Chap 10,creating brand & brand equity

948 views
805 views

Published on

This slide will give complete view of brand & Brand equity related solution
Regards
Rajesh Kumar, manager(Digital marketing)
www.jrinfptech.com

Published in: Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
948
On SlideShare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
25
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Chap 10,creating brand & brand equity

  1. 1. .. . .....
  2. 2. ..
  3. 3. ..
  4. 4. ..
  5. 5. • Brand represents the consumer’s perceptions and feelings about a product and its performance.• It is the company’s promise to deliver a specific set of features, benefits, services, and experiences consistently to the buyers• It is a name, term, sign, symbol or design, or a combination of them
  6. 6. ..
  7. 7. Brand equityIt is the differential effect that the brand name has on customer response to the product and its marketing
  8. 8. Branding Strategy: Building Strong . Brands.
  9. 9. .. Strong Relationship Bonding Advantage Performance Relevance Presence Weak Relationship
  10. 10. .. Brand Elements Marketing Activities Meaning Transference
  11. 11. .. Brand names URLs Slogans Elements Logos Characters Symbols
  12. 12. .. • Memorable • Meaningful • Likeability • Transferable • Adaptable • Protectable
  13. 13. .. Personalization Integration Internalization
  14. 14. • Choose the right moment• Link internal and external marketing• Bring the brand alive for employees
  15. 15. .. Brand Audits Brand Tracking Brand Valuation
  16. 16. . Brand 2006 Brand Value (Billions).. Coca-Cola $67.00 Microsoft $56.93 IBM $56.20 GE $48.91 Intel $38.32 Nokia $30.13 Toyota $27.94 Disney $27.85 McDonald’s $27.50 Mercedes-Benz $22.13
  17. 17. .. Brand Reinforcement Brand Revitalization Brand Crises
  18. 18. .2010 Ranking Brands 2009 Ranking• 1. Nokia Mobile Phones 1.• 2. Colgate 2.• 3. Lux 3.• 4. Dettol 5.• 5. Britannia 9.• 6. Lifebouy 4.• 7. Clinic Plus 15.• 8. Pond’s 16.• 9. Fair & Lovely 18.• 10. Pepsodent 8.

×