1. B UILDING STRONG BRANDS

2. In This Chapter, We Will Address The Following Questions : 1.What is brand, and how does branding work? 2.What is brand equity? 3.How is brand equity build, measured and managed? 1.What is brand, and how does branding work? 2.What is brand equity? 3.How is brand equity build, measured and managed?

4. LOYATY EQUITY CULTURE TRUST SUCCESS VALUE MISSION INSPIRATION LEADERSHIP LOYATY EQUITY CULTURE TRUST SUCCESS VALUE MISSION INSPIRATION LEADERSHIP

5. * Attributes * Benefits * Values * Culture * Personality * Use

7. Brand : Name, term, sign, symbol, or design or a combination of them, intended to identify the goods or services of a seller or group of seller and to differentiate them from those of competitors !! Brand : Name, term, sign, symbol, or design or a combination of them, intended to identify the goods or services of a seller or group of seller and to differentiate them from those of competitors !!

8. Role of Brands : Brands : Identify source/maker Simplifies decision making Reduces risk Consumer Benefits

9. Role of Brands : Marketers Benefits Simplify product handling Protect unique features Create loyalty Establish barriers to entry

10. Branding is endowing products and services with the power of a brand. Branding can be applied virtually anywhere a consumer has a choice.

11. The Scope Of Branding : Creating differences between product

12. It is possible to brand a physical good (Pantene shampoo), a service (Qatar Airlines), a store (Big Bazaar), a person (actress Angelina Jolie or tennis player Rafael Nadal), a place (the city of Sydney), an organization (UNICEF), or an idea (freedom of speech)

13. Brand Equity Is the added value endowed on product and services because of the brand. Is the added value endowed on product and services because of the brand.

14. Costumer _ based Brand equity Differences in customer responses Customer brand’s knowledge Perceptions, preferences and behaviors

15. Brand Promise Is the marketer’s vision of what the brand must be and do for consumers.

17. “To be genuine, fun, contemporary, and different in everything we do at a reasonable price..

18. B RAND E QUITY M ODELS BrandAsset® Valuator (BAV) Brandz Brand Resonance

19. (BAV) is a brand management tool and global database of consumer perceptions of brands. the BAV model turned the prevailing theory of how brands are built upside down.

20. F IGURE 9.1 BAV M ODEL

22. Presence Relevance Performance Advantage Bonding Strong Relationship Weak Relationship F IGURE 9.3 B RAND D YNAMICS P YRAMID

23. F IGURE 9.4 B RAND R ESONANCE P YRAMID

24. Choosing Brand Elements

25. sometimes called brand identities, are those trademark able devices that serve to identify and differentiate the brand Brand Elements

26. Brand name Slogans Characte rs symbols URLs Logos

27. BRAND ELEMENTS CHOICE CRITERIA Brand Builders Memorable Meaningful Likable Defensive Transferable Adaptable Protectable

28. Developing BRAND ELEMENTS Easy to recall Descriptive Persuasive Easy to recall Descriptive Persuasive

29. Measuring Brand Equity Brand Audit Brand – tracking studies

30. Figure : The world's most valuable brands

32. Holistic Marketing Activities : Word of Mouth Observation Interaction with Company