Professional Documents
Culture Documents
Raj Mohan and Ranjith
Raj Mohan and Ranjith
l
bo
Te
rm
m
Sy
Identifies
product/service
Name of seller and Design
differentiates from
competitors
Co
m
bi
na
tio
gn
n
Si
Differentiation
Relevance
Esteem
Knowledge
Differentiation and relevance point to the brands future value
and Esteem and acknowledge reflects the past performance of
the firms.
Brand loyalty
Brand awareness
Perceived quality
Brand associations
Other proprietary assets
Presence
Relevance
Performance
Advantage
Bonding
Brand Audit:
- is a consumer-focused exercise that involves a series
of procedures to access the heath of the brand,
uncover its sources of equity and suggest ways to
improve and leverage its equity.
Brand Revitalization
A strategy to recapture lost sources of brand
equity and identify and establish new sources of
brand equity. This may include product
modification or brand repositioning.
Brand Equity/Raj Mohan And
Ranjith
Doubts and Clarifications