Professional Documents
Culture Documents
Earning wealth and recognized through the power of brand name or symbol.
Development of Marketing
Customer Marketing Industrial marketing Non-profit and Societal Marketing
1950
Service Marketing
1960s
Relationship Marketing
1970s
The future of Marketing
1980s
1990s
2000s
BRAND EQUITY
A brand is a name or symbol used to identity the source of the product. The brand can add significant value when it is well recognized and has positive associations in the mind of the consumer. This concept is known as brand equity.
Brand is an intangible asset that produces added benefits for the business. This is the domain of strategic brand management : how to create value with brand management.
Fortification
If these business were split up I would give you the land and the bricks and mortar and I would take the brand and the trade mark and I would fare better than you
- JOHN STUART
BRANDING STRATEGIES
1. Single brand identity 2. Umbrella strategy
Loyalty (price premium, satisfaction). Perceived quality (popularity). Association (brand personality, organizational association).
BRAND RESONANCE
BRAND OPINION
BRAND UNDERSTANDING
POTENTIAL MARKET
BRAND AWARENESS
Challenge for marketer is ensuring that customer have the right type of experience with products, service and their accompany marketing programmes, so on becoming linked to the brand.
QUESTIONS PLEASE