Creating Brand Equity
creating brand equity
Creating brand equity
Marketers build brand quality by creating the right brand knowledge structures with the right consumers.
Building brand equity
3 sets of brand equity drivers.
-Initial choices for the brand elements or identities making up the brand (brand names, URLs, logos, symbols,
-product and service and all accompanying marketing activities and supporting marketing programs – way brand is integrated into supporting marketing program
-associations indirectly transferred to the brand by linking it to some other entity
Choosing brand elements
Brand elements = trademarkable devices that serve to ID and differentiate a brand (Nike swoosh)
Test of the brand-building ability of elements is what consumers would think or feel about the product if they only know about the brand element
6 criteria in choosing brand elements. First 3 are ‘brand building’, latter 3 are ‘defensive’
-memorable – how easily is brand element......
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