How is brand equity built,measured,and managed?

1. BUILDING, MEASURING AND
MANAGEMENT OF BRAND EQUITY

2. BUILDING BRAND EQUITY

3. From a marketing management perspective, there are three
main sets of brand equity drivers:
1.Choosing brand elements
2.Designing holistic marketing activities
3.Leveraging secondary associations

4. CHOOSING BRAND ELEMENTS
Brand elements are devices, which can be trademarked, that
identify and differentiate the brand
1.Brand element choice criteria
2.Developing brand elements

5. The rupee symbol has
been added to the
Unicode Standard and
is being included in
computer and laptop
keyboards to facilitate
easier typing and
printing .

6. Designing Holistic Marketing Activities
These activities include:
Brand contact - Any information-bearing experience, a
customer or prospect has with the brand
Integrated marketing – Mixing and matching marketing
activities to maximize individual and collective effects

7. Johnson & Johnson has become one of the
most popular brands in Indian and South
Asian markets because of its well integrated
marketing program

8. Leveraging Secondary Associations
Brand equity is achieved by linking the brand to other
information in memory that conveys meaning to consumers.
includes:
1.Internal Branding
2.Brand Communities

10. MEASURING BRAND EQUITY

11. BRAND VALUE CHAIN

12. Managing Brand Equity

13. As a company’s major enduring asset, a brand needs to be
carefully managed so its value does not depreciate. It
includes:
1. Brand Reinforcement
2. Brand Revitalization

14. 1Three main sets of brand equity drivers
2 Measuring brand equity
3 Brand reinforcement and revitalization for managing
brand equity
RECAP

15. Created by Bhaskar Bora, NIT Silchar, during an
internship by Prof. Sameer Mathur, IIM Lucknow.
www.IIMInternship.com
DISCLAIMER