1. The document introduces the concept of brand equity and discusses its value for businesses. 2. It summarizes Kevin Keller's customer-based brand equity model, which approaches brand equity from the consumer perspective. 3. The model outlines four steps to building brand equity: brand awareness, brand understanding, brand opinion, and brand relationship.

1. Introduction to brand equity
Session 2
Holistic Brand Strategy
Patrick Collings
Sagacite Brand Agency
Nairobi, Kenya
26th & 27th May 2008

2. “If this business were split up, I would give
you the land and bricks and mortar, and I
would take the brands and trademarks, and
I would fare better than you”
John Stuart, Chairman of Quaker

3. however,
tangiblefor much of the 20th century
assets ruled

4. management knew
brands were there
but value not recorded

5. then the
1980s arrived

6. the value of brands
was recognized
(more about brand valuation in session four)

7. so a business perspective on brands
(not to be confused with our market definition )

8. “Brands are intangible assets, assets that
produces added benefits for the business. This is
the domain of strategic brand management: how
to create value with proper brand management ”
Jean-Noël Kapferer, The New Strategic Brand Management

9. what is brand
equity

10. many different viewpoints and definitions

11. my mashup version

12. brand equity is the measurable value
derived from marketing and other
strategic and management efforts
attributable to a brand

13. brand equity is the measurable value
derived from marketing and other
strategic and management efforts
attributable to a brand

14. lets explore
this value add

15. 1
enables buying
decisions

17. 2 builds customer
loyalty

18. 1+2=

19. 3
builds market
share

20. 4 protects market
share

22. 5
helps command
higher prices

23. +20%

24. 6
creates a halo
effect

25. apple itunes commercial

27. 50% 17%
vs

28. 7 assists business
expansion

29. 8
more trade
support

30. 9
increases market
value

31. but...
there is a flip side

32. a neglected
brand erodes
value

33. the point we have arrived at

34. we have defined brands

35. we have defined brand equity

36. shown that a valuable brand adds overall value

37. now to build
brand equity

38. kevin
lane
keller
E. B. Osborn Professor of Marketing at the
Tuck School of Business at Dartmouth College

40. customer-based
brand equity
model

41. CBBE

42. approaches brand equity from the
perspective of the consumer

43. customer-based brand equity is the differential
effect that brand knowledge has on consumer
response to the marketing of the brand

44. customer-based brand equity is the differential
effect that brand knowledge has on consumer
response to the marketing of the brand

45. customer-based brand equity is the differential
effect that brand knowledge has on consumer
response to the marketing of the brand

46. customer-based brand equity is the differential
effect that brand knowledge has on consumer
response to the marketing of the brand

47. colt 45
pabst
coors
guinness
miller lite
budweiser
taste perception of six beers when aware of the brands

48. pabst
budweiser colt 45
miller lite guinness
coors
taste perception of six beers when unaware of the brands

49. a brand has positive cbbe when consumer
react more favourably to an offering and its
marketing when the brand is identified than
when it is not

50. a brand has negative cbbe when consumer
react less favourably to an offering and its
marketing when the brand is identified than
when it is not

51. “The challenge for marketers in building a
strong brand is ensuring that customers have
the right type of experiences with products and
services and their accompanying marketing
programs so that the desired thoughts,
feelings, images, beliefs, perceptions, opinions,
and so on become linked to the brand.”
Kevin Lane Keller

52. a point of difference

53. keller’s cbbe model is marketing focus
whilst holistic brand strategy embraces
other management disciplines

54. building
brand equity

55. four sequential steps

56. brand relationship
brand opinion
brand understanding
brand awareness

57. what about us? brand relationship
who do i think of you? brand opinion
what are you? brand understanding
who are you? brand awareness

58. intense and active
what about us? brand relationship loyalty
positive accessible
who do i think of you? brand opinion reactions
points of parity &
what are you? brand understanding points of difference
deep and broad
who are you? brand awareness brand awareness

59. customer-based
brand equity
pyramid

60. loyal client base
brand
resonance
brand opinion
brand understanding
potential market brand awareness

61. takeaways

62. 1 value of brands only measured and
recorded in the last two decades
2
brand equity is the measurable value
derived from activities unique to a brand
3 a valuable brand helps an entire
organization
4 building brand equity with keller’s
customer-based brand equity model

63. presentation by
patrick collings
sagacite brand agency
patrick@sagacite.co.za
+2781 616 0967
www.sagacite.co.za