Professional Documents
Culture Documents
Creating Brand Equity: Marketing Management, 13 Ed
Creating Brand Equity: Marketing Management, 13 Ed
Creating
Brand Equity
Identify
Identify the
the maker
maker
Simplify
Simplify product
product handling
handling
Organize
Organize accounting
accounting
Offer
Offer legal
legal protection
protection
Signify
Signify quality
quality
Create
Create barriers
barriers to
to entry
entry
Serve
Serve as
as aa competitive
competitive
advantage
advantage
Secure
Secure price
price premium
premium
Branding is endowing
products and services with the
power of the brand.
Thoughts Feelings
Knowledge
Images
Beliefs
Experiences
Differentiation
Energy
Relevance
Esteem
Knowledge
Bonding
Advantage
Performance
Relevance
Presence
Weak Relationship
Core Identity
Brand Identity
Elements
Extended Identity
Brand Essence
Elements
Brand Elements
Marketing Activities
Meaning Transference
Brand
names URLs
Slogans
Elements
Logos
Characters
Symbols
• Memorable
• Meaningful
• Likeability
• Transferable
• Adaptable
• Protectible
Personalization
Integration
Internalization
Brand
Brand Audits
Audits
Brand
Brand Tracking
Tracking
Brand
Brand Valuation
Valuation
Brand
Brand Reinforcement
Reinforcement
Brand
Brand Revitalization
Revitalization
Brand
Brand Crises
Crises
Develop
Develop new
new brand
brand
elements
elements
Apply
Apply existing
existing brand
brand
elements
elements
Use
Use aa combination
combination of
of
old
old and
and new
new
Individual
Individual names
names
Blanket
Blanket family
family names
names
Separate
Separate family
family names
names
Corporate
Corporate name-
name-
individual
individual name
name combo
combo
Low-end High-end
Entry-level Prestige