Chap 10,creating brand & brand equity
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This slide will give complete view of brand & Brand equity related solution Regards Rajesh Kumar, manager(Digital marketing) www.jrinfptech.com
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Chap 10,creating brand & brand equity
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- 5. • Brand represents the consumer’s perceptions and feelings about a product and its performance. • It is the company’s promise to deliver a specific set of features, benefits, services, and experiences consistently to the buyers • It is a name, term, sign, symbol or design, or a combination of them
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- 7. Brand equity It is the differential effect that the brand name has on customer response to the product and its marketing
- 9. Branding Strategy: Building Strong . Brands .
- 10. . . Strong Relationship Bonding Advantage Performance Relevance Presence Weak Relationship
- 12. . . Brand Elements Marketing Activities Meaning Transference
- 13. . . Brand names URLs Slogans Elements Logos Characters Symbols
- 14. . . • Memorable • Meaningful • Likeability • Transferable • Adaptable • Protectable
- 15. . . Personalization Integration Internalization
- 16. • Choose the right moment • Link internal and external marketing • Bring the brand alive for employees
- 18. . . Brand Audits Brand Tracking Brand Valuation
- 19. . Brand 2006 Brand Value (Billions) . . Coca-Cola $67.00 Microsoft $56.93 IBM $56.20 GE $48.91 Intel $38.32 Nokia $30.13 Toyota $27.94 Disney $27.85 McDonald’s $27.50 Mercedes-Benz $22.13
- 20. . . Brand Reinforcement Brand Revitalization Brand Crises
- 21. . 2010 Ranking Brands 2009 Ranking • 1. Nokia Mobile Phones 1. • 2. Colgate 2. • 3. Lux 3. • 4. Dettol 5. • 5. Britannia 9. • 6. Lifebouy 4. • 7. Clinic Plus 15. • 8. Pond’s 16. • 9. Fair & Lovely 18. • 10. Pepsodent 8.