Professional Documents
Culture Documents
Brand Equity
When a commodity becomes a
in the market
The difference between the intrinsic
and perceived value of the product
Power Brands
Generates enormous profits
Expands future strategic
opportunities
Personality
Emotional bond with the customer
Generates relationships measurably
Presence
Seem to be present everywhere,
enforcing distinctiveness
National/international scale
Successful brand extensions
Multiple concept and channels
Brand managers of
market-savvy companies
Superior insight into customer needs
need
Ability to devise product/services
Grades
Intangibles of brand
equity
Company name
Brand name
Slogan and its
underlying
associations
Perceived quality
Brand awareness
Customer base
Trademarks and
patents
Channel
relationships
Customer loyalty
Customer
confidence
Competitive
advantage
Value Proposition
Broad positioning
Specific positioning
Value positioning
promises
Manage customer brand contacts to
meet and exceed customer
expectations
Porters strategic
choices
Product differentiator
Low cost leader
Nicher
Positioning guards
Should not be overpositioned
Should not be underpositioned
Should not be ambiguous
Should not promise irrelevant
benefits
Promise should be credible
pronounce/remember/recognise
Be distinctive
Not have poor meanings in other
countries or languages
Brand Associations
owned word
Slogans
Colours
Symbols and logos
Brand Ambassadors
These are used to create the Brand
Brand Status
Step up advertising
Product should be
phased out
Troubled brand.
Product upgradation
required
Esteem
Familiarity
Brand Vitality
Differentiation in consumers mind
Differentiation relevant to
consumers need
Brand Pitfalls
Brand experience must match brand
image
Calls for managing every brand
contact
PRACTICAL BRANDING
LABEL DESIGN, POSTER, STICKER,LOGO
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