Slogans

 Like a good neighbor,  We try harder

State Farm is there
 Just do it
 Nothing runs like a
Deere
 Subah Bakher  I’m lovin’ it
Zindagi
 Do the Dew  Always low prices

9-1
9-2
Brand Element Choice Criteria

 Memorable  Transferable
 Meaningful  Adaptable
 Likeability  Protectible

9-3
Designing Holistic Marketing
Activities
 Personalization
 Integration

-Brand Awareness
Brand Image
 Internalization
-Brand Bonding
-Internal Branding

9-4
Measuring Brand Equity
 Brand Audits
Brand Inventory
Brand Exploratory
 Brand Tracking
 Brand Valuation

9-5
Interbrand’s Brand Equity
Formula
 Brand earnings  Brand strength
 Brand sales  Leadership (25%)
 Costs of sales  Stability (15%)
 Market (10%)
 Marketing costs
 Geographic spread (25%)
 Overhead expenses
 Trend (10%)
 Remuneration of  Support (10%)
capital charge
 Protection (5%)
 Taxation

9-6
Managing Brand Equity
 Brand reinforcement
 Brand revitalization
 Brand crises

9-7
Devising a Branding Strategy
 Develop new brand elements
 Apply existing brand elements
 Use a combination of old and new

9-8
Branding Terms
 Brand line  Line extension
 Brand mix  Category extension
 Brand extension  Branded variants
 Sub-brand  Licensed product
 Parent brand  Brand dilution
 Family brand  Brand portfolio

9-9
Brand Naming

 Individual names
 Blanket family names
 Separate family names
 Corporate name/individual name combo

9-10
Brand Roles in a Brand Portfolio

 Flankers
 Cash cows
 Low-end entry-level
 High-end prestige

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