abhishreshthaa
New member
Excels at delivering the benefits consumer desire
Stays relevant
Pricing is based on consumer perceived value
The brand is well positioned
The brand is consistent
Scope of Branding
It involves creating mental structure & organize knowledge and services.
Key is that consumer must not think that all brands in the same category are same.
Brand differences often are related to attributes or benefits of the product.
It can be applied anywhere a consumer has a choice.
Building And Managing Brand Equity
Introduction
Elaboration
Fortification
Alternatives Means To Brand Equity
Licensing
Co-Branding
Managing Multiple Brands
Single Brand Identity
Umbrella
Multi-Brand Category
Family Name
Key Challenges In Brand Equity Measurement
Measure the importance of “brand” In the consumers product selection.
To dissect that measure of “brand” and determine its key contributing content.