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Management
Session 2
9
Building Customer-Based Brand Equity
Brand knowledge structures depend on . . .
The initial choices for the brand elements
The supporting marketing program and the
manner by which the brand is integrated into it
Other associations indirectly transferred to the
brand by linking it to some other entities
Marketing Advantages of Strong Brands
Marketing Advantages of Strong Brands
Brand Equity as Bridge.
Making a Brand Strong: Brand Knowledge .
Brand Image
Sources of Brand Equity
Advantages of Brand Awareness
Establishing Brand Awareness
Creating a Positive Brand Image
Identifying and establishing Brand Positioning
Identifying and establishing Brand Positioning
Segmentation
Nature of Competition
Points of Parity and Points of Difference
Points of Parity and Points of Difference
Points of Parity and Points of Difference
Positioning Guidelines
Positioning Guidelines
Positioning Guidelines
Choosing Points of Difference
Positioning Guidelines
Differentiation Criteria
Positioning Guidelines
Establishing Points of Parity and Points of Difference
Positioning Guidelines
Establishing Points of Parity and Points of Difference
Positioning
Establishing Points of Parity and Points of Difference
Positioning
Straddle Positions
Positioning
Straddle Positions
Positioning
Updating positioning Over Time
Updating Positioning Over Time
TVCs\Tapal_mothers_60sec_op_1_high.mpg
TVCs\HERSHEY'S- My Dad.mp4