Creating Brand Equity & Crafting The Brand Positioning

1. Presented by:
Ahsan Uddin Ahmad
Id: 566
Semester: 2nd
Batch: 23rd
Session: January 19
Course Teacher:
Mohammad Imran
Associate Professor
Faculty of Business Administration
University of Science & Technology Chittagong
Course Title Marketing Management
Course Code EM 202
Creating Brand Equity &
Crafting The Brand Positioning

2. Creating Brand Equity

3. Brand Equity
(Customer Based Brand Equity)
Brand Equity
In marketing, brand equity refers to the value of a brand and is determined by consumer’s perception
of the brand. Brand equity can be positive or negative. If consumers think highly of a brand, it has
positive brand equity. On the other hand, if the brand consistently under-delivers, fails to live up to
consumer expectations, and generates negative word of mouth, it has negative brand equity. Simply
put, brand equity is the reputation of a brand.
Customer-Based Brand Equity (CBBE)
Customer-Based Brand Equity (CBBE) is used to show how a brand’s success can be directly attributed to
customers’ attitudes towards that brand.

4. Building Brand Equity
Step 1 – Identity: Build Awareness. Begin at the
base with brand identity.
Step 2 – Meaning: Communicate What
Your Brand Means and What It Stands for.
Step 3 – Response: Reshape How Customers
Think and Feel about Your Brand.
Step 4 – Relationships: Build a Deeper Bond
With Customers.

5. Choosing Brand Elements
 Memorable: Easily Recognized, Easily Recalled
 Meaningful: Descriptive, Persuasive
 Likable: Fun & Interesting, Rich Visual And VerbalImagery,
Aesthetically Pleasing
 Transferable: Within And Across Product Categories,Across
Geographic Boundaries AndCultures
 Adaptable: Flexible, Updatable
 Protectable: Legally, Competitively
Marketer’s
offensive strategy
and build brand
equity
Defensive role for
leveraging
and maintaining
brand equity

6. MEMORABILITY
Brand elements should inherently be memorable and attention-getting,
and therefore facilitate recall or recognition.
 For example, a brand of propane gas cylinders named Blue Rhino featuring
a powder-blue animal mascot with a distinctive yellow flame is likely to
stick in the minds of consumers.
Choosing Brand Elements

7. MEANINGFULNESS
Brand elements may take on all kinds of meaning, with either descriptive or
persuasive content.
Twoparticularly important criteria –
 General information about the nature of the product category
 Specific information about particular attributes and benefits of the brand
Choosing Brand Elements

8. LIKABILITY
In order for a brand to be likeable, you need to ask yourself two questions in
specific:
 Do customers find the brand element aesthetically appealing?
 Are the brand elements likeable visually, verbally, and in other ways?
Brand elements can be rich in imagery, and inherently fun and engaging,
even if not always related to the product.
Choosing Brand Elements

9. TRASFERABILITY
It measures the extent to which the brand element adds to the Brand Equity for
new products or in new markets for the brand.
Two criteria:
 How useful is the brand element for line or category extension? In general, the
less specific the name, the more easily it can be transferred. EX: Amazon,
Bashundhara, etc.
 To what extent does the brand element add to brand equity across geographic
boundaries and market segments?
Choosing Brand Elements

10. ADAPTABILITY
The more adaptable and flexible the brand element, the easier it is to
update it to changes in consumer values and opinions.
 For example, logos and characters can be given a new look or a new
design to make them appear more modern and relevant.
Choosing Brand Elements

11. PROTECTABILITY
Marketers should:
 Choose brand elements that can be legally protected internationally.
 Formally register chosen brand elements with the appropriate legal bodies.
 Vigorously defend trademarks from unauthorized competitive infringement.
Choosing Brand Elements

12. Internal Branding
Internal branding enables your organization’s
most valuable asset, people, to embody the spirit
of organization and communicate it effectively.
When trained and Motivated, brand vision and
values will remain top of mind with employees
and influence every decision they make.
When employees understand the “who” and
“why” behind business proposition, they become
more customer focused and systematically
participate in building a brand-centric culture
that can lead to heightened customer-focused
actions and stronger bottom-line results.

13. Brand Value Chain
The brand value chain is a structured approach to assessing the sources and outcomes of brand
equity and the way marketing activities create brand value.
First, brand value creation begins
when the firm targets actual
customers by investing in a
marketing program.
Next, we assume customers’ mind-
sets, buying behavior, and response
to price will change as a result of the
marketing program.
Finally, the investment community
will consider market performance,
replacement cost, and purchase
price in acquisitions (among other
factors) to assess shareholder value
in general and the value of a brand in
particular.
The model also assumes that three
multipliers moderate the transfer
between the marketing program and
the subsequent three value stages.

14. Crafting The Brand
Positioning

15. Crafting The Brand Positioning
Positioning is the act of designing a company’s offering and image to occupy a
distinctive place in the minds of the target market.2 The goal is to locate the brand in
the minds of consumers to maximize the potential benefit to the firm.
Deciding on a positioning requires:
 determining a frame of reference by identifying the target market and relevant
competition,
 identifying the optimal points of parity and points of difference brand
associations given that frame of reference,
 creating a brand mantra to summarize the positioning and essence of the brand.
Developing and Establishing a Brand Positioning

16. Crafting The Brand Positioning
Points-of-Difference (PODs)
Attributes or benefits consumers strongly
associate with a brand, positively evaluate,
and believe they could not find to the same
extent with a competitive brand
Points-of-Parity (POPs)
Associations that are not necessarily unique
to the brand but may be shared with other
brands

17. Points of difference
Points of difference of life buoy are those features or attribute of lifebuoy that the
consumer can easily differentiate and positively evaluate this soap from its
competitors. This attributes are:
 History & Heritage.
 Exclusive imagery.
 Achievement.
 Premium Price.
Example-Lifebuoy

18. Points of parity
Points of parity of Lifebuoy are those particular attribute of lifebuoy that can attract
the customer easily, these attributes are:
 Family soap
 Ingredients
 Quality
 Innovation
Example-Lifebuoy

19. Points of difference of life Sandalina Sandal Soap are those features that the consumer
can easily differentiate and positively evaluate this soap from its competitors. This
attributes are:
 Vegetable fat
 Sandal wood oil
 Attractive packaging
Example-Sandalina Sandal Soap
Points of difference

20. Points of parity
Points of parity of Sandalina Sandal Soap are those particular attribute that can
attract the customer easily, these attributes are:
 Family soap
 Differentiation with competitors
 Good imagery
Example-Sandalina Sandal Soap