-Building-Measurement-Management
Building Brand Equity
But how to build Brand Equity?
-By creating right brand knowledge structure
What are brand elements ?
How to choose Brand Element ?
6 basic criteria
1. Memorable
2. Meaningful
3. Linkable
5. Transferable4. Adaptable
6. Protectable
-how easily consumers can recall the product
-Is brand element creditable ?
-how aesthetically appealing is brand element ?
-can the brand element introduce new products in same or different categories.
-how adaptable or updatable is brand element?
-how legally protected is the brand element?
Measuring brand equity
-Assess potential sources of brand equity
-Assess the actual impact of brand knowledge
Managing Brand Equity
1 . Major enduring asset.
2. By continuously conveying brand’s meaning
-What does product represent , how is it superior
Recap
Now we know-Building Brand Equity -What is a brand element-Choosing brand brand element-Developing brand element-Measuring Brand Equity-Managing brand equity
These slides were created by Yovan Sethi,
IIIT Allahabad, during a Marketing internship
by Prof. Sameer Mathur,
IIM Lucknow (See www.IIMInternship.com)
Disclaimer