Brand equity refers to the value of a brand and consists of brand loyalty, brand awareness, perceived quality, and brand associations. Brand loyalty measures how attached customers are to a brand and are less likely to switch. High brand awareness means customers easily recognize or recall the brand. Perceived quality is customers' perception of a brand's quality compared to alternatives. Brand associations are anything linked to a brand memory, like product attributes, feelings, or symbols. Maintaining strong brand equity provides strategic benefits like reduced marketing costs and ability to command a price premium.
This chapter discusses how marketing programs and activities can build brand equity. It covers new perspectives in marketing like digitalization and customization. The implications for brand management include abandoning mass marketing for more personalized approaches. Experiential, one-to-one, and permission marketing are discussed as ways to actively involve consumers. The chapter also addresses integrating marketing mix elements like product strategy, pricing strategy, and channel strategy to support the brand.
DESIGNING MARKETING PROGRAMS TO BUILD BRAND EQUITYAvinash Singh
This document discusses how marketers can design marketing programs to build brand equity. It explains that marketing activities like product, pricing, and distribution strategies can enhance brand awareness, image, responses, and resonance if integrated effectively. The chapter explores new approaches like experiential, one-to-one, and permission marketing that personalize the customer experience. It emphasizes the need to reconcile these new approaches with traditional marketing activities and use models of brand equity to focus marketing programs on building the brand.
This document discusses key concepts related to branding and brand equity. It begins by defining what a brand is - a name, symbol or design that identifies a seller's products/services and differentiates them from competitors. Branding is endowing products with the power of the brand. Brand equity refers to the added value provided to products/services based on consumer perceptions of the brand. The document then discusses how brand equity is built through branding strategies and activities and can be measured through various models. It also outlines important decisions in developing a branding strategy, such as choosing brand elements, devising marketing activities, and managing the brand over time.
Chapter 8 (developing a brand equity measurement and management system)Jawad Chaudhry
This document discusses developing a brand equity measurement and management system. It outlines the brand value chain framework which takes a broader perspective than just brand awareness, association, attitude, attachment and activity. The framework examines how marketing investments can create customer mindset changes, lead to market performance impacts, and ultimately shareholder value. It also discusses factors like program quality, marketplace conditions, and investor sentiment that can multiply this value creation at each stage. The document advocates designing brand tracking studies to routinely measure specific issues for a brand over time to provide descriptive and diagnostic information.
The document discusses Kevin Keller's model of customer-based brand equity. It describes brand equity as the differential effect that brand knowledge has on consumer response to marketing for that brand. The model includes six dimensions that comprise brand equity: brand identity, meaning, responses, resonance, salience, and imagery. Building strong brand equity requires marketers to establish brand awareness, create positive brand associations, and develop deep, active loyalty relationships between customers and the brand.
CHOOSING BRAND ELEMENTS TO BUILD BRAND EQUITYAvinash Singh
The document discusses criteria for choosing effective brand elements to build brand equity: memorability, meaningfulness, likability, transferability, adaptability, and protectability. It provides examples of common brand elements like names, URLs, logos, characters, slogans, and packaging that can enhance brand awareness and associations. Choosing cohesive elements that meet the criteria can create a strong brand identity that supports marketing efforts to build customer-based brand equity.
Brand equity refers to the value of a brand and consists of brand loyalty, brand awareness, perceived quality, and brand associations. Brand loyalty measures how attached customers are to a brand and are less likely to switch. High brand awareness means customers easily recognize or recall the brand. Perceived quality is customers' perception of a brand's quality compared to alternatives. Brand associations are anything linked to a brand memory, like product attributes, feelings, or symbols. Maintaining strong brand equity provides strategic benefits like reduced marketing costs and ability to command a price premium.
This chapter discusses how marketing programs and activities can build brand equity. It covers new perspectives in marketing like digitalization and customization. The implications for brand management include abandoning mass marketing for more personalized approaches. Experiential, one-to-one, and permission marketing are discussed as ways to actively involve consumers. The chapter also addresses integrating marketing mix elements like product strategy, pricing strategy, and channel strategy to support the brand.
DESIGNING MARKETING PROGRAMS TO BUILD BRAND EQUITYAvinash Singh
This document discusses how marketers can design marketing programs to build brand equity. It explains that marketing activities like product, pricing, and distribution strategies can enhance brand awareness, image, responses, and resonance if integrated effectively. The chapter explores new approaches like experiential, one-to-one, and permission marketing that personalize the customer experience. It emphasizes the need to reconcile these new approaches with traditional marketing activities and use models of brand equity to focus marketing programs on building the brand.
This document discusses key concepts related to branding and brand equity. It begins by defining what a brand is - a name, symbol or design that identifies a seller's products/services and differentiates them from competitors. Branding is endowing products with the power of the brand. Brand equity refers to the added value provided to products/services based on consumer perceptions of the brand. The document then discusses how brand equity is built through branding strategies and activities and can be measured through various models. It also outlines important decisions in developing a branding strategy, such as choosing brand elements, devising marketing activities, and managing the brand over time.
Chapter 8 (developing a brand equity measurement and management system)Jawad Chaudhry
This document discusses developing a brand equity measurement and management system. It outlines the brand value chain framework which takes a broader perspective than just brand awareness, association, attitude, attachment and activity. The framework examines how marketing investments can create customer mindset changes, lead to market performance impacts, and ultimately shareholder value. It also discusses factors like program quality, marketplace conditions, and investor sentiment that can multiply this value creation at each stage. The document advocates designing brand tracking studies to routinely measure specific issues for a brand over time to provide descriptive and diagnostic information.
The document discusses Kevin Keller's model of customer-based brand equity. It describes brand equity as the differential effect that brand knowledge has on consumer response to marketing for that brand. The model includes six dimensions that comprise brand equity: brand identity, meaning, responses, resonance, salience, and imagery. Building strong brand equity requires marketers to establish brand awareness, create positive brand associations, and develop deep, active loyalty relationships between customers and the brand.
CHOOSING BRAND ELEMENTS TO BUILD BRAND EQUITYAvinash Singh
The document discusses criteria for choosing effective brand elements to build brand equity: memorability, meaningfulness, likability, transferability, adaptability, and protectability. It provides examples of common brand elements like names, URLs, logos, characters, slogans, and packaging that can enhance brand awareness and associations. Choosing cohesive elements that meet the criteria can create a strong brand identity that supports marketing efforts to build customer-based brand equity.
This document summarizes key concepts in brand positioning and brand audits. It discusses determining a brand's points of parity and points of difference compared to competitors. An effective brand positioning clearly defines the target market and competitive frame of reference. A brand audit examines both internal and external perceptions of a brand to understand its sources of equity and recommend strategies to maximize long-term value. The audit involves inventorying brand elements, exploring consumer perceptions, and identifying strengths, weaknesses, and opportunities.
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.
This document discusses criteria for choosing brand elements to build brand equity, including memorability, meaningfulness, likability, transferability, adaptability, and protectability. It provides examples of how various brand elements like names, logos, slogans and packaging can meet these criteria to increase brand awareness and strengthen brand image. The goal is to select cohesive elements that create a distinctive brand identity.
1. Customer-based brand equity refers to the differential effect that brand knowledge has on consumer responses to marketing of that brand.
2. There are three key aspects of brand equity: differential effect, brand knowledge, and consumer response to marketing.
3. Building strong brand equity requires increasing brand awareness and forging positive associations so that the brand is recognized and recalled by consumers.
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 equity refers to the added value that a brand name provides to products and services. It is created by the differential effect of brand knowledge on consumer response to marketing of the brand. There are several models for measuring brand equity, including brand asset valuing, Aaker's model, BrandZ, and brand resonance. Building strong brand equity involves choosing memorable and meaningful brand elements, developing positive brand associations through marketing, and indirectly transferring associations from other entities linked to the brand. Measuring brand equity provides benefits for companies such as increased customer loyalty and insulation from competitors.
Professor Keller is right now conducting various studies that deliver techniques to assemble, measure, and oversee brand value. Textbooks written by him on those subjects course reading on those subjects, Strategic Brand Management, has been embraced at top business schools and leading firms around the globe and has been proclaimed as the "Bible of Branding." Consolidating the most recent industry thinking and improvements, this investigation of brands, brand value, 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. In this slides, you will get the synopsis of brand management. For details, please read the main book.
This document discusses branding strategies and brand architecture. It defines key concepts like branding strategy, brand-product matrix, brand hierarchy, and brand portfolio. It explains how to design an effective brand portfolio that maximizes market coverage while minimizing brand overlap. The roles of different brands in a portfolio are discussed. Guidelines are provided for developing an effective brand hierarchy and making decisions about brand architecture. The importance of corporate branding and cause marketing for building brand equity is also covered.
Today global branding is important for B2B and B2C products and services. This presentation gives a comprehensive insight into brand management with examples of power brands.
1) The chapter discusses integrating marketing communications such as advertising, promotions, sponsorships, public relations, and personal selling to build brand equity.
2) An effective marketing communications program evaluates different communication options to determine the optimal mix based on factors like audience reach, cost, contribution to brand equity, and complementarity between options.
3) Guidelines for marketing communications include taking an analytical and curious approach, focusing messages on target markets, reinforcing messages across communications, and taking a long-term view of communication effectiveness.
This document discusses how brands can leverage secondary associations to build brand equity. It describes several tools for creating secondary associations including co-branding, ingredient branding, licensing, celebrity endorsements, sponsoring events, and highlighting third-party sources. While these techniques can help increase awareness and transfer favorable meanings, they also carry risks like loss of control, brand dilution, or negative celebrity actions.
Chapter 6 ((integrating marketing communications to build brand equity)Jawad Chaudhry
This document discusses integrated marketing communications (IMC) and how firms can use various communication options like advertising, promotions, sponsorships, public relations, and personal selling in an optimal mix to build brand equity. It emphasizes developing IMC programs that are analytical, curious about customers, single-minded in messaging, integrative across communications, creative, observant of the market, realistic about complexities, and patient with a long-term focus on communication effectiveness and brand building. Evaluation of IMC programs considers factors like audience reach, cost, contribution to brand equity, consistency of messaging, and versatility for different consumer segments.
This chapter discusses developing a brand equity measurement and management system. It introduces the brand value chain as a structured approach to assessing how marketing activities create brand value. It also discusses the importance of brand tracking studies, conducting brand audits, and designing a brand equity management system with components like a brand equity charter, brand equity report, and clearly defined brand equity responsibilities. The overall goal is to provide accurate and actionable brand information to guide strategic marketing decisions.
This document provides an overview of branding and brand management. It defines what a brand is, explains the importance of brands, and how branding applies to many different types of products and services. The key points made include:
- A brand identifies and differentiates products and services from competitors.
- Brands are important because they simplify decisions for consumers, reduce risk, and set expectations.
- Branding can apply to physical goods, services, retailers, online offerings, organizations and more. Almost anything can be branded.
- Strong, well-known brands provide value and competitive advantage, but all brands face challenges like increased competition, savvy consumers, and changing media.
- Brand equity refers to the extra value added
1. Brand equity is the added value provided to products and services by a brand. It is reflected in how consumers think, feel, and act towards the brand and is measured by prices, market share, and profitability.
2. Brand equity is built through strong brand elements, integrated marketing programs, and associations transferred to the brand. It is measured using brand audits, tracking, and valuation to assess financial brand value.
3. Managing brand equity involves brand reinforcement through innovation and relevance. Strong brands differentiate themselves, have high energy and relevance, and are well-regarded with familiarity among consumers.
1. The document discusses integrating marketing communications to build brand equity. It provides an overview of various marketing communication options including advertising, promotions, event marketing, public relations, personal selling, and integrated marketing communications.
2. It describes the ideal advertising campaign and categories of advertising. It also discusses promotions, event marketing and sponsorship, public relations and publicity, and personal selling.
3. The document emphasizes developing integrated marketing communications programs through evaluating communication options, determining optimal mixes, and guidelines for effective marketing communications.
This document discusses how to choose brand elements that build brand equity. It explains that brand knowledge depends on initial brand element choices, marketing programs, and other associations. Good brand elements are memorable, meaningful, likeable, transferable, adaptable, and protectable. Examples of different types of brand elements are provided like names, slogans, logos, symbols, characters, URLs, packaging and their role in building brand awareness and associations. Guidelines are given for selecting each element type to achieve brand objectives.
This document provides an overview of brands and brand management. It defines what a brand is, distinguishes brands from products, and explains the five levels of meaning for a product. It discusses why brands are important for both consumers and firms in reducing risk, simplifying decisions, and acting as a source of competitive advantage and financial returns. The document also outlines the strategic brand management process and introduces concepts like brand positioning, marketing programs, performance measurement, and growing brand equity.
This document provides an overview of integrated marketing communications (IMC), which involves coordinating different promotional disciplines including advertising, direct marketing, sales promotion, publicity, and personal selling to provide clarity, consistency and maximum impact. It discusses shifts in marketing from mass media advertising to other forms and channels like digital. Key promotional tools like advertising, publicity, direct marketing, sales promotion, public relations and their classifications/uses are defined. Factors that differentiate advertising and publicity are outlined. The importance of developing an integrated marketing plan with situation analysis, objectives, strategy, implementation and evaluation is also highlighted.
The document discusses customer-based brand equity (CBBE) and its key components. It outlines an associative network memory model for how brand knowledge is formed in the mind. It then describes the dimensions that make up CBBE, including brand salience, performance, imagery, judgments, and feelings. It presents a CBBE pyramid model showing the relationships between these dimensions and how they contribute to brand resonance.
This document provides an overview of the Product & Brand Management course for Week 01. It outlines the learning aims, which include understanding how to build, measure, analyze and manage products and brands. It lists required and recommended readings. It describes the evaluation components and weightages. It also includes recaps of marketing frameworks and how product and brand management fits within those frameworks. Finally, it provides exercises for students to think about issues in product and brand management.
Chp 8 products, service & brands building customer valueMohammed Razib
This document discusses key concepts around products, services, and branding. It defines products and services, and describes different types of products and services. It also outlines important decisions companies must make regarding their product lines, mixes, and individual products. The document also discusses the unique characteristics of services and additional considerations for marketing services. Finally, it covers the concept of brand equity and the major decisions involved in developing and managing strong brands.
This document summarizes key concepts in brand positioning and brand audits. It discusses determining a brand's points of parity and points of difference compared to competitors. An effective brand positioning clearly defines the target market and competitive frame of reference. A brand audit examines both internal and external perceptions of a brand to understand its sources of equity and recommend strategies to maximize long-term value. The audit involves inventorying brand elements, exploring consumer perceptions, and identifying strengths, weaknesses, and opportunities.
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.
This document discusses criteria for choosing brand elements to build brand equity, including memorability, meaningfulness, likability, transferability, adaptability, and protectability. It provides examples of how various brand elements like names, logos, slogans and packaging can meet these criteria to increase brand awareness and strengthen brand image. The goal is to select cohesive elements that create a distinctive brand identity.
1. Customer-based brand equity refers to the differential effect that brand knowledge has on consumer responses to marketing of that brand.
2. There are three key aspects of brand equity: differential effect, brand knowledge, and consumer response to marketing.
3. Building strong brand equity requires increasing brand awareness and forging positive associations so that the brand is recognized and recalled by consumers.
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 equity refers to the added value that a brand name provides to products and services. It is created by the differential effect of brand knowledge on consumer response to marketing of the brand. There are several models for measuring brand equity, including brand asset valuing, Aaker's model, BrandZ, and brand resonance. Building strong brand equity involves choosing memorable and meaningful brand elements, developing positive brand associations through marketing, and indirectly transferring associations from other entities linked to the brand. Measuring brand equity provides benefits for companies such as increased customer loyalty and insulation from competitors.
Professor Keller is right now conducting various studies that deliver techniques to assemble, measure, and oversee brand value. Textbooks written by him on those subjects course reading on those subjects, Strategic Brand Management, has been embraced at top business schools and leading firms around the globe and has been proclaimed as the "Bible of Branding." Consolidating the most recent industry thinking and improvements, this investigation of brands, brand value, 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. In this slides, you will get the synopsis of brand management. For details, please read the main book.
This document discusses branding strategies and brand architecture. It defines key concepts like branding strategy, brand-product matrix, brand hierarchy, and brand portfolio. It explains how to design an effective brand portfolio that maximizes market coverage while minimizing brand overlap. The roles of different brands in a portfolio are discussed. Guidelines are provided for developing an effective brand hierarchy and making decisions about brand architecture. The importance of corporate branding and cause marketing for building brand equity is also covered.
Today global branding is important for B2B and B2C products and services. This presentation gives a comprehensive insight into brand management with examples of power brands.
1) The chapter discusses integrating marketing communications such as advertising, promotions, sponsorships, public relations, and personal selling to build brand equity.
2) An effective marketing communications program evaluates different communication options to determine the optimal mix based on factors like audience reach, cost, contribution to brand equity, and complementarity between options.
3) Guidelines for marketing communications include taking an analytical and curious approach, focusing messages on target markets, reinforcing messages across communications, and taking a long-term view of communication effectiveness.
This document discusses how brands can leverage secondary associations to build brand equity. It describes several tools for creating secondary associations including co-branding, ingredient branding, licensing, celebrity endorsements, sponsoring events, and highlighting third-party sources. While these techniques can help increase awareness and transfer favorable meanings, they also carry risks like loss of control, brand dilution, or negative celebrity actions.
Chapter 6 ((integrating marketing communications to build brand equity)Jawad Chaudhry
This document discusses integrated marketing communications (IMC) and how firms can use various communication options like advertising, promotions, sponsorships, public relations, and personal selling in an optimal mix to build brand equity. It emphasizes developing IMC programs that are analytical, curious about customers, single-minded in messaging, integrative across communications, creative, observant of the market, realistic about complexities, and patient with a long-term focus on communication effectiveness and brand building. Evaluation of IMC programs considers factors like audience reach, cost, contribution to brand equity, consistency of messaging, and versatility for different consumer segments.
This chapter discusses developing a brand equity measurement and management system. It introduces the brand value chain as a structured approach to assessing how marketing activities create brand value. It also discusses the importance of brand tracking studies, conducting brand audits, and designing a brand equity management system with components like a brand equity charter, brand equity report, and clearly defined brand equity responsibilities. The overall goal is to provide accurate and actionable brand information to guide strategic marketing decisions.
This document provides an overview of branding and brand management. It defines what a brand is, explains the importance of brands, and how branding applies to many different types of products and services. The key points made include:
- A brand identifies and differentiates products and services from competitors.
- Brands are important because they simplify decisions for consumers, reduce risk, and set expectations.
- Branding can apply to physical goods, services, retailers, online offerings, organizations and more. Almost anything can be branded.
- Strong, well-known brands provide value and competitive advantage, but all brands face challenges like increased competition, savvy consumers, and changing media.
- Brand equity refers to the extra value added
1. Brand equity is the added value provided to products and services by a brand. It is reflected in how consumers think, feel, and act towards the brand and is measured by prices, market share, and profitability.
2. Brand equity is built through strong brand elements, integrated marketing programs, and associations transferred to the brand. It is measured using brand audits, tracking, and valuation to assess financial brand value.
3. Managing brand equity involves brand reinforcement through innovation and relevance. Strong brands differentiate themselves, have high energy and relevance, and are well-regarded with familiarity among consumers.
1. The document discusses integrating marketing communications to build brand equity. It provides an overview of various marketing communication options including advertising, promotions, event marketing, public relations, personal selling, and integrated marketing communications.
2. It describes the ideal advertising campaign and categories of advertising. It also discusses promotions, event marketing and sponsorship, public relations and publicity, and personal selling.
3. The document emphasizes developing integrated marketing communications programs through evaluating communication options, determining optimal mixes, and guidelines for effective marketing communications.
This document discusses how to choose brand elements that build brand equity. It explains that brand knowledge depends on initial brand element choices, marketing programs, and other associations. Good brand elements are memorable, meaningful, likeable, transferable, adaptable, and protectable. Examples of different types of brand elements are provided like names, slogans, logos, symbols, characters, URLs, packaging and their role in building brand awareness and associations. Guidelines are given for selecting each element type to achieve brand objectives.
This document provides an overview of brands and brand management. It defines what a brand is, distinguishes brands from products, and explains the five levels of meaning for a product. It discusses why brands are important for both consumers and firms in reducing risk, simplifying decisions, and acting as a source of competitive advantage and financial returns. The document also outlines the strategic brand management process and introduces concepts like brand positioning, marketing programs, performance measurement, and growing brand equity.
This document provides an overview of integrated marketing communications (IMC), which involves coordinating different promotional disciplines including advertising, direct marketing, sales promotion, publicity, and personal selling to provide clarity, consistency and maximum impact. It discusses shifts in marketing from mass media advertising to other forms and channels like digital. Key promotional tools like advertising, publicity, direct marketing, sales promotion, public relations and their classifications/uses are defined. Factors that differentiate advertising and publicity are outlined. The importance of developing an integrated marketing plan with situation analysis, objectives, strategy, implementation and evaluation is also highlighted.
The document discusses customer-based brand equity (CBBE) and its key components. It outlines an associative network memory model for how brand knowledge is formed in the mind. It then describes the dimensions that make up CBBE, including brand salience, performance, imagery, judgments, and feelings. It presents a CBBE pyramid model showing the relationships between these dimensions and how they contribute to brand resonance.
This document provides an overview of the Product & Brand Management course for Week 01. It outlines the learning aims, which include understanding how to build, measure, analyze and manage products and brands. It lists required and recommended readings. It describes the evaluation components and weightages. It also includes recaps of marketing frameworks and how product and brand management fits within those frameworks. Finally, it provides exercises for students to think about issues in product and brand management.
Chp 8 products, service & brands building customer valueMohammed Razib
This document discusses key concepts around products, services, and branding. It defines products and services, and describes different types of products and services. It also outlines important decisions companies must make regarding their product lines, mixes, and individual products. The document also discusses the unique characteristics of services and additional considerations for marketing services. Finally, it covers the concept of brand equity and the major decisions involved in developing and managing strong brands.
This document discusses key concepts around products, services, and branding. It defines products and services, and describes different types of products and services. It also outlines important decisions companies must make regarding their product lines, mixes, and individual products. The document also discusses the unique characteristics of services and additional considerations for marketing services. Finally, it covers the concept of brand equity and the major decisions involved in developing and managing strong brands.
This document discusses brand strategy and architecture. It defines brand strategy as the central unifying idea that aligns behaviors, actions, and communications across services to build on a vision and business strategy. It illustrates who you are and what you do to define positioning, differentiation, and competitive advantage in a way that resonates with stakeholders. The document then discusses types of brand architecture including monolithic, endorsed, and branded models, and considers which may match a company's desired attributes based on business strategy, structure, client needs, values, and brand synergies. Finally, it outlines the process for developing a brand strategy and architecture through discovery, strategy development, design, testing, implementation, and maintenance.
Shail Akhil Patel is seeking a position that allows him to apply his managerial skills and contribute to organizational goals. He has 9 years of experience in business development, operations, sales, and marketing. He holds an MBA in International Business and has consistently exceeded targets in his previous roles, including opening 52+ stores and maintaining a low rent-to-sale ratio. He is proficient in identifying new markets and developing business partnerships.
Effective Sales Strategies helps companies with their sales, marketing, training and human capital strategies, plans and projects increasing top and bottom line results, performance and effectiveness. Check out our website to see our client testimonials and results! www.EffectiveSalesStrategies.com
The document discusses creating brand equity. It defines what a brand is and discusses various models for measuring brand equity. It also outlines strategies for building a strong brand, including having a great product, strong brand image, and good customer experience. Managing brand equity requires measuring elements to improve, continuously reinforcing or revitalizing the brand, and creating a portfolio of brands with different roles. Customers are critical to a brand's profitability.
The document provides guidance on developing and managing an effective talent brand. It discusses conducting research to understand company culture and reputation, defining brand-led goals and objectives to ensure internal and external brand values are aligned. It also addresses evaluating employee perceptions of the brand, ensuring conformity from senior management, and measuring the brand's effectiveness through surveys. The overall aim is to create an authentic on-culture internal brand by formalizing the talent brand into HR processes to align employee behaviors with company goals. Regular evaluation of the brand's impact on recruitment, retention and employee engagement is also recommended.
Aidias provides business affiliation and growth services to help companies expand. It offers expertise across various areas including strategy, training, market research, and corporate identity. Aidias works as an extended team to evaluate businesses, develop recommendations, and implement solutions to improve performance, customer service, and facilitate growth both within and outside of India.
This document discusses concepts for creating strong brands and brand equity. It defines brands and brand equity, and outlines strategies for building a strong brand like developing a great product, positive brand image, and good customer experience. It also discusses measuring brand equity, managing brand portfolios, and how popular brands like certain NBA players are popular due to their performance, charisma, and entertainment value they provide fans.
This document discusses brand building and the key aspects involved. It notes that brand building involves nurturing a brand through activities after its launch to generate ongoing cash flow. The process includes using advertising to help define the brand in consumers' minds. Brand equity refers to the value and benefits consumers associate with a brand name. Powerful brands have distinctive products that deliver on brand promises and meet evolving customer needs through creativity and compelling advertising. Choosing an effective brand name and ambassador are important for creating rich brand associations that meet and exceed customer expectations.
Content Marketing Process (Learning With the IDM) JosefJames3
The document outlines the key steps in developing an effective content marketing strategy:
1. Developing a content strategy that is aligned with the brand's purpose and vision, and sets objectives and KPIs.
2. Listening to and understanding the target audience through persona development.
3. Telling consistent, compelling brand stories that are emotionally engaging.
4. Developing a content map after understanding the audience and defining the brand stories.
5. Distributing content through owned, earned, and paid channels strategically based on objectives and budgets.
- Brand equity refers to the added value that a brand name gives to a product. It is the incremental utility or value added to a product by its branding.
- There are several models for measuring brand equity, including the Brand Asset Valuator model, BrandZ model, and Brand Resonance model. These models measure factors like brand differentiation, relevance, esteem, knowledge, and the emotional connection customers have with the brand.
- Building strong brand equity provides many advantages for companies like greater customer loyalty, less vulnerability to competition, larger profit margins, and more elastic customer response to pricing changes.
Unit - 4_Part A_Strategic Management (18MBA25)_Internal AnalysisVijay K S
The document discusses various aspects of internal analysis for strategic management. It describes analyzing a firm's present strategy, resources, capabilities, strengths, weaknesses, opportunities and threats through tools like SWOT analysis and value chain analysis. It emphasizes identifying competitively important resources and determining if they can provide sustainable competitive advantage. It also discusses benchmarking internal activities against competitors to assess relative cost competitiveness and identify areas for improvement. The overall aim is to evaluate strategic fit and guide strategic decision making.
This document discusses strategies for creating strong brands and building brand equity. It defines branding and brand equity, and outlines several models that can be used as guides, including the Brand Asset Valuator, Aaker Model, and Brand Resonance Model. The key elements identified for building a strong brand are developing great products, establishing a strong brand image, and providing excellent customer experience. Different strategies are discussed, such as conducting customer-centric market research, providing marketing support, and developing employees. The importance of measuring brand equity to identify elements for improvement is also highlighted.
Media Chix & Bud_Markma Report_Sept162016Roselie Tubeo
The document discusses various topics related to brand management and product lifecycle management. It begins with defining what a brand is and the various roles of a brand. It then discusses how to build strong brands by discussing brand equity, brand elements, and internal branding. It also covers managing brand portfolios and brand extensions. Other topics included are crafting an effective brand positioning, conducting a brand audit, dealing with competition through various competitive strategies, and managing products through different stages of the product lifecycle.
Vijay Raj K M has over 22 years of experience in sales and business development roles across various industries. He is currently working as the Manager of Response at Dhanam Publications, where he handles major accounts on an all-India basis and contributes to the brand book and summit. Previously, he held senior sales and general management positions at automotive dealerships and insurance and consumer goods companies. He has a track record of exceeding sales targets and improving business performance through relationship building, sales strategy, and team management.
How do you ensure your time and financial investment in sales training pays off? We often discuss the proven tools that withstand the test of time to increase sales productivity, but let’s explore the common reasons sales training fails. By understanding what these pitfalls are and avoiding them, you'll set the course for successful training initiatives that will result in increased sales performance and long-term revenue growth.
The document discusses strategic management and the strategic management process. It describes the six steps managers take: identifying the organization's mission and goals, doing external and internal analysis, formulating strategies, implementing strategies, and evaluating results. It also defines the three types of corporate strategies - growth, stability, and renewal strategies. Finally, it covers competitive advantage and the competitive strategies organizations use to achieve it.
No other productivity investment has as much impact as sales coaching. But it’s not easy and many organizations struggle to get it right. This complimentary one-hour VSA webinar features PJ Nisbet and Candice October of ValueSelling Associates in the UK as they share proven, best practices that sales leaders can use to coach effectively.
LAND USE LAND COVER AND NDVI OF MIRZAPUR DISTRICT, UPRAHUL
This Dissertation explores the particular circumstances of Mirzapur, a region located in the
core of India. Mirzapur, with its varied terrains and abundant biodiversity, offers an optimal
environment for investigating the changes in vegetation cover dynamics. Our study utilizes
advanced technologies such as GIS (Geographic Information Systems) and Remote sensing to
analyze the transformations that have taken place over the course of a decade.
The complex relationship between human activities and the environment has been the focus
of extensive research and worry. As the global community grapples with swift urbanization,
population expansion, and economic progress, the effects on natural ecosystems are becoming
more evident. A crucial element of this impact is the alteration of vegetation cover, which plays a
significant role in maintaining the ecological equilibrium of our planet.Land serves as the foundation for all human activities and provides the necessary materials for
these activities. As the most crucial natural resource, its utilization by humans results in different
'Land uses,' which are determined by both human activities and the physical characteristics of the
land.
The utilization of land is impacted by human needs and environmental factors. In countries
like India, rapid population growth and the emphasis on extensive resource exploitation can lead
to significant land degradation, adversely affecting the region's land cover.
Therefore, human intervention has significantly influenced land use patterns over many
centuries, evolving its structure over time and space. In the present era, these changes have
accelerated due to factors such as agriculture and urbanization. Information regarding land use and
cover is essential for various planning and management tasks related to the Earth's surface,
providing crucial environmental data for scientific, resource management, policy purposes, and
diverse human activities.
Accurate understanding of land use and cover is imperative for the development planning
of any area. Consequently, a wide range of professionals, including earth system scientists, land
and water managers, and urban planners, are interested in obtaining data on land use and cover
changes, conversion trends, and other related patterns. The spatial dimensions of land use and
cover support policymakers and scientists in making well-informed decisions, as alterations in
these patterns indicate shifts in economic and social conditions. Monitoring such changes with the
help of Advanced technologies like Remote Sensing and Geographic Information Systems is
crucial for coordinated efforts across different administrative levels. Advanced technologies like
Remote Sensing and Geographic Information Systems
9
Changes in vegetation cover refer to variations in the distribution, composition, and overall
structure of plant communities across different temporal and spatial scales. These changes can
occur natural.
How to Add Chatter in the odoo 17 ERP ModuleCeline George
In Odoo, the chatter is like a chat tool that helps you work together on records. You can leave notes and track things, making it easier to talk with your team and partners. Inside chatter, all communication history, activity, and changes will be displayed.
Walmart Business+ and Spark Good for Nonprofits.pdfTechSoup
"Learn about all the ways Walmart supports nonprofit organizations.
You will hear from Liz Willett, the Head of Nonprofits, and hear about what Walmart is doing to help nonprofits, including Walmart Business and Spark Good. Walmart Business+ is a new offer for nonprofits that offers discounts and also streamlines nonprofits order and expense tracking, saving time and money.
The webinar may also give some examples on how nonprofits can best leverage Walmart Business+.
The event will cover the following::
Walmart Business + (https://business.walmart.com/plus) is a new shopping experience for nonprofits, schools, and local business customers that connects an exclusive online shopping experience to stores. Benefits include free delivery and shipping, a 'Spend Analytics” feature, special discounts, deals and tax-exempt shopping.
Special TechSoup offer for a free 180 days membership, and up to $150 in discounts on eligible orders.
Spark Good (walmart.com/sparkgood) is a charitable platform that enables nonprofits to receive donations directly from customers and associates.
Answers about how you can do more with Walmart!"
বাংলাদেশের অর্থনৈতিক সমীক্ষা ২০২৪ [Bangladesh Economic Review 2024 Bangla.pdf] কম্পিউটার , ট্যাব ও স্মার্ট ফোন ভার্সন সহ সম্পূর্ণ বাংলা ই-বুক বা pdf বই " সুচিপত্র ...বুকমার্ক মেনু 🔖 ও হাইপার লিংক মেনু 📝👆 যুক্ত ..
আমাদের সবার জন্য খুব খুব গুরুত্বপূর্ণ একটি বই ..বিসিএস, ব্যাংক, ইউনিভার্সিটি ভর্তি ও যে কোন প্রতিযোগিতা মূলক পরীক্ষার জন্য এর খুব ইম্পরট্যান্ট একটি বিষয় ...তাছাড়া বাংলাদেশের সাম্প্রতিক যে কোন ডাটা বা তথ্য এই বইতে পাবেন ...
তাই একজন নাগরিক হিসাবে এই তথ্য গুলো আপনার জানা প্রয়োজন ...।
বিসিএস ও ব্যাংক এর লিখিত পরীক্ষা ...+এছাড়া মাধ্যমিক ও উচ্চমাধ্যমিকের স্টুডেন্টদের জন্য অনেক কাজে আসবে ...
हिंदी वर्णमाला पीपीटी, hindi alphabet PPT presentation, hindi varnamala PPT, Hindi Varnamala pdf, हिंदी स्वर, हिंदी व्यंजन, sikhiye hindi varnmala, dr. mulla adam ali, hindi language and literature, hindi alphabet with drawing, hindi alphabet pdf, hindi varnamala for childrens, hindi language, hindi varnamala practice for kids, https://www.drmullaadamali.com
ISO/IEC 27001, ISO/IEC 42001, and GDPR: Best Practices for Implementation and...PECB
Denis is a dynamic and results-driven Chief Information Officer (CIO) with a distinguished career spanning information systems analysis and technical project management. With a proven track record of spearheading the design and delivery of cutting-edge Information Management solutions, he has consistently elevated business operations, streamlined reporting functions, and maximized process efficiency.
Certified as an ISO/IEC 27001: Information Security Management Systems (ISMS) Lead Implementer, Data Protection Officer, and Cyber Risks Analyst, Denis brings a heightened focus on data security, privacy, and cyber resilience to every endeavor.
His expertise extends across a diverse spectrum of reporting, database, and web development applications, underpinned by an exceptional grasp of data storage and virtualization technologies. His proficiency in application testing, database administration, and data cleansing ensures seamless execution of complex projects.
What sets Denis apart is his comprehensive understanding of Business and Systems Analysis technologies, honed through involvement in all phases of the Software Development Lifecycle (SDLC). From meticulous requirements gathering to precise analysis, innovative design, rigorous development, thorough testing, and successful implementation, he has consistently delivered exceptional results.
Throughout his career, he has taken on multifaceted roles, from leading technical project management teams to owning solutions that drive operational excellence. His conscientious and proactive approach is unwavering, whether he is working independently or collaboratively within a team. His ability to connect with colleagues on a personal level underscores his commitment to fostering a harmonious and productive workplace environment.
Date: May 29, 2024
Tags: Information Security, ISO/IEC 27001, ISO/IEC 42001, Artificial Intelligence, GDPR
-------------------------------------------------------------------------------
Find out more about ISO training and certification services
Training: ISO/IEC 27001 Information Security Management System - EN | PECB
ISO/IEC 42001 Artificial Intelligence Management System - EN | PECB
General Data Protection Regulation (GDPR) - Training Courses - EN | PECB
Webinars: https://pecb.com/webinars
Article: https://pecb.com/article
-------------------------------------------------------------------------------
For more information about PECB:
Website: https://pecb.com/
LinkedIn: https://www.linkedin.com/company/pecb/
Facebook: https://www.facebook.com/PECBInternational/
Slideshare: http://www.slideshare.net/PECBCERTIFICATION
it describes the bony anatomy including the femoral head , acetabulum, labrum . also discusses the capsule , ligaments . muscle that act on the hip joint and the range of motion are outlined. factors affecting hip joint stability and weight transmission through the joint are summarized.
This document provides an overview of wound healing, its functions, stages, mechanisms, factors affecting it, and complications.
A wound is a break in the integrity of the skin or tissues, which may be associated with disruption of the structure and function.
Healing is the body’s response to injury in an attempt to restore normal structure and functions.
Healing can occur in two ways: Regeneration and Repair
There are 4 phases of wound healing: hemostasis, inflammation, proliferation, and remodeling. This document also describes the mechanism of wound healing. Factors that affect healing include infection, uncontrolled diabetes, poor nutrition, age, anemia, the presence of foreign bodies, etc.
Complications of wound healing like infection, hyperpigmentation of scar, contractures, and keloid formation.
Reimagining Your Library Space: How to Increase the Vibes in Your Library No ...Diana Rendina
Librarians are leading the way in creating future-ready citizens – now we need to update our spaces to match. In this session, attendees will get inspiration for transforming their library spaces. You’ll learn how to survey students and patrons, create a focus group, and use design thinking to brainstorm ideas for your space. We’ll discuss budget friendly ways to change your space as well as how to find funding. No matter where you’re at, you’ll find ideas for reimagining your space in this session.
A review of the growth of the Israel Genealogy Research Association Database Collection for the last 12 months. Our collection is now passed the 3 million mark and still growing. See which archives have contributed the most. See the different types of records we have, and which years have had records added. You can also see what we have for the future.
Brand
A name, term, sign, symbol, or design, or a combination of them.
Intended to identify the goods and services of one seller or group of sellers.
Differentiate goods and services from those of competitors.
Creates a certain amount of awareness, reputation, prominence, and so on in the marketplace.
Product
Can be:
Physical good - A cereal, tennis racquet, or automobile.
A service - An airline, bank, or insurance company.
A retail outlet - Department store, specialty store, super market.
A person - Political figure, professional entertainer, athlete.
A place - City or country.
An idea or a social cause.
Five levels of meaning for a product:
Core benefit level: Fundamental need or want that consumers satisfy by consuming the product or service.
Generic product level: Basic version of the product containing only those attributes or characteristics absolutely necessary for its functioning but with no distinguishing features.
Expected product level: Set of attributes or characteristics that buyers normally expect and agree to when they purchase a product.
Augmented product level: Additional product attributes, benefits, or related services that distinguish the product from competitors.
Potential product level: All the augmentations and transformations that a product might ultimately undergo in the future.
Brand
Dimensions may be rational and tangible—related to product performance of the brand—or more symbolic, emotional, and intangible—related to what the brand represents.
A branded product may be:
A physical good like Kellogg’s corn flakes cereal, Prince tennis racquets, or Ford Mustang automobiles.
A service such as Delta Airlines, Bank of America, or Allstate insurance.
Search goods
Evaluated on the basis of attributes such as sturdiness, size, color, style, design, weight, and ingredient composition by visual inspection.
Example - Grocery
Experience goods
Evaluated on the basis of features such as durability, service quality, safety, and ease of handling.
Example - Automobile tires
Credence goods
Consumers may rarely learn attributes.
Example - Insurance
Risks
Functional risk - Product does not perform up to expectations.
Physical risk - Product poses a threat to the physical well-being or health of the user or others.
Financial risk - Product is not worth the price paid.
Social risk - Product results in embarrassment from others.
Psychological risk - Product affects the mental well-being of the user.
Time risk - Failure of the product results in an opportunity cost of finding another satisfactory product.
B2B products
Example of B2B brand - Caterpillar
Guidelines for marketers of B2B brands
Ensure that entire organization supports branding and brand management.
Adopt a corporate branding strategy if possible and create a well-defined brand hierarchy.
Frame value perceptions.
Link relevant non-product-related brand associations.
Find relevant emotional associations for the brand.
Segment customers carefully both within and across companies.
High-tech Products
Struggle with branding due to lack of branding strategy.
Have realised that financial success is no longer driven by product innovation alone.
Marketing skills play an important role in the adoption and success of high-tech products.
Guidelines for high-tech branding:
Understand your brand hierarchy and manage it appropriately over time.
Know who your customer is and build an appropriate brand strategy.
Realize that building brand equity and selling products are two different exercises.
Brands are owned by customers, not engineers.
Brand building on a small budget necessitates leveraging every possible positive association.
Technology categories are created by customers and external forces, not by companies themselves.
The rapidly changing environment demands that you stay in tune with your internal and external environment.
Invest the time to understand the technology and value proposition and do not be afraid to ask questions.
Role of branding with services
Challenges in marketing services:
Less tangible than products and vary in quality.
Depend on the particular person or people providing them.
Branding addresses problems related to intangibility and variability.
Brand symbols help make abstract nature of the services more concrete.
Provides competitive edge to the services.
Professional services
Offer specialized expertise and support to other businesses and organizations.
Combination of B2B and traditional consumer services branding.
Challenges:
Greater variability
Harder to standardize
Threat from greater equity of employees
Retailers and distributors
Retailers can introduce their own brands by using their store name, creating new names, or some combination of the two.
Brand enables retailers and other channel members:
Generate consumer interest, patronage, and loyalty in a store.
Create their own brand image by associating quality with their service , product assortment, and merchandising.
Yield higher price margins, increased sales volumes, and greater profits.
Online product and services
To build successful brands, online marketers should
Create unique aspects of the brand on dimensions that are important to consumers.
Example - Convenience, price, and variety
Perform satisfactorily in areas, such as customer service, credibility, and personality.
Find unique ways to satisfy consumers’ unmet needs.
Offer unique features and services to consumers.
Offer unique value propositions to geographically dispersed customer groups.
People and organizations
Product category is people or organization competing for public approval or acceptance.
Have well-defined images that are easily understood and liked (or disliked) by others.
The idea of brand in this category is not limited to famous and well known personalities, an individual who builds his name and reputation in a business context is essentially creating his own brand.
Right awareness and image is invaluable in shaping the way people treat and interpret words, actions, and deeds.
Sports, arts, and entertainment
Sports teams
Market themselves through a creative combination of advertising, promotions, sponsorship, direct mail, digital, and other forms of communication.
Build awareness, image, and loyalty, to meet ticket sales targets regardless of the team’s actual performance.
Art and entertainment
An example of experience goods i.e. prospective buyers cannot judge quality by inspection and must use cues such as the particular people involved, the concept or rationale behind the project, and word-of-mouth and critical reviews.
A strong brand is valuable in the entertainment industry because of the fervent feelings that names generate as a result of pleasurable past experiences.
Geographic locations
Increased mobility of people and businesses and growth in the tourism industry have contributed to the rise of place marketing.
Refers to actively promoting cities, states and countries through advertising, direct mail, and other communication tools.
Aim is to create awareness and a favorable image of a location that will entice temporary visits or permanent moves from individuals and businesses.
Ideas and causes
Branding helps make ideas and causes more visible and concrete.
Savvy customers
It has become increasingly difficult to pursue consumers because:
Consumers and businesses have become more experienced with marketing, more knowledgeable about how it works, and more demanding.
Current marketing environment has vast number of sources of information that consumers may consult.
Empowered consumers play an active role in a brand’s fortune.
Economic downturns
Changes in economy impact consumers’ purchasing power.
Research suggest that during recession consumer switch to less expensive products.
Brand proliferation
Marketers have increasingly added new products under their brand umbrella.
Multiple product brands complicate the decision making process for marketers.
As large number of brands engage in expansion, channels of distribution become clogged, and brands struggle to get products on the shelf.
Media transformation
Erosion or fragmentation of traditional advertising media and the emergence of interactive and nontraditional media, promotion, and other communication alternatives.
Marketers are spending more on nontraditional forms of communication.
Increased competition
Both demand and supply factors have contributed to the increase in competitive intensity.
Demand for many products and services has flattened and hit the maturity stage, or even the decline stage, of the product life cycle.
On the supply side, new competitors have emerged due to factors such as globalization, low priced competitors, brand extensions, deregulations.
Increased costs
The cost of introducing a new product or supporting an existing product has increased rapidly, making it difficult to match the investment and level of support that brands received previously.
Greater accountability
Different organizational pressures often encourage quick-fix solutions which may have adverse long-run consequences.
Strategic brand management process
Design and implementation of marketing programs to build measure, and manage brand equity.
Brand positioning model
Describes how to guide integrated marketing to maximize competitive advantages.
Brand resonance model
Describes how to create intense, activity loyalty relationships with customers.
Brand value chain
Means to trace the value creation process for brands, to better understand the financial impact of brand marketing expenditures and investments.
Choosing brand elements
The best test of the brand-building contribution of a brand element is what consumers would think about the product or service if they knew only its brand name or its associated logo or other element.
Integrating the brand into marketing activities and the supporting marketing program
Although the judicious choice of brand elements can make some contribution to building brand equity, the biggest contribution comes from marketing activities related to the brand.
Leveraging secondary associations
Because the brand becomes identified with another entity, even though this entity may not directly relate to the product or service performance, consumers may infer that the brand shares associations with that entity, thus producing indirect or secondary associations for the brand.
Brand equity measurement system
A set of research procedures designed to provide timely, accurate, and actionable information for marketers so that they can make the best possible tactical decisions in the short run and the best strategic decisions in the long run.
Brand audits: Comprehensive examination of a brand to, assess its health, uncover its sources of equity, and suggest ways to improve and leverage that equity.
Brand tracking studies: Collect information from consumers on a routine basis over time, typically through quantitative measures of brand performance on a number of key dimensions marketers can identify in the brand audit or other means.
Brand equity management system: Set of organizational processes designed to improve the understanding and use of the brand equity concept within a firm.
Three steps that help implement a brand equity management system are: creating brand equity charters, assembling brand equity reports, and defining brand equity responsibilities.
Defining brand architecture
Provides general guidelines about branding strategy and the brand elements to be applied across all the different products sold by the firm.
Two key concepts in defining brand architecture are:
Brand portfolio: Set of different brands that a particular firm offers for sale to buyers in a particular category.
Brand hierarchy: Displays the number and nature of common and distinctive brand components across the firm’s set of brands.
Managing brand equity over time
A long-term perspective of brand management recognizes that any changes in the supporting marketing program for a brand may affect the success of future marketing programs.
Produces proactive strategies designed to enhance customer-based brand equity and reactive strategies to revitalize a brand that encounters problems.
Managing brand equity over geographic boundaries, cultures, and market segments
In expanding a brand overseas, managers need to build equity by relying on specific knowledge about the experience and behaviors of those market segments.