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Creating
Brand Equity
Marketing Management
A South Asian Perspective, 13th ed
Chapter Questions
Organize accounting
Signify quality
Serve as a competitive
advantage
Branding is endowing
products and services with the
power of the brand.
Thoughts Feelings
Knowledge
Images
Beliefs
Experiences
Differentiation
Energy
Relevance
Esteem
Knowledge
Bonding
Advantage
Performance
Relevance
Presence
Weak Relationship
Core Identity
Brand Identity
Elements
Extended Identity
Brand Essence
Elements
Brand Elements
Marketing Activities
Meaning Transference
Brand
names URLs
Slogans
Elements
Logos
Characters
Symbols
• Memorable
• Meaningful
• Likeability
• Transferable
• Adaptable
• Protectible
Personalization
Integration
Internalization
Brand Audits
Brand Tracking
Brand Valuation
Brand Reinforcement
Brand Revitalization
Brand Crises
Use a combination of
old and new
Individual names
Corporate name-
individual name combo
Low-end High-end
Entry-level Prestige