Managing brand equity ppt
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This document discusses managing brand equity and defines key concepts. It explains that a brand differentiates a seller's products and services from competitors. Marketers must teach consumers "who" the brand is and "why" they should care. Brand equity refers to the value added to products and services from brand assets and liabilities in consumers' minds. The document then defines brand loyalty, awareness, perceived quality, and association, which are important components of brand equity. It provides examples of how to achieve awareness and outlines factors that influence associations.
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A brand is a name, logo, symbol or design that identifies a product or service and differentiates it from competitors. It creates value by signaling quality, building loyalty and allowing price premiums. Developing a strong brand involves crafting a consistent promise or personality conveyed through all customer interactions to positively influence perceptions. Key aspects include top management commitment, consistent internal-external messaging, refreshing the brand over time, and guiding the brand style for all employees. Strong brands strengthen loyalty, attract customers, build trust and feelings of security to create memorable positive experiences.
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This document discusses strategic brand management and building customer-based brand equity. It defines a brand and introduces the challenges of modern branding. Brand equity is defined as the marketing effects attributable to a brand's name compared to an unnamed product. Customer-based brand equity depends on customer brand knowledge and marketing response. The determinants of customer-based brand equity are brand awareness and unique, favorable brand associations. Strategic brand management involves identifying brand positioning, implementing marketing programs, measuring performance, and sustaining equity over time.
strategicbrandmanagement-131222041952-phpapp01.pptx
This document provides an introduction and overview of strategic brand management. It discusses key concepts such as the definition of a brand, the role and advantages of strong brands, brand elements, and models for measuring brand equity. The document outlines Aaker's brand equity model and the customer-based brand equity pyramid, which illustrates how brand identity, meaning, response, and relationships can build resonance between the customer and the brand.
Strategicbrandmanagement
This document provides an introduction and overview of strategic brand management. It discusses key concepts such as the definition of a brand, the role and advantages of strong brands, and the strategic brand management process. The document also introduces Aaker's model of brand equity, which examines brand awareness, associations, perceived quality, and loyalty, and describes how these elements can be measured. Finally, it outlines Keller's customer-based brand equity pyramid, which analyzes how brand identity, meaning, response, and relationships can create resonance between customers and a brand.
Strategic Design
In most cases, art/design students have little idea of how business works. This presentation is an overarching view of the strategic role of design in business, but also peppered with some critical questions.
Semelhante a Managing brand equity ppt (20)
Downloads abc 2006 - presentation downloads-brand advertising
Downloads abc 2006 - presentation downloads-brand advertising
strategicbrandmanagement-131222041952-phpapp01.pptx
strategicbrandmanagement-131222041952-phpapp01.pptx
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在线办理(英国UWS毕业证书)西苏格兰大学毕业证学位证一模一样
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6:个人职称评审加20分
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8:在国家人才网主办的国家网络招聘大会中纳入资料，供国家高端企业选择人才
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janani Digital Marketer|Digital Marketing consultant|Marketing Promotion|Coim...
Myself Janani Digital marketing consultant located in coimbatore I offer all kinds of digital marketing services for your business requirements such as SEO SMO SMM SMO CAMPAIGNS content writing web design for all your business needs with affordable cost
Digital Marketing Services | Techvolt Software :
Digital Marketing is a latest method of Marketing techniques widely used across the Globe. Digital Marketing is an online marketing technique and methods used for all products and services through Search Engine and Social media advertisements. Previously the marketing techniques were used without using the internet via direct and indirect marketing strategies such as advertising through Telemarketing,Newspapers,Televisions,Posters etc.
List of Services offered in Digital Marketing |Techvolt Software :
Techvolt Software offers best Digital Marketing services for promoting your products and services through online platform on the below methods of Digital marketing
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5. Campaigns
Importance | Need of Digital Marketing (Online Promotions) :
1. Quick Promotions through Online
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3. Latest Technology development vs Business promotions
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Techvolt Software offers Free website design for all customer and clients who is availing the digital marketing services for a minimum period of 6 months.
With Regards
Janani Digital Marketer
Coimbatore,Tamilnadu.
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Managing brand equity ppt
- 2. “A brand is a “name, term, sign, symbol, or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of Competitors”.
- 4. Consumers need to know why they should prefer your product to that Of your competitors that is why as marketers we have a duty to teach them “who” the product is and “why” they should care.
- 5. A set of brand assets and liabilities linked to a brand. It is the added value that endowed to products and services. This value may be reflected in how consumers think, feel, and act with respect to the brand.
- 7. BRAND LOYALITY BRAND AWARENESS PERCEIVED QUALITY BRAND ASSOCIATION
- 8. Brand loyalty is a measure of the attachment that a customer has to a brand. It reflects how likely a customer will be to switch to another brand, especially when that brand makes a change , either in price or in product feature.
- 9. Reduce marketing cost. Trade {CHANNEL DISTRIBUTION} leverage. Attracting new customers.
- 10. Brand awareness is a marketing term that describes the degree of consumer recognition of a product by its name.
- 11. The purchase funnel showing how awareness of the brand is created within an individual. How to achieve brand awareness Be different, memorable involve a slogan or jingle symbol exposure Publicity Event sponsorship
- 12. Perceived quality The term "Perceived Quality" refers to the quality that customers acknowledge via the look, the touch, and the feel of a car.
- 14. Brand association consists of all brand related thoughts, feelings, perception, images, experiences, beliefs, attitudes, etc.
- 16. 1.Product attributes 2.Customer benefits 3.Relative price 4.Lifestyle/personality 5.Celebrity/person 6.Use/application