Ppt on building brand equity

Ashesi University COURSE TITLE : STRATEGIC BRAND MANAGEMENT SEMESTER : SPRING 2016 MODULE 4: Choosing Brand Elements to Build Brand Equity Lecturer: Ebow.

. IDENTITY = Who are you? Learning Outcomes Explain how marketers choose brand elements to build brand equity Identify the general criteria for choosing brand elements Consider specific tactical issues associated with different types of brand elements Discuss how to choose the best elements to build brand equity 4.4 Building Customer-Based Brand Equity Brand knowledge structures depend on: – The initial choices for the brand elements – The supporting marketing program and the manner by which/


Ashesi University COURSE TITLE : STRATEGIC BRAND MANAGEMENT SEMESTER 2 : SPRING 2016 MODULE 5: How do you design marketing programmes to Build Brand Equity.

Those marketing activities that occur after customer purchase. It is aimed at enhancing the product consumption experience and thereby build brand equity e.g. innovative design, effective communication such as product manual, customer service programmes or aftersales service, sales /Product functionality 6.Any substitute products which may be available 5.16 Pricing Strategy Setting prices to build brand equity Value pricing To uncover the right blend of product quality, product costs, and product prices that/


Designing Marketing Programs to Build Brand Equity Strategic Branding Novrita Widiyastuti, M.Si.

activities to win customers. INTEGRATING MARKETING Channel strategies, communication strategies, pricing strategies, and other marketing activities can all enhance or detract from brand equity. Marketers are increasingly trying a host of unconventional means of building brand equity. Creativity must not sacrifice a brand-building goal, however, and marketers must orchestrate programs to provide seamlessly integrated solutions and personalized experiences for customers that create awareness, spur demand/


Instructor: Thomas Murphy P. 978_760_1388/ BRANDING STRATEGY Session 2.

STRATEGY Session 2 Session 2 Topic Flow Concept of Brand Equity Brand Building Brand Positioning Brand Value Chain Chapter 2 Chapter 3 Concept of Brand Equity Defining Brand Equity David Aakers Prophet.com AwarenessVisible Familiar LikeableAssociationUnique Relevant AnchorPerceivedQualityAddedValue Service Price & PerformanceLoyalty Defining Brand Equity David Aakers Prophet.com “ I defined brand equity as a set of brand assets and liabilities linked to a brand name and symbol, which add to or subtract from/


Keys to Successful Branding Prof. David Dunne, Rotman School of Management, University of Toronto, October 2009.

between a product and the consumer Every point of contact builds and modifies the impression the brand creates … the 360- degree brand Consumers build brands (!) like birds build nests, from scraps and straws they chance upon O&Ms Perspective on Branding Why would people buy brands in a poor country? Why would you invest in building a brand? Oct 0918 Brand Equity: Name, Symbol Enhances: Interpretation/processing of information Confidence in the/


The New Product Development Process

$11BB (Brand Valuation Reading) Building Brand Equity Getting awareness of the brand and the meaning. Making brand associations Building perceived quality Loyalty in repurchase -- locking them in Getting reseller support What is Brand Equity? Brand Equity Provides Value to Customer Perceived Brand Quality Brand Associations • Personality • Benefits • Attitudes Brand Awareness Brand Name Symbols Other Proprietary Brand Assets Patents Trademarks Channel relationships Brand Equity Brand Loyalty Measurement/


PSU - Global Brand Managemement - Alain Hutinel. 1 Welcome to Global Brand Management To-day Getting acquainted. Me - you – Goals – How we are going to.

Singer Leader ShirtsManhattan No. 5 ShorteningCrisco Leader SoapIvory Leader Soft drinksCoca-Cola Leader SoupCampbell Leader TeaLipton Leader TiresGoodyear Leader ToothpasteColgate No. 2 PSU - Global Brand Managemement - Alain Hutinel. 33 PSU - Global Brand Managemement - Alain Hutinel. 34 Building Brand Equity Brand Equity Equity (Name & Symbol) Value To Customer Info Processing Info Processing Confidence in BuyingConfidence in Buying Use SatisfactionUse Satisfaction Value To Firm Helps Programs Helps/


FFG January 2000 FORUM FINANCE GROUP S.A Global Equity research Investment Perspectives 2000 Copyright Forum Finance Group S.A. 1 Contents  2000 Outlook.

Microsystems, EMC, Exodus, Digex, Inktomi Covad communications, Fujitsu, Sony Internet: Service As more and more companies build out their web based services/operations, demand for web development consulting and maintenance will grow. We can already/discount Internet Focus on: Internet strategy European consumption Luxury Global Brands Global Reach in distribution Media & Advertising FFG January 2000 FORUM FINANCE GROUP S.A Global Equity research Investment Perspectives 2000 Copyright Forum Finance Group S.A/


Marketing & Sales Roundtable The Role of Branding in Technology-Based Companies March 2005.

-Segmentation -Differentiation, Value Proposition Company Culture Corporate Identity System -Logo -Presentation template -Website, collateral design -Business cards -Etc. Brand Values/Attributes Personality Brand/Naming Architecture -Company -Technology -Platform -Product/Service ©2005 Rosemary Remacle 11 Building Brand Equity BRAND EQUITY INTEGRATED MARKETING, SALES PROGRAMS QUALITY PRODUCT/SERVICE EXPERIENCE MANAGEMENT TEAM CREDIBILITY ALIGNED EMPLOYEE BASE LONG-TERM PERSPECTIVE VALIDATED POSITIONING/


Module II: Building Brand Physique: Choosing Brand Elements Building Brand Equity: – Design Marketing Programs – Integrating Marketing Communications –

Price and Compaq, Disney and McDonald’s Ingredient Branding – Creating brand equity for materials, components or parts necessarily contained within other branded products – Ingredient brands can become a category point of parity; e.g. – Singapore Airlines Linking the brand to characters (Licensing) Firms use names, logos, characters etc of other brands to market their own brands Shortcut means of building brand equity Corporate trademark licensing Danger of over exposure of the/


MARKETING MANAGEMENT 12 th edition 9 Creating Brand Equity KotlerKeller.

opportunitiesBrand extension opportunities MARKETING ADVANTAGES OF STRONG BRANDS OF STRONG BRANDS 9-6 Building Brand Equity - Elements Criteria Criteria  Memorable  Meaningful  Likeable  Transferable  Adaptable  Protectable Devices to Identify and Differentiate The Brand Three Drivers of Brand Equity BRAND ELEMENTS Brand Contact: Personalization Integration Internalization  Slogans  Brand Names  URLs  Logos  Symbols  Characters MARKETING ACTIVITIES & PROGRAMS ASSOCIATION TO OTHER ENTITIES/


Indorama Ventures Plc Corporate Communications Dept Original creation date: March 2010 Global Corporate Branding Plan (updated November 2011)

brand Only 3, 4, 5 signify brand equity has been achieved. No. 2 does not mean you have brand equity (as some people think). Indorama Ventures must aim for numbers 3-5! 5 keys to IVL’s Corporate Brand Equity Purposes of Brand Identity Differentiation Relevance EsteemKnowledge Brand identity, as opposed to brand equity//region it is my factory that has created a good image, not IVL. By building a unique global brand, we will attract new customers and create pride in our suppliers and current customers to/


CHAPTER 2: CUSTOMER-BASED BRAND EQUITY Lecture 3 2.1.

R-8 R-9 R-11 R-12 0.58 0.49 Brand Building Implications Customers own brands. Don’t take shortcuts with brands. Brands should have a duality. Brands should have richness. Brand resonance provides important focus. 2.14 Creating Customer Value Customer-brand relationships are the foundation of brand resonance and building a strong brand. The customer-based brand equity model certainly puts that notion front and center. 2.15 Is/


Lecturer – Md Shahedur Rahman Chapter 2 Part 2 Customer Based Brand Equity.

chat rooms Customer-Based Brand Equity Model Consumer- Brand Resonance Brand Salience Consumer Judgments Consumer Feelings Brand Performance Brand Imagery INTENSE, ACTIVE LOYALTY RATIONAL & EMOTIONAL REACTIONS POINTS-OF- PARITY & POINTS-OF- DIFFERENCE DEEP, BROAD BRAND AWARENESS Brand Building Implications Customers own brands – The power of brands and its ultimate value to firm reside with customers. Don’t take shortcuts with brands – otherwise the foundation of the brand will be weak. Brands should have a/


Www.studyandjobs24.com1 Topic 06. www.studyandjobs24.com2 Chapter Questions  Definition: brand, branding, brand equity, brand promise, brand line, brand.

its heart is a great product or service. In this chapter, we focus on building brand equity and the benefits we derive from brand equity. Steps in Strategic Brand Management  Identifying and establishing brand positioning  Planning and implementing brand marketing  Measuring and interpreting brand performance  Growing and sustaining brand value www.studyandjobs24.com4 What is a Brand? A brand is a name, term, sign, symbol or design, or a combination of them/


NYU I M.S. in Integrated Marketing I Integrated Marketing I Fontana I Spring 2016 CREATING THE BRAND Integrated Marketing / Spring 2016 M.S. in Integrated.

I Integrated Marketing I Fontana I Spring 2016 Defining Brand Equity  Customer-based brand equity  The differential effect brand knowledge has on consumer response to the marketing of that brandBrand promise Differences in consumer response Brand knowledge Perceptions, preferences and behavior NYU I M.S. in Integrated Marketing I Integrated Marketing I Fontana I Spring 2016 Building Brand EquityBrand equity drivers Brand element or identity choices Product & accompanying marketing Other associations/


Copyright © 2016 Pearson Education, Inc. 11-1 Chapter 11 Creating Brand Equity.

–Power, premium, & potential outcomes Copyright © 2016 Pearson Education, Inc. 11-14 Brand Equity Models Brand Resonance Pyramid Copyright © 2016 Pearson Education, Inc. 11-15 Building Brand Equity Brand equity drivers Brand element or identity choices Product & accompanying marketing Other associations Copyright © 2016 Pearson Education, Inc. 11-16 Building Brand Equity Brand element choice criteria MemorableMeaningful Likable TransferableAdaptable Protectable Copyright © 2016 Pearson Education, Inc. 11/


Integrating Marketing Communications to Build Brand Equity Strategic Branding Novrita Widiyastuti, M.Si.

The chapter also provided criteria as to how different communication options should be combined to maximally build brand equity. Two key implications emerge from this discussion. 1.from the perspective of customer-based brand equity, all possible communication options should be evaluated in terms of their ability to affect brand equity. 2.The second important insight that emerges from the conceptual framework is that the marketing communication/


Brand Architecture Optimizing the ‘Face’ of Your Business August, 2009 BrandAmplitude, LLC All Rights Reserved.

– “daylight”– between the company’s portfolio of offerings. Parsimony Profit Partitions 8 Brand Amplitude, LLC All Rights Reserved 2009 Most companies build their businesses through multiple brands. Architecture solutions range on a spectrum from ‘branded house’ to ‘house of brands’. House of Brands Branded House Spectrum of Solutions Build equity in multiple brands Build brand equity in master brand Maximize synergies among business units Target multiple customer segments Reinforce a global organization/


BRAND MANAGEMENT H S MUKERJEE.

, designing marketing programmes to build brand equity Unit 4: Designing & Sustaining Branding Strategies: Brand hierarchy, Branding strategy, Brand extensions. Unit 5: Marketing communication to build brand equity, developing communication programmes, building an online brand UNIT 1 Brands versus products, what can and cannot be branded, branding challenges and opportunities; Customer based brand equity, sources of brand equity, Aakers model of measuring brand equity, building a strong brand. So, what is/


The Financial Planning Association. Opening Assumptions Future market growth will be slower than in the past. This greatly affects how you build your.

This greatly affects how you build your business going forward. Building Your Business in the ’90s… AUM Your Market Share Asset Growth Building Your Business in the ’90s… AUM Asset Retention = Growth AUM Building Your Business Today… You / Today Fee-based Services Financial Planning Open Architecture Wealth Management Independent Advisors Hedge Funds Private Equity Mortgages Credit Cards An Edge Huge Brand Disparity Affluent Investors’ Primary Advisors Source: The Spectrem Group Affluent Study 2005; cited in/


Secondary Brand Knowledge

among consumers. 14 oz BOTTLE Natural Pomberry Lima Citron 11oz TETRA PAK Natural Mango Passion Fruit 33oz (1 liter) TETRA PAK Natural Mango Passion Fruit 5Ps: Price ZICO builds brand equity through its premium pricing strategy. Compared to the competition, ZICO is priced fifty to ninety cents higher than the competition with an average price of $2.58 (source). The plastic /


Chapter 9: Branding and the Marketing program. Contents Branding and Product strategy Branding and Pricing strategy Branding and Distribution strategy.

support services: The support services provided by the organization also help in building the brand and contribute to the brand equity Customer experience: The experience of the customers with the product is an important factor impacting brand equity and brand recall. Conclusion The product is at the heart of all the marketing activities and also the brand equity. Marketers should choose product features and benefits that consumers desire and/


Apple Brand Audit Raphael Chellan Min Guo Leslie Jones Jialiang Lin

is also because of the experience that customers will have positive brand associations linked to Apple. However, Apple is still facing some threats of their brand equity. The competitors are trying to build positive brand associations as well, and Apple needs to try to maintain its loyal customers in the future. Brand Exploratory Customer-Based Brand Equity Pyramid Salience When people hear about Apple, they may all think/


CHAPTER TEN Motivating Employees & Building Self- Managed Teams.

others in the marketplace. Integrated marketing requires the company to be consistent in its message and in the image it sends through any communication. Objectives of Integrated Marketing Build Brand Equity Provide Information Manage Demand & Build Sales Differentiate Products Influence Perceptions, Attitudes, & Buyer Behavior TA 16-12 Objectives of Integrated Marketing 1. This acetate looks at factors that are involved in integrated marketing communication/


Strategic Launch Planning 1 Branding March 13, 2007

Increases confidence in purchase Increases satisfaction in product use Provides value to firm: Increases effectiveness of marketing programs Increases customer loyalty and trade leverage Facilitates brand extensions Is a source of competitive advantage Building Brand Equity Getting awareness of the brand and the meaning. Making brand associations -- even the factory location in Saturn’s case. Building perceived quality Loyalty in repurchase -- locking them in Getting reseller support


Module 5 Brands. Objective for Module 5 Define brand equity and understand the issues that relate to brand management. Define brand in the technical sense.

areas. Most also have a hard time seeing all factors that affect the whole. How can managers build brand equity? What factors should be considered? A systematic way for managers to assess the strengths and weaknesses of a brand Based on ten characteristics displayed by the worlds strongest brands Each characteristic is given a rating, 1-10. This same tool can be used to assess/


Copyright  2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 6-1 Chapter 6 Branding.

t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 6-3 Building brand relationships IMC & branding Database Brand engagement Branding & Database Developing the database Database drives traditional & digital media Emotional bonding Behavioural bonding Digital Brand identity Measuring the brand MobileUGC Virtual worlds Social networks Name Symbols Packaging Brand audit Brand equity Brand relationships Transactional & relational data Copyright  2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides/


BRAND MANAGEMENT AND NEW PRODUCT DEVELOPMENT SECTION 16 The Launch Alan L. Whitebread.

.shtmlhttp://www.band-aid.com/brand_timeline.shtml March 9, 2007 DISNEY PRODUCT FAMILIES ADVANCED BRAND MANAGEMENT TOPICS Measuring brand equity Building a strong brand and increasing brand equity – –Full range of brand elements –Strong and consistent IMC program –Continual innovation and NPD Pharmaceutical example [Merck 12/2005] ADVANCED BRAND MANAGEMENT TOPICS Challenging larger brands / fighting a challenge Scale generally slows development and/or implementation – –Focus efforts and concentrate/


Leveraging Secondary Brand Associations to Build Brand Equity BRAND MANAGEMENT #Week 11 November 3 rd,2010.

Brand Associations to Build Brand Equity BRAND MANAGEMENT #Week 11 November 3 rd,2010 To understand the importance of secondary brand associations in building brand equity To understand the concept of leveraging brand entities as secondary brand associations in building brand equity To understand the implications of leveraging secondary brand associations in managing branding strategies Preview Building brand equity : Brand Elements Marketing Program Activities (4Ps) Leverage of related or secondary brand/


14.1 CHAPTER 14: MANAGING BRANDS OVER GEOGRAPHIC BOUNDARIES AND MARKET SEGMENTS Kevin Lane Keller Tuck School of Business Dartmouth College.

concerns “Think global. Act local.” “Think global. Act local.” A global brand has a clear consistent equity across geographies: same positioning, same benefits plus local tailoring if needed A global brand has a clear consistent equity across geographies: same positioning, same benefits plus local tailoring if needed 14.9 Global Brand Strategy To build brand equity, it is often necessary to create different marketing programs to address different/


LECTURE 2: CHOOSING BRAND ELEMENTS TO BUILD BRAND EQUITY Zeenat Jabbar 2.1.

What is a brand? Products vs brands Different Stages of brand Why brands are important? To firms and consumers Branding challenges and concepts Brand equity concept Strategic brand management concept 2.2 2.3 Brands are much more than logos Criteria for Choosing Brand Elements Memorability Meaningfulness Likability Transferability Adaptability Protectability 2.4 Marketer’s offensive strategy and build brand equity Defensive role for leveraging and maintaining brand equity Memorability Brand elements should/


Brand Loyalty https://store.theartofservice.com/the-brand-loyalty-toolkit.html.

picture personalities by releasing stories about these actors to fan magazines and newspapers, as part of a strategy to build brand loyalty for their companys actors and films. By the 1920s, Hollywood film company promoters had developed a massive/customers and maintain existing ones. For example Altria has a strategy of growth by promotions that build brand equity through adult consumer experiences.[http://www.altria.com/media/pre ss_release/03_02_pr_2004_11_05_01.asp Altria – Media – Press Release – 11/


Product Management Summary–1 Summary of Product Management Professor Carl Mela BA 460 Product Management Fuqua School of Business Brand Management System.

inferences –EDLP –The effect of pricing on equity (JMG 1999) Red Hat’s Director of Marketing –Product v. brand –Flanker brands Product Management Summary–18 Structure Part II - Building Brands –Distribution: Class 4 Goodyear case and video –Channel cares about price and store equity (not brand) –Manufacturer cares about brand equity (not store) –Intensive v. exclusive distribution and equity –Push v. pull and equity –Channel is front line to customer and/


11.1 CHAPTER 11: DESIGNING AND IMPLEMENTING BRANDING STRATEGIES Kevin Lane Keller Tuck School of Business Dartmouth College.

Motivate present employees and attract better recruits Motivate present employees and attract better recruits Influence public opinion on issues Influence public opinion on issues 11.27 Using Cause Marketing to Build Brand Equity The process of formulating and implementing marketing activities that are characterized by an offer from the firm to contribute a specified amount to a designated cause when customers engage in/


CHAPTER 7: LEVERAGING SECONDARY BRAND KNOWLEDGE TO BUILD BRAND EQUITY Teacher : Md Shahedur Rahman 1.

Desirable Deliverable Point-of-parity Point-of-difference Leveraging 7.3  “Borrowing” some brand knowledge and depending on the nature of associations or responses, some brand equity  Unlike brand elements and communication strategies, this is an indirect approach to build brand equity. Leveraging Secondary Associations 7.4  Creation of new brand associations  Effects on existing brand knowledge  Awareness and knowledge of the entity  Meaningfulness of the knowledge of the/


CHOOSING BRAND ELEMENTS TO BUILD BRAND EQUITY. Brand Elements: PREVIEW Brand Elements (a.k.a. Brand Identities) – are those trademark-able devices that.

URL Infringement (Example) http://www.citigroup.com/citi/a bout/countrypresence/banglad esh.html https://www.thecitybank.com/ Brand Elements: LOGO’s & SYMBOLS Although the brand name typically is the central element of any brand, visual elements also play a critical role in building brand equity, and especially brand awareness. As a matter of fact, VISUAL ELEMENTS play even a more crucial part in this than we/


... How do marketing activities in general — and product, pricing, and distribution strategies in particular — build brand equity? How can marketers integrate.

connect with customers. Marketers are increasingly trying a host of unconventional means of building brand equity. .. Experiential marketing One-to-One marketing Permission marketing . Expression of individuality Consumer desire /Pricing Strategy Price premiums are among the most important brand equity benefits of building a strong brand. Consumer price perceptions – Consumers often rank brands according to price tiers in a category. Setting prices to build brand equity – Value pricing – Everyday low pricing . /


Ashesi University COURSE TITLE : STRATEGIC BRAND MANAGEMENT SEMESTER : SPRING 2016 MODULE 7: Leveraging Secondary Brand Associations to Build Equity Lecturer:

2016 MODULE 7: Leveraging Secondary Brand Associations to Build Equity Lecturer: Ebow Spio Learning Outcomes Explain how a brand can build equity through the leverage of related or secondary associations Gain the skill to leverage brand equity through secondary associations 7.3 Figure 2-9 Building Customer-Based Brand Equity BRAND BUILDING TOOLS AND OBJECTIVES CONSUMER KNOWLEDGE EFFECTS BRANDING BENEFITS Choosing Brand Elements Brand nameMemorability LogoMeaningfulness SymbolAppeal CharacterTransferability/


Branding Licensing 2 Chapter Objectives Explain the concepts of branding and brand equity. Discuss the types of brands. Describe how to develop an effective.

brand personality. Ex: Skechers brand sport footwear tries to develop a cool, hip brand personality through its sales. 8 The Importance of Branding brand equity Customers are generally willing to pay a higher price for products with brand equity. Brand equity has financial value through licensing. brand equity the value a brand/ Organizations Companies Reinforce image Build team spirit Build presence through merchandise Reach a new audience Publicity Revenue Brand awareness Mutual Advantages Sponsorships and/


Corporate Image, Product Positioning and Brand Equity: The Successful Use of Trademarks and Industrial Designs WIPO ASIAN REGIONAL SEMINAR Guriqbal Singh.

it from third parties. Building Trust and Relationships A Brand is a consistent, holistic pledge made by a company, the face a company presents A Brand serves as an unmistakable symbol for products and services Business card a company proffers on the competitive scene to set itself apart from the rest Trust is to Business What Trademark is to Brand Brand Equity built on the foundation/


CHAPTER 7: LEVERAGING SECONDARY BRAND KNOWLEDGE TO BUILD BRAND EQUITY

CHAPTER 7: LEVERAGING SECONDARY BRAND KNOWLEDGE TO BUILD BRAND EQUITY Kevin Lane Keller Tuck School of Business Dartmouth College Figure 2-9 Building Customer-Based Brand Equity BRAND BUILDING TOOLS AND OBJECTIVES CONSUMER KNOWLEDGE EFFECTS BRANDING BENEFITS Choosing Brand Elements Brand name Memorability Logo Meaningfulness Symbol Appeal Character Transferability Packaging Adaptability Slogan Protectability Developing Marketing Programs Product Tangible and intangible benefits Price Value perceptions /


Firms with the largest BRAND VALUE in the world (WPP)

brands is indicted by what firms are willing to pay for them). Dimensions of Brand Equity Brand loyalty Brand awareness Perceived quality Brand associations in addition to perceived quality Other proprietary brand assets – patents, trademarks, channel relationships, etc Brand equity creates value for the customer Brand equity/ can be helpful in analyzing the positioning decision TARGET MARKET Develop associations that build brand strengths and attributes, that provide a point of difference, and to which the/


Unit 6 – Branding & Licensing Copyright © 2010 by Sports Career Consulting, LLC.

the advantages and disadvantages to the licensing process Licensee advantages include: Positive association with the sports entity Greater levels of brand awareness Help to build brand equity Receive initial distribution with retailers Expanded and improved shelf space Copyright © 2010 by Sports Career Consulting, LLC Branding & Licensing UNIT 6 REVIEW (ANSWERS) 8) Explain the advantages and disadvantages to the licensing process Licensee advantages include: May be/


Brand Equity...... Def n “Brand Equity is the totality of the brands perception, including the relative quality of the products and services, financial.

with other nodes signifying various associations This network is called Brand knowledge The structure and content of brand knowledge influences consumer behaviour Brand Knowledge Sources of Brand Knowledge – Brand Awareness – Brand Image Strength of Brand Associations Favorability of Brand Associations Uniqueness of Brand Associations Building Customer-Based Brand Equity Brand knowledge structures depend on... The initial choices for the brand elements The supporting marketing program and the manner by/


Corporate Image, Product Positioning and Brand Equity: The Successful Use of Trademarks and Industrial Designs Guriqbal Singh Jaiya Director Small and.

it from third parties”. Building Trust and Relationships A Brand is a consistent, holistic pledge made by a company, the face a company presents A Brand serves as an unmistakable symbol for products and services “Business card” a company proffers on the competitive scene to set itself apart from the rest Trust is to Business What Trademark is to Brand Brand Equity built on the foundation/


Building Brands. Brand Equity Brand Equity is defined as: –Financial “asset value” of a brand –Derived from goodwill and loyalty it has built among customers.

functionally superior But consumer perceptions of the brand is better Brand Equity The associations of the brand in the consumers mind create –An intimacy and loyalty towards the brand. The associations do not vary much across segments The role of marketing is to Build awareness to communicate high quality Create or modify product associations Build higher loyalty Direct marketing useful for building brand equity when target segment is Narrower, and/


1 STRATEGIC BRAND MANAGEMENT BUILDING, MEASURING, AND MANAGING BRAND EQUITY Kevin Lane Keller Kafli 2 21. september 2004.

types of experiences with products & services and their marketing programs to create the right brand knowledge structures: –Thoughts –Feelings –Images –Perceptions –Attitudes 5 Building Customer-Based Brand Equity Building a strong brand involves a series of steps as part of a “branding ladder” A strong brand is also characterized by a logically constructed set of brandbuilding blocks.” –Identifies areas of strength and weakness –Provides guidance to marketing activities 6/


Bridging Branding and Strategic Planning: A Hands-on Toolkit for Marketers Patricia McQuillan, Sharon Paskowitz, Samantha Taylor and other members of CMA’s.

of questions and through the process of answering them, should provide the content upon which to build a strategic plan. The toolkit will serve to clarify the differences between objectives, strategies and tactics//Profit Employee Engagement Awareness Distribution Monthly/Quarterly/Annually Quarterly/Annually Annually Monthly/Quarterly/Annually Brand Equity Measures: Functional Brand Image Emotional needs Personality Loyalty Pricing Quarterly/Annually Annually Quarterly/Annually Monthly/Quarterly/Annually /


6.1 CHAPTER 6: INTEGRATING MARKETING COMMUNICATIONS TO BUILD BRAND EQUITY Kevin Lane Keller Tuck School of Business Dartmouth College.

6.1 CHAPTER 6: INTEGRATING MARKETING COMMUNICATIONS TO BUILD BRAND EQUITY Kevin Lane Keller Tuck School of Business Dartmouth College 6.2 Overview Marketing communications are the means by which firms attempt to inform, persuade, and remind consumers—directly or indirectly—about the brands they sell. Marketing communications are the means by which firms attempt to inform, persuade, and remind consumers—directly or indirectly—about/


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