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MANAGING BRAND EQUITY
“A brand is 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 and to differentiate them from those of
Competitors”.
Consumers need to know why they should prefer your product to that
Of your competitors that is why as marketers we have a duty to teach
them “who” the product is and “why” they should care.
A set of brand assets and liabilities linked to a brand. It is
the added value that endowed to products and services.
This value may be reflected in how consumers think, feel,
and act with respect to the brand.
BRAND LOYALITY
BRAND AWARENESS
PERCEIVED QUALITY
BRAND ASSOCIATION
Brand loyalty is a measure of the
attachment that a customer has
to a brand.
It reflects how likely a customer
will be to switch to another
brand, especially when that
brand makes a change , either
in price or in product feature.
Reduce marketing cost.
Trade {CHANNEL DISTRIBUTION}
leverage.
Attracting new customers.
Brand awareness is a marketing term that
describes the degree of consumer recognition
of a product by its name.
The purchase funnel
showing how awareness
of the brand is created
within an individual.
How to achieve brand awareness
Be different, memorable involve
a slogan or
jingle
symbol exposure
Publicity
Event sponsorship
Perceived quality
The term "Perceived
Quality" refers to the
quality that customers
acknowledge via the
look, the touch, and
the feel of a car.
Brand association
consists of all brand
related thoughts,
feelings, perception,
images, experiences,
beliefs, attitudes,
etc.
1.Product attributes
2.Customer benefits
3.Relative price
4.Lifestyle/personality
5.Celebrity/person
6.Use/application
Managing brand equity ppt
Managing brand equity ppt

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Managing brand equity ppt

  • 2. “A brand is 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 and to differentiate them from those of Competitors”.
  • 3.
  • 4. Consumers need to know why they should prefer your product to that Of your competitors that is why as marketers we have a duty to teach them “who” the product is and “why” they should care.
  • 5. A set of brand assets and liabilities linked to a brand. It is the added value that endowed to products and services. This value may be reflected in how consumers think, feel, and act with respect to the brand.
  • 6.
  • 7. BRAND LOYALITY BRAND AWARENESS PERCEIVED QUALITY BRAND ASSOCIATION
  • 8. Brand loyalty is a measure of the attachment that a customer has to a brand. It reflects how likely a customer will be to switch to another brand, especially when that brand makes a change , either in price or in product feature.
  • 9. Reduce marketing cost. Trade {CHANNEL DISTRIBUTION} leverage. Attracting new customers.
  • 10. Brand awareness is a marketing term that describes the degree of consumer recognition of a product by its name.
  • 11. The purchase funnel showing how awareness of the brand is created within an individual. How to achieve brand awareness Be different, memorable involve a slogan or jingle symbol exposure Publicity Event sponsorship
  • 12. Perceived quality The term "Perceived Quality" refers to the quality that customers acknowledge via the look, the touch, and the feel of a car.
  • 13.
  • 14. Brand association consists of all brand related thoughts, feelings, perception, images, experiences, beliefs, attitudes, etc.
  • 15.
  • 16. 1.Product attributes 2.Customer benefits 3.Relative price 4.Lifestyle/personality 5.Celebrity/person 6.Use/application