9

CREATING BRAND EQUITY

Presented by

Marie Ada Angelique de Silva

SSS MMDP
February 7, 2014

Outline
I.

Definition of a Brand, Branding

and Brand Equity
II. The Role of Branding
III. Models for Building Brand Equity
IV. Factors for Building Brand Equity

Starbucks

Globe

Breast Cancer Awareness

Rolex

Dove

WWF

Youtube

What is a brand?
A brand is defined as a name, term,
sign, symbol or design, or a
combination of them, intended to
identify the goods or services of one
seller or group of sellers and to
differentiate them from those of
competitors.

What is branding?
Branding is endowing products
and services with the power of the
brand.

What is branding equity?

Brand equity is the added value
endowed on products and
services, which may be reflected
in the way consumers, think,
feel, and act with respect to the
brand.

What is the power of a

brand?

Signals a level of quality

Creates entry barriers
Customers pay higher prices
Competitive advantage

BrandZ: Brand Dynamics Pyramid

Strong Relationship

Bonding
Advantage
Performance
Relevance

Presence
Weak Relationship
Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-21

Brand Resonance Model: Pyramid

Stages of Brand Devt.

Relationships

Brand Building Blocks

Resonance

Objective
Intense,
active loyalty

Positive,
accessible
reactions

Response

Judgements/
Feelings

Meaning

Performance /
Imagery

Strong, favorable
& unique

Identity

Salience

Deep, broad
brand awareness

3 Drivers for Building

Brand Equity
Brand elements
Product, service and accompanying
marketing activities and supporting
programs
Other associations directly transferred
to the brand by linking it to some
other entity

Brand Element Choice Criteria

Memorable
Meaningful
Likeable
Transferable
Adaptable
Protectable

Secondary Sources of
Brand Knowledge

Managing Brand Equity

Reinforcement
Revitalization

Devising a Brand Strategies

New brand elements for new products
Apply existing brand elements
Combination of new and exisiting

Summary

Brand Branding Brand Equity

Roles of branding
Models for building brand equity
Drivers of brand equity

Creating brand equity increases

product value and strong identity

End