1. B ® AND EX20 11 ™

2. Session 7 measuring brand value

3. course outline Week Subject Chapter Keller 1: Introduction in branding, brand management and global course overview 1.1 till 1.4 2: Branding music, events and entertainment 1.5 till 1.6 3: Creating brand value 2 4: Brand positioning & brand elements 3 & 4 5: Future branding: brand activation 5 & 6 6: Brand psychology: Neuromarketing 7 7: Measuring brand value 8 / 9 & 10 8: Brand strategy 11 9: Brand extensions 12 & 13 10: International branding 14 11: Brands & viral, buzz & ambush marketing extra 12: Summary, rehearsals ---

8. Brand psychology

9. Onbewuste denkprocessen Bewuste denkprocessen Bewust koopgedrag

14. Kevin Lane Keller on brand value

15. strategic brand management process 1. identify and establish brand positioning and values 2. plan and implement brand marketing programs 3. measure and interpret brand performance 4. grow and sustain brand equity

16. Brand value & entertainment 1.00 min

17. what is brand value?

18. known vs. unknown strong vs. weak valuable vs. worthless

25. “ … what is not measured is not managed… ” (well-known saying)

26. brand equity the monetary value of a brand

30. 1. brand value chain Fases brand value chain Vermenigvuldigingsfactoren

33. 3. the brand asset valuator Brand Asset Merkreputatie (statuur) M erksterkte Waardering Vertrouwdheid Relevantie Energie Differentiatie

35. Attributes: nicotine Benefits: ontspanning, samen roken, bij een groep horen Values: stoer, relaxt, modieus, imago

36. Huidige prestatie (Merkstatuur: waardering en vertrouwdheid) Toekomstige prestatie (Merksterkte: relevantie, energie en differentiatie) Laag Hoog Laag Hoog Afnemend Op de proef gesteld Uitgehold Hoge inkomsten met voortdurend hoog potentieel Leiderschap Ongericht/nieuw Sterke huidige prestatie

37. questions? /comments

38. thank you!

41. to the B ® AND EX20 11 iemes brand conference Welcome!

45. Conference conclusion Brandex 2011: Iemes Brand Conference (IBC)