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Building, Measuring and Managing
Brand Equity Priyanka IIT Kanpur
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Building Brand Equity
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From a marketing management perspective, there are three main sets of brand equity drivers: 1.Choosing brand elements 2.Designing holistic marketing activities 3.Leveraging secondary associations
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Choosing Brand Elements
Brand elements are devices, which can be trademarked, that identify and differentiate the brand 1. Brand element choice criteria 2. Developing brand elements
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The rupee symbol has been added to the Unicode Standard and is being included in computer and laptop keyboards to facilitate easier typing and printing
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Designing Holistic Marketing Activities
These activities include: Brand contact - Any information-bearing experience, a customer or prospect has with the brand Integrated marketing – Mixing and matching marketing activities to maximize individual and collective effects
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Johnson & Johnson has become one of the most popular brands in Indian and South Asian markets because of its well integrated marketing program
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Leveraging Secondary Associations
Brand equity is achieved by linking the brand to other information in memory that conveys meaning to consumers. It includes: 1.Internal Branding 2.Brand Communities
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Secondary sources of brand knowledge
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Measuring Brand Equity
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Brand Equity can be measured by
The Brand Value Chain
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Managing Brand Equity
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As a company’s major enduring asset, a brand needs to be carefully managed so its value does not depreciate. It includes: 1. Brand Reinforcement 2. Brand Revitalization
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Recap • Three main sets of brand equity drivers • Measuring brand equity • Brand reinforcement and revitalization for managing brand equity
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