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Assigned text: chapter 10
Traditional view –
Brand Awareness
Brand Image / Brand salience
Awareness
Brand Experiences
/
Brand Users
Brand loyalty
functionality important
Brand
Difficult to imitate
Brand associations
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BrandAsset Valuator
Relevance)
Declining
New Eroded
Seriously
Challenged
Unfocused
Low
BRAND STATURE High
Base: USA Total Adults BAV 2000 (Esteem
Prepared and
by Dr. Pooja Knowledge)
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The PowerGrid
Brands Strength
Brands Stature
Source:http://www.brandassetconsulting.com/
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Brandz: BrandDynamics Pyramid
According to the this model brand building follows a
sequential series of steps, each contingent upon
successfully accomplishing the preceding one.
The Brand Dynamics model adopts a hierarchical
approach to determine the strength of relationship a
consumer has with a brand.
The five levels of the model are:
1. Presence
2. Relevance
3. Performance
4. Advantage
5. Bonding
Advantage
es it offer something better than others
RESONANCE
JUDGMENTS FEELING
S
PERFORMANCE IMAGERY
SALIENCE
Brand Feelings:
Diapers: pampers
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Likable
Is it likable visually, verbally, and in other
ways
Do customers find the brand element
aesthetically appealing?
Aesthetically Strategy: the strategy planning
and implementation of identify elements that
provide sensory experience
Descriptive and persuasive elements reduce the
burden on marketing communications to build
awareness.
ent for line or category extensions?
d element add to brand equity across geographic boundaries an
Protectible
Legally – registered trade mark
Competitively
Name that become synonymous with product
categories. Xerox.
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2. Designing Holistic Mar keting
Activities.
Customers come to know about a brand through a range
of contact and touch points.
Marketers are creating brand contacts and building
brand equity through many avenues.
Personalization : personalizing marketing is
about making sure the brand and its marketing
are as relevant as possible to as many
customers as possible .
Integration : Emphasis on integration
Brand Portfolio
Reason to brand portfolio
Increasing shelf presence and retailer dependence in the store
Attracting consumers seeking variety
Increasing internal competition within the firm
Yielding economies of scale in advertising, sales, merchandising,
and distribution , Brand can plays roles as part of portfolio.
Flankers, Cash Cows, Low end Entry Level, High End Prestige
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