Reference : New Strategic Brand Management Jean Noel Kapferrer
Q1) how do you define a brand ? what are its core properties ?
Ans) A brand is defined as one which looks at working culture of a company to which itrepresents to addressing core issues for which the company stands for
what is the use of a brand if it is weak in core competency which includes different branches of management -- all the branches hold the key for success of company
Q2) what is brand equity ? how to manage it effectively without incurring losses tothe company while introducing brand to end consumer for first time ? Ans) brand equity is defined as managing the brand properly in relation to outsiderswhich include everyone managing brand equity can be done a) through segmentation ----- psychographic ( niche strategy)geographic ( house rent strategy)demographic ( educational institutions) b) through targeting -------- population indexing c) through positioning -------- organised retailing based upon real estate Q3) what is private label ? how can companies overcome it ?