measurement aspect of brand equity
Post on 14-Dec-2014
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DESCRIPTION
Measurement aspect of Brand Equity
TRANSCRIPT
A brand is a name, term, sign, symbol, or design which is intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors.
For costumer Identification of
source Risk reducer Cost reducer Promise ,bond or
patch with product Signal of quality
For manufacturer
Identification Legally protecting
unique feature Quality satisfaction Endowing products Competitive
advantage
1. Brand Asset Valuator
Differentiation Energy Relevance Esteem Knowledge
2. Brandz
3. Brand resonance model
Firm Level
Product Level
Consumer Level
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