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BRAND EQUITY
It is defined as a set of brand assets and liabilities linked to a
brand, its name, and symbol that add to or subtract from the
value provided by a product or service to a firm and/or to that
firms customers.
Brand Awareness
The ability of potential buyers to recognize or recall a brand as
a member of a certain product category is termed brand
awareness.
Perceived Quality
It is defined as customers perception of the overall quality or
superiority of a product or service with respect to its intended
purpose, relative to market alternatives.
Brand Association
Anything that links the customers memory to a brand is termed
brand association.
Brand Loyalty
It is a measure of the attachment that a customer has to a
brand.
Brand Packaging
It includes the brand name, symbol, or product package,
which play a significant role in enhancing and maintaining
brand equity and serve as a barrier to competitors.
Brand Identity
It is the sum of the brand expressed as a product, organization,
person, and symbol.
Brand Physique
It refers to the physical qualities of the brand. These are the
tangible aspects of the brand and include its core features and
attributes.
Brand Personality
It is a summation of all the tangible and intangible aspects of a
brand.
Brand Culture
It symbolizes the country of origin, the organization, and the
values for which the brand stands.
Self Image
The inward reflection of a brand to the consumer is known as
its self image.
Reflection
Reflection is the target customers perception of their external
image.
Relationship
A brand forges relationships with its customers on the basis of
tangible or intangible attributes.
Brand Essence
The basic idea behind the brand when it is conceptualized is
termed brand essence.
Brand Positioning
It refers to the art of creating a distinct image of the brand in
the minds of the customers.
Brand Revitalization
It refers to a change in the existing position of the brand and
modifying marketing communication based on the new
position.
Brand Extension
It refers to extending the brand into other categories that may
be related and unrelated to it.
Implications of Life Cycle Concept in
Brand Building
The stages of development of product categories may be
explained with life cycle concept under following stages
Embryonic
Growth
Maturity
Decline
International Branding Strategy