Esteban chapter 9 Creating Brand Equity

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Chapter 9: Creating Brand Equity

Princess Joyce I. Esteban2017, ASMPH

Outline

• What is a brand?• Role of brands• Scope of Branding• Defining Brand Equity• Brand Elements

Outline

• Brand Elements Choice Criteria: Brand Building

• Brand Elements Choice Criteria: Defending

• Internal Branding• Managing Brand Equity: Brand

Reinforcement• Brand Extensions

Concept 1

What is a brand?

Is a NAME, TERM, SIGN, SYMBOL, DESIGN, or some combination of these elements, INTENDED TO IDENTIFY THE GOODS AND SERVICES of one seller or group of sellers and to DIFFERENTIATE them from those of

competitors

Concept 1

What is a brand?

Kotler: Trademarks of Medieval guilds to differentiate them and protect their customers from inferior quality

Local: Jollibee

RP medical application:Belo Medical Group

Concept 2

The Role of Brands

1. IDENTIFY THE SOURCE OR MAKER OF A PRODUCT and allow customers to ASSIGN

RESPONSIBILITY OF ITS PERFORMANCE to a manufacturer or distributor

2. Offers LEGAL PROTECTION for UNIQUE FEATURES OR ASPECTS of the product

3. A credible brand signals a LEVEL OF QUALITY so that satisfied clients CAN EASILY

BUY the product again

Concept 2

The Role of Brands

Kotler: New Coke vs. Classic Coke

Local: Lucky Me! Pancit Canton

RP medical application:The Medical City

Concept 3

Scope of Branding

Branding is endowing products and services with the POWER OF A BRAND.

CREATION OF MENTAL STRUCTURES, CLARIFIES THE CUSTOMER’S DECISION

MAKING and, in the process, PROVIDES VALUE TO THE FIRM.

Concept 3

Scope of Branding

Kotler: Shaun White

Local: Joy Dishwashing Liquid

RP medical application:Manny Pacquiao

Concept 4

Defining Brand Equity

Brand equity is the ADDED VALUE endowed on products and services.

Concept 4

Defining Brand Equity

Kotler: Keith Richards for LV

Local: Marian Rivera for Maxipeel

RP medical application:John Lloyd Cruz for

Concept 5

Brand Elements

Brand elements are devices, which CAN BE TRADEMARKED, that IDENTIFY AND

DIFFERENTIATE the brand.

Concept 5

Brand Elements

Kotler: Nike “Just Do It”

Local: Datuputi “Mukhasim”

RP medical application:South Star Drug “Mapagkakatiwalaang Tunay”

Concept 6

Brand Elements Choice Criteria: Brand Building

1. MEMORABLE – do consumers recall and recognize brand element?

2. MEANINGFUL – is the brand element credible?

3. LIKABLE – how aesthetically appealing is the brand element?

Concept 6

Brand Elements Choice Criteria: Brand Building

Kotler: Meaningful – Mop & Glo floor wax

Local: Meaningful – Mr. Clean Detergent bar

RP medical application: Meaningful – Lesofat– anti-obesity pills

Concept 7

Brand Elements Choice Criteria: Defensive

1. TRANSFERABLE – can the brand element introduce new products in the same or different categories?

2. ADAPTABLE 3. PROTECTABLE –Names that are synonymous with product categories should retain their trademark rights

and not become generic

Concept 7

Brand Elements Choice Criteria: Defensive

Kotler: Protectable - Kleenex

Local: Protectable - Pampers

RP medical application: Protectable - Robitussin

Concept 8

Internal Branding

Marketers must now “walk the walk” to deliver the brand promise.

Internal branding consists of activities and processes that help INFORM AND INSPIRE EMPLOYEES about brands.

Concept 8

Internal Branding

Kotler: Disney – seminars on “Disney Style”

Local: Lamoyan Corporation

RP medical application: Pharma Companies

Concept 9

Managing Brand Equity: Brand Reinforcement

A brand needs to be carefully managed so its VALUE DOES NOT DEPRECIATE.

Conveying the brand’s meaning in terms of (1)

products it represents, what core benefits it supplies, and what needs it satisfies (2) how the brand makes products superior should

exist in consumers’ minds.

Concept 9 Managing Brand Equity: Brand Reinforcement

Kotler: Nivea – product extensions “mild”, “gentle” and “caring”

Local: Yakult – everyday okay

RP medical application: Robitussin – Hagod Robitussin

Introducing a host of NEW PRODUCTS under their STRONGEST BRAND NAMES.

Concept 10

Brand Extensions

Concept 10

Brand Extensions

Kotler: Crayola – twistable crayons, biggie crayons

Local: Lucky Me – Calamansi, Spicy, Sweet and Spicy

RP medical application: Buscopan - Venus

Thank You!

Esteban chapter 9 Creating Brand Equity

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