Professional Documents
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Brand Management Chapter 1
Brand Management Chapter 1
Brand Management Chapter 1
What is a brand?
For the American Marketing Association (AMA),
..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 competition.
2006 ($Billion)
2005 ($ Billion)
Coca-Cola
67.00
67.53
2. Microsoft
56.93
59.94
3. IBM
56.20
53.38
4. GE
48.91
47.00
5. Intel
32.32
35.59
6. Nokia
30.13
26.45
7. Toyota
27.94
24.84
8. Disney
27.85
26.44
9. McDonalds
27.50
26.01
10. Mercedes-Benz
21.80
20.00
1.
Differential effect
Brand knowledge
Key Concepts
Mental maps
Competitive frame of reference
Points-of-parity and points-of-difference
Core brand values
Brand mantra
Brand
Brand
Brand
Brand
value chain
audits
tracking
equity management system
Brand-product matrix
Brand portfolios and hierarchies
Brand expansion strategies
Brand reinforcement and revitalization