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Marketing Management, 12/e A South Asian Perspective 10  Creating Brand  Equity… Vikas sarolia
Chapter Questions… ,[object Object],[object Object],[object Object],[object Object]
Brand… 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 competitors
Attributes of Strong Brands… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
The Role of Brands… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Branding… Endowing products and services with the power of a brand.
Brand Equity… The differential effect that brand knowledge has on consumer response to the  marketing of that brand.
Brand Associations…
Marketing Advantages of Strong Brands… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Brand Promise… The marketer’s vision of what the brand must be and do for Consumers.
Brand Equity Models…
Drivers of Brand Equity…
Brand Elements… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Brand Element Choice Criteria… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Slogans… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Measuring Brand Equity…
Interbrand’s   Brand Equity Formula…
Managing Brand Equity…
Devising a Branding Strategy…
Branding Terms… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Brand Naming…
Brand Roles in a Brand Portfolio…

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Brand Equity