Managing Brand Equity

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Managing Brand Equity COM 280 Kevin M. Brett October 7, 2014

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Transcript of Managing Brand Equity

Page 1: Managing Brand Equity

Managing Brand Equity

COM 280

Kevin M. Brett

October 7, 2014

Page 2: Managing Brand Equity

What Are the Most Valuable

Brands on the Planet?

• 1. Google

• 2. Apple

• 3. IBM

• 4. Microsoft

• 5. Coca-Cola

• 6. Samsung

• 7. AT&T

• 8. Amazon

Page 3: Managing Brand Equity

The “Intel Inside” Campaign

Page 4: Managing Brand Equity

Brands Are 30 Percent of Wall

Street Value• Brands are Ethereal

• Inspire Loyalty (Beyond Reason)

• Shorthand for “Choice”

• Evokes Devotion

• Promotes Awareness

Page 5: Managing Brand Equity

Marketing Enhances Brands

The Four “P’s” of Marketing• Product

• Place

• Pricing

• Promotion

Page 6: Managing Brand Equity

Marketing Reaches Out to

Stakeholders

• B2B

• B2C

• B2G or Institutional

• Channel

Page 7: Managing Brand Equity

What is Brand Equity?

• Estimated Value of the Reputation

• Constantly in Play

• Equity Can Rise or Decline

Page 8: Managing Brand Equity

Brand Equity Can Rise or

Decline

Page 9: Managing Brand Equity

Brand Equity Can Rise or

Decline

Page 10: Managing Brand Equity

BP CEO: “I Want My Life Back”

Page 11: Managing Brand Equity

Brand Equity Can Rise or

Decline

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Brand Equity Hard to Measure

• Not Listed as an “Asset” on Balance

Sheets

• Intangible Value

• Conjures Loyalty and Differentiation

• It Exists

• How Will Your IMC Team Promote Brand

Equity?

Page 13: Managing Brand Equity

Manage or Be Managed:

Your “Brand” is in Play

Page 14: Managing Brand Equity

Greatest Brand of All?


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Conceptualizing, Measuring, and Managing Customer-Based ... · of brand equity. Specifically, brand equity is concep- tualized from the perspective of the individual con- sumer and

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Managing Brand Equity - Inova Consulting · INOVACONSULTORIADEGESTÃOE&INOVAÇÃOESTRATÉGICA&LTDA TODOSOSDIREITOSRESERVADOS Managing Brand Equity AAKER, David A. Free Press 1991

Managing Brand Equity - Inova Consulting · INOVACONSULTORIADEGESTÃOE&INOVAÇÃOESTRATÉGICA<DA TODOSOSDIREITOSRESERVADOS Managing Brand Equity AAKER, David A. Free Press 1991

Managing your Brand Equity on Social Media

Managing your Brand Equity on Social Media

Measuring Brand Equity and Brand Equity Scale

Measuring Brand Equity and Brand Equity Scale

Managing Brand Equity...INOVACONSULTORIADEGESTÃOE&INOVAÇÃOESTRATÉGICA&LTDA TODOSOSDIREITOSRESERVADOS Managing Brand Equity AAKER, David A. Free Press 1991 Managing&Brand&Equity

Managing Brand Equity...INOVACONSULTORIADEGESTÃOE&INOVAÇÃOESTRATÉGICA<DA TODOSOSDIREITOSRESERVADOS Managing Brand Equity AAKER, David A. Free Press 1991 Managing&Brand&Equity

1 STRATEGIC BRAND MANAGEMENT BUILDING, MEASURING, AND MANAGING BRAND EQUITY Kevin Lane Keller Kafli 2 21. september 2004.

1 STRATEGIC BRAND MANAGEMENT BUILDING, MEASURING, AND MANAGING BRAND EQUITY Kevin Lane Keller Kafli 2 21. september 2004.

IBM-Managing Brand Equity

IBM-Managing Brand Equity

Brand Equity

Brand Equity

Managing Brand Equity

Managing Brand Equity

BRAND EQUITY BRAND IDENTITY

BRAND EQUITY BRAND IDENTITY

Brand Equity & Brand Identity

Brand Equity & Brand Identity

Brand& Brand Equity

Brand& Brand Equity

Managing brand equity Brand Equity

Managing brand equity Brand Equity

Managing brand associations kandidatuppsats …sh.diva-portal.org/smash/get/diva2:546232/FULLTEXT02.pdfManaging brand associations – The key to strong and successful brand equity!

Managing brand associations kandidatuppsats …sh.diva-portal.org/smash/get/diva2:546232/FULLTEXT02.pdfManaging brand associations – The key to strong and successful brand equity!