CREATING

BRAND EQUITY
Marketing vs. Branding
Marketing is defined as the set of tools, processes, and
strategies you use to actively promote your product,
service, and company....

Branding is the marketing practice of actively shaping

your identity. Branding is about defining who you are as
a company.
Strategy: Positioning
Identification

Competitive Frame of Reference

Competitors

Points-of- Points-of-
Difference Parity
Positioning

Branding

Marketing
Mix
What is a Brand?
A brand is 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.
Brand Defined:

Ø What your prospect thinks of when he

or she hears your name

§ Actual
§ (it in a robin’s egg blue box)
§ (quality diamonds)
§ Emotional
§ (Its romantic)
§ (Its love)
Consumer-Brand Relationships

Types of meaningful relationships between

consumers and their brands.

nSelf-concept attachment
nNostalgic attachment
nInterdependence

nLove 1-10
Elements of a Brand

(1) Name

Brand (2) Slogan/

Tagline

(3) Logo
Strategies to Decide on the Brand
Name

(1) Initialize
(2) Descriptive
(3) Alliteration and rhyme
(4) Evocative
(5) Neologisms
(6) Foreign word
(7) Founders' names
(8) Personification
(9) Geography
Guideline for Coming up with a “fake”
name:
¨ https://www.entrepreneur.com/article/345925#:~:
text=It%20may%20be%20that%20there,a%20bol
d%20way%20to%20go.

EXAMPLE:
Microsoft =
Microcomputer + software
Brand Element (2): Brand
Slogan
Ø A memorable motto or phase
Ø Convey a message about the product,
service or cause that it is representing
Ø It can have a musical tone to it
Ø Often used to capture the attention of
the audience it is trying to reach.
WHEN YOU BUILD UP A POWERFUL
MARKETING PHRASE/ SLOGAN IT
GIVES A PRECISE PICTURE OF WHAT
YOUR BUSINESS IS ABOUT AND THE
MOTTO TURNS INTO AN ESSENTIAL
PIECE OF YOUR COMPANY
Reasons why slogans are Important
in marketing
¨ Brand Positioning and Recognition

¨ Building better Customer Relations

¨ Stand Out

¨ Increase Demand for your Product

Brand Element (3): Logo (Mark)

Ø Logo (abbreviation of logotype)

Ø A graphic mark, emblem, or symbol

commonly used by organizations and
individuals to aid and promote instant
public recognition.

Ø Logos are purely graphic (symbols or

icons) or composed of names the name of
the organization (a word-mark)
Brand Element Choice Criteria

1. Memorable
2. Meaningful
3. Acceptable
4. Transferable
5. Protectable
Examples:

Icon Index Symbol

Blackberry Burger King Nike
Shell Chipsy Pepsi
Jaguar Yahoo eMail Ralph Lauren
Dominos

2-20
Brand Trade Character
A Brand mark with human
form or characteristics
COLOR AND FONT CHOICES
ARE PARTS OF BRAND NAME
LOGO DESIGN.

COULD SOMETHING AS SIMPLE

AS HOW THE WORDS ARE
CAPITALIZED MAKE A
DIFFERENCE?
Capitalization Vs.
Lower Case

Copyright © 2018 Pearson Education,

Inc. Publishing as Prentice Hall
USING COLOR TO
CHANGE
CUSTOMER
PERCEPTION
What is Brand Equity?
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.
Aaker Model

Viewed brand equity as brand awareness,

loyalty, associations and perceived quality
that combine to add to or subtract from the
value provided by product or service.

Association Quality

Awareness Loyalty
Brand
Equity
The Brand Reflects the
companies positioning
statement in which they
want to communicate it
to their consumers
through The Marketing
Mix Strategy