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Brand equity measurement and management
- 1. Presentation on Brand Equity Measurement and Management
- 2. Brand Equity Measurement and Management • Brand Identification Strategy • Managing Brand Strategy • Managing The Brand Portfolio • Brand Leveraging Strategy
- 4. What is Brand Identity??? • A promise that gets kept consistency. • It creates a personality and a life for a product or service. • A unique and consistent look, feel, tone and voice for all communication.
- 5. Brand Identification Strategy Alternatives for brand Identification Brand Focus Product line Branding Corporate Branding Combination Branding Private Branding Identity Implementation
- 7. Managing Brand Strategy • Addition to Product Line • Cost Reduction • Product Improvement • Marketing Strategy Alteration • Environmental Effects of Product
- 9. Managing The Brand Portfolio • Determining roles of brands • Strategies for Brand Strength o Adding a New Line o Brand Building Strategies o Fighter Brand o Brand Revitalization o Removing orphan Brand • Strategic brand vulnerabilities
- 11. Brand Leveraging • A brand leveraging strategy uses the power of an existing brand to expand the product class or to support a company’s entry into a new product category
- 12. Brand Leveraging Strategy • Line Extension • Stretching the Brand Vertically • Brand Extension • Co-Branding • Licensing • Global Branding • Internet Branding • Brand Theft
- 13. Line Extension Strategies 0.5 liter 1 liter 5 liters Product Size (Pusti) Ingredient (Pepsodent) Pink Black Purple GoldColour (Sunsilk) Form (Vim) Germi check Whitening 2 in 1 Pro Sensitive Bar Liquid Powder
- 14. Brand Leveraging Strategy • Line Extension • Stretching the Brand Vertically • Brand Extension • Co-Branding • Licensing • Global Branding • Internet Branding • Brand Theft
- 15. Stretching the brand vertically •700 •500 •300 •S Class •E Class •C Class •A Class BMW Mercedez Benz
- 16. Brand Leveraging Strategy • Line Extension • Stretching the Brand Vertically • Brand Extension • Co-Branding • Licensing • Global Branding • Internet Branding • Brand Theft
- 17. Brand Leveraging Strategy • Line Extension • Stretching the Brand Vertically • Brand Extension • Co-Branding • Licensing • Global Branding • Internet Branding • Brand Theft
- 18. Brand Leveraging Strategy • Line Extension • Stretching the Brand Vertically • Brand Extension • Co-Branding • Licensing • Global Branding • Internet Branding • Brand Theft
- 19. Brand Leveraging Strategy • Line Extension • Stretching the Brand Vertically • Brand Extension • Co-Branding • Licensing • Global Branding • Internet Branding • Brand Theft
- 20. Brand Leveraging Strategy • Line Extension • Stretching the Brand Vertically • Brand Extension • Co-Branding • Licensing • Global Branding • Internet Branding • Brand Theft
- 21. Brand Leveraging Strategy • Line Extension • Stretching the Brand Vertically • Brand Extension • Co-Branding • Licensing • Global Branding • Internet Branding • Brand Theft
- 22. Thank U