1. Cristina M. Garcia Marketing Management Section 2 12 May 2010 Chapter 9: Creating Brand Equity Top 10 Concepts with Medical Applications

3. Concept 1: Branding sets a product apart from the rest Definition Brand Elements Differences in consumer perception KEY:

11. Concept 5: Having the right brand knowledge and right consumers builds brand equity Creating Brand equity

13. Concept 6: Brand equity needs to be measured to be managed well Creating Brand equity Brand Audit Brand-tracking studies

15. Concept 7: Managing brand equity requires a long-term view of marketing actions Creating Brand equity Brand Reinforcement Brand Revitalization

17. Concept 8: Deciding on how to brand new products is critical in a firm’s branding strategy Creating Brand equity Individual names Separate Family Names Blanket Family Names Corporate + Individual Product Names BRAND RELATIONSHIP CONTINUUM

19. Concept 9: Most new products are line extensions Creating Brand equity Positive Feedback New product acceptance

21. Concept 10: Brand portfolios maximize market coverage but minimize brand overlap Creating Brand equity Multiple brands Multiple segments

24. Cristina M. Garcia Marketing Management Section 2 12 May 2010 Chapter 9: Creating Brand Equity Top 10 Concepts with Medical Applications