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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