspot.com From Philip Kotlers, Marketing Management, 13 thed.BRAND EQUITY Differentiation Energy Relevance Esteem Knowledge CALCI-N 18. Brand Asset Valuators Components of Brand Equity http://taeyangxinyi.blogspot.com From Philip Kotlers, Marketing Management, 13 thed.BRAND EQUITY Differentiation Energy Relevance Esteem Knowledge CALCI-N 19. Brand Asset Valuators Components of Brand Equity http://taeyangxinyi.blogspot.com From Philip Kotlers, Marketing Management, 13 thed.BRAND EQUITY Differentiation Energy Relevance Esteem Knowledge CALCI-N 20. Brand Asset Valuators Components of Brand Equity http://taeyangxinyi.blogspot.com From Philip Kotlers, Marketing Management, 13 thed.BRAND EQUITY Differentiation Energy Relevance Esteem Knowledge CALCI-N 21. Brand Asset Valuators Components of Brand Equity http://taeyangxinyi.blogspot.com From Philip Kotlers, Marketing Management, 13 thed.BRAND EQUITY Differentiation Energy Relevance Esteem Knowledge CALCI-N 22. Outline: Make your brand sell for you

  • The Role of Brands
  • Brand Knowledge
  • Brand Asset Valuators
  • Brand Dynamics
  • Aaker Model

http://taeyangxinyi.blogspot.com From Philip Kotlers, Marketing Management, 13 thed. 23. Brand Dynamics Customer-brand relationship http://taeyangxinyi.blogspot.com From Philip Kotlers, Marketing Management, 13 thed.Presence Relevance Performance Advantage Bonding 24. Brand Dynamics Customer-brand relationship http://taeyangxinyi.blogspot.com From Philip Kotlers, Marketing Management, 13 thed.Presence Relevance Performance Advantage Bonding Loyalty increases as you go up! 25. Brand Dynamics Customer-brand relationship

  • Bonding
  • Advantage
  • Performance
  • Relevance
  • Presence

http://taeyangxinyi.blogspot.com Over 600 stores nationwide! From Philip Kotlers, Marketing Management, 13 thed. 26. Brand Dynamics Customer-brand relationship

  • Bonding
  • Advantage
  • Performance
  • Relevance
  • Presence

http://taeyangxinyi.blogspot.com From Philip Kotlers, Marketing Management, 13 thed. 27. Brand Dynamics Customer-brand relationship

  • Bonding
  • Advantage
  • Performance
  • Relevance
  • Presence

http://taeyangxinyi.blogspot.com From Philip Kotlers, Marketing Management, 13 thed. 28. Brand Dynamics Customer-brand relationship

  • Bonding
  • Advantage
  • Performance
  • Relevance
  • Presence

http://taeyangxinyi.blogspot.com P116.00 P118.00 From Philip Kotlers, Marketing Management, 13 thed. 29. Brand Dynamics Customer-brand relationship

  • Bonding
  • Advantage
  • Performance
  • Relevance
  • Presence

http://taeyangxinyi.blogspot.com From Philip Kotlers, Marketing Management, 13 thed. 30. Outline: Make your brand sell for you

  • The Role of Brands
  • Brand Knowledge
  • Brand Asset Valuators
  • Brand Dynamics Pyramid
  • Aaker Model

http://taeyangxinyi.blogspot.com From Philip Kotlers, Marketing Management, 13 thed. 31. Aaker Model Start managing your brand

  • Brand Identity
  • - what the brand stands for(and)
  • - what the brands promises to customers
    • Core Identity Elements
    • Extended Identity Elements
    • Brand Essence

http://taeyangxinyi.blogspot.com From Philip Kotlers, Marketing Management, 13 thed. 32. Aaker Model Elements of brand identity

    • Core Identity Elements
      • - Drive brand-building programs
    • Extended Identity Elements
      • - Add texture and guidance
    • Brand Essence
      • - Compact and inspiring communication of the brand

http://taeyangxinyi.blogspot.com From Philip Kotlers, Marketing Management, 13 thed. 33.

  • Drivers of Brand Equity
  • Brand Elements
  • Brand Element Choice Criteria
  • Secondary Sources of Brand Knowledge
  • Brand Roles on a Brand Portfolio

Outline: Make your brand sell for you http://taeyangxinyi.blogspot.com From Philip Kotlers, Marketing Management, 13 thed. 34. Drivers of Brand Equity Create the right brand knowledge BRAND ELEMENTS MARKETING ACTIVITIES MEANING TRASFERENCE From Philip Kotlers, Marketing Management, 13 thed.http://taeyangxinyi.blogspot.com 35. Drivers of Brand Equity Create the right brand knowledge BRAND ELEMENTS MARKETING ACTIVITIES MEANING TRASFERENCE From Philip Kotlers, Marketing Management, 13 thed.http://taeyangxinyi.blogspot.com 36. Drivers of Brand Equity Create the right brand knowledge BRAND ELEMENTS MARKETING ACTIVITIES MEANING TRASFERENCE From Philip Kotlers, Marketing Management, 13 thed.http://taeyangxinyi.blogspot.com 37. Drivers of Brand Equity Create the right brand knowledge BRAND ELEMENTS MARKETING ACTIVITIES MEANING TRASFERENCE From Philip Kotlers, Marketing Management, 13 thed.= http://taeyangxinyi.blogspot.com 38.

  • Drivers of Brand Equity
  • Brand Elements
  • Brand Element Choice Criteria
  • Secondary Sources of Brand Knowledge
  • Brand Roles on a Brand Portfolio

Outline: Make your brand sell for you http://taeyangxinyi.blogspot.com From Philip Kotlers, Marketing Management, 13 thed. 39. Brand Elements What makes a Brand?

  • Brand Names
  • URLs
  • Logos
  • Symbols
  • Characters
  • Slogans

http://taeyangxinyi.blogspot.com From Philip Kotlers, Marketing Management, 13 thed. 40. Brand Elements What makes a Brand?

  • Brand Names
  • URLs
  • Logos
  • Symbols
  • Characters
  • Slogans

http://taeyangxinyi.blogspot.com From Philip Kotlers, Marketing Management, 13 thed. 41. Brand Elements What makes a Brand?

  • Brand Names
  • URLs
  • Logos
  • Symbols
  • Characters
  • Slogans

http://taeyangxinyi.blogspot.com http://www.apple.com/ From Philip Kotlers, Marketing Management, 13 thed. 42. Brand Elements What makes a Brand?

  • Brand Names
  • URLs
  • Logos
  • Symbols
  • Characters
  • Slogans

http://taeyangxinyi.blogspot.com From Philip Kotlers, Marketing Management, 13 thed. 43. Brand Elements What makes a Brand?

  • Brand Names
  • URLs
  • Logos
  • Symbols
  • Characters
  • Slogans

http://taeyangxinyi.blogspot.com From Philip Kotlers, Marketing Management, 13 thed. 44. Brand Elements What makes a Brand?

  • Brand Names
  • URLs
  • Logos
  • Symbols
  • Characters
  • Slogans

http://taeyangxinyi.blogspot.com Think Different Get a Mac From Philip Kotlers, Marketing Management, 13 thed. 45.

  • Drivers of Brand Equity
  • Brand Elements
  • Brand Element Choice Criteria
  • Secondary Sources of Brand Knowledge
  • Brand Roles on a Brand Portfolio

Outline: Make your brand sell for you http://taeyangxinyi.blogspot.com From Philip Kotlers, Marketing Management, 13 thed. 46. Brand Element Choice Criteria Guidelines in choosing your brand element

  • Memorable
    • easily recalled and recognized
  • Meaningful
  • Likable

http://taeyangxinyi.blogspot.com From Philip Kotlers, Marketing Management, 13 thed. 47. Brand Element Choice Criteria Guidelines in choosing your brand element

  • Memorable
    • easily recalled and recognized
  • Meaningful
    • credible and suggestive of corresponding category
  • Likable

http://taeyangxinyi.blogspot.com From Philip Kotlers, Marketing Management, 13 thed. 48. Brand Element Choice Criteria Guidelines in choosing your brand element

  • Memorable
    • easily recalled and recognized
  • Meaningful
    • credible and suggestive of corresponding category
  • Likable
    • appealing (visually, verbally, etc.)

http://taeyangxinyi.blogspot.com From Philip Kotlers, Marketing Management, 13 thed. 49. Brand Element Choice Criteria Guidelines in choosing your brand element

  • Transferable
    • Can introduce several products (same/different category)
  • Adaptable
  • Protectible

http://taeyangxinyi.blogspot.com From Philip Kotlers, Marketing Management, 13 thed. 50. Brand Element Choice Criteria Guidelines in choosing your brand element

  • Transferable
    • Can introduce several products (same/different category)
  • Adaptable
    • Adaptability and updatability
  • Protectible

http://taeyangxinyi.blogspot.com From Philip Kotlers, Marketing Management, 13 thed. 51. Brand Element Choice Criteria Guidelines in choosing your brand element

  • Transferable
    • Can introduce several products (same/different category)
  • Adaptable
    • Adaptability and updatability
  • Protectible
    • Legally and competitively (trademark rights, individuality)

http://taeyangxinyi.blogspot.com From Philip Kotlers, Marketing Management, 13 thed. 52.

  • Drivers of Brand Equity
  • Brand Elements
  • Brand Element Choice Criteria
  • Secondary Sources of Brand Knowledge
  • Brand Roles on a Brand Portfolio

Outline: Make your brand sell for you http://taeyangxinyi.blogspot.com From Philip Kotlers, Marketing Management, 13 thed. 53. Secondary SourcesLink your brand to other infos http://taeyangxinyi.blogspot.com From Philip Kotlers, Marketing Management, 13 thed.Country of Origin Channels EventsCausesThird-party EndorsementsEmployees Endorsers BRAND Other Brands Things Places People Alliances Ingredients Company Extensions 54. Secondary SourcesLink your brand to other infos http://taeyangxinyi.blogspot.com From Philip Kotlers, Marketing Management, 13 thed.Country of Origin Channels EventsCausesThird-party EndorsementsEmployees Endorsers BRAND Other Brands Things Places People Alliances Ingredients Company Extensions 55. Secondary SourcesLink your brand to other infos http://taeyangxinyi.blogspot.com From Philip Kotlers, Marketing Management, 13 thed.Country of Origin Channels EventsCausesThird-party EndorsementsEmployees Endorsers BRAND Other Brands Things Places People Alliances Ingredients Company Extensions 56. Secondary SourcesLink your brand to other infos http://taeyangxinyi.blogspot.com From Philip Kotlers, Marketing Management, 13 thed.Country of Origin Channels EventsCausesThird-party EndorsementsEmployees Endorsers BRAND Other Brands Things Places People Alliances Ingredients Company Extensions 57. Secondary SourcesLink your brand to other infos http://taeyangxinyi.blogspot.com From Philip Kotlers, Marketing Management, 13 thed.Country of Origin Channels EventsCausesThird-party EndorsementsEmployees Endorsers BRAND Other Brands Things Places People Alliances Ingredients Company Extensions 58.

  • Drivers of Brand Equity
  • Brand Elements
  • Brand Element Choice Criteria
  • Secondary Sources of Brand Knowledge
  • Brand Roles on a Brand Portfolio

Outline: Make your brand sell for you http://taeyangxinyi.blogspot.com From Philip Kotlers, Marketing Management, 13 thed. 59. Brand Roles on a Brand Portfolio What brand type is the product? http://taeyangxinyi.blogspot.com From Philip Kotlers, Marketing Management, 13 thed.FLANKERS CASH COWS LOW-END ENTRY LEVEL HIGH-END PRESTIGE 60. Brand Roles on a Brand Portfolio What brand type is the product? http://taeyangxinyi.blogspot.com From Philip Kotlers, Marketing Management, 13 thed.FLANKERS CASH COWS LOW-END ENTRY LEVEL HIGH-END PRESTIGE 61. Brand Roles on a Brand Portfolio What brand type is the product? http://taeyangxinyi.blogspot.com From Philip Kotlers, Marketing Management, 13 thed.FLANKERS CASH COWS LOW-END ENTRY LEVEL HIGH-END PRESTIGE 62. Brand Roles on a Brand Portfolio What brand type is the product? http://taeyangxinyi.blogspot.com From Philip Kotlers, Marketing Management, 13 thed.FLANKERS CASH COWS LOW-END ENTRY LEVEL HIGH-END PRESTIGE 63. Brand Roles on a Brand Portfolio What brand type is the product? http://taeyangxinyi.blogspot.com From Philip Kotlers, Marketing Management, 13 thed.FLANKERS CASH COWS LOW-END ENTRY LEVEL HIGH-END PRESTIGE 64. Summary: Brand Equity is Important

  • Brands are important to the product, the company, and the consumers
  • Make the consumers know your brand, in different ways
  • Make your brand stand-out
  • Customer loyalty can be obtained through great customer relationship. So take care of it!
  • Manage your brand well

http://taeyangxinyi.blogspot.com From Philip Kotlers, Marketing Management, 13 thed. 65. Summary: Brand Equity is Important

  • Push your products, in more ways than one!
  • Build your brand
  • Choose your brand element/s well. It matters!
  • There are other ways to build your brand, think-out-of-the box!
  • Position your brand well

http://taeyangxinyi.blogspot.com From Philip Kotlers, Marketing Management, 13 thed. 66. Top 10 Learning ConceptsCh 9: Creating Brand Equity Soleil Gan March 2011 http://taeyangxinyi.blogspot.com


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