An overview of brand equity, how to become a stronger brand and marketing tips that'll make your life easier. Whether you're a company looking for advice or a student studying brand management, this presentation'll break down branding in a simple and easy way. Enjoy! Please message me with any questions.

1. All You Need To Know
About Brand
An overview of brand equity with recommendations and traps
to avoid

2. What Is A Strong Brand?

3. What Makes A Brand Strong?
Brand Equity
n.
all of the distinguishing qualities of a commercial brand that results in personal
commitment to and demand for the brand; the intangible value-added aspect of
particular goods otherwise not considered unique; also, the value built up in a brand, either positi
ve or negative

4. Elements of Brand Equity
Loyalty
Awareness
Quality
Associatio
ns
Other
Assets

5. Brand Equity

Strong Brand = High Brand Equity

Brand Equity = Brand Loyalty + Brand
Awareness
+ Perceived Quality + Brand
Associations + Other Brand
Assets

6. Brand Loyalty

Positive attitude towards brand which is exhibited
through behavior and repurchasing

Commitment to brand – customers turn into
ambassadors through word of mouth

Lower sensitivity to price

7. How to increase loyalty?

Rewards Programs



Encourage loyalty
Repeat purchases
Build trust and connect


Blogs, build community, behind-the-scenes
http://www.stonyfield.com/blog/

8. Brand Awareness
Brand Awareness = Brand recall + brand
recognition

Brand recognition


Based off of name or logo, do you recognize these
brands?
Brand recall

- ex. Name all the companies you know in the office supply
When prompted with a product/service category, what
category
companies will you name?

9. How to increase awareness?

Traditional Advertising


Social Media


Radio ads, TV ads, PPC ads, Direct Mail, Print
ads, Outdoor Banners
YouTube, Twitter, Facebook, Instagram
Promotional Products

Custom shirts, custom mugs, custom pens

10. Perceived Quality

The key word here is perceived

If Product A is better than Product B in all technical
categories but customers perceive Product B as being
superior – that’s all that matters

Measured through customer satisfaction
surveys, industry reports

Perceived quality should be in line with price

It’s all about value

Low quality but very low price is still good value

11. How to change perception?

Market industry reports that highlight your company


Invest in Research and Development


Make sure customers know about your quality in
comparison to competition
If product is not up to par, you need to invest in your
process and improve
Lower price

If your product is of average quality but priced too
high, the perceived value will be low. If the product is
average but the price is lower than the rest of the
market, customers will see value.

12. Brand Associations

Attributes that customer associates with brand
Price
Quality
Personality
Logo

Advertisements
Endorsements
Word of Mouth
Employees
Positive associations obstructs competitor’s entry to
the market because products are replicable but
associations are not
 NOT JUST PRODUCT OR SERVICE

13. Other Brand Assets

Assets that act as barrier to entry for competition

Patents, Trademarks, and Channels

Property, physical stores, outlets

Website, Social media account, Online presence

14. Things to remember


A strong brand creates an emotional connection with
consumer
A company should be more than just a product or a
service


A product or service can be replicated by any competitor.
An emotional connection cannot be replicated.
Branding needs to be a focus and consistent across
all channels of the company


Inconsistent branding leads to confusion for customers
and employees
Graphics should present the same vibe as customer
service rep does

15. Any questions?


Feel free to email michaelgr@shoplet.com with any
branding or marketing questions
This marketing series has been presented
by Shoplet Promos