Professional Documents
Culture Documents
GOPIKA KUMAR
Introduction
What is a Brand?
Evolution The word "brand" is derived from the Old Norse brandr meaning "to burn." It refers to the practice of producers burning their mark (or brand) onto their products.
What is a Brand
A brand is a "Name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers."[
AURA
PHYSICAL OBJECT
Products
Physical Level
Symbolic Level
Coke
Carbonated Water
American
Nescafe
Coffee
Morning
Marlboro
Cigarette
Rolex
Watch
VIDEO CLIP 1
WHAT IS BRANDING.FLV
VIDEO CLIP 2
BRANDZ TOP 100 MOST VALUABLE GLOBAL BRANDS 2011.FLV
Conceptualising Brand Equity Brand Equity Input Output Model Input (Product and Attributes)
Consumers Perception/Image /Knowledge or Perception
Marketers
The effcetivenss of marketing
great quantities of information about brands without getting confused Enhances customer confidence in the purchase buying a brand Brands transform customer experience in the form of usage satisfaction
programme is increased by brand equity,the expenditure involved is lesser. Firms can have a greater customer loyalty Brand equity allows a firm to charge a premium Great opportunities of growth, brand extensions. Leverage in distribution channels Brand Equity is a provider of competitive advantage,imposes barriers to entry to competition.
Identify and Establish Brand Positioning and Values Plan and Implement Brand Marketing Programs Measure and Interpret Brand Performance
Mental Maps Competitive Frame of Reference Core Brand Associations Brand Mantra
Mixing and Matching of Brand Elements Integrating Brand Marketing Activities Leveraging Secondary Association Brand Value Chain Brand audits Brand Tracking Brand Equity Management System Brand Product Matrix Brand Portfolios and Hierarchies Brand Expansion Strategies Brand Reinforcement and Revitalization
Unit-2
BUILDING BRAND EQUITYPLANNING AND IMPLEMENTING BRAND MARKETING PROGRAMS1.CHOOSING BRAND ELEMENTS TO BUILD BRAND EQUITY
Brand Awareness
Brand Associations
Unit -3
MANAGING BRAND EQUITY-GROWING AND SUSTAINING BRAND EQUITY