esteban chapter 9 creating brand equity
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Chapter 9: Creating Brand Equity
Princess Joyce I. Esteban2017, ASMPH
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Outline
• What is a brand?• Role of brands• Scope of Branding• Defining Brand Equity• Brand Elements
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Outline
• Brand Elements Choice Criteria: Brand Building
• Brand Elements Choice Criteria: Defending
• Internal Branding• Managing Brand Equity: Brand
Reinforcement• Brand Extensions
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Concept 1
What is a brand?
Is a NAME, TERM, SIGN, SYMBOL, DESIGN, or some combination of these elements, INTENDED TO IDENTIFY THE GOODS AND SERVICES of one seller or group of sellers and to DIFFERENTIATE them from those of
competitors
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Concept 1
What is a brand?
Kotler: Trademarks of Medieval guilds to differentiate them and protect their customers from inferior quality
Local: Jollibee
RP medical application:Belo Medical Group
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Concept 2
The Role of Brands
1. IDENTIFY THE SOURCE OR MAKER OF A PRODUCT and allow customers to ASSIGN
RESPONSIBILITY OF ITS PERFORMANCE to a manufacturer or distributor
2. Offers LEGAL PROTECTION for UNIQUE FEATURES OR ASPECTS of the product
3. A credible brand signals a LEVEL OF QUALITY so that satisfied clients CAN EASILY
BUY the product again
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Concept 2
The Role of Brands
Kotler: New Coke vs. Classic Coke
Local: Lucky Me! Pancit Canton
RP medical application:The Medical City
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Concept 3
Scope of Branding
Branding is endowing products and services with the POWER OF A BRAND.
CREATION OF MENTAL STRUCTURES, CLARIFIES THE CUSTOMER’S DECISION
MAKING and, in the process, PROVIDES VALUE TO THE FIRM.
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Concept 3
Scope of Branding
Kotler: Shaun White
Local: Joy Dishwashing Liquid
RP medical application:Manny Pacquiao
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Concept 4
Defining Brand Equity
Brand equity is the ADDED VALUE endowed on products and services.
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Concept 4
Defining Brand Equity
Kotler: Keith Richards for LV
Local: Marian Rivera for Maxipeel
RP medical application:John Lloyd Cruz for
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Concept 5
Brand Elements
Brand elements are devices, which CAN BE TRADEMARKED, that IDENTIFY AND
DIFFERENTIATE the brand.
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Concept 5
Brand Elements
Kotler: Nike “Just Do It”
Local: Datuputi “Mukhasim”
RP medical application:South Star Drug “Mapagkakatiwalaang Tunay”
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Concept 6
Brand Elements Choice Criteria: Brand Building
1. MEMORABLE – do consumers recall and recognize brand element?
2. MEANINGFUL – is the brand element credible?
3. LIKABLE – how aesthetically appealing is the brand element?
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Concept 6
Brand Elements Choice Criteria: Brand Building
Kotler: Meaningful – Mop & Glo floor wax
Local: Meaningful – Mr. Clean Detergent bar
RP medical application: Meaningful – Lesofat– anti-obesity pills
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Concept 7
Brand Elements Choice Criteria: Defensive
1. TRANSFERABLE – can the brand element introduce new products in the same or different categories?
2. ADAPTABLE 3. PROTECTABLE –Names that are synonymous with product categories should retain their trademark rights
and not become generic
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Concept 7
Brand Elements Choice Criteria: Defensive
Kotler: Protectable - Kleenex
Local: Protectable - Pampers
RP medical application: Protectable - Robitussin
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Concept 8
Internal Branding
Marketers must now “walk the walk” to deliver the brand promise.
Internal branding consists of activities and processes that help INFORM AND INSPIRE EMPLOYEES about brands.
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Concept 8
Internal Branding
Kotler: Disney – seminars on “Disney Style”
Local: Lamoyan Corporation
RP medical application: Pharma Companies
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Concept 9
Managing Brand Equity: Brand Reinforcement
A brand needs to be carefully managed so its VALUE DOES NOT DEPRECIATE.
Conveying the brand’s meaning in terms of (1)
products it represents, what core benefits it supplies, and what needs it satisfies (2) how the brand makes products superior should
exist in consumers’ minds.
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Concept 9 Managing Brand Equity: Brand Reinforcement
Kotler: Nivea – product extensions “mild”, “gentle” and “caring”
Local: Yakult – everyday okay
RP medical application: Robitussin – Hagod Robitussin
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Introducing a host of NEW PRODUCTS under their STRONGEST BRAND NAMES.
Concept 10
Brand Extensions
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Concept 10
Brand Extensions
Kotler: Crayola – twistable crayons, biggie crayons
Local: Lucky Me – Calamansi, Spicy, Sweet and Spicy
RP medical application: Buscopan - Venus
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Thank You!
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