BRAND

DEFINTION OF BRAND
A 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. (American marketing
Association)

DIFFERENTIATION
Functional,

Symbolic,

rational or tangible

emotional or intangible

ADVANTAGES OF
BRANDING
For

consumer

Identify the sources

Assign responsibility
Difference in perception

For

organization

Legal protection
Quality
Security of demand
Entry barrier
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APPLICATION OF
BRANDING
Physical

goods

Services
Stores
Persons
Places
Organizations
Ideas
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BRAND PERSONALITY
The

set of human characteristics associated

with a given brand
Demographics
(Gender, Age, Socioeconomic class)
Lifestyle

(activities, interests, opinions)

Human personality traits

(extroversion, agreeableness, dependability)
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BRAND EQUITY
Brand

Equity is a set of assets (and

liabilities) linked to a brands name and

symbol that adds to (or subtracts from) the
value provided by a product to a firm and /
or that firms customers.
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 The

BRAND EQUITY
CONSUMERS
PERSPECTIVE

differential effect that brand knowledge

has on consumer response to the marketing
of that brand.
Differences in consumer response
Consumer knowledge
Consumer perception, preference and behaviour

BRAND EQUITY BENEFITS

Improved

perceptions of product performance

Greater loyalty
Less vulnerability to competitive marketing
actions
Less vulnerability to marketing crises
Larger margins
More inelastic consumer response to price
increases
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 More

elastic consumer response to price

decreases
Greater trade cooperation and support
Increased
marketing
communications
effectiveness
Possible licensing opportunities
Additional brand extension opportunities
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BRAND EQUITY
MEASUREMENT
Brand Audit
Brand Inventory
Brand Exploratory

Brand

Tracking

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BRAND VALUATION
The

job of estimating the total financial

value of the brand

The

price premium the brand commands

times the extra volume it moves over an
average brand
Price premium

extra volume
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