Kottler chap 9. john francis lee hok
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Transcript of Kottler chap 9. john francis lee hok
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The Top 10 Concepts with Local and Medical
ApplicationsJohn Francis Lee Hok
Ateneo School of Medicine and Public Health
May 2010
1
Chapter 9: Creating Brand Equity
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What’s in a name? brandingbrand knowledgeThe brand promiseelementsresonance
Marketing a brand1st contactinternalization
Successmeasuring brand equity
Strategyextendingbrand portfolio
Outline: Creating Brand Equity
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Speed, speed, and more speed
Concept 1: Branding
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Kotler: Gucci, Chanel, Louis Vuitton
Local: Bench, Oishi
Medical: Unilab, RiteMed
Concept 1: BrandingWhat’s in a name?
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Concept 2: Brand KnowledgeIts all about what consumers think of the brand
What do you think?If you see this…
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Kotler: Volvo (safety), Harley-Davidson (adventure)
Local: PAL (plane always late), Cebu Pacific (budget fares)
Medical: Biogesic (safe)
Concept 2: Brand KnowledgeIts all about what consumers think of the brand
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Would you break a promise?
Concept 3: Brand PromiseIts all about delivering a promise
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Kotler: Burger King “Have it your way”
Local: Shakey’s “if its late its free”
Medical: The Medical City “Patient at Center Stage”
Concept 3: Brand PromiseIts all about delivering a promise
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Concept 4: Brand Elements
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Kotler:
Local:
Medical:
Concept 4: Brand Elements
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Concept 5: Brand ResonanceFeeling In Sync
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Kotler: Apple
Local: Jollibee
Medical: branded vs generics
Concept 5: Brand ResonanceFeeling In Sync
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Concept 6: Marketing ActivitiesThe first contact (brand contact)
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Kotler: Moutain Dew Action Sports Center
Local: Dona Maria Jasponica rice tasting and cooking demo
Medical: drug companies product launch
Concept 6: Marketing ActivitiesThe first contact (brand contact)
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Concept 7 InternalizationBringing the brand alive for employees
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Kotler: Miller Brewing
Local: Toyota Motors Phil car loan program
Medical : Medical City’s primacy of human resource
Concept 7 InternalizationBringing the brand alive for employees
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Concept 8: Measuring Brand EquityIts about getting feedback
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Kotler: Coca-cola Consumer’s choice award
Local: Consumer’s Choice
Medical: The Medical City Patient survey form
JCI Accreditation
Concept 8: Measuring Brand EquityIts about getting feedback
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Concept 9: Branding StategyExtending your reach
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Kotler: Swiss Army Watches
Local: Bench perfume
Medical: Philamlife
Concept 9: Branding StategyExtending your reach
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Concept 10: Brand PortfoliosIts about getting the entire MARKET
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Kotler: Giorgio Armani, Giorgio Armani Prive Emporio Armani Armani Exchange
Local: Sterling, Orions, Avanti Philippine Airlines, PAL Express
Medical : Unilab, RiteMed
Concept 10: Brand PortfoliosIts about getting the entire MARKET
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Its all about branding Its all about value creation Its all about penetrating the mind
Summary
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The Top 10 Concepts with Local and Medical
Applications
John Francis Lee HokAteneo School of Medicine and Public
HealthMay 2010
24
Chapter 9: Creating Brand Equity