BRAND EQUITY

1
BRAND EQUITY

• Course runs every Tuesday Thursday (600 to
  900 P.M.) from June 5 up to July 26, 2008 at the
  RCBC Plaza in Ayala Avenue,
• Makati City
• This module is part of the Marketing
  Communications Management Program, a
  Post-Graduate Diploma Course being offered by the
  De La Salle Graduate School of Business in
  partnership with the Philippine Association of
  National Advertisers Foundation (PANAF)

2
Introduction

• As todays marketing environment become more and
  more competitive, the effective life cycle of new
  products are getting shorter. Even brands that
  had been in the market for decades can be
  upstaged by new brand upstarts which may present
  more meaningful brand proposition for todays
  consumers.
• The importance of achieving and maintaining
  strong brand equity cannot be underestimated as
  it has direct impact of sales revenues and
  profitability. Brands with higher equity are less
  vulnerable to competitive marketing efforts and
  can better withstand marketing crises. Higher
  equity brands command larger margins, and are
  able to raise prices without necessarily losing
  significant volume. They also have greater trade
  cooperation and increased marketing communication
  effectiveness.
• Recent marketing studies reveal that more and
  more brands are becoming commodities, and
  consumers increasingly see price as the only
  differentiation between brands.

3
Course Benefits

• This course tackles three crucial issues in brand
  management as follows
• What does it take to build and maintain strong
  brand equity?
• How can brand equity be effectively measured?
• How can the company best capitalize on the
  strength of its brand equity in expanding its
  business?
• Through this course, students will
• Recognize the long term benefits of effectively
  building and managing brand equity
• Gain knowledge and understanding of the marketing
  tools necessary in managing a portfolio of brand
  equities
• Gain an appreciation of the function of brand
  management in delivering sustained consumer value
  and building brand loyalty
• Gain understanding on how to effectively harness
  the brands equity in planning and implementing
  effictive brand strategies and programs
• Know how to effectively monitor and measure the
  effects of the various marketing mix elements
  towards brand equity development

4
Who Should Attend?

• This course is intended for marketing and sales
  personnel as well as marketing support groups who
  are involved in planning, implementing and
  monitoring brand strategies and programs.
• Knowledge gained in this course will help improve
  strategic decision making in the areas of
  marketing, advertising, media, sales promotions,
  brand activation, public relations and sales
  management.

5
Course Description

• This course gives brand managers, and anyone
  involved in brand marketing, awareness and
  understanding of the spectrum of issues
  confronting brand management.
• The course will provide a venue for participants
  to learn strategies that would help their brand
  survive and thrive in todays competitive
  marketing environment.
• By the end of the course, participants will have
  been exposed to a variety of situations that
  would hone their management skills and would be
  of immediate use in their current jobs.
• Class sessions will consist of lectures,
  exercises, case discussions, and a final project
  that will integrate and apply the key learnings
  from the course.
• Industry practitioners with extensive experience
  on the subject will be tapped as resource
  persons. This should help enrich the perspective
  of classroom discussions.

6
Course Outline

• 1. The Power of Brands
• Introduction to Brands, The Role of Brands,
  Brands Corporate Strategy, The Power of the
  Name, Symbols, Trademarks Logos, Brand
  Character, The Aspects of Brand, Brand
  Relationships, The Facets of Brand Identity,
  Brand Identity Planning, Brand Character, Brand
  Image
• 2. Brand Strategy
• Developing Brand Vision, Establishing Brand
  Vision, Fulfilling Brand Contract, Communicating
  Brand Position, Measuring Return on Brand
  Investment, Planning Implementing Brand
  Marketing Programs, Creating and Managing Brand
  Equity, Brand Equity - 6 Dimensions, Elements of
  Brand Equity, Brand Loyalty, Brand Awareness,
  Perceived Quality, Brand Associations, Product
  Life Cycle and Brand Strategy
• 3. Brand Positioning
• Basic Positioning Concepts, Brand Positioning
  Analysis - 4 Questions, Brand Positioning
  Strategies, Target Market, Consumer Segmentation,
  B2B Segmentation, Competitive Scenario, Points of
  Difference, Points of Parity, Updating Brand
  Positioning, Repositioning Strategies, Strategic
  Positioning Issues

7
Course Outline

• 4. Creating A Brand
• Product Branding, Brand Elements, Criteria for
  Choosing Brand Elements, Naming the Brand, Brand
  Linguistics, URLs, Logo Symbols, Characters,
  Slogans, Packaging, Service Branding, Luxury
  Branding, Retailer Brands, Exemplary World Class
  Brands (Case Studies), Major Brand Failures (Case
  Studies), Major Reasons for Brand Failures
  Successes, Branding Strategies
• 5. Managing the Brand Portfolio
• Brand Building, Brand Product Mix, Breadth and
  Depth of Branding Strategy, Brand Hierarchy,
  Brand Maintenance, Revitalizing Brands, Brand
  Extensions, Planned Obsolescence Strategies,
  Product Deletion Strategies, Dos Donts of
  Brand Portfolio Management, Market Development
  Strategies, Brands and 4 Ps, Product Strategy,
  Pricing Strategy, Channel Strategy, Promotions
  Strategy
• 6. Managing Integrated Brand Communications
• Role of Marketing Communications, Information
  Processing Model, Promotion Mix, Integrated Media
  Mix, Planning the Communications Program, Making
  the Most Use of Brand Advertising, Sales
  Promotions, Direct Response Public Relations,
  Making the Most Use of Traditional
  Non-Traditional and Interactive Media

8
Course Outline

• 7. Globalization of Brands
• Challenges to Brands, Features of Global Brands,
  Geographical Expansion, Barriers to
  Globalization, Managing a Global Brand, Global
  Framework - Local Action, From National Name to
  World Brand (Case Studies)
• 8. Brand Equity Measurement and Management
  System
• The Need to Measure Brand Equity, The Brand Value
  Chain, Brand Tracking Studies, Product-Brand
  Tracking, Global Tracking, Brand Equity
  Management System
• 9. Brand Valuation
• Approaches for Valuing Brands, Valuation Based on
  Historical Costs, Based on Replacement Costs,
  Based on Market Price and Potential Earnings,
  Multi-Criteria Valuation of a Brands Potential,
  The Brands Impact on the Balance Sheet
• 10. FINAL PROJECT - Re-Launching an Actual Brand
• Total Number of Hours - 42
• Number of Meetings - 14

9
Jun G. AlcantaraCourse Facilitator

• Jun is a Magna Cum Laude Graduate in Bachelor of
  Arts in Economics at the UST and was conferred
  the Rectors Award for Academic Excellence by the
  same school.
• He took his MBA at De La Salle University,
  Manila.
• His marketing career started with Unilever where
  he acquired his expertise in the areas of
  Marketing Research, Brand Management, Sales
  Promotions and Events Management.
• While in Unilever, he was cross-posted to
  Unilever Indonesia for 2 years and trained in
  International Marketing and Advertising at the
  Unilever Head Office in Blackfriars, London.
• Jun had a 2-year stint with JWT Philippines where
  he managed mainly multinational accounts.
• He set up the marketing department of his current
  company - Asia Brewery, Inc. and launched most of
  its current brands in the market.
• Jun has extensive experience in the academe as
  professorial lecturer of top local universities
  for more than 15 years.
• He is a most sought after marketing trainer,
  handling in-house and public marketing seminars
  in and outside the country.
• He is actively involved in professional marketing
  and advertising organizations such as the PANA
  (President for 2 years), Advertising Foundation
  of the Philippines (Founding Pillar Director),
  and AdBoard (Former Member of the Board and
  currently active in the Advertising Standards
  Council).