How to BUILD MANAGE MEASURE Brand Equity

Drivers of brand equity

Choosing brand elements

Designing marketing activities

Linking it to other entities

Choosing brand elements

MemorableMeaningfulLikable TransferableAdaptable Protectable

Nike’s distinctive ‘swoosh ’ logo with the winning theme like “Just do it” has played a successful role in its marketing campaign.

Johnson & Johnson holistic marketing campaign including distinct visual elements of packaging.It is further exemplified in its tagline “ The language of Love, the world over”.

Leveraging secondary association

Airtel associates A R Rahman’s voice with it’s advertisement.

Measuring brand equity

Managing brand equity

• Brand reinforcement• Brand revitalization

Brand reinforcement

Nivea has transformed itself from a skincare brand to a personal care brand.

Brand revitalizationHarley regained its market leadership by moving back to it’s basics and living up to it’s customer’s expectations in terms of product performance.

CREDITS :• http://graphics8.nytimes.com/images/2011/10/04/

technolog/bits-apple1/bits-apple1-custom1.jpg• https://h2savecom.files.wordpress.com/2012/07/jj-rebate.jpg

?w=522&h=217• http://feelgrafix.com/948334-harley-davidson.html• https://randallbeard.wordpress.com/tag/brand-equity/

DISCLAIMER

Created by ADITYA KUMAR, MNNIT ALLAHABAD, during an internship by Prof. Sameer Mathur , IIM Lucknow. www.IIMInternship.com