工商管理-科特勒--chapter-9---branding.pptVIP

Building strong brands Kotler - chapter 9 Agenda: What is a brand and how does branding work? What is brand equity? How is brand equity built, measured, and managed? What are the important decisions in developing a branding strategy? 04.09.2009 * What is a brand? A brand: ”A name, term, sign, symbol or design or a combination of them, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors” The role of brands: Identify the maker of a product Product handling and tracing Legal protection Signals to the market 04.09.2009