The Top 10 Concepts with Local and Medical

ApplicationsJohn Francis Lee Hok

Ateneo School of Medicine and Public Health

May 2010

1

Chapter 9: Creating Brand Equity

What’s in a name? brandingbrand knowledgeThe brand promiseelementsresonance

Marketing a brand1st contactinternalization

Successmeasuring brand equity

Strategyextendingbrand portfolio

Outline: Creating Brand Equity

Speed, speed, and more speed

Concept 1: Branding

Kotler: Gucci, Chanel, Louis Vuitton

Local: Bench, Oishi

Medical: Unilab, RiteMed

Concept 1: BrandingWhat’s in a name?

Concept 2: Brand KnowledgeIts all about what consumers think of the brand

What do you think?If you see this…

Kotler: Volvo (safety), Harley-Davidson (adventure)

Local: PAL (plane always late), Cebu Pacific (budget fares)

Medical: Biogesic (safe)

Concept 2: Brand KnowledgeIts all about what consumers think of the brand

Would you break a promise?

Concept 3: Brand PromiseIts all about delivering a promise

Kotler: Burger King “Have it your way”

Local: Shakey’s “if its late its free”

Medical: The Medical City “Patient at Center Stage”

Concept 3: Brand PromiseIts all about delivering a promise

Concept 4: Brand Elements

Kotler:

Local:

Medical:

Concept 4: Brand Elements

Concept 5: Brand ResonanceFeeling In Sync

Kotler: Apple

Local: Jollibee

Medical: branded vs generics

Concept 5: Brand ResonanceFeeling In Sync

Concept 6: Marketing ActivitiesThe first contact (brand contact)

Kotler: Moutain Dew Action Sports Center

Local: Dona Maria Jasponica rice tasting and cooking demo

Medical: drug companies product launch

Concept 6: Marketing ActivitiesThe first contact (brand contact)

Concept 7 InternalizationBringing the brand alive for employees

Kotler: Miller Brewing

Local: Toyota Motors Phil car loan program

Medical : Medical City’s primacy of human resource

Concept 7 InternalizationBringing the brand alive for employees

Concept 8: Measuring Brand EquityIts about getting feedback

Kotler: Coca-cola Consumer’s choice award

Local: Consumer’s Choice

Medical: The Medical City Patient survey form

JCI Accreditation

Concept 8: Measuring Brand EquityIts about getting feedback

Concept 9: Branding StategyExtending your reach

Kotler: Swiss Army Watches

Local: Bench perfume

Medical: Philamlife

Concept 9: Branding StategyExtending your reach

Concept 10: Brand PortfoliosIts about getting the entire MARKET

Kotler: Giorgio Armani, Giorgio Armani Prive Emporio Armani Armani Exchange

Local: Sterling, Orions, Avanti Philippine Airlines, PAL Express

Medical : Unilab, RiteMed

Concept 10: Brand PortfoliosIts about getting the entire MARKET

Its all about branding Its all about value creation Its all about penetrating the mind

Summary

The Top 10 Concepts with Local and Medical

Applications

John Francis Lee HokAteneo School of Medicine and Public

HealthMay 2010

24

Chapter 9: Creating Brand Equity