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?