Brand is a name of a sign, term, symbol, design or combination of them intended to identify a

good or services of one or group of sellers and to differentiate from those in competition.

Identification of the source of the product

Responsibility of the product maker

Symbolic device

Signal of quality

Matters for manufacturers too

Identification for simplification and handling

Legally protecting unique features

Quality level to satisfy customers

Source of competitive advantage and financial returns

BRAND CHALLENEGES & OPPORTUNITIES

1. Savvy Customers
2. Brand Proliferation
3. Media Fragmentation
4. Increased Competition
5. Increase Cost
6. Greater Accountability

SOURCES OF BRAND EQUITY

1. Brand Awareness
a. Brand Recognition
b. Brand Recall
2. Brand Image
a. Brand Attribute
b. Brand Benefits
CUSTOMER BASED BRAND EQUITY
1. Identity
a. Salience
2. Meaning
a. Performance
b. Imagery
3. Response
a. Judgements
b. Feelings
4. Relationships
a. Resonance

BRAND ELEMENTS
Sometimes brand identity, are those trade mark able devices that serve to identify and
differentiate the brand. The main brand elements are:

1. Brand Name
2. Brand URLs
3. Jingles
4. Spokesperson
5. Slogans
6. Packages
7. Symbols
8. Characters
9. Logos

CRITERIA FOR CHOOSING BRAND ELEMENTS

OFFENSIVE STRATEGIES
1. Memorable
2. Meaningful
3. Likability

DEFENSIVE STRATEGIES
1. Transferability
2. Adaptability
3. Protectability