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