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9 CREATING BRAND EQUITY
Presented by Marie Ada Angelique de Silva
SSS MMDP February 7, 2014
Outline
I. Definition of a Brand, Branding and Brand Equity
II. The Role of Branding
III. Models for Building Brand Equity
IV. Factors for Building Brand Equity
Starbucks
Globe
Breast Cancer Awareness
Rolex
Dove
WWF
Youtube
What is a brand?
A brand is defined as a name, term, sign, symbol or design, or a
combination of them, intended to identify the goods or services of one
seller or group of sellers and to differentiate them from those of
competitors.
What is branding?
Branding is endowing products and services with the power of the
brand.
What is branding equity?
Brand equity is the added value endowed on products and
services, which may be reflected in the way consumers, think,
feel, and act with respect to the brand.
What is the power of a brand?
• Signals a level of quality
• Creates entry barriers
• Customers pay higher prices
• Competitive advantage
BrandZ: Brand Dynamics Pyramid
Strong Relationship
Weak Relationship
Presence
Relevance
Performance
Advantage
Bonding
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-21
Brand Resonance Model: Pyramid
Relationships
Response
Meaning
Identity
Intense, active loyalty
Positive, accessible reactions
Strong, favorable & unique
Deep, broad brand awareness
Brand Building Blocks
Resonance
Judgements/ Feelings
Performance / Imagery
Salience
Stages of Brand Dev’t. Objective
3 Drivers for Building Brand Equity
• Brand elements
• Product, service and accompanying marketing activities and supporting programs
• Other associations directly transferred to the brand by linking it to some other entity
Brand Element Choice Criteria
• Memorable
• Meaningful
• Likeable
• Transferable
• Adaptable
• Protectable
Secondary Sources of Brand Knowledge
Managing Brand Equity
• Reinforcement
• Revitalization
Devising a Brand Strategies
• New brand elements for new products
• Apply existing brand elements
• Combination of new and exisiting
Summary
• Brand … Branding … Brand Equity
• Roles of branding
• Models for building brand equity
• Drivers of brand equity
Creating brand equity increases product value and strong identity
End