Welcome to Scribd. Sign in or start your free trial to enjoy unlimited e-books, audiobooks & documents.Find out more
Download
Standard view
Full view
of .
Look up keyword
Like this
19Activity
0 of .
Results for:
No results containing your search query
P. 1
Strategic Brand Management - Keller - 7 Secondary Kn -0007

Strategic Brand Management - Keller - 7 Secondary Kn -0007

Ratings: (0)|Views: 929|Likes:
Published by Sid Black

More info:

Categories:Types, Business/Law
Published by: Sid Black on Feb 16, 2011
Copyright:Attribution Non-commercial

Availability:

Read on Scribd mobile: iPhone, iPad and Android.
download as PPT, PDF, TXT or read online from Scribd
See more
See less

09/02/2013

pdf

text

original

 
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

Activity (19)

You've already reviewed this. Edit your review.
1 hundred reads
1 thousand reads
xudonghui liked this
Theresa Ann liked this
Susan Tolen liked this
Lakshmish Gopal liked this
amandeepsingh_in liked this

You're Reading a Free Preview

Download
scribd
/*********** DO NOT ALTER ANYTHING BELOW THIS LINE ! ************/ var s_code=s.t();if(s_code)document.write(s_code)//-->