revised visual presentation on brand equity

1. Ateneo Graduate School of Business MBA Standard Program Creating Brand EquityVisual Top Ten Concepts v2 JojoCanta Ateneo Graduate School of Business

2. Outline: Definition, Scope and Theories What is a Brand? Scope of Branding What is Brand Equity? Using Brand Equity Models as Guide Brand Asset Valuator Aaker Model Brand Resonance Model Brand Elements CREATING BRAND EQUITY

3. Outline: Building a Strong Brand Branding Strategies Improving on what can be measured Managing Brand Equity Brand Portfolio Roles of Brands in a Portfolio Customer Equity CREATING BRAND EQUITY

4. People are Brands

5. People are Brands First in 2010NBA All-Star Ballots

6. People are Brands

7. People are Brands Second in 2010NBA All-Star Ballots

8. People are Brands

9. People are Brands Third in 2010NBA All-Star Ballots

10. Popularity Kobe Bryant Dwyane Wade Lebron James they are popular because their brand equity

11. Popularity Kobe Bryant Dwyane Wade Lebron James they are popular because their brand equity

12. So What Makes up Brand Equity? performance charisma entertainment value they give what their fans want

13. Building a Strong Brand a great product

14. Building a Strong Brand a great product brand image

15. Building a Strong Brand a great product brand image customer experience

16. Building a Strong Brand CUSTOMER EXPERIENCE BRAND IMAGE GREAT PRODUCT a great product brand image customer experience

17. Building a Strong Brand CUSTOMER EXPERIENCE BRAND IMAGE GREAT PRODUCTS CUSTOMER-CENTRIC MARKET STUDY

18. Building a Strong Brand CUSTOMER EXPERIENCE BRAND IMAGE GREAT PRODUCTS CUSTOMER-CENTRIC MARKET STUDY MARKETING SUPPORT AND PEOPLE DEVELOPMENT

19. #1 High Brand Equity CUSTOMER EXPERIENCE BRAND IMAGE GREAT PRODUCTS CUSTOMER-CENTRIC MARKET STUDY MARKETING SUPPORT AND PEOPLE DEVELOPMENT

20. 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 in how a customer think, feel and act about the product. Different elements can be used to identify and differentiate the brand.

21. 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.

22. Ateneo Graduate School of Business MBA Standard Program Creating Brand EquityVisual Top Ten Concepts v2 JojoCanta Thank you..