CREATING BRAND EQUITY AND

CRAFTING ITS POSITIONING

Building Strong Brands

Martin Danao

Bryan Panjaitan

Angelica Pujol

Ateneo Graduate School of Business

https://www.linked.com/in/martinlloyddanao https://www.linkedin.com/in/angelicapujol

https://www.linkedin.com/in/bryanpanjaitan

Aspects of a Great Brand Equity are…

• Equity

• Role

• Model

• Element/s

• Internal Branding

• Management

Building Strong Brands – part 1

What is Brand Equity? It is..

• Added Value

• Symbol and Pride

• Label for Customers

Building Strong Brandsto create a GREAT BRAND EQUITY 1 of 6

What is Brand Equity? It is..

• Added Value

• Symbol and Pride

• Label for Customers

Building Strong Brandsto create a GREAT BRAND EQUITY 1 of 6

It may be reflected in the way consumers…

think feel act

…with respect to a Brand

Could be Positive Customer-based Brand Equity…

Building Strong Brandsto create a GREAT BRAND EQUITY 1 of 6

October 16, 2014: Eager Shoppers Queue Overnight for

H&M PHL Opening

Could be Positive Customer-based Brand Equity…

Building Strong Brandsto create a GREAT BRAND EQUITY 1 of 6

May 20, 2014: World’s Cheapest

Michelin-Star Restaurant Opens in

Manila!

…or Negative Customer-based Brand Equity

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October 23, 2014: Microsoft Looks Set to Drop Nokia Name from

Smartphones

…or Negative Customer-based Brand Equity

Building Strong Brandsto create a GREAT BRAND EQUITY 1 of 6

February 8, 2014: LTFRB Suspends Florida Bus After Mt. Province Fatal

Crash

Aspects of a Great Brand Equity are…

• Equity

• Role

• Model

• Element/s

• Internal Branding

• Management

Building Strong Brands – part 1

Branding can be used to..

• Identify the Maker

• Help Organizing Records

• Signify level of Quality

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Branding can be used to..

• Legal Protections

through:

Building Strong Brandsto create a GREAT BRAND EQUITY 2 of 6

Patents, Trademarks, and Copyrights

A Great Branding

• Barriers for Competitors

• Enhance Financial Value

Aspects of a Great Brand Equity are…

• Equity

• Role

• Model

• Element/s

• Internal Branding

• Management

Building Strong Brands – part 1

Use the most applicable Brand Models!

• As simple as possible

• Easy to explain

• Understandable by the employees

Building Strong Brandsto create a GREAT BRAND EQUITY 3 of 6

Use the most applicable Brand Models!

Building Strong Brandsto create a GREAT BRAND EQUITY 3 of 6

Use the most applicable Brand Models!

Building Strong Brandsto create a GREAT BRAND EQUITY 3 of 6

Aspects of a Great Brand Equity are…

• Equity

• Role

• Model

• Element/s

• Internal Branding

• Management

Building Strong Brands – part 1

Choosing the right Brand Element/s is crucial!

Building Strong Brandsto create a GREAT BRAND EQUITY 4 of 6

• Name

• Logo

• Slogan

Choosing the right Brand Element/s is crucial!

Building Strong Brandsto create a GREAT BRAND EQUITY 4 of 6

• Name

• Logo

• Slogan

Aspects of a Great Brand Equity are…

• Equity

• Role

• Equity

• Element/s

• Internal Branding

• Management

Building Strong Brands – part 1

Treat internal Branding as careful as the External Branding!

• Choose the right moment

• Link internal & external marketing

• Bring the brand alive internally

• Become an example

Building Strong Brandsto create a GREAT BRAND EQUITY 5 of 6

Building Strong Brandsto create a GREAT BRAND EQUITY 5 of 6

Building Strong Brandsto create a GREAT BRAND EQUITY 5 of 6

Aspects to Create a Great Brand Equity are…

• Equity

• Role

• Model

• Element/s

• Internal Branding

• Management

Building Strong Brands – part 1

All brand should be Managed Carefully for optimal

outcomes by doing:

• Deliver the Promise

• Keep Evolving

• Consistency

• Revitalizations

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Conclusion

A Strong Brand…

… commands intense

consumer loyalty,

rooted on great product

or service.

Building Strong Brands – part 1

Steps to Craft a Great Brand Positioning are…

• Study Competitors’ Positioning

• Develop a Position

• Finding New Trends

• Product Life Cycle

• Differentiation Strategy

Building Strong Brands – part 2

Knowing Competitors’ Position is imperative!

• Identify the competitors

• Find competitors’ SWOT

• Make comparisons

Building Strong Brandsto craft a GREAT BRAND POSITIONING 1 of 5

Steps to Craft a Great Brand Positioning are…

• Study Competitors’ Positioning

• Develop a Position

• Finding New Trends

• Product Life Cycle

• Differentiation Strategy

Building Strong Brands – part 2

Place the Brand at the center of the intended market!

• Identify the market

- Size

- Growth

- Trends

• Make SWOT Analysis

• Calculate the Options

Building Strong Brandsto craft a GREAT BRAND POSITIONING 2 of 5

• Study Competitors’ Positioning

• Develop a Position

• Finding New Trends

• Product Life Cycle

• Differentiation Strategy

Steps to Craft a Great Brand Positioning are…

Building Strong Brands – part 2

Make the first move and Become the Pioneer!

• Be innovative

• Find out what the customers’ needs (not wants)

• Be sure about it

• Follow it up

Building Strong Brandsto craft a GREAT BRAND POSITIONING 3 of 5

Make the first move and Become the Pioneer!

Building Strong Brandsto craft a GREAT BRAND POSITIONING 3 of 5

Steps to Craft a Great Brand Positioning are…

• Study Competitors’ Positioning

• Develop a Position

• Finding New Trends

• Product Life Cycle

• Differentiation Strategy

Building Strong Brands – part 2

Know your Product and its Life Cycle!

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• Limited Lifetime

• Sales pass through Distinct Stages

• Profit Rises and Falls

• Different Strategies for each Stage

Stage 1: Introduction

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• Slow Sales Growth

• Heavy Expenditure

• Non-Existent Profit

• No Customers’ Loyalty

Stage 2: Growth

Building Strong Brandsto craft a GREAT BRAND POSITIONING 4 of 5

• Rapid Market Acceptance

• Substantial Profit Improvement

• Growing Customers’ Loyalty

Stage 3: Maturity

Building Strong Brandsto craft a GREAT BRAND POSITIONING 4 of 5

• Slowing Down in Sales Growth

• Stabilized or Decreased in Profit

• Increasing Competitions

Stage 4: Decline

Building Strong Brandsto craft a GREAT BRAND POSITIONING 4 of 5

• Sales Decline

• Profit Erodes

• Loyalty stays to the Brand

Steps to Craft a Great Brand Positioning are…

• Study Competitors’ Positioning

• Develop a Position

• Finding New Trends

• Product Life Cycle

• Differentiation Strategy

Building Strong Brands – part 2

Make the Difference/s That Cannot Be Followed by

the other competitors!

• Employee

• Channel

• Image

• Product/Services

Building Strong Brandsto craft a GREAT BRAND POSITIONING 5 of 5

Make the Difference/s That Cannot Be Followed by

the other competitors!

• Employee

• Channel

• Image

• Product/Services

Building Strong Brandsto craft a GREAT BRAND POSITIONING 5 of 5

Better Trained

Competent

Trustworthy

Friendly & Respectful

Reliable

Responsible

Good Communicator

Make the Difference/s That Cannot Be Followed by

the other competitors!

• Employee

• Channel

• Image

• Product/Services

Building Strong Brandsto craft a GREAT BRAND POSITIONING 5 of 5

Coverage

Expertise

Performance

Make the Difference/s That Cannot Be Followed by

the other competitors!

• Employee

• Channel

• Image

• Product/Services

Building Strong Brandsto craft a GREAT BRAND POSITIONING 5 of 5

Make the Difference/s That Cannot Be Followed by

the other competitors!

• Employee

• Channel

• Image

• Product/Services

Building Strong Brandsto craft a GREAT BRAND POSITIONING 5 of 5

Product Form

Features

Performance

Style and Design

Durability

Reliability

Reparability

Customer Training

Customer Consulting

CREATING BRAND EQUITY AND

CRAFTING ITS POSITIONING

Building Strong Brands

Equity

Role

Model

Element/s

Internal Branding

Management

Study Competitors’ Positioning

Develop a Position

Finding New Trends

Product Life Cycle

Differentiation Strategy

https://www.linked.com/in/martinlloyddanao https://www.linkedin.com/in/angelicapujol

https://www.linkedin.com/in/bryanpanjaitan