Brand EquityBrand Identity.pptVIP

Brand Equity Brand Identity A Brand is any... Brand Image Characteristics of Good Brand Names Basic Branding Strategies Brand Equity Brand Equity is a set of assets (and liabilities) linked to a brand’s name and symbol that adds to (or substracts from) the value provided by a product or service to a firm and/or that firm’s customers. Categories of Assets Brand name awareness Brand loyalty Perceived Quality Brand Associations Other Proprietary Brand Assets (e.g., channel relationships, patents,…) Brand Equity Increases Value Brand Name Awareness Anchor to which other associations can be attach