BRANDING

Brand-(on) Kho

A name, term, sign, symbol or design, or a combination.

Identifies the goods or services of a seller.

Differentiates them from competitors.

What is a Brand?

Apple is a Strong Brand

The 10 Most Valuable Brands

Brand 2006 Brand Value (Billions)

Coca-Cola $67.00

Microsoft $56.93

IBM $56.20

GE $48.91

Intel $38.32

Nokia $30.13

Toyota $27.94

Disney $27.85

McDonald’s $27.50

Mercedes-Benz $22.13

Identify the maker

Simplify product handling

Organize accounting

Offer legal protection

The Eight Roles of a Brand

Signal quality

Secure Price Premium

Create Barriers to Entry

Create Competitive Advantage

The Eight Roles of a Brand

Branding is endowing products and services with the power of the brand.

Brand equity is the added value endowed on products and services, which may be reflected in the way

consumers, think, feel, and act with respect to the brand.

http://images.businessweek.com/ss/09/09/0917_global_brands/index.htm?technology+slideshows

Excels at delivering anticipated benefits

Communicates consistent brand messages

Priced to meet perceptions of value

Positioned optimally

Four Attributes of Strong Brands

Improved Perceptions of Quality

Greater Loyalty

Less Vulnerability to Competitive Actions

Less Vulnerability to Crises

Eight Advantages of Strong Brands

Larger Margins

More inelastic consumer response

Increased IMC effectiveness

Potential Licensing opportunities

Eight Advantages of Strong Brands

• Brand names• Slogans• Characters• Symbols• Logos• URLs

Brand Elements

Brand Element Choice Criteria

• Memorable• Meaningful• Likeability

• Transferable• Adaptable• Protectible

Your home away from home

Just do it Nothing runs like a Deere Save 15% or more in 15

minutes or less Para kang nakasandal sa

pader We find ways. Finger licking good.

We try harder We’ll pick you up I’m lovin’ it Innovation at work This Bud’s for you Always low prices Masarap to! Langhap Sarap! We connect people. We move people safer

Slogans

4 Branding Strategies

Brand Equity Concept

You can see that when a commodity becomes a brand, it is said to have

equity. Brand equity is the premium a brand can

command in the market or the difference between the

perceived value and the intrinsic value.

Brand equity can be thought of as the "added

value" endowed to a product in the thoughts,

words, and actions of consumers. There are

many different ways that this added value can be

created for a brand.

Therefore, it is important that Brand Equity should

be nourished and replenished.

Brand Equity Concept

Companies must take care of its brands so that the

brand equity is not diluted or dissipated.

A few examples of products with excellent

brand equity include Google, Nike and

Starbucks.

Let us now look at the process of building brands.

Thank you