What is a brand?
A brand is defined as a name, term,
sign, symbol or design, or a
combination of them, intended to
identify the goods or services of one
seller or group of sellers and to
differentiate them from those of
What is branding?
Branding is endowing products
and services with the power of the
What is branding equity?
Brand equity is the added value
endowed on products and
services, which may be reflected
in the way consumers, think,
feel, and act with respect to the
What is the power of a
Signals a level of quality
Creates entry barriers
Customers pay higher prices
Brand Resonance Model: Pyramid
Stages of Brand Dev’t.
Brand Building Blocks
3 Drivers for Building
• Brand elements
• Product, service and accompanying
marketing activities and supporting
• Other associations directly transferred
to the brand by linking it to some