MARKETING MANAGEMENT Chapter 9 Creating Brand Equity
1 MARKETING MANAGEMENT Chapter 9 Creating Brand Equity
LEARNING OBJECTIVES After reading this chapter, students should Know what a is brand and how branding works Know what is brand equity Know how brand equity is built, measured, and managed Know the important decisions in developing a branding strategy
2 LEARNING OBJECTIVES • After reading this chapter, students should: – Know what a is brand and how branding works – Know what is brand equity – Know how brand equity is built, measured, and managed – Know the important decisions in developing a branding strategy
Chapter Outline Basics of brand Brand Equity Branding Decisions Strategies
3 Chapter Outline • Basics of Brand • Brand Equity • Branding Decisions & Strategies
What is a brand? A name, term, sign, symbol design or some combination that identifies and informs about the products of a firm
4 What is A Brand? A name, term, sign, symbol, design, or some combination that identifies and informs about the products of a firm
Good Brand names Lack poor Distinctive Foreign Language Meanings Easy to: Suggest Suggest Product Pronounce Product Qualities Benefits Recognize Remember
5 Suggest Product Benefits Distinctive Lack Poor Foreign Language Meanings Suggest Product Qualities Easy to: Pronounce Recognize Remember Good Brand Names