1. Creating Brand Equity

2. ESPN: A Strong Brand

3. Kerala Tourism has successfully branded the destination with a brand name, logo, and the tagline “God’s Own Country”

6. The Role of Brands Identify the maker Simplify product handling Organize accounting Offer legal protection

7. The Role of Brands Signify quality Create barriers to entry Serve as a competitive advantage Secure price premium

10. Brand Knowledge Knowledge Thoughts Experiences Beliefs Images Feelings

12. Apple is a Strong Brand

14. Burger King Builds Its Brand with Social Connectivity

16. BAV Key Components Differentiation Energy Relevance Esteem Knowledge

17. Brand Dynamics Pyramid Presence Relevance Performance Advantage Bonding Strong Relationship Weak Relationship

18. Aaker Model Brand Identity Extended Identity Elements Brand Essence Core Identity Elements

19. Brand Resonance Pyramid

20. Drivers of Brand Equity Brand Elements Marketing Activities Meaning Transference

21. Brand Elements Elements Slogans Brand names URLs Logos Symbols Characters

24. Designing Holistic Marketing Activities Personalization Integration Internalization

26. Secondary Sources of Brand Knowledge

27. Measuring Brand Equity Brand Audits Brand Tracking Brand Valuation

28. The 10 Most Valuable Brands $22.13 Mercedes-Benz $27.50 McDonald’s $27.85 Disney $27.94 Toyota $30.13 Nokia $38.32 Intel $48.91 GE $56.20 IBM $56.93 Microsoft $67.00 Coca-Cola 2006 Brand Value (Billions) Brand

29. Managing Brand Equity Brand Reinforcement Brand Revitalization Brand Crises

31. Devising a Branding Strategy Develop new brand elements Apply existing brand elements Use a combination of old and new

33. Brand Naming Individual names Blanket family names Separate family names Corporate name-individual name combo

35. Brand Roles in a Brand Portfolio Flankers Low-end Entry-level High-end Prestige Cash Cows