Managing brand equity ppt
- 2. “A brand is a “name, term, sign, symbol, or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of Competitors”.
- 4. Consumers need to know why they should prefer your product to that Of your competitors that is why as marketers we have a duty to teach them “who” the product is and “why” they should care.
- 5. A set of brand assets and liabilities linked to a brand. It is the added value that endowed to products and services. This value may be reflected in how consumers think, feel, and act with respect to the brand.
- 7. BRAND LOYALITY BRAND AWARENESS PERCEIVED QUALITY BRAND ASSOCIATION
- 8. Brand loyalty is a measure of the attachment that a customer has to a brand. It reflects how likely a customer will be to switch to another brand, especially when that brand makes a change , either in price or in product feature.
- 9. Reduce marketing cost. Trade {CHANNEL DISTRIBUTION} leverage. Attracting new customers.
- 10. Brand awareness is a marketing term that describes the degree of consumer recognition of a product by its name.
- 11. The purchase funnel showing how awareness of the brand is created within an individual. How to achieve brand awareness Be different, memorable involve a slogan or jingle symbol exposure Publicity Event sponsorship
- 12. Perceived quality The term "Perceived Quality" refers to the quality that customers acknowledge via the look, the touch, and the feel of a car.
- 14. Brand association consists of all brand related thoughts, feelings, perception, images, experiences, beliefs, attitudes, etc.
- 16. 1.Product attributes 2.Customer benefits 3.Relative price 4.Lifestyle/personality 5.Celebrity/person 6.Use/application