2. What is a brand?
A brand is a name, term, sign,
symbol, design or a combination of
the above to identify the goods or
service of a seller and differentiate it
from the rest of the competitors
11. What is brand equity?
The premium it can command in the market
Difference between the perceived value and
the intrinsic value
12. What happens when equity
increases?
Commodity Brand Power Brands
Presence
+
Personality
13. What happens when brands have
high equity?
The company can have more leverage with
the trade
The company can charge a premium on their
product
The company can have more brand extensions
The company can have some defense against
price competition
14. Brand Loyalty Pyramid
1 Committed buyer
1
1 Likes the brand. Consider
it a friend
Satisfied buyer. Would
incur costs to switch
Satisfied buyer/no
reason to change
Switchers/Price
sensitive
15. How does one build brands?
Distinguishing it from others – value
proposition
Brand promise must match brand delivery
17. Creating the brand
Choosing a brand name
Develop rich associations and promises
Managing customer brand contact to meet and
exceed expectations
18. Considerations in choosing a brand
name
What does the brand name mean?
What associations / performance /
expectations does it evoke ?
What degree of preference does it create?
19. A brand name should indicate
Product benefits Product category
Product quality Distinctiveness
Names easy to Should not indicate
remember, recognise, poor meanings in other
pronounce markets or languages
21. Brand Status
E
S
T Step up Cash Cow.Need to
E advertising Sustain brand
E building activities
M
Troubled brand
New Product Product upgradation
Or Product required
should be phased out
FAMILIARITY
22. Brand ambassadors
Giving a face and personality to the brand that
is expected to be rubbed off from the brand
ambassador