• Embed Doc
  • Copy Link
  • Readcast
  • Collections
  • CommentGo Back
Download
 
11
Brand Equity and Brandrand Equity and BrandPositioningositioning
Mkt4806Mkt4806Product and Brand ManagementProduct and Brand Management
Book: Kevin Lane Keller, Strategic Brand Management, 2Book: Kevin Lane Keller, Strategic Brand Management, 2
ndnd
EditionEditionChapter 2 Customer-based Brand EquityChapter 2 Customer-based Brand EquityChapter 3 Brand Positioning and ValuesChapter 3 Brand Positioning and ValuesLecture note by Polboon NuntamanopLecture note by Polboon Nuntamanop
 
22
 What is a Brand? What is a Brand?
AA
brandbrand
is a name, term, sign, symbol,is a name, term, sign, symbol,or design which is intended toor design which is intended toidentifyiden
 
tifythethegoods or services of one seller or groupgoods or services of one seller or groupof sellers and toof sellers and todifferentiatedifferentiatethem fromthem fromthose of competitors.those of competitors.
 
33
Brand ElementsBrand Elements
A variety of brand elements can be chosenA variety of brand elements can be chosenthat inherently enhance brand awarenessthat inherently enhance brand awarenessor facilitate the formation of strong,or facilitate the formation of strong,favorable, and unique brand associationsfavorable, and unique brand associations
::
Brand NameBrand Name
LogoLogo
SymbolSymbol
CharacterCharacter
PackagingPackaging
SloganSlogan
of 00

Leave a Comment

You must be to leave a comment.
Submit
Characters: ...
You must be to leave a comment.
Submit
Characters: ...