This document discusses various concepts and models related to marketing and brand building, including reviewing marketing concepts, 22 immutable laws of marketing, brand identity and personality, how to build and position a brand, value proposition, and brand leveraging. It specifically references David Aaker's brand equity model and the brand equity models of David Aaker and Keller/Kotler. It also discusses the benefits of brand leveraging such as greater shelf space, lower costs for new brand-leveraged products, coordinated product offerings, and increased manufacturing efficiency.

2. Mercadeo II
Juan Miguel Galeas
@galeasjupiter
www.facebook/jupiterconsulting

4. • Revisión de Conceptos de Marketing
• 22 Leyes inmutables del marketing
• Identidad de Marca
• Personalidad de Marca
• Cómo se construye una marca
• Cómo se posiciona una marca
• Valor y propuesta de valor
• Apalancamiento de una marca

5. http://es.slideshare.net/A2ulada/22-leyes-
inmutables-del-marketing?from_search=3

6. Modelo de Brand Equity de David Aaker

7. Modelo de Brand Equity de David Aaker

8. Modelo de Brand Equity de Keller / Kotler

9. http://www.rockresearch.com/a-brand-development-model-how-to-define-and-
measure-brand-equity

12. •More products mean greater shelf space for the brand and more opportunities to
make a sale.
•The cost of introducing a brand-leveraged product is less than introducing an
independent new product due to a much smaller investment in brand development
and advertising designed to gain brand recognition.
• A full line permits coordination of product offerings, such as bagels and cream
cheese, potato chips and ranch dip, peanut butter and jelly, etc.
• A greater number of products increase efficiency of manufacturing facilities and
raw materials.
http://www.extension.iastate.edu/agdm/wholefarm/html/c5-53.html
Beneficios de Apalancamiento de
Marca