Brand Equity

Marketing Management, 12/e A South Asian Perspective 10 Creating Brand Equity… Vikas sarolia

Chapter Questions… ,[object Object],[object Object],[object Object],[object Object]

Brand… A name, term, sign, symbol or design, or a combination of them, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors

Attributes of Strong Brands… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

The Role of Brands… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Branding… Endowing products and services with the power of a brand.

Brand Equity… The differential effect that brand knowledge has on consumer response to the marketing of that brand.

Marketing Advantages of Strong Brands… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Brand Promise… The marketer’s vision of what the brand must be and do for Consumers.

Brand Elements… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Brand Element Choice Criteria… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Slogans… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Interbrand’s Brand Equity Formula…

Devising a Branding Strategy…

Branding Terms… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Brand Roles in a Brand Portfolio…

Brand Equity

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