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Brand Equity = strategic assetBrand Equity = strategic asset 
The positive differential effect of price and purchaseThe positive differential effect of price and purchase 
Strong brand = Product Benefits x Distinct Identity x Emotional ValuesStrong brand = Product Benefits x Distinct Identity x Emotional Values
 Brands are built by performance, not advertising. Brands are built by performance, not advertising.
Prof. Sapna ModiProf. Sapna Modi
 
 
Characteristics of Strong BrandsCharacteristics of Strong Brands
Provides superior delivery of desired benefits.Provides superior delivery of desired benefits.
(Starbucks, FedEx, Amazon)(Starbucks, FedEx, Amazon)
Maintain innovation and relevance for the brand.Maintain innovation and relevance for the brand.
(Gillette, Charles Schwab)(Gillette, Charles Schwab)
Establish credibility and create appropriate brand personality andEstablish credibility and create appropriate brand personality andimagery.imagery.
(Apple, Virgin)(Apple, Virgin)
Communicate with a consistent voice.Communicate with a consistent voice.
(Coca-Cola, Accenture)(Coca-Cola, Accenture)
Strategically design and implement a brand hierarchy andStrategically design and implement a brand hierarchy and portfolio. portfolio.
(BMW, The Gap)(BMW, The Gap)
 
 
Strategic challenges for marketersStrategic challenges for marketersand researchersand researchers
Measuring brand equityMeasuring brand equity
Measuring marketing effectivenessMeasuring marketing effectiveness
A better new product processA better new product process
Measuring customer satisfactionMeasuring customer satisfaction
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gbhanu_prakash2759

thnk u fr ur information on building brand equity''

reply01 / 08 / 2010
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