The document discusses various aspects of brand management including defining brands and brand equity, developing brand positioning, and measuring brand performance. It covers common brand equity models like Aaker's model and BrandZ, and how they measure elements such as brand strength, relevance, and consumer perceptions. It also outlines strategies for managing brand equity like brand reinforcement, extensions, and handling brand crises.

1. Creating Brand Equity 10 Marketing Management A South Asian Perspective, 13 th ed

4. The Role of Brands Identify the maker Simplify product handling Organize accounting Offer legal protection

5. The Role of Brands Signify quality Create barriers to entry Serve as a competitive advantage Secure price premium

13. BAV Key Components Differentiation Degree to which a brand is seen different Energy Brand’s Sense of Momentum Relevance Breadth of brand’s appeal Esteem How well the brand is respected Knowledge How familiar and intimate consumers are Brand Strength Brand Stature

14. Power Grid Brand Strength Brand Stature Up-coming / Niche Low earning / High Potential Leaders High earning / High Potential Declining Leaders High earning / Low Potential Eroded / Commoditized Seriously Challenged New / Underdeveloped

15. Figure 10.3 Brand Dynamics Pyramid Presence Relevance Performance Advantage Bonding Strong Relationship Weak Relationship

16. Aaker Model Brand Identity Extended Identity Elements Brand Essence Core Identity Elements

17. Figure 10.3 Brand Resonance Pyramid

18. Drivers of Brand Equity Brand Elements Marketing Activities Meaning Transference

19. Brand Knowledge Knowledge Thoughts Experiences Beliefs Images Feelings

20. Brand Elements Elements Slogans Brand names URLs Logos Symbols Characters

23. Designing Holistic Marketing Activities Personalization Integration Internalization

25. Figure 10.4 Secondary Sources of Brand Knowledge

26. Measuring Brand Equity Brand Audits Brand Tracking Brand Valuation

27. Table 10.2 The 10 Most Valuable Brands $22.13 Mercedes-Benz $27.50 McDonald’s $27.85 Disney $27.94 Toyota $30.13 Nokia $38.32 Intel $48.91 GE $56.20 IBM $56.93 Microsoft $67.00 Coca-Cola 2006 Brand Value (Billions) Brand

28. Managing Brand Equity Brand Reinforcement Brand Revitalization Brand Crises

30. Devising a Branding Strategy Develop new brand elements Apply existing brand elements Use a combination of old and new

32. Brand Naming Individual names Blanket family names Separate family names Corporate name-individual name combo

34. Brand Roles in a Brand Portfolio Flankers Low-end Entry-level High-end Prestige Cash Cows