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Top 10 Concepts Creating Brand Equity Jessica Anne L. Evangelista ASMPH
OUTLINE ,[object Object],[object Object],[object Object],[object Object],[object Object]
A brand can differentiate one product from the other. Concept 1 : Powerful means to secure competitive advantage Source Protection Quality
A brand can differentiate one product from the other. ,[object Object],[object Object],[object Object],[object Object],[object Object],Concept 1 :
Branding creates mental structures that help consumers organize, clarify and decide. ,[object Object],[object Object],Concept 2:
Branding creates mental structures that help consumers organize, clarify and decide. ,[object Object],[object Object],[object Object],[object Object],[object Object],Concept 2:
Brand equity is the added value of a product or service ,[object Object],Concept 3 : Consumer Response Brand Knowledge Consumer Behavior + +
Brand equity is the added value of a product or service ,[object Object],[object Object],[object Object],[object Object],[object Object],Concept 3 :
Understanding consumer brand knowledge is the foundation of brand equity. ,[object Object],Concept 4 : Understand needs and wants
Understanding consumer brand knowledge is the foundation of brand equity. ,[object Object],[object Object],[object Object],[object Object],[object Object],Concept 4 :
Building brand equity: right brand knowledge + right consumers Concept 5 : Brand Elements BRAND EQUITY Marketing Activities Leveraging
Building brand equity: right brand knowledge + right consumers ,[object Object],[object Object],[object Object],[object Object],[object Object],Concept 5 :
The power of brand needs to measured to be managed well. ,[object Object],[object Object],Concept 6:
The power of brand needs to measured to be managed well. ,[object Object],[object Object],[object Object],[object Object],[object Object],Concept 6:
Brand management = consistent marketing and reviving old strategy Concept 7: Constant marketing strategies
Brand management = consistent marketing and reviving old strategy ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Concept 7:
Brand management = consistent marketing and reviving old strategy ,[object Object],[object Object],[object Object],[object Object],[object Object],Concept 7:
Branding Strategy: Brand Name Concept 8:
Branding Strategy: Brand Name ,[object Object],[object Object],[object Object],[object Object],[object Object],Concept 8:
Branding Strategy: Brand Extensions Concept 9:
Branding Strategy: Brand Extensions ,[object Object],[object Object],[object Object],[object Object],[object Object],Concept 9:
Branding Strategy: Brand Portfolio ,[object Object],[object Object],Concept 10:
Branding Strategy: Limitations of Brands ,[object Object],[object Object],[object Object],[object Object],Concept 10:
SUMMARY
Top 10 Concepts Creating Brand Equity Jessica Anne L. Evangelista ASMPH

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Chapter 9(2)

Notes de l'éditeur

  1. Successful branding means convincing your consumers that there are differences among products.
  2. Brand equity is r eflected in the way consumers think, feel and act towards the brand.
  3. The power of a brand lies in what resides in the minds of customers Understanding the needs and wants of consumers and organizations and devising products and campaigns to satisfy them are at the heart of successful marketing.