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 COMPETITION”

1. IDENTIFYING AND ESTABLISHING BRAND POSITIONING

2. PLANNING AND IMPLEMENTING BRAND MARKETING PROGRAMS

3. MEASURING AND INTERPRETING BRAND PERFOMANCE

4. GROWING AND SUSTAINING BRAND EQUITY

1. MENTAL MAPS2. COMPETITIVE FRAME OF REFERENCE3. POP AND POD4. CORE BRAND ASSOCIATION5. BRAND MANTRA

1. MIXING AND MATCHING OF BRAND ELEMENTS

2. INTEGRATING BRAND MARKETING ACTIVITIES

3. LEVERAGING SECONDERY ASSOCIATION

1. BRAND VALUE CHAIN2. BRAND AUDITS3. BRAND TRACKING4. BRAND EQUITY MANAGEMENT SYSTEMS

1. BRAND-PRODUCT MATRIX2. BRAND PORTFOLIOS AND HIERACHIES3. BRAND EXPANSION STRATEGIES4. BRAND REINFORCEMENT AND

REVITALISATION

CBBE – CUSTOMER BASED BRAND EQUITY IS THE DIFFERENTIAL EFFECT THAT BRAND KNOWLEDGE HAS ON CONSUMER RESPONSE TO THE MARKETING OF THE BRAND

BRAND AWARENESS BRAND IMAGE BRAND ASSOCIATION

1. ENSURE IDENTIFICATION OF THE BRAND WITH CUSTOMERS AND AN ASSOCIATION OF THE BRAND IN CUSTOMER’S MINDS WITH A SPECIFIC PRODUCT CLASS OR CUSTOMER NEED.

2. FIRMLY ESTABLISH THE TOTALITY OF BRAND MEANING IN THE MIND OF CUSTOMERS BY STRATEGICALLY LINKING A HOST OF TANGIBLE AND INTANGIBLE BRAND ASSOCIATIONS WITH CERTAIN PROPERTIES.

3. ELICIT THE PROPER CUSTOMER RESPONSES TO THIS BRAND IDENTIFICATION AND BRAND MEANING.

4. CONVERT BRAND RESPONSE TO CREATE AN INTENSE, ACTIVE LOYALTY RELATIONSHIP BETWEEN CUSTOMERS AND BRAND.

THIS IMPLYS1. WHO ARE YOU (BRAND IDENTITY)

2. WHAT ARE YOU (BRAND MEANING)

3. WHAT ABOUT YOU ? WHAT DO I THINK OR FEEL ABOUT YOU (BRAND RESPONSE)

4. WHAT ABOUT YOU AND ME ? WHAT KIND OF ASSOCIATIONAND HOW MUCH OF CONNECTION WOULD I LIKE TO HAVE WITH YOU ? (BRAND RELATIONSHIP)

1. MEMORABILITY2. MEANINGFULNESS3. LIKABILITY4. TRANSFERABILITY5. ADAPTABILITY6. PROTECTABILITY

PRODUCT PRICE PLACE IMC (PROMOTIONS)

1. COMPANIES2. COUNTRIES OR OTHER GRAPHICAL AREAS3. CHANNELS OF DISTRIBUTION4. OTHER BRANDS ( CO-BRANDING)5. CHARACTERS (LICENSING)6. SPOKESPERSONS (ENDORSEMENTS)7. EVENTS8. OTHER THIRD PARTY SOURSES (AWARDS

OR

REVIEWS)