Managing Brand Equity

COM 280

Kevin M. Brett

October 7, 2014

What Are the Most Valuable

Brands on the Planet?

• 1. Google

• 2. Apple

• 3. IBM

• 4. Microsoft

• 5. Coca-Cola

• 6. Samsung

• 7. AT&T

• 8. Amazon

The “Intel Inside” Campaign

Brands Are 30 Percent of Wall

Street Value• Brands are Ethereal

• Inspire Loyalty (Beyond Reason)

• Shorthand for “Choice”

• Evokes Devotion

• Promotes Awareness

Marketing Enhances Brands

The Four “P’s” of Marketing• Product

• Place

• Pricing

• Promotion

Marketing Reaches Out to

Stakeholders

• B2B

• B2C

• B2G or Institutional

• Channel

What is Brand Equity?

• Estimated Value of the Reputation

• Constantly in Play

• Equity Can Rise or Decline

Brand Equity Can Rise or

Decline

Brand Equity Can Rise or

Decline

BP CEO: “I Want My Life Back”

Brand Equity Can Rise or

Decline

Brand Equity Hard to Measure

• Not Listed as an “Asset” on Balance

Sheets

• Intangible Value

• Conjures Loyalty and Differentiation

• It Exists

• How Will Your IMC Team Promote Brand

Equity?

Manage or Be Managed:

Your “Brand” is in Play

Greatest Brand of All?