In marketing, the brand equity refers to the value of the brand depending on the customer perception of the brand in the market. Brand equity can be positive or negative, as if the customer is happy from your brand and gives you higher rank then it will be positive equity while if the brand fails to reach the customer values then they give them negative rank.
Brand management is the analysis and planning on how that brand is perceived in the market. Developing a good relationship with the target market is essential for brand management. Tangible elements of brand management include the product itself; look, price, the packaging, etc. The intangible elements are the experience that the consumer has had with the brand, and also the relationship that they have with that brand.Brand management is a function of marketing that uses special techniques in order to increase the perceived value of a product
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Incorporating the latest industry thinking and developments, this exploration of brands, brand equity, and strategic brand management combines a comprehensive theoretical foundation with numerous techniques and practical insights for making better day-to-day and long-term brand decisions–and thus improving the long-term profitability of specific brand strategies.
Brand management is the analysis and planning on how that brand is perceived in the market. Developing a good relationship with the target market is essential for brand management. Tangible elements of brand management include the product itself; look, price, the packaging, etc. The intangible elements are the experience that the consumer has had with the brand, and also the relationship that they have with that brand.Brand management is a function of marketing that uses special techniques in order to increase the perceived value of a product
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Incorporating the latest industry thinking and developments, this exploration of brands, brand equity, and strategic brand management combines a comprehensive theoretical foundation with numerous techniques and practical insights for making better day-to-day and long-term brand decisions–and thus improving the long-term profitability of specific brand strategies.
1. Brand Equity
2. Consumer Knowledge about Brand
3. Type of Brand Associations
4. Brand Personality Association
5. Why are Brand Personality Associations Important? – Importance to Marketers
6. Why are Brand Personality Associations Important? – Importance to Consumers
7. When are Brand Personality & Associations are important
8. Implementing a Brand Personality Strategy
9. Executing a Brand Personality Strategy
Do you know what makes a brand strong? And if you had to make yours stronger, would you know how to do it?
Many factors influence the strength of a particular product or brand. If you understand these factors, you can think about how to launch a new product effectively or work out how to turn a struggling brand into a successful one.
Introduction to Brand Management. What are Brands? Why are they important to customers and firms? How do you create a brand? What are the important brand metrics?
Similar to Brand equity and Keller’s Brand Equity Model (20)
Collaboration skills are those that enables you to collaborate with others to achieve any specific goal or objective. These are the most important skills as all the working environment needs collaboration. These skills helps you to understand different perspectives, managing your priorities with others and meeting expectations as reliable member of the team.
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Marketing positioning refers to the ability to influence consumer perceptions about the brand or the product to the competitors. The goal of market positioning is to create an image of the product in the market so that the consumer can use them in the special way.
It is the part of the project planning which is related to how the project will be monitored and accessed and how it will be a successful project in the end. An effective evaluation plan shows how the project will be monitored and will be completed by meting all its objectives.
Active management and Active Management ProcessNaheed Mir
Active management is to manage the portfolio of funds with the use of human capital. Active managers rely on analytical research, personal judgment, and forecasts to make decisions on what securities to buy, hold, or sell.
Vertical management also known as Top-Down management that refers to different levels of management within the organization. Managers at different level in an organization are free to focus on different levels of management, from strategic thinking to operational level.
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It is an act of mobilize a group of people to work hard and getting success at the end.
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The different types of management styles are the way how a person or an organization authority leads their employees to reach the destination or desired goal.
E-Commerce also known as electric commerce or internet commerce, refers to buying and selling goods using internet also sharing information and money to execute these transactions. E-Commerce also refers to use internet to do transactions and buying products.
Personal development skills are those qualities that a person already have but once you have to gain it through some training. People use their different skills when they are caught in problem or if they want to achieve a particular goal.
Self development and Examples of self developmentNaheed Mir
Personal development skills are those abilities that helps you to grow professionally and personally. Improving those skills can help you minimize your problems. This is also the process of personal growth.
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Transformational Leadership is a leadership style in which the leader motivate, inspire and encourage the team member to create change in their working abilities that will help in grow and shape the future success of company and get their goals.
This only can be accomplished by setting an example at executive level by building strong corporate culture and independence at the workplace.
The basic objective of compensation management can be briefly termed as meeting the needs of both employees and the organization. The Employer wants to pay little salaries and wages to the workers to manage their working costs. Employees wants to get paid high as possible.
Emotional intelligence and its importanceNaheed Mir
Emotional intelligence is the ability to understand, use and manage your own emotions in positive ways to relieve stress, communicate effectively, empathize with others, overcome challenges and defuse conflict.
Emotional intelligence helps you to get success in academic and official life, build stronger relationships and achieve your all career goals. It helps you to connect with your feelings and make strong decisions on what is good for you and what matters most to you.
Customer Perception and What are the Factors Influencing Customer Perception?Naheed Mir
Marketing concepts that encompasses a customer’s awareness, impression, or consciousness about a company or its products or services.
When customers sees a product they collect information about the product and use the information to create a clear and meaningful image of the product in their mind. This is called the Customer Perception.
Compensation Management and Types of Compensation ManagementNaheed Mir
Compensation management is a Human Resource Management function that deals with the salaries and any kind of rewards that individuals receive on performing an organizations tasks.
What are the main advantages of using HR recruiter services.pdfHumanResourceDimensi1
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Cultivating and maintaining discipline within teams is a critical differentiator for successful organisations.
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3. WHAT IS BRAND EQUITY?
•In marketing, the brand equity refers to the
value of the brand depending on the customer
perception of the brand in the market. Brand
equity can be positive or negative, as if the
customer is happy from your brand and gives
you higher rank then it will be positive equity
while if the brand fails to reach the customer
values then they give them negative rank.
4. KELLER’S BRAND EQUITY MODEL
•Kevin Lane Keller, a marketing
professor at the Tuck School of
Business at Dartmouth College,
developed the Keller’s Brand Equity
Model in his widely used textbook,
“Strategic Brand Management.”
5. •There was a simple concept behind the Keller’s
Brand Equity Model and that is to build a strong
brand equity you must know the customer
perception and feedback about the brand. The
right type of experience about the brand
generates the positive feelings and perception
about the brand.
•There are four steps in Keller’s Brand Equity
Model to create a successful brand:
6.
7. STEP 1: BRAND IDENTITY
•A brand that customers recognize and are
aware of. It is important to ensure that the
brand’s perception by consumers aligns
with how you want your brand to be
perceived.
8. STEP 2: BRAND MEANING
•The two building blocks in this step to
create brand meaning are “performance”
(what your brand means) and “imagery”
(what your brand stands for).
9. •This refers to how well the products or services
meet customers’ needs. There are five
categories: (1) primary characteristics and
features; (2) product reliability, durability, and
serviceability; (3) service effectiveness,
efficiency, and empathy; (4) style and design;
(5) and price.
•Imagery: This refers to the ability of your brand
to meet customer’s needs on a psychological
and social level.
10. STEP 3: BRAND RESPONSE
Customers make a judgment about a brand, which falls
into four key categories:
• Quality: The perceived and actual quality of a
product/service.
• Credibility: The trustworthiness, likability, and expertise
(innovation) of the brand.
• Consideration: The relevance of a product/service to a
customer’s needs.
• Superiority: The superiority of a brand compared to
11. STEP 4: BRAND RESONANCE
•This is the most difficult thing to attain that a
customers have formed a deep connection to
your brand. This can be built through repeat
purchases and continuously attending the
events of the company. In essence, brand
resonance is the connection that customers
have with a brand.