How is brand equity built,measured,and managed
-
Upload
sameer-mathur -
Category
Marketing
-
view
30 -
download
2
Transcript of How is brand equity built,measured,and managed
BUILDING, MEASURING AND MANAGEMENT OF BRAND EQUITY
BUILDING BRAND EQUITY
From a marketing management perspective, there are three main sets of brand equity drivers: 1.Choosing brand elements 2.Designing holistic marketing activities 3.Leveraging secondary associations
CHOOSING BRAND ELEMENTS
Brand elements are devices, which can be trademarked, that identify and differentiate the brand 1.Brand element choice criteria 2.Developing brand elements
The rupee symbol has been added to the Unicode Standard and is being included in computer and laptop keyboards to facilitate easier typing and printing .
Designing Holistic Marketing Activities
These activities include: Brand contact - Any information-bearing experience, a customer or prospect has with the brand
Integrated marketing – Mixing and matching marketing activities to maximize individual and collective effects
Johnson & Johnson has become one of the most popular brands in Indian and South Asian markets because of its well integrated marketing program
Leveraging Secondary Associations
Brand equity is achieved by linking the brand to other information in memory that conveys meaning to consumers. It includes: 1.Internal Branding 2.Brand Communities
MEASURING BRAND EQUITY
BRAND VALUE CHAIN
Managing Brand Equity
As a company’s major enduring asset, a brand needs to be carefully managed so its value does not depreciate. It includes: 1. Brand Reinforcement 2. Brand Revitalization
1 Three main sets of brand equity drivers 2 Measuring brand equity 3 Brand reinforcement and revitalization for managing brand equity
RECAP
Created by Bhaskar Bora, NIT Silchar, during an internship by Prof. Sameer
Mathur, IIM Lucknow.www.IIMInternship.com
DISCLAIMER