How is brand equity built, measured, and managed?

BUILDING,

MEASURING AND

MANAGING

BRAND EQUITY

MANISHA SHRIVASTAVA CUJ

1.CHOOSING BRAND ELEMENTS

2.DESIGNING HOLISTIC MARKET ACTIVITIES

3.LEVERAGING SECONDARY ASSOCIATIONS

Criteria for choosing

brand elements

Developing brand

elements

CRITERIA FOR CHOOSING BRAND ELEMENTS

MEMORABLE MEANINGFULL LIKABLE

TRANSFERABLE ADAPTABLE PROTECTABLE

DEVELOPING BRAND ELEMENTS

Brand elements should be COHERENT and DESCRIPTIVE .

The likability of brand elements may also increaseAWARENESS and ASSOCIATION.

The INDIAN RUPEE symbol

for Indian currency symbolizes

the progress of the country

and its desire to join the

league of economically

stronger nations.

It includes:

any information bearing experience , whether

positive or negative , a customer or prospect has with the brand ,its product category or its market.

-It is about mixing and matching

marketing activities to maximize individual and collective effects.

Johnson & Johnsonhas become one of the

most popular brands in

Indian and South Asian

markets because

of its consistent and

well integrated

marketing programs.

It includes:

1. Internal branding

2. Brand community

is a successful company sponsored

and facilitated brand communities.

MEASURING BRAND EQUITY

INDIRECT APPROACH DIRECT APPROACHIt assesses potential sources of brand equity

It assesses the actual impact of brand knowledge on consumer responses

It includes:

reinforcing brand equity by conveying the brand’s meaning.

-making a new brand.

BRAND REINFORCEMENTNIVEA has expanded from a skin cream brand to a personal care brand REINFORCING the promise of “mild , gentle and caring”

After some hard times FIAT and WOLKSWAGEN have all turned their brand fortunes around

RECAP

1.Building brand equity2. Choosing brand elements3.Developing brand elements4.Designing holistic marketing activities5.Lreveraging secondary associations6.Internal branding7. Brand communities8.Measuring brand equity9.Brand value chain10.Managing brand equity11.Brand reinforcement and revitalization

Credits

1.www.comfight.com

2.http://www.lingholic.com

3.http://i.huffpost.com

4.http://www.thedungeons.com

5.http://polititainment.net

6.http://designbuddy.com

7.http://mixhealth.com

8.http://everydaylife.globalpost.com