Effects Uniquely Attributable to the Brand
Ten3 BUSINESS e-COACH,
"What you are shouts so loudly in
my ears I cannot hear what you say." –
Ralph Waldo Emerson
Three Main Ways To Build Brand Equity
Choose properly brand elements
Develop supporting marketing programs
Leverage secondary associations
Brand Equity as a Bridge
Brands as a Reflection of the Past
Brands as a Direction for the Future
3 Strategies of Market
Keys To Branding Your
The 22 Immutable Laws of
Usually Come Back If...
Customers for Life
3 Strategies of
Market Leaders (125 sllides)
"Brand equity relates to the fact that different outcomes
result from the marketing of a product or service because of its
name or some other brand element that if that same product or service did
not have that brand identification."1 It represents the marketing
effects uniquely attributable to the brand and the added value endowed to a
product or service as a result of past investments in the marketing activity
for a brand. "Brand equity serves as the bridge between what happened to the
brand in the past and what should happen to the brand in the future."1
Customer-Based Brand Equity
Customer-based brand equity (CBBE) model incorporate recent
theoretical advances and managerial practices in understanding and
influencing consumer behavior. It helps answer the two most frequently asked
What makes a brand strong?
How do you build a strong brand?
CBBE model provides a unique point of view as to what brand
equity is and how it should best be built, measured, and managed.
Cases in Point
Selected Brand Acquisitions
Over the course of a short period of time in 1988, almost $50
billion changed hands in exchange for some well-known brands:4
American food, tobacco, and drink manufacturer RJR
Nabisco was the center of a vicious tug-of-war between its own
management and various outsiders desiring to buy the company.
Eventually, the brand was sold to leveraged buy-out specialists
Kohlberg, Kravis, and Roberts for $30 billion.
American food and tobacco manufacturer Philip Morris
bought Kraft (home to Kraft cheese, Miracle Whip spread, Breyers ice
cream, etc.) for $12.9 billion, or more than four times book value for
tangible assets. An estimated $11.6 billion was for goodwill. After the
acquisition, Philip Morris substantially increased its intangible asset
base and commenced systematically amortizing its assets.
Grand Metropolitan, a U.K. food and drinks company,
acquired Pillsbury (home to Pillsbury baking products, Green Giant
frozen and canned vegetables, Burger King, etc.) for $5.5 billion, a 50%
premium on the American firm's pre-bid value and several times the value
of its tangible assets.
Nestle, a multinational powerhouse, acquired U.K.'s
Rowntree (home to Kit Kat, After Eight, and Polo mints and other
confectionaries) for $4.5 billion, more than five times its book value.1
Ваш обозреватель не поддерживает встроенные рамки или он не настроен на их отображение.
"Strategic Brand Management", Kevin Lane Keller
"Right Side Up", Alan Mitchel
"The 22 Immutable Laws of
Marketing in Asia", Al Ries, Jack Trout and Paul Temporal
"World's Greatest Brands", Interbrand Group
Today, we have
Ten3 Business e-Coach
Inventor, Author &