BORCELLE

CREATING BRAND
EQUITY
P O R T
RE
 GROUP MEMBER
ZIDNI ILMA SADELMI 1401224279

ADZHANI SHABRINA MULYADI 1401224568

M ZAKY YUMNANDA 1401224310

 Brand equity is the added value endowed to products and services
with consumers. It may be reflected in the way consumers think,

DEFINING BRAND
feel, and act with respect to the brand, as well as in the prices,
market share, and profitability it commands. Marketers and

EQUITY
researchers use Various perspectives to study brand equity.
Customer-based approaches view it from the perspective of the
consumer. Either an individual or an organization recognizes that
the power of a brand lies in what customers have seen, read, heard,
learned, thought, and felt about the brand over time.
Branding is including with skill of professional marketers is their
HOW DOES
BRANDING WORK?
ability to create, maintain, enhance, and pro- tect brands, whether
established brands.

CREATING
The most valuable intangible assets of a firm is its brand and its
incumbent on marketing to properly manage their value. Building a

BRAND EQUITY
strong brand is both an art and a science. It requires careful
planning, a deep long-term commitment, and creatively designed and
executed marketing.
THE ROLE OF
BRAND
Brands serve both consumers and firms by identifying a product's
manufacturer and enabling consumers to hold that manufacturer or
distributor accountable for the product's performance.

Brand role for customers: It is a
means to set consumers expectations
and reduce their risk, in return for
customer loyalty.The business
promises to consistently give a
favorable experience goods and
services.
Brand role for firms: By aiding in the
organization of inventory and financial
information, they make product management
simpler. It is possible to protect a brand
name through registered trademarks, a
production method through patents, and
packaging through copyrights and exclusive
designs.
BRAND
EQUITY
MODELS
Despite the fact that
brand managers generally
concur on the fundamentals
of branding, various brand
equity models present
varying viewpoints.

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 BrandAsset Valuator Model
The BrandAsset Valuator (BAV), a
model of brand equity, was created
by the advertising agency Young and
Rubicam (Y&R). BAV examines the
brand equity of thousands of
products across hundreds of
different categories, based on
research with more than 800,000
consumers across 51 countries.
According to BAV, there are four
essential elements, or pillars, of
brand equity.

Energized Differentiation: Evaluates a brand's pricing power and

perceived differentiation from competitors.
Relevance: Evaluates the depth and appropriateness of a brand's
attraction.
Esteem: Evaluates how well the brand is recognised and respected, as
well as opinions of quality and loyalty.
Knowledge: Evaluates customers' level of brand knowledge and
familiarity as well as the breadth of their experience.
 Brand Dynamic Model

Framework for measuring brand equity that is based on Millward Brown's Meaningfully Different Framework and shows
a brand's current equity and growth potential. This uses a set of straightforward metrics that capture a brand's equity
and have a direct correlation to actual financial and business outcomes. Brand dynamics maintain that three different
types of brand associations are crucial:

Power: Forecast for the volume share of the brand.

Premium: Ability to charge more than the average for the category.
Potential: The probability the brand value will grow.
 Brand Resonance Pyramid
a pyramid of six "brand building
blocks" highlights the dualism of
brands. On the left side of the
pyramid is the logical path towards
brand development, and on the right
is the emotional path.
Reaching the top of the brand
pyramid is necessary for
developing large brand equity,
and this can happen only if the
appropriate foundational
elements are used.
Brand Salience: The depth and
breadth of brand awareness are
determined by how frequently and
how readily consumers think of the
brand in a variety of purchase or
consumption circumstances.
Brand Performance: How well the
service/product treats customers.
Brand Imagery: describing the
extrinsic characteristics of the good
or service, such as the goals the
brand tries to achieve.
Brand Judgements: Opinion and
the evaluations of the individual
customers.
Brand Feelings: Sentiments and
reactions of the consumer to the
brand.
Brand Resonance: Describes how
well customers believe they "sync"
with the brand and the relationship
they have with it.
 DESIGNING HOLISTIC
MARKETING ACTIVITIES
Holistic marketing is a marketing
strategy that considers all the
different parts of a business as one,
with common goals and objectives
for all activities related to the
business.
In this case, marketing via social
media Instagram with a softer
approach through sharing, building
bonds, promotions and personal
branding with the concept of
relationship marketing are several
ways that can be done on Instagram.
LEVERAGING SECONDARY
ASSOCIATION
The purpose of a “secondary” brand
association is that it can connect the
brand with sources such as the
company itself, with other countries
or geographic regions, and with
distribution channels, sporting or
cultural events, or some other third
party source.
Utilizing secondary associations can
be an efficient and effective way to
strengthen a brand. But linking a
brand to someone or something else
can be risky because anything bad
that happens to that other entity can
also be linked to the brand.
INTERNAL BRANDING
Internal branding consists of activities
and processes that help inform and
inspire employees about the
brand.Some important principles for
internal branding are :
1. Choose the right moment.take the
best opportunities to capture
employees' attention and imagination.
2. Link internal and external
marketing. Internal and external
messages must match.
3. Bring the brand alive for
employees. Internal communications
should be informative and energizing.
4. Keep it simple. Don't overwhelm
employees with too many details.

MEASURING BRAND EQUITY

An indirect approach assesses potential sources of brand equity by identifying and tracking
consumer brand knowledge structures. A direct approach assesses the actual impact of
brand knowledge on consumer response to different aspects of the marketing.
THE BRAND VALUE CHAIN
The brand value chain is a structured
approach to assessing the sources and Brand audits are important for the
outcomes of brand equity and the way former: brand tracking for the latter
marketing activities create brand value. It A brand audit is a focused series of
is based on several premises. procedures to assess the health of
1. brand value creation begins when the the brand, uncover its sources of
firm targets actual or potential
brand equity, and suggest ways to
customers.
improve and leverage its equity.
2. the customer's mindset will influence
Brand-tracking studies use the brand
purchasing behavior and how consumers
audit as input to collect quantitative
respond to all subsequent marketing
data from consumers over
activities—pricing, channels,
time,providing consistent, baseline
communications, and the product itself.
3. The investment community will information about how brands and
consider this market performance of the marketing programs are performing.
brand to assess shareholder value in
general and the value of a brand in
particular.
WHAT IS A BRAND WORTH?
Brand worth is the net present value of future revenues attributable to
the brand alone.5 step process for determining brand value :

STEP 1 STEP 2 STEP 3 STEP 4

Market Financial Analysis. assess role of branding. conducts brane strength. assess the
Segmentation.dividing a price, volume, and market research, client brand strength profile to
frequency of purchases to workshops, and interviews and determine the likelihood
market to help determine
represents the percentage of
variations among different help calculate accurate that the brand will realize
Economic Revenue generated
brand customer groups. estimates. the estimated Brand
by the brand.
Revenue.

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brand value calculation. consists of a period and
subsequent period estimate, which reflects the brand's
ability to continue generating revenue in the future.
 MANAGING BRAND EQUITY

BRAND REINFORCEMENT
a brand needs to be carefully managed so its value does not depreciate.Marketers
can reinforce brand equity by consistently conveying the brand's meaning.
Reinforcing brand equity requires that the brand always be moving for- ward-in the
right direction and with new and compelling offerings and ways to market them.
An important part of reinforcing brands is providing consistent marketing
support.Marketers must recognize the trade-offs between activities that fortify the brand
and reinforce its meaning, such as a well-received product improvement or a creatively
designed ad campaign.
 MANAGING BRAND EQUITY
BRAND REVITALIZATION
Brand revitalization is a strategic process that enhances a brand's image, importance,
and market position through comprehensive assessment, strategic changes, effective
communication, and adaptation.

Brand revitalization strategies range from "back to basics" to "reinvention," with the
challenge of attracting new customers while not alienating old ones. Burberry and Eu
Yan Sang successfully revived their brands by leveraging key assets.
 BRAND DECISIONS

BRANDING DECISIONS ARE CRUCIAL FOR BUSINESSES

DEVISING A
TO SHAPE AND MANAGE THEIR BRAND'S IDENTITY,
PERCEPTION, AND OVERALL MARKET STRATEGY.

BRANDING STRATEGY BRAND PORTFOLIOS

A BRAND PORTFOLIO IS A STRATEGIC COLLECTION OF

BRANDS OWNED BY A COMPANY, ALLOWING THEM TO
A branding strategy—frequently called branding
TARGET DIFFERENT MARKET SEGMENTS, EXPAND INTO NEW
architecture— is a crucial process that
PRODUCT CATEGORIES, AND DIVERSIFY THEIR BUSINESS.
outlines how your brand will be perceived by
your target audience and in the market. A firm
can:
1. Choose to develop new brand elements for a
new product, BRAND EXTENSIONS
2. Apply existing brand elements, or
3. Use a combination of both. BRAND EXTENSIONS ARE STRATEGIC MARKETING
STRATEGIES WHERE A COMPANY USES ITS EXISTING BRAND
NAME AND REPUTATION TO INTRODUCE NEW PRODUCTS OR
SERVICES RELATED TO ITS CORE OFFERINGS.
CUSTOMER
EQUITY
Customer equity is a strategic
metric that measures a company's
financial value in customer
relationships, emphasizing the
significance of acquiring,
retaining, and expanding these
relationships for long-term
business success and
profitability, enabling informed
decision-making in resource
allocation, marketing
strategies, and customer
retention.
Brand equity, on the other hand,
The customer equity
emphasizes strategic issues in
perspective focuses on
managing brands and leveraging
financial performance and
brand awareness and image with
offers quantifiable
customers. It provides practical
measures, but it overlooks
guidance for specific marketing
the advantages of creating
activities but does not always I
a strong brand, such as
develop detailed customer
attracting high-quality
analyses in terms of brand equity
employees, eliciting
or long-term profitability. Brand
support from partners, and
equity approaches could benefit
creating growth
from sharper segmentation
opportunities. It also
schemes and more consideration
overlooks the "option value"
of personalized marketing
of brands and their
programs. Generally, fewer
potential to affect future
financial considerations are put
revenues and costs.
into play with brand equity than
with customer equity.
CASE
STUDY
Instagram launched in
October 2010 by Stanford
gradsKevin Systromand Mike
Krieger

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INSTAGRAM - INFLUENCERS MARKETING
This study case is about strategy how instagram connects the brand and
influencers on instagram to build the brand equity. This strategy happens
through third party vendors, this feature makes things more simpler for
influencers. There are 800 million users on Instagram overall, including
30 million brands and advertisers, 500,000 active influencers, and 60% of
users who are moving towards becoming influencers. (Data based from 18
July 2020)

Influencer posts have greatly simplified user decision-making by

supplying information about new products, assisting users in their
product research, and ultimately assisting users in making purchases.
While everything appears to be going well in terms of the numbers, brands
and influencers still appear to be facing a lot of problems, for
instance; time management, finding influencers to participate, etc.
THANK YOU