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• Brand represents the consumer’s perceptions  and feelings about a product and its  performance.• It is the company’s pro...
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Brand equityIt is the differential effect that the brand name   has on customer response to the product and   its marketing
Branding Strategy: Building Strong                    .                 Brands.
..                    Strong Relationship      Bonding     Advantage    Performance     Relevance     Presence            ...
..           Brand Elements         Marketing Activities        Meaning Transference
..             Brand              names              URLs    Slogans                   Elements                           ...
..    •   Memorable    •   Meaningful    •   Likeability    •   Transferable    •   Adaptable    •   Protectable
..    Personalization      Integration    Internalization
• Choose the right moment• Link internal and external marketing• Bring the brand alive for employees
..    Brand Audits           Brand Tracking                   Brand Valuation
.    Brand           2006 Brand Value (Billions)..   Coca-Cola       $67.00    Microsoft       $56.93    IBM             $...
..    Brand Reinforcement            Brand Revitalization                      Brand Crises
.2010 Ranking        Brands           2009 Ranking• 1.           Nokia Mobile Phones         1.• 2.                Colgate...
Chap 10,creating brand & brand equity
Chap 10,creating brand & brand equity
Chap 10,creating brand & brand equity
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Chap 10,creating brand & brand equity

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

Published in: Business
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Chap 10,creating brand & brand equity

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  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.

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