1. TOP 10 Learning Concepts Ch 9 – Creating Brand Equity Maureen Martine T. Lee September 2011 http://maureentlee.blogspot.com/

2. OutlineCh 9 - Creating Brand Equity Defining Brand Equity Customer-based Brand Equity Quality vs Quantity – Investment in Building Brands 5 Components of Brand Asset Valuators Brand Identity http://maureentlee.blogspot.com/

3. OutlineCh 9 - Creating Brand Equity Brand Resonance Model Brand Equity Drivers Brand Audit – Brand Value Chain Managing Brand Equity – Reinforcement and Revitalization Devising a Branding Strategy - Branding Decisions Extensions & Portfolio http://maureentlee.blogspot.com/

4. Concept 1Defining Brand Equity 4 BRAND NAME DESIGN TERM SIGN SYMBOL http://maureentlee.blogspot.com/

5. Concept 1Defining Brand Equity 5 BRAND EQUITY Added value endowed on products and services http://maureentlee.blogspot.com/

6. Concept 1Defining Brand Equity 6 BRAND EQUITY Added value endowed on products and services Consumer Thinking, Feeling & Acting Prices, Market Share & Profitability http://maureentlee.blogspot.com/

7. Concept 2Customer-based Brand Equity 7 Differential effect that brand knowledge has on consumer response Brand Power http://maureentlee.blogspot.com/

8. Concept 2Customer-based Brand Equity 8 Differential effect that brand knowledge has on consumer response Seen Brand Power Read Heard http://maureentlee.blogspot.com/

9. Concept 2Customer-based Brand Equity 9 Differential effect that brand knowledge has on consumer response Learned Seen Brand Power Thought Read Heard Felt http://maureentlee.blogspot.com/

10. Concept 3Quality vs Quantity –Building Brands 10 BRAND QUALITY CONSUMER BRAND KNOWLEDGE – Foundation of Brand Equity RESPONSE TO MARKETING CAMPAIGN http://maureentlee.blogspot.com/

11. Concept 3Quality vs Quantity –Building Brands 11 BRAND QUALITY CONSUMER BRAND KNOWLEDGE – Foundation of Brand Equity RESPONSE TO MARKETING CAMPAIGN Brand QUANTITY Irrelevant if does not contribute to consumer brand knowledge http://maureentlee.blogspot.com/

12. Concept 45 Components of Brand Asset Valuators 12 Differentiation “Unique” Esteem “Respect” Energy “Momentum” Knowledge “Familiarity” Relevance “Appeal” http://maureentlee.blogspot.com/

13. Concept 45 Components of Brand Asset Valuators 13 Differentiation “Unique” Esteem “Respect” Energy “Momentum” Knowledge “Familiarity” Relevance “Appeal” http://maureentlee.blogspot.com/

14. Concept 5Brand Identity 14 Unique Set of Brand Associations Product Scope Country of Origin Product Personality Brand Personality Quality Symbols Product Attribute Uses Users Organizational Attributes http://maureentlee.blogspot.com/

15. Concept 5Brand Identity 15 BrandDynamics Pyramid BONDING – Nothing else beats it ADVANTAGE – does it offer something better than the others? PERFORMANCE – can it deliver? RELEVANCE – does it offer something? PRESENCE – do we know about it? http://maureentlee.blogspot.com/

16. OutlineCh 9 - Creating Brand Equity Brand Resonance Model Brand Equity Drivers Brand Audit – Brand Value Chain Managing Brand Equity – Reinforcement and Revitalization Devising a Branding Strategy - Branding Decisions, Extensions & Portfolio http://maureentlee.blogspot.com/

17. Concept 6Brand Resonance Model 17 Branding Objective Intense, active loyalty Positive, accessible reactions Points of parity & difference Deep, broad brand awareness Image taken from - http://www.value-chain.org/brand-equity-pyramid/ http://maureentlee.blogspot.com/

18. Concept 7Brand Equity Drivers 18 Brand Elements – identities making up the brand Character Jingles URL Packages Logo Spokespeople Signage Symbol Slogan http://maureentlee.blogspot.com/

19. Concept 7Brand Equity Drivers 19 Brand Elements – identities making up the brand Uniform Resource Locator or Universal Resource Locator (URL) URL Logo Symbol http://maureentlee.blogspot.com/

20. Concept 7Brand Equity Drivers 20 Brand Elements – identities making up the brand Character Spokespeople Seiko Seiko Wallet “Wallet namaswerte” Slogan http://maureentlee.blogspot.com/

21. Concept 7Brand Equity Drivers 21 Brand Elements – identities making up the brand “Ito ang beat sabaysabay… Coke!” Jingles Packages Signage http://maureentlee.blogspot.com/

22. Concept 7Brand Equity Drivers 22 Brand Element – Choice Criteria memorable transferable meaningful adaptable protectible likable http://maureentlee.blogspot.com/

23. Concept 7Brand Equity Drivers 23 Brand Element – Choice Criteria memorable transferable meaningful adaptable protectible likable “Brand Building” “Defensive - Leverage” http://maureentlee.blogspot.com/

24. Concept 7Brand Equity Drivers 24 Campaigns – Marketing Activities and Programs http://maureentlee.blogspot.com/

25. Concept 7Brand Equity Drivers 25 Brand Associations – Person, Place or Thing http://maureentlee.blogspot.com/

26. Concept 8Brand AuditBrand Value Chain 26 Brand Audit – consumer-focused series of procedures to assess the health of the brand Sources of Brand Equity Improve & Leverage http://maureentlee.blogspot.com/

27. Concept 8Brand AuditBrand Value Chain 27 Taken from http://mediebevaegelsen.dk/wp-content/uploads/brand-value-chain.gif http://maureentlee.blogspot.com/

28. Concept 8Brand AuditBrand Value Chain 28 Brand Valuation -estimating the total financial value of the brand Taken from :http://www.millwardbrown.com/Libraries/Optimor_BrandZ_Files/2011_BrandZ_Top100_Chart.sflb.ashx http://maureentlee.blogspot.com/

29. Concept 9Managing Brand Equity – Reinforcement and Revitalization 29 Brand Reinforcement – consistently convey the meaning of the brand Move forward towards the right direction Products, benefits, satisfy needs Superior, strong, favorable, unique http://maureentlee.blogspot.com/

30. Concept 9Managing Brand Equity – Reinforcement and Revitalization 30 Brand Revitalization – keeping up with changes in consumer tastes and preference http://maureentlee.blogspot.com/

31. Concept 10Devising a Branding Strategy - Branding Decisions, Extensions & Portfolio 31 Individual Names Brand Names Blanket Family Names http://maureentlee.blogspot.com/

32. Concept 10Devising a Branding Strategy - Branding Decisions, Extensions & Portfolio 32 Separate Names Brand Names Corporate Name + Individual Product Name http://maureentlee.blogspot.com/

33. Concept 10Devising a Branding Strategy - Branding Decisions, Extensions & Portfolio 33 Brand Extension http://maureentlee.blogspot.com/

34. Concept 10Devising a Branding Strategy - Branding Decisions, Extensions & Portfolio 34 Brand Portfolio http://maureentlee.blogspot.com/

35. Concept 10Devising a Branding Strategy - Branding Decisions, Extensions & Portfolio 35 Brand Portfolio Flankers Cash Cows http://maureentlee.blogspot.com/

36. Concept 10Devising a Branding Strategy - Branding Decisions, Extensions & Portfolio 36 Brand Portfolio Low-end Entry Level High-end Prestige http://maureentlee.blogspot.com/

37. Summary – Brand Equity 37 Brand elements should be carefully picked Brands should offer a unique experience Quality should be the focus of marketing campaigns Brand association to other entities Brand equity is measurable Brands should be dynamic and sustainable http://maureentlee.blogspot.com/

38. Household Brands 38 http://maureentlee.blogspot.com/

39. TOP 10 Learning Concepts Ch 9 – Creating Brand Equity Maureen Martine T. Lee September 2011 http://maureentlee.blogspot.com/