Creating Brand Equity - Kotler - Keller
1.What is a brand and how does branding work?
Brand is 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.
The purpose of branding is to create demand for the product that a particular firm is offering or marketing or selling. A satisfied buyer can repurchase the same product only when it is identified uniquely and branding provides the means through firms provide unique identification to their products targeted at various segments in the product or need market.
2. What is brand equity?
Brand equity brand value is associate with the customers. If more customers recognize the brand and show preference for the brand, the brand has more value. Customer-based brand equity is the differential effect brand has on consumer response to the marketing activities of that brand. A brand has positive customer-based brand equity or value when consumers react more favorably to a product's marketing activity conducted with the brand name in comparison to marketing activity conducted without disclosing the brand name.
3. How is brand equity measured and managed?
BrandAsset Valuator
Brandz
Brand Resonance Model
Brand audit
Brand tracking studies
Brand reinforcement
Brand revitalization
4. What are the important brand architecture decisions involved in developing a branding strategy?
Choosing Brand elements
Developing brand elements
Decisions to use either or combinations of - Corporate umbrella brand name - Separate product family brand names - Target offer brand name.
Creating Brand Equity - Chapter Sections
How Does Branding Work?
Defining Brand Equity
Building Brand Equity
Measuring Brand Equity
Managing Brand Equity
Devising a Branding Strategy
Customer Equity
Marketing Excellence of McDonald's
Marketing Excellence of Procter & Gamble
How Does Branding Work?
Defining Brand Equity
BrandAsset Valuator
Energized differentiation
Relevance
Esteem
Knowledge
Brandz
Power
Premium
Potential
Brand Resonance Model
4. Resonance
3. Judgments - Feeling
2. Performance - Imargery
1. Salience
Building Brand Equity
Initial choices for brand elements
Product, service and marketing activities
Other associations
Measuring Brand Equity
Managing Brand Equity
Devising a Branding Strategy
Customer Equity
Marketing Excellence of McDonald's
Marketing Excellence of Procter & Gamble
Updated on 8 October 2019, 9 September 2019.
Listened to four presentations related to Brand Equity. Research papers and articles of Keller presented by fellow program batch members.
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