Brand Equity Management training

1. BEM
(BRAND EQUITY MANAGEMENT)

2. Why?

3. ● Managers include brands in strategy
● Culture supports brands
● Operations include terminology and tools
● Formalize already present knowledge
● Build teamwork around a brand
BEM helps you to answer the Why?

4. BEM
+ + =
Terminology
Teamwork by
words and
concepts
Strategies
Frameworks
for action
Tools
Your team
can use them
and do the
work
Solutions
Where you
want to be
Facts

5. Facts

6. Competition is chaos

7. Winning is hard to define

8. Only brands win

9. Brands are invisible

10. Brands want to be unique

11. Terminology

12. Cooperate with terms
● Problems
● Solutions
● Change
● Goals
● Differences

13. Customer point of view
Narrow and flexible
Brand

14. Linkedin and Skype, once mother brands, become sub-brands under Microsoft mother brand adopting its values.

15. Strategies

16. By creating many sub-brands
brand detaches from them
and becomes abstract
Abstraction

17. Strategy example
Focus
Loud
Stretch
Abstraction
Agile

18. Strategy errors
● Not being unique in product, content, media, or culture
● Not implementing agile
● Invest in content and media without a strategy
● Being loud before focus
● Brand values are not different from product values

19. Tools

20. Tools
● Brand portfolio
● Strategy
● Value table
● Team
● DNA documents
● Interaction Score
● BEMapps.com
● BEM COM
● BEM MH
● BEM 0/10

21. Solutions

22. ● Start a business
● Design a product
● Design a brand
● Enter a new market
● Design marketing & sales method
● Design content & media
Choose one challenge for the exercise
● Build competitive culture
● Recruit top staff
● Get investment & partners
● Improve leadership

23. ● What is strategy?, Michael E. Porter
● The 22 Immutable Laws of Marketing, Al Ries & Jack Trout
● Aaker on Branding: 20 Principles That Drive Success, David Aaker
● Building the Brand-Driven Business: Operationalize Your Brand to Drive Profitable Growth, Scott M. Davis
● Agile Manifesto
● Flawed Advice and the Management Trap, Chris Argyris
● Informal Logic: A Pragmatic Approach, Doug Walton
● The International Brand Valuation Manual, Gabriela Salinas
Reading list