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Leveraging Secondary Brand Knowledge
 
Brand Equity 
BE is built through -
1.
Brand elements
2.
Marketing programs and communicationstrategies
3.
Leveraging secondary brand associations
 
Building Customer-Based Brand Equity
BRAND BUILDING TOOLS AND OBJECTIVES  CONSUMER KNOWLEDGE EFFECTS BRANDING BENEFITS
Choosing Brand ElementsBrand name MemorabilityLogo MeaningfulnessSymbol AppealCharacter TransferabilityPackaging AdaptabilitySlogan ProtectabilityDeveloping Marketing ProgramsProduct Tangible and intangible benefitsPrice Value perceptionsDistribution channels Integrate´push´ and ³pull´Communications Mix and match optionsLeverage of Secondary AssociationsCompanyCountry of originChannel of distributionOther brandsEndorsorEventAwarenessMeaningfulnessTransferabilityPossible OutcomesGreater loyaltyLess vulnerability to competitivemarketing actions and crisesLarger marginsMore elastic response to pricedecreasesMore inelastic response to priceincreasesGreater trade cooperation andsupportIncreased marketing communicationefficiency and effectivenessPossible licensing opportunitiesMore favorable brand extensionevaluationsBrand AwarenessDepthBreadth
 
RecallRecognitionPurchaseConsumptionBrand AssociationsStrongFavorableUniqueRelevanceConsistencyDesirableDeliverablePoint-of-parityPoint-of-difference
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