v47 ch9 brand equity visual jojo canta v2
DESCRIPTION
revised visual summary of chapter 9TRANSCRIPT
![Page 1: V47 Ch9 Brand Equity Visual Jojo Canta V2](https://reader033.vdocuments.net/reader033/viewer/2022061216/54b2e2234a7959a23f8b45b3/html5/thumbnails/1.jpg)
Creating Brand EquityVisual Top Ten Concepts v2
Jojo CantaJojo CantaAteneo Graduate School of BusinessAteneo Graduate School of Business
Ateneo Graduate School of BusinessMBA Standard Program
![Page 2: V47 Ch9 Brand Equity Visual Jojo Canta V2](https://reader033.vdocuments.net/reader033/viewer/2022061216/54b2e2234a7959a23f8b45b3/html5/thumbnails/2.jpg)
Outline: Definition, Scope and Theories
1. What is a Brand?2. Scope of Branding3. What is Brand Equity?4. Using Brand Equity Models as Guide
Brand Asset Valuator Aaker Model Brand Resonance Model
5. Brand Elements
CREATING BRAND EQUITY
![Page 3: V47 Ch9 Brand Equity Visual Jojo Canta V2](https://reader033.vdocuments.net/reader033/viewer/2022061216/54b2e2234a7959a23f8b45b3/html5/thumbnails/3.jpg)
Outline: Building a Strong Brand
5. Branding Strategies6. Improving on what can be measured7. Managing Brand Equity8. Brand Portfolio9. Roles of Brands in a Portfolio10. Customer Equity
CREATING BRAND EQUITY
![Page 4: V47 Ch9 Brand Equity Visual Jojo Canta V2](https://reader033.vdocuments.net/reader033/viewer/2022061216/54b2e2234a7959a23f8b45b3/html5/thumbnails/4.jpg)
People are Brands
![Page 5: V47 Ch9 Brand Equity Visual Jojo Canta V2](https://reader033.vdocuments.net/reader033/viewer/2022061216/54b2e2234a7959a23f8b45b3/html5/thumbnails/5.jpg)
People are Brands
First in 2010NBA All-Star Ballots
![Page 6: V47 Ch9 Brand Equity Visual Jojo Canta V2](https://reader033.vdocuments.net/reader033/viewer/2022061216/54b2e2234a7959a23f8b45b3/html5/thumbnails/6.jpg)
People are Brands
![Page 7: V47 Ch9 Brand Equity Visual Jojo Canta V2](https://reader033.vdocuments.net/reader033/viewer/2022061216/54b2e2234a7959a23f8b45b3/html5/thumbnails/7.jpg)
People are Brands
Second in 2010NBA All-Star Ballots
![Page 8: V47 Ch9 Brand Equity Visual Jojo Canta V2](https://reader033.vdocuments.net/reader033/viewer/2022061216/54b2e2234a7959a23f8b45b3/html5/thumbnails/8.jpg)
People are Brands
![Page 9: V47 Ch9 Brand Equity Visual Jojo Canta V2](https://reader033.vdocuments.net/reader033/viewer/2022061216/54b2e2234a7959a23f8b45b3/html5/thumbnails/9.jpg)
People are Brands
Third in 2010NBA All-Star Ballots
![Page 10: V47 Ch9 Brand Equity Visual Jojo Canta V2](https://reader033.vdocuments.net/reader033/viewer/2022061216/54b2e2234a7959a23f8b45b3/html5/thumbnails/10.jpg)
Popularity
they are popular because their brand equity
Kobe Bryant
Dwyane Wade
Lebron James
![Page 11: V47 Ch9 Brand Equity Visual Jojo Canta V2](https://reader033.vdocuments.net/reader033/viewer/2022061216/54b2e2234a7959a23f8b45b3/html5/thumbnails/11.jpg)
they are popular because their brand equity
Kobe Bryant
Dwyane Wade
Lebron James
Popularity
![Page 12: V47 Ch9 Brand Equity Visual Jojo Canta V2](https://reader033.vdocuments.net/reader033/viewer/2022061216/54b2e2234a7959a23f8b45b3/html5/thumbnails/12.jpg)
they give what their fans want
performance
charisma
entertainment value
So What Makes up Brand Equity?
![Page 13: V47 Ch9 Brand Equity Visual Jojo Canta V2](https://reader033.vdocuments.net/reader033/viewer/2022061216/54b2e2234a7959a23f8b45b3/html5/thumbnails/13.jpg)
Building a Strong Brand
a great product
![Page 14: V47 Ch9 Brand Equity Visual Jojo Canta V2](https://reader033.vdocuments.net/reader033/viewer/2022061216/54b2e2234a7959a23f8b45b3/html5/thumbnails/14.jpg)
Building a Strong Brand
a great product
brand image
![Page 15: V47 Ch9 Brand Equity Visual Jojo Canta V2](https://reader033.vdocuments.net/reader033/viewer/2022061216/54b2e2234a7959a23f8b45b3/html5/thumbnails/15.jpg)
Building a Strong Brand
a great product
brand image
customer experience
![Page 16: V47 Ch9 Brand Equity Visual Jojo Canta V2](https://reader033.vdocuments.net/reader033/viewer/2022061216/54b2e2234a7959a23f8b45b3/html5/thumbnails/16.jpg)
Building a Strong Brand
a great product
brand image
customer experience
GREAT PRODUCT
BRANDIMAGE
CUSTOMEREXPERIENCE
![Page 17: V47 Ch9 Brand Equity Visual Jojo Canta V2](https://reader033.vdocuments.net/reader033/viewer/2022061216/54b2e2234a7959a23f8b45b3/html5/thumbnails/17.jpg)
Building a Strong Brand
CUSTOMER-CENTRIC MARKET STUDY
BRANDIMAGE
CUSTOMEREXPERIENCE
GREAT PRODUCTS
![Page 18: V47 Ch9 Brand Equity Visual Jojo Canta V2](https://reader033.vdocuments.net/reader033/viewer/2022061216/54b2e2234a7959a23f8b45b3/html5/thumbnails/18.jpg)
Building a Strong Brand
CUSTOMER-CENTRIC MARKET STUDY
BRANDIMAGE
CUSTOMEREXPERIENCE
MARKETING SUPPORT AND PEOPLE DEVELOPMENT
GREAT PRODUCTS
![Page 19: V47 Ch9 Brand Equity Visual Jojo Canta V2](https://reader033.vdocuments.net/reader033/viewer/2022061216/54b2e2234a7959a23f8b45b3/html5/thumbnails/19.jpg)
High Brand Equity
CUSTOMER-CENTRIC MARKET STUDY
BRANDIMAGE
CUSTOMEREXPERIENCE
MARKETING SUPPORT AND PEOPLE DEVELOPMENT
GREAT PRODUCTS
#1
![Page 20: V47 Ch9 Brand Equity Visual Jojo Canta V2](https://reader033.vdocuments.net/reader033/viewer/2022061216/54b2e2234a7959a23f8b45b3/html5/thumbnails/20.jpg)
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 inhow a customer think, feel and actabout the product.
Different elements can be used to identify and differentiate the brand.
![Page 21: V47 Ch9 Brand Equity Visual Jojo Canta V2](https://reader033.vdocuments.net/reader033/viewer/2022061216/54b2e2234a7959a23f8b45b3/html5/thumbnails/21.jpg)
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.
![Page 22: V47 Ch9 Brand Equity Visual Jojo Canta V2](https://reader033.vdocuments.net/reader033/viewer/2022061216/54b2e2234a7959a23f8b45b3/html5/thumbnails/22.jpg)
Creating Brand EquityVisual Top Ten Concepts v2
Jojo CantaJojo Canta
Ateneo Graduate School of BusinessMBA Standard Program
Thank you..