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CHAPTER 11 Kotler Keller
CHAPTER 11 Kotler Keller
Creating
Brand Equity
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What is Brand Equity؟
More inelastic consumer response to price increases Greater financial market returns
BrandasseT® ValuaTor
Brandz
Other associations
Protectable Meaningful
Adaptable Likable
Transferable
• Brand audit
• Brand-tracking studies
• Brand valuation
• Brand Reinforcement
- Requires the brand always be moving forward
• Brand Revitalization
- Almost any kind stars with the product
Individual or separate
family brand names
Sub-brand name
• House of brands
• A branded house
- Flagship product