PPT belongs to the 10th chapter of Kotler textbook 14e.

1. -Building
-Measurement
-Management

2. Building Brand Equity

3. But how to build Brand Equity?

4. -By creating right brand knowledge
structure

9. What are brand elements ?

11. How to choose Brand Element ?

12. 6 basic criteria
1. Memorable
2. Meaningful
3. Linkable
5. Transferable
4. Adaptable
6. Protectable

13. -how easily consumers can recall the product

14. -Is brand element creditable ?

15. -how aesthetically appealing is brand element ?

16. -can the brand element introduce new
products in same or different categories.

17. -how adaptable or updatable is brand element?

18. -how legally protected is the brand element?

19. Measuring brand equity

21. -Assess potential sources of brand equity

22. -Assess the actual impact of brand knowledge

23. Managing Brand Equity

25. 1 . Major enduring asset.

26. 2. By continuously conveying brand’s
meaning
-What does product represent , how is it superior

28. Recap
Now we know
-Building Brand Equity
-What is a brand element
-Choosing brand brand element
-Developing brand element
-Measuring Brand Equity
-Managing brand equity

29. These slides were created by
Yovan Sethi,
IIIT Allahabad,
during a Marketing internship
by
Prof. Sameer Mathur,
IIM Lucknow (See
www.IIMInternship.com)
Disclaimer