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Brand Equity
1.
Marketing Management, 12/e
A South Asian Perspective 10 Creating Brand Equity… Vikas sarolia
2.
3.
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
4.
5.
6.
Branding… Endowing products
and services with the power of a brand.
7.
Brand Equity… The
differential effect that brand knowledge has on consumer response to the marketing of that brand.
8.
Brand Associations…
9.
10.
Brand Promise… The
marketer’s vision of what the brand must be and do for Consumers.
11.
Brand Equity Models…
12.
Drivers of Brand
Equity…
13.
14.
15.
16.
Measuring Brand Equity…
17.
Interbrand’s
Brand Equity Formula…
18.
Managing Brand Equity…
19.
Devising a Branding
Strategy…
20.
21.
Brand Naming…
22.
Brand Roles in
a Brand Portfolio…