The Role of Brands

The Scope of Branding

The added value endowed on
products and services. It may
reflected the customer think, Differences in customer
feel and act with respect to response
the brand
Defining Brand Equity Brand knowledge

Brand equity is a bridge

1. Differentiation (seen as
differ from others)
2. Energy (momentum)
4. Esteem (regarded and
respected)
What is Brand Equity Brand Asset Valuator 3. Relevance (breadth of
acquition brands appeal)
retention Customer Equity 5. Knowledge (how familiar
add on spending and intimate customer with
Brand equity Models the brand)
Brandz
individual name
Aaker Model
blanket family name
Branding decisions Brand salience
separate family names for all
products Brand performance

Advantages of brand Brand imagery

Brand Resonance Model
extentions Devising a Branding Brand judgment
Strategy Creating Brand
Disadvantage of Brand Branding Extentiosn Brand Feelings
exstentions
Equity
Brand resonance
Flankers
Cashcow The initial choices for the
Brand portfolios brand elements ( logo,
Low-end entry level
symbols)
high end prestige
The Product and service an all
marketing activities
Brand equity drivers
Brand Reinforcement Other association indirectly
Measuring Brand Equity
Brand revitalization transferred to the brand by
linking to some other entity
memorable
meaningful
Building Brand Equity Likeable
Brand Element Choice Criteria
Choosing Brand elements Transferable
Adaptable
Protectible
Developing Brand Elements

Designing Holistic Marketing personalized

Activities integration
internalization
Leveraging Secondary
association