2. Outline
I.
Definition of a Brand, Branding
and Brand Equity
II. The Role of Branding
III. Models for Building Brand Equity
IV. Factors for Building Brand Equity
17. What is a brand?
A brand is defined as 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.
19. What is branding equity?
Brand equity is the added value
endowed on products and
services, which may be reflected
in the way consumers, think,
feel, and act with respect to the
brand.
20. What is the power of a
brand?
•
•
•
•
Signals a level of quality
Creates entry barriers
Customers pay higher prices
Competitive advantage
22. Brand Resonance Model: Pyramid
Stages of Brand Dev’t.
Relationships
Brand Building Blocks
Resonance
Objective
Intense,
active loyalty
Positive,
accessible
reactions
Response
Judgements/
Feelings
Meaning
Performance /
Imagery
Strong, favorable
& unique
Identity
Salience
Deep, broad
brand awareness
23. 3 Drivers for Building
Brand Equity
• Brand elements
• Product, service and accompanying
marketing activities and supporting
programs
• Other associations directly transferred
to the brand by linking it to some
other entity
26. Managing Brand Equity
• Reinforcement
• Revitalization
Devising a Brand Strategies
• New brand elements for new products
• Apply existing brand elements
• Combination of new and exisiting
27. Summary
•
•
•
•
Brand … Branding … Brand Equity
Roles of branding
Models for building brand equity
Drivers of brand equity
Creating brand equity increases
product value and strong identity
