Co chapter 9 creating brand equity
Transcript of Co chapter 9 creating brand equity
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Creating Brand Equity
Eimee CoAteneo School of Medicine and Public Health
Chapter 9
Brand Brand Equity Brand Asset Valuator Brand Resonance Model Brand Elements Brand Contact
Outline
Brand
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.
Concept #1
Brand: Advantages
Brand: ESPN
Sports Authority Youthful, slightly irreverent Expanded into a number of categories
relevant to sport fans Cable channels, website, magazine,
restaurant chain, radio affiliates, movies, etc.
“If ESPN was a woman, I’d marry her.”
Brand: Local Examples
Brand: Local Examples
Brand Equity
added value endowed on products and services, which may be reflected in the way consumers, think, feel, and act with respect to the brand.
Brand Asset Valuator
?
CPGs
Clinical Trials
Old Guidelines
Theories
Brand Resonance Model
Concept #1 Example
Brand Elements
Memorable Meaningful Likeable Transferable Adaptable Protectible
Brand Contact
Any information-bearing experience, whether positive or negative, a customer or prospect has with the brand, its product category, or its market.
Leveraging Secondary Information
Create brand memory by linking the brand to other information in memory that conveys meaning to consumers
Managing Brand Equity
Brand Reinforcement Brand Revitalization
Further Training for Professionals (including doctors)
Brand Strategy
Brand Decisions Brand Extensions
Brand Portfolios
Flankers
Low-end
Entry-level
High-end
Prestige
Cash Cows
Schools and Scholarships? Value meals? Stores in SM?