PRESENTED BY:

FRANCISCO MIRANDA

TERMS TO REMEMBER
Branding

Brand Equity
Customer Based Brand Equity Brand Knowledge Brand Promise

Brand Contract
Brand B0nding Brand Audit Brand Tracking Studies

Brand Valuation
Brand Reinforcement Brand Revitalization

BRAND MGMT PROCESS

Identifying & establishing brand positioning Planning & implementing brand marketing Measuring & interpreting brand performance Growing & sustaining brand value

BRAND EQUITY MODELS

1. Brand Asset Valuator(BAV) -Differentiation Energized brand strength/ -Energy Future value -Relevance -Esteem Brand stature/ Report card -Knowledge

2. Brandz
Nothing beats it Can it offer something different? Can it deliver? Does it offer me something? Do I know about it?
BONDING ADVANTAGE PERFORMANCE RELEVANCE PRESENCE

3. AAKER Model
Identity elements & Extended identity elements

4. Brand Resonance Model

Ensuring identification in customers mind with specific product class/ customer needs ii. Establishing brand meaning by strategically linking tangible & intangible iii. Customer responses in terms of brand related judgment & feelings iv. Create loyal relationship between customers & brands
i.

BRAND EQUITY DRIVERS

Identifies making up the brand Product/ service & all accompanying marketing activities

& supplementary programs Other association indirectly transferred to the brand

BUILDING BRAND EQUITY

A. Brand Element Choice Criteria Memorable Meaningful Likeable Transferable Adaptable Protectable

Brand building

Defensive

B. Holistic Marketing Activities Personalization Integration Internalization C. Leveraging Secondary Association Secondary brand associations

DEVISING A BRAND STRATERGY

Develop new brand for new product Apply existing brand elements Combination of new & existing brand

elements

BRANDING DECISIONS
Individual names Blanket fly names Separate fly names for all products Corporate combined with individuals