Chapter6marketingmanagementv2 181123023158

Chapter 6
TABLE OF CONTENTS
• Summary
• How Does Branding Work
• Marketing Intelligence
• Defining Brand Equity
• Building Brand Equity
• Marketing Discussion
• Measuring Brand Equity
• Managing Brand Equity
• Devising a Brand strategy
SUMMARY
3
SUMMARY
• A brand is a name, term, sign, symbol, design, or some
combination of these elements, intended to identify the
goods and services of one seller or group of sellers and to
differentiate them from those of competitors. The different
components of a brand names, logos, symbols, package
designs, and so on are called brand elements.
• Brands are valuable intangible assets that offer a number of
benefits to customers and firms and need to be managed
carefully. The key to branding is that consumers perceive
differences among brands in a product category.
SUMMARY
• Brand equity should be defined in terms of marketing effects
uniquely attributable to a brand. That is, different outcomes
result when a product or service is marketed under its brand
than when it is not.
• Building brand equity depends on three main factors: (1) The
initial choices for the brand elements or identities making up
the brand; (2) the way the brand is integrated into the
supporting marketing program; and (3) the associations
indirectly transferred to the brand by links to some other
entity (the company, country of origin, channel of distribution,
or another brand).
SUMMARY
• Brand audits measure “where the brand has been,” and
tracking studies measure “where the brand is now” and
whether marketing programs are having the intended effects.
• A branding strategy identifies which brand elements a firm
chooses to apply across the various products it sells. In a
brand extension, a firm uses an established brand name to
introduce a new product. Potential extensions must be judged
by how effectively they leverage existing brand equity to a
new product, as well as how effectively they contribute to the
equity of the parent brand in turn
SUMMARY
• Brands may expand coverage, provide protection, extend an
image, or fulfill a variety of other roles for the firm. Each
brand-name product must have a well-defined positioning to
maximize coverage, minimize overlap, and thus optimize the
portfolio.
• Customer equity is a concept that is complementary to brand
equity and reflects the sum of lifetime values of all customers
for a brand.
LEARNING OBJECTIVES
In this chapter we will address the following questions:
• What is a brand, and how does branding work?
• What is brand equity?
• How is brand equity built?
9-8
Copyright © 2012 Pearson
• How is brand equity measured?
• How is brand equity managed?
• What is brand architecture?
• What is customer equity?
Education
Section 1
HOW DOES BRANDING WORK?
Steps In Strategic Brand Management
• Marketers of successful 21st- Identifying and establishing
century brands must excel at brand positioning
the strategic brand
management process.
Strategic brand management
combines the design and Planning and implementing
implementation of marketing brand marketing
activities and programs to
build, measure, and manage
brands to maximize their
Measuring and interpreting
value. brand performance
• The strategic brand

management process has four
main steps: Growing and sustaining
brand value
What Is A Brand?
Perhaps the most distinctive
skill of professional marketers Create Brands
is their ability to:
Maintain Brands
Enhance Brands
Protect Brands.
What Is A Brand?
“A brand is 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
The Role Of Brands
They are eight (8) main roles of brands:
Identify the
maker
Simplify
Secure price
product
premium
handling
Serve as a
competitive
Role of Organize
accounting
advantage Brands
Create
Offer legal
barriers to
protection
entry
Signify
quality
The Role Of Brands
• Brands identify the source or Identify the maker
maker of a product and allow
consumers either individuals Simplify product handling
or organization
Organize accounting
Offer legal protection
Signify quality
Create barriers to entry
Serve as a competitive advantage
Secure price premium

The Role Of Brands
• The branding in packaging Identify the maker
helps simplify handling and
tracing as well Simplify product handling
Organize accounting
Signify quality

The Role Of Brands
• Brands help to organize Identify the maker
inventory and accounting
records Simplify product handling
Organize accounting
Signify quality

The Role Of Brands
• A brand also offers the firm Identify the maker
legal protection for unique
features or aspects of the Simplify product handling
product.
Organize accounting
Signify quality

The Role Of Brands
• A credible brand signals a Identify the maker
certain level of quality so that
satisfied buyers can easily Simplify product handling
choose the product again
Organize accounting
Signify quality

The Role Of Brands
• Brand loyalty provides Identify the maker
predictability and security of
demand for the firm, and it Simplify product handling
creates barriers to entry that
make it difficult for other Organize accounting
firms to enter the market
Signify quality

The Role Of Brands
• A well-managed brand is so Identify the maker
powerful that it can overcome
almost any other competitive Simplify product handling
advantage
Organize accounting
Signify quality

The Role Of Brands
• Loyalty also can translate into Identify the maker
customer willingness to pay a
higher price often 20 percent Simplify product handling
to 25 percent more than
competing brands Organize accounting
Signify quality

What is Branding?
• Branding is endowing products and services with the power of the brand
• A brand resides in the minds of consumers. It is a perceptual entity rooted in
reality but reflecting the perceptions and idiosyncrasies (habits) of consumers
A Perceptual
Entity in the
mind of
Consumers
Rooted In Reality
A
Brand
A Reflection Of
The Perceptions
And Habits Of
Consumers
Video Time – “The greatest TED Talk ever sold”
“It’s an insightful talk to say the
least, since it makes you wonder if
you really know what your own
brand is about”
 Morgan Spurlock is an award-

winning and Academy Award-
nominated writer, director and
producer and president and
founder of full-service New York-
based production studio Warrior
Poets.
 https://www.youtube.com/watch
?v=Y2jyjfcp1as
Section 2
DEFINING BRAND EQUITY
What Is Brand Equity
The added value

endowed on products
Brand and services. Reflected
in the way consumers
think, feel, respects
Equity brand, in prices, market
share, and profitability
the brand commands
• Recognize that the power of a brand lies in what customers have seen,
read, heard, learned, thought, and felt about the brand over time
What customers
have SEEN
about the brand
overtime
What customers What customers

have FELT about have READ
the brand about the brand
overtime overtime
Power
of the
BRAND
What customers What customers
have THOUGHT have HEARD
about the brand about the brand
overtime overtime
What customers
have LEARN
about the brand
overtime
A brand has positive A brand has negative

customer-based brand customer-based brand
equity when equity if consumers
consumers react more react less favorably to
favorably to products marketing activity for
or services the brand under the
same circumstances
Advantages Of Strong Brands
Improved perceptions of product performance
Greater loyalty
Less vulnerability to competitive
Less vulnerability to crises
Larger margins
More inelastic consumer response
Greater trade cooperation
Increased marketing communications effectiveness
Possible licensing opportunities
What Is A Brand Promise?
A brand promise is the marketer’s vision of what the
brand must be and do for consumers.
Brand Equity Models
• Although marketers agree about
basic branding principles, a Brand Asset Valuator
number of models of brand
equity offer some differing
(BAV)
perspectives.
Brandz
Brand Resonance
Brand Equity Models
• A Brand Asset Valuator is a
metric that is used to analyze Brand Asset
how a brand is perceived by
its consumers in terms of Valuator (BAV)
different attributes.
• It’s created and managed by
the Young & Rubicam Brands Brandz
to provide information about
the brands and how a firm
can improve its marketing
decision process.
Brand
Resonance
Brand Equity Models
• Marketing research
consultants Millward Brown Brand Asset
and WPP have developed the
BRANDZ model of brand Valuator (BAV)
strength, at the heart of
which is the Brand Dynamics
pyramid. Brandz
Brand
Resonance
Brand Equity Models
• It is the level of personal
identification the consumer Brand Asset
has with the brand. It is also
called brand resonance, when Valuator (BAV)
a consumer has a deep
psychological bonding with
the brand. Brandz
• Brand resonance is the most
difficult and highly desirable
level to achieve
Brand
Resonance
BAV Model
BAV Model Insights
• According to the BAV BAV MODEL DYNAMICS
model, it’s important to
measure how Differentiation Is Higher Than
differentiation, relevance, Relevance
esteem, and knowledge
Relevance Is Higher Than
relate to one another so Differentiation
you can determine your
brand strength and stature. Esteem Is Higher Than Knowledge
Knowledge Is Higher Than Esteem

BAV Model Insights
• When your brand is BAV MODEL DYNAMICS
different, consumers are
curious as to why and want Differentiation Is Higher Than
to learn more. This can Relevance
attract customers, get
them to explore the brand, Differentiation
and find out if it is relevant
to them. Esteem Is Higher Than Knowledge

BAV Model Insights
• When your brand is BAV MODEL DYNAMICS
more relevant to
consumers than it is
differentiated from other Differentiation Is Higher Than
Relevance
brands, your brand is no
longer interesting or Relevance Is Higher Than
pulling in consumers. Differentiation
• You are now competing
on relevance alone, Esteem Is Higher Than Knowledge
which means that
consumers will only Knowledge Is Higher Than Esteem
purchase your product
or service based on price
or convenience.
BAV Model Insights
• When consumers hold your BAV MODEL DYNAMICS
brand in high esteem, they
respect and desire your Differentiation Is Higher Than
brand because it is so well Relevance
regarded.
• Consumers want to Differentiation
purchase your product or
service to find out why it Esteem Is Higher Than Knowledge
garners consumer loyalty.
BAV Model Insights
• When consumers claim to BAV MODEL DYNAMICS
already know all about
your company, this can
lead to problems, Differentiation Is Higher Than
especially if they believe Relevance
they know negative things
about your brand. Relevance Is Higher Than
• Consumers who think they Differentiation
don’t need to learn
anything else about your Esteem Is Higher Than Knowledge
brand have already judged
it and this means they may
be looking to learn more
about your competition
and less about you.
BrandZ - Brand Dynamics Pyramid
• Marketing research consultants Millward Brown and WPP have developed
the BrandZ model of brand strength, at the heart of which is the Brand
Dynamics pyramid.
Brand Dynamics Pyramid
• At this level, customers are Level 1: Presence
aware of your brand, they
may have tried your Level 2: Relevance
products and services
before, but they have little
Level 3: Performance
or no emotional
attachment to them
Level 4: Advantage
Level 5: Bonding
• At this level, customers Level 1: Presence
start to think about
whether the brand meets Level 2: Relevance
their wants and needs.
• It’s here that they begin Level 3: Performance
comparing the cost of your
products with respect to
the value these provide. Level 4: Advantage
Level 5: Bonding
• Here, customers begin Level 1: Presence
comparing the brand with
others, to see whether it Level 2: Relevance
delivers on its potential.
• They’re also starting to Level 3: Performance
associate the brand with a
specific identity, and
they’re beginning to Level 4: Advantage
recognize it and associate
with it Level 5: Bonding
• At this level, customers Level 1: Presence
have determined that
there is a distinct Level 2: Relevance
advantage to using the
brand, compared with
Level 3: Performance
others.
• They’re also beginning to
associate the brand with Level 4: Advantage
their emotions
Level 5: Bonding
• Here, customers have Level 1: Presence
established a bond with
the brand. Level 2: Relevance
• They’ve determined that
cost, advantage, and Level 3: Performance
performance are all at
levels that they’re happy
with. Level 4: Advantage
Level 5: Bonding
Brand Resonance Pyramid
• The brand resonance model also views brand building as an ascending
series of steps, from bottom to top
9-46
Education
Brand Resonance Pyramid Stages
• Ensuring customers identify the brand and associate it with a

specific product class or need.
LEVEL 1
• Firmly establishing the brand meaning in customers’ minds by

strategically linking a host of tangible and intangible brand
LEVEL 2 associations.
• Eliciting the proper customer responses in terms of brand-related

judgment and feelings.
LEVEL 3
• Converting customers’ brand response to an intense, active loyalty

LEVEL 4
Brand Building Blocks
• Brand salience is how often
and how easily customers
think of the brand under
various purchase or
consumption situations.
• Brand performance is how

well the product or service
meets customers’ functional
needs.
• Brand imagery describes the
extrinsic properties of the
product or service, including
the ways in which the brand
attempts to meet customers’
psychological or social needs.
• Brand judgments focus on

customers’ own personal
opinions and evaluations.
• Brand feelings are customers’
emotional responses and
reactions with respect to the
brand.
• Brand resonance describes

the relationship customers
have with the brand and the
extent to which they feel
they’re “in sync” with it.
Video Time – “Marketing “Brandfather” Rohan Oza On
Bulletproof Branding”
“Learn from “Hollywood’s
Brandfather” how to put your next
marketing efforts on the A-List”.
 Rohan Oza is a former Chief
Marketing Officer at Coca-Cola, and
mastermind behind some of the most
iconic brands in the consumer space
today. Dubbed “Hollywood’s
Brandfather” by the Hollywood
Reporter, Oza is a global pioneer in
celebrity equity deals, and is known
for turning groundbreaking consumer
products like Vitamin Water and
Smartwater into household names
 https://www.youtube.com/watch?v=
_O_JMsekUKo
Section 3
BUILDING BRAND EQUITY
Brand Elements
• Brand elements are devices,
which can be trademarked, that
identify and differentiate the
brand.
• Most strong brands employ
multiple brand elements. Nike
has the distinctive “swoosh”
logo, the empowering “Just Do
It” slogan, and the “Nike” name
from the Greek winged goddess
of victory
Brand Elements Choice Criteria
Memorable
Meaningful
Likeable
Transferable
Adaptable
Protectable
Memorable
• How easily do consumers recall
and recognize the brand
element, and when—at both
purchase and consumption?
Meaningful
• Is the brand element credible?
Does it suggest the
corresponding category and a
product ingredient or the type of
person who might use the
brand?
Likable
• How aesthetically appealing is
the brand element? A recent
trend is for playful names that
also offer a readily available URL,
like Flickr photo sharing, a social
networking.
Transferable
• Can the brand element introduce
new products in the same or different
categories?
Adaptable
• How adaptable and updatable is the
brand element? The face of Betty
Crocker has received more than
seven makeovers in 87 years, and she
doesn’t look a day over!
Protectable
• How legally protectable is the brand
element? Kleenex, Scotch Tape,
Xerox, and Fiberglass should retain
their trademark rights and not
become generic.
Slogans
• Slogans are an extremely efficient means to build brand equity. They
can function as useful “hooks” to help consumers grasp what the
brand is and what makes it special.
Secondary Sources Of Brand Knowledge
Secondary Sources Of Brand Knowledge
• The third and final way to build brand equity is, in effect, to
create brand equity by linking the brand to other information in
memory that conveys meaning to consumers
• These “secondary” brand associations can link the brand to
sources, such as the company itself (through branding
strategies), to countries or other geographical regions (through
identification of product origin), and to channels of distribution
(through channel strategy); as well as to other brands (through
ingredient or co-branding), characters (through licensing),
spokespeople (through endorsements), sporting or cultural
events (through sponsorship), or some other third party sources
(through awards or reviews).
Internal Branding
Internal Consists of activities and processes that help inform and

inspire employees. The brand promise will not be delivered
Branding unless everyone in the company lives the brand
Choose the right moment - Turning points are ideal

opportunities to capture employees’ attention and
imagination
Link internal and external marketing - Internal and external

messages must match use of Internet technology
Bring the brand alive for employees - Internal

communications should be informative and energizing
Brand Equity Models - Discussion
• How can you relate the different models of brand equity in
this chapter to each other?
• How are they similar?
• How are they different?
• Can you construct a brand-equity model that incorporates the
best aspects of each model?
Brand Equity Models - Answer
• Brand equity depends on three main factors: the initial choice
for the brand elements or identities making up the brand, the
way the brand is integrated into the supporting marketing
programs; the associations indirectly transferred to the brand
by linking the brand to some other entity.
• Brand equity needs to be measured and managed well.
Branding strategy identifies which brand elements a firm
chooses to apply across the various products it sells. Brands
play a number of roles within a brand portfolio: expand
coverage, provide protection, extend an image, or fulfill a
variety of other roles as dictated by the firm’s strategy.
• Their similarity rests in their execution and the overall
strategic direction of the firm. Their differences lie in the
“role” designated for each brand. As long as the firm identifies
and maintains a consistent “role” for each of its brands, the
brand portfolio will and can maximize coverage and minimize
brand interactions and overlaps. If the firm does not maintain
a consistent “role” for each brand, it runs the risk of
destroying brand integrity.
• A brand equity model that incorporates the best aspects of
each model becomes the challenge and the “art” of
marketing. In such a model, each brand contains its own
identity, has an integrated marketing program designed
around such identity, and has the associations consistent with
its identity. Additionally, the brand has a strategy that defines
its positioning within the market and the firm, has a strategy
that has defined its “role” within the corporate structure with
a well-defined positioning statement, and maximizes coverage
with minimal brand interference and cannibalization of other
corporate brands
Section 4
MEASURING BRAND EQUITY
Brand audits A brand audit is a consumer-focused series of procedures
to assess the health of the brand, uncover its sources of
brand equity, and suggest ways to improve and leverage
its equity
Brand tracking Brand-tracking studies collect quantitative data from

consumers over time to provide consistent, baseline
information about how brands and marketing programs
are performing
Brand valuation Marketers should distinguish brand equity from brand

valuation, which is the job of estimating the total
financial value of the brand
Interbrand Brand Valuation Method
• Top brand-management firm Interbrand has developed a
model to formally estimate the dollar value of a brand.
• Interbrand believes marketing Market
and financial analyses are equally Segmentation
important in determining the
value of a brand. Its process
follows five steps as shown here: Financial
Analysis
Branding
Brand Strength
Brand Value
Calculation
• Market Segmentation—The first Market
step is to divide the market(s) in Segmentation
which the brand is sold into
mutually exclusive segments that
help determine variances in the Financial
brand’s economic value. Analysis
Branding
Brand Strength
Brand Value
Calculation
• Financial Analysis—Interbrand Market
assesses purchase price, volume, Segmentation
and frequency to help calculate
accurate forecasts of future
brand sales and revenues. Financial
Analysis
Branding
Brand Strength
Brand Value
Calculation
• Branding—Interbrand next Market
attributes a proportion of Segmentation
Intangible Earnings to the brand
in each market segment, by first
identifying the various drivers of Financial
demand, then determining the Analysis
degree to which the brand
directly influences each.
Branding
Brand Strength
Brand Value
Calculation
• Brand Strength—Interbrand then Market
assesses the brand’s strength Segmentation
profile to determine the
likelihood that the brand will
realize forecasted Brand Financial
Earnings. Analysis
Branding
Brand Strength
Brand Value
Calculation
• Lastly we have the Brand Value Market
Calculation—Brand Value is the Segmentation
net present value (NPV) of the
forecasted Brand Earnings,
discounted by the Brand Financial
Discount Rate. Analysis
Branding
Brand Strength
Brand Value
Calculation
Video Time – “Mastercard CMO On Brands Standing Up For
Something”
“Priceless Movements and what it
takes for a brand like Mastercard to
be authentic”.
• Raja Rajamannar is Chief Marketing

& Communications Officer of
Mastercard and President of its
Healthcare business. He is
responsible for building the
Mastercard brand, driving business
and advancing sustainable
competitive edge for the company.
• https://www.youtube.com/watch?v=
z1MiXM46zAE
Section 5
MANAGING BRAND EQUITY
Brand Reinforcement majorly
focuses on maintaining the Brand
Equity by keeping the brand alive
among both the existing and new
customers.
Brand
reinforcement
Brand
revitalization
This can be done through
consistently conveying the meaning
of brand in terms of:
Brand
• What are the products under the reinforcement
brand? What are its core benefits
and how it satisfies the demand?
• How is the brand different from

other brands? How it enables a
customer to make a strong, Brand
unique and favorable association revitalization
in their minds?
Brand Revitalization is the
marketing strategy adopted when
the product reaches the maturity
stage of product life cycle, and
profits have fallen drastically.
Brand
reinforcement
Brand
revitalization
• Example: Mountain Dew, A Pepsi
product, was launched in 1969
with the tagline “Yahoo
Mountain Dew” that flourished
in the market till 1990. The sales
Brand
of mountain dew declined due to reinforcement
which it was re-positioned, its
packaging was changed, and the
tagline was changed to “Do the
Dew”.
• It targeted the young males
showing their audacity in
Brand
performing the adventurous revitalization
sports. This led the Mountain
Dew to the fifth position in the
beverage industry.
McDonald - Questions
1. What are McDonald’s core brand values? Have these
changed over the years?
2. How has McDonald’s grown its brand equity over the years?
Has McDonald’s changed in different economic times or in
different parts of the world? Explain.
2. What risks do you feel McDonald’s will face in the future
McDonald - Answer
1. What are McDonald’s core brand values? Have these changed
over the years?
• McDonald’s core brand values are quality, service, cleanliness, and
value. McDonald’s, for a time, got away from its core brand values
but started the “plan to win,” helping it to re-focus on a better,
higher-quality consumer experience.
2. How has McDonald’s grown its brand equity over the years? Has
McDonald’s changed in different economic times or in different
parts of the world? Explain.
• McDonald’s adjusts product offerings to fill unmet needs – like
relatively lower cost, healthy alternatives for moms when the
recession affected people’s ability to eat out at sit-down restaurants
and $1 menu options for lower income consumers and teens. It also
redesigned restaurants with consumer needs in mind. It also
expands its consumer base through product offerings like McCafe
and via global growth.
3. What risks do you feel McDonald’s will face in the future?
• Use Michael Porter’s Five Forces model to fully answer this question
Section 6
DEVISING A BRAND STRATEGY
DEVISING A BRANDING STRATEGY
It can develop
new brand
elements for the
new product
Brand architecture-
reflects the number It can apply
and nature of both some of its
common and existing brand
distinctive brand elements
elements
It can use a
combination of
new and existing
brand elements
9-84
Branding Terms

• Brand line • Line extension
Education
• Brand mix • Category extension
• Brand extension • Branded variants
• Sub-brand • Licensed product
• Parent brand
• Family brand
Branding Terms
A brand line consists of all products—original as

well as line and category extensions—sold
under a particular brand.
Branding Term
A brand mix (or brand assortment) is the set of

all brand lines that a particular seller makes
When a firm uses an established brand to

introduce a new product, the product is called a
brand extension
When marketers combine a new brand with an

existing brand, the brand extension can also be
called a sub-brand, such as Hershey Kisses
candy, Adobe Acrobat software and Toyota
Camry
Branding Terms
Branding Term
The existing brand that gives birth to a brand
extension or sub-brand is the parent brand
If the parent brand is already associated with

multiple products through brand extensions, it
can also be called a master brand or family
brand
In a line extension, the parent brand covers a

new product within a product category it
currently serves, such as with new flavors,
forms, colors, ingredients, and package sizes
Branding Terms
In a category extension, marketers use the

Branding Term
parent brand to enter a different product
category, such as Swiss Army watches
Many companies are introducing branded

variants, which are specific brand lines supplied
to specific retailers or distribution channels
A licensed product is one whose brand name

has been licensed to other manufacturers that
actually make the product.
Reasons For Brand Portfolios
• A brand can only be stretched so
far, and all the segments the firm
would like to target may not view
the same brand equally
favorably.
• Marketers often need multiple
brands in order to pursue these
multiple segments.
• Some other reasons for
introducing multiple brands in a
category include increasing shelf
presence and retailer
dependence in the store,
attracting consumers seeking
variety, increasing internal
competition within the firm, and
yielding economies of scale in
advertising, sales, merchandising,
and distribution.
Brand Roles In A Brand Portfolio
• Brands can also play a number of
specific roles as part of a Flankers
portfolio.
Cash cows
Low-end, entry-level
High-end prestige
Brand Roles In A Brand Portfolio
Flanker or “fighter” brands are positioned with respect to
Brands competitors’ brands so that more important (and more profitable)
portfolio flagship brands can retain their desired positioning.
roles
Companies can effectively “milk” these “cash cow” brands by
capitalizing on their reservoir of brand equity
The role of a relatively low-priced brand in the portfolio often may

be to attract customers to the brand franchise. Retailers like to
feature these “traffic builders” because they are able to “trade up”
customers to a higher-priced brand.
The role of a relatively high-priced brand often is to add prestige

and credibility to the entire portfolio
Brand Extensions
• Many firms have decided to
leverage their most valuable
asset by introducing a host of
new products under their
strongest brand names.
• Most new products are in fact
line extensions - typically 80
percent to 90 percent in any one
year.
• Moreover, many of the most
successful new products, as rated
by various sources, are
extensions.
• Two main advantages of brand
extensions are that they can
facilitate new-product
acceptance and provide positive
feedback to the parent brand
and company.

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Chapter 6

• The strategic brand

Offer legal protection

Create barriers to entry

Serve as a competitive advantage

Secure price premium

Offer legal protection

Create barriers to entry

Serve as a competitive advantage

Secure price premium

Offer legal protection

Create barriers to entry

Serve as a competitive advantage

Secure price premium

Offer legal protection

Create barriers to entry

Serve as a competitive advantage

Secure price premium

Offer legal protection

Create barriers to entry

Serve as a competitive advantage

Secure price premium

Create barriers to entry

Serve as a competitive advantage

Secure price premium

Offer legal protection

Create barriers to entry

Serve as a competitive advantage

Secure price premium

Offer legal protection

Create barriers to entry

Serve as a competitive advantage

Secure price premium

 Morgan Spurlock is an award-

The added value

What customers What customers

A brand has positive A brand has negative

Knowledge Is Higher Than Esteem

Knowledge Is Higher Than Esteem

• Ensuring customers identify the brand and associate it with a

• Firmly establishing the brand meaning in customers’ minds by

• Eliciting the proper customer responses in terms of brand-related

• Converting customers’ brand response to an intense, active loyalty

• Brand performance is how

• Brand judgments focus on

• Brand resonance describes

Internal Consists of activities and processes that help inform and

Choose the right moment - Turning points are ideal

Link internal and external marketing - Internal and external

Bring the brand alive for employees - Internal

Brand tracking Brand-tracking studies collect quantitative data from

Brand valuation Marketers should distinguish brand equity from brand

• Raja Rajamannar is Chief Marketing

• How is the brand different from

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A brand line consists of all products—original as

A brand mix (or brand assortment) is the set of

When a firm uses an established brand to

When marketers combine a new brand with an

If the parent brand is already associated with

In a line extension, the parent brand covers a

In a category extension, marketers use the

Many companies are introducing branded