Building, Measuring and Managing
Brand Equity Priyanka IIT Kanpur
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
Secondary sources of brand knowledge
Measuring Brand Equity
Brand Equity can be measured by
The 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
Recap • Three main sets of brand equity drivers • Measuring brand equity • Brand reinforcement and revitalization for managing brand equity
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