PUCP Mercadeo 2 Semana 3

Mercadeo IIJuan Miguel Galeas

@galeasjupiterwww.facebook/jupiterconsulting

• Revisión de Conceptos de Marketing• 22 Leyes inmutables del marketing• Identidad de Marca• Personalidad de Marca• Cómo se construye una marca• Cómo se posiciona una marca• Valor y propuesta de valor• Apalancamiento de una marca

http://es.slideshare.net/A2ulada/22-leyes-inmutables-del-marketing?from_search=3

Modelo de Brand Equity de David Aaker

Modelo de Brand Equity de David Aaker

Modelo de Brand Equity de Keller / Kotler

http://www.rockresearch.com/a-brand-development-model-how-to-define-and-measure-brand-equity

•More products mean greater shelf space for the brand and more opportunities to make a sale.•The cost of introducing a brand-leveraged product is less than introducing an independent new product due to a much smaller investment in brand development and advertising designed to gain brand recognition.• A full line permits coordination of product offerings, such as bagels and cream cheese, potato chips and ranch dip, peanut butter and jelly, etc.• A greater number of products increase efficiency of manufacturing facilities and raw materials.

http://www.extension.iastate.edu/agdm/wholefarm/html/c5-53.html

Beneficios de Apalancamiento de Marca