Study 3 - building brand equity i: brand elements and marketing programs flashcards from ilsa harun's university of melbourne class online, or in brainscape's iphone or android app learn faster with spaced repetition. Brand elements are specific characteristics of a brand that help to identify and differentiate the brand the commonest elements are names, symbols, logos, slogans, characters, etc a brand name is the core theme and easily captures attention healthcare brand names should be easily remembered, be. Unformatted text preview: chapter 4: choosing brand elements to build brand equity kevin lane keller tuck school of business dartmouth college 41 building customerbased 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. Brand loyalty - in keller's definition of brand equity, strong brands achieve greater return on marketing investment through building brand loyalty which 'smoothes out' future cash flows and reduces customer acquisition costs as a proportion of total marketing expenditure. Perceive importance which lies on effect of selected marketing mix elements on brand equity in current situations within competitive markets helps the decision makers to get more information on how to use selected marketing mix elements, and choose a mix of these elements which leads to increasing brand equity, and in the end leads to.
Brand equity is the result of a process which leads to a creation of a unique and distinct brand identity these brand identifiers a brand identifiers brand identification can be done through various ways for example, unique selling proposition (usp), logo, style, bra ambassador, etc brand elements facilitate the process of consumer brain. Brand names spokespeople url's jingles logos packages symbols signage characters 42 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 equity is the goal—that long-term emotional stake we have in a brand deep-seated feelings we have as fans and consuming citizens at the end of the day, it's how much we feel we. Brand equity is defined as the differential effect of brand knowledge on customer response three elements of this definition need to be emphasized the most critical element is differential effect, or differentiation.
Choosing brand elements to build brand equity brand elements, sometimes called brand identities, are those trademarkable devices that serve to identify and differentiate the brand the main brand elements are brand names, urls, logos, symbols, characters, spokespeople, slogans, jingles, packages. A brand audit is a consumer-focused exercise that involves a series of procedures to assess the health of the brand, uncover its sources of brand equity, and suggest ways to improve and leverage its equity. A brand is a name, term, design, symbol, or other feature that distinguishes an organization or product from its rivals in the eyes of the customer brands are used in business, marketing, and advertising.
Chap 4,choosing brand elements to build brand equity 1 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. And distinct from other elements of brand equity, a factor that consumers weigh against their feelings about a brand but really, a brand's price is just as important and integral to a brand's equity as any. Choosing brand elements to build brand equity brand equity is the result of a process which leads to a creation of a unique and distinct brand identity these brand identifiers are referred to as brand identifiers.
Brand equity: the estimated financial value of the brand image and brand elements projected in terms of future profit branding: the creation of brand elements and connecting them to brand image. Brand equity refers to a value premium that a company generates from a product with a recognizable name when compared to a generic equivalent companies can create brand equity for their products. Brand elements (name, logo, tagline) are evaluated from a destination branding perspective • the identity-based approach to place brands is used to assess the contribution of brand elements. The brand leads to the retrieval of these associations from memory managing your branding elements to create a high equity brand.
33 kunjoon lee: city brand competitiveness: exploring structural relationships among city brand equity elements in china developing world will make up 81 percent of urban humanity. Memorability brand elements should inherently be memorable and attention-getting, and therefore facilitate recall or recognition for example, a brand of propane gas cylinders named blue rhino featuring a.
Prezi presentation for my brand management class this feature is not available right now please try again later. 4 transferability: is the extent to which brand elements can add brand equity to new products of the brand in the line extensions another point, a marketer needs to keep in mind is that the brand element should be able to add brand equity across geographical boundaries and market segments. Brand equity refers to the value of a brand name that a company holds when it comes to building a brand and business from the ground up , there are many key elements to establish having a strong brand equity goes beyond simple distinctions such as the company name, logo or package design.