The document provides an overview of branding and brand equity. It defines what a brand is, the roles of brands, and how branding works to differentiate products, simplify product handling, and provide legal protection. It also defines brand equity as the added value provided to products due to brand knowledge and outlines several models for measuring and managing brand equity, including how brand equity is built through brand elements, marketing activities, and secondary associations.

1. Marketing Management MBA CP 205

2. Creating Brand Equity

4. Brand A name, term, sign, symbol or design, or a combination of them, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors. Creating Brand Equity

6. The Roles of Brands Identify the maker Simplify product handling Organize accounting Offer legal protection Creating Brand Equity

7. The Roles of Brands Signify quality Creates barriers To entry Serves as a competitive advantage Secure price premium Creating Brand Equity

11. Branding Endowing products and services with the power of a brand. Creating Brand Equity

12. Creating Brand Equity Brand Equity The differential effect that brand knowledge has on consumer response to the marketing of that brand.

15. Creating Brand Equity Brand Knowledge Knowledge Thoughts Experiences Beliefs Images Feelings

16. Creating Brand Equity Brand Associations Strong Unique Favorable

18. Creating Brand Equity Brand Promise The marketer’s vision of what the brand must be and do for Consumers.

20. Creating Brand Equity Brand Asset Valuator (BAV) Differentiation Relevance Esteem Knowledge Brand Equity

23. Creating Brand Equity BAV Power Grid

24. Creating Brand Equity Aaker Model – Brand Assets Brand loyalty Brand associations Perceived quality Brand awareness Proprietary assets

25. Creating Brand Equity Aaker Model – Brand Identity Brand-as-product Brand-as-person Brand-as-symbol Brand-as-organization Four perspectives ……

29. Creating Brand Equity The Brandz Model Bonding Advantage Performance Relevance Presence

33. Creating Brand Equity Brand Resonance Pyramid

34. Creating Brand Equity Drivers of Brand Equity Brand Elements Marketing Activities Meaning Transference

36. Creating Brand Equity Brand Elements Elements Slogans Brand names URLs Logos Symbols Characters

41. Secondary Sources of Brand knowledge Creating Brand Equity