1. Ateneo Graduate School of Business MBA Standard Program Creating Brand EquityVisual Top Ten Concepts v2 JojoCanta Ateneo Graduate School of Business
2. Outline: Definition, Scope and Theories What is a Brand? Scope of Branding What is Brand Equity? Using Brand Equity Models as Guide Brand Asset Valuator Aaker Model Brand Resonance Model Brand Elements CREATING BRAND EQUITY
3. Outline: Building a Strong Brand Branding Strategies Improving on what can be measured Managing Brand Equity Brand Portfolio Roles of Brands in a Portfolio Customer Equity CREATING BRAND EQUITY
15. Building a Strong Brand a great product brand image customer experience
16. Building a Strong Brand CUSTOMER EXPERIENCE BRAND IMAGE GREAT PRODUCT a great product brand image customer experience
17. Building a Strong Brand CUSTOMER EXPERIENCE BRAND IMAGE GREAT PRODUCTS CUSTOMER-CENTRIC MARKET STUDY
18. Building a Strong Brand CUSTOMER EXPERIENCE BRAND IMAGE GREAT PRODUCTS CUSTOMER-CENTRIC MARKET STUDY MARKETING SUPPORT AND PEOPLE DEVELOPMENT
19. #1 High Brand Equity CUSTOMER EXPERIENCE BRAND IMAGE GREAT PRODUCTS CUSTOMER-CENTRIC MARKET STUDY MARKETING SUPPORT AND PEOPLE DEVELOPMENT
20. Summary: Creating a Strong Brand Brands are used to differentiate a product or service. Brand Equity is the value endowed to a product or service which is reflected in how a customer think, feel and act about the product. Different elements can be used to identify and differentiate the brand.
21. Summary: Creating a Strong Brand There are three major strategies in branding. Equity should be measured to determine which element to improve on. In managing a brand, it could be continuously reinforced or revitalized. Different brands with different roles could be created in a portfolio. Customers serve as the profit engine for brands.
22. Ateneo Graduate School of Business MBA Standard Program Creating Brand EquityVisual Top Ten Concepts v2 JojoCanta Thank you..