brand management day1

8/8/2019 Brand Management Day1

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Strategic Brand Management

The 1980s marked a turning point in how brandsbegan to be viewed.

Real value lies outside the business itself

Since 1991, buzz word is brand equity. Companies now bought not production capacity but

brands (places in consumers minds).

There were 26 different ways to measure brand

equity in 1994.

Ratio of 20:25 times of price: earnings ratio.



Implications of strategic brand management

Top management is now paying close attention to brands . Brands are being treated as strategic assets,as realisation that Brand bldg leads to Business Bldg

New way of thinking (in terms of capitalizing) means umbrella/ source /master brands.

End of dispersion &proliferation Reducing the brand portfolio means fewer brands encompassmore products e.g. in 1991 Nestle launched 101 new products worldwide but created only 5 newbrands.

Managing innovation allocation - Marketing manager & not brand managers decide innovation. Identity prevails over imageBrand image is how you are perceived & brand identity is how you

aspire to be perceived.

Exploiting brand equity leveraging. Reducing a brand to only one product means shrinking brandequity

Brand equity vs price war.New rules of Brand Mgt-seduce customers through sharedvalues,innovations

Addressing diversity of consumers and geographical mkts

Identity vs change From transaction to relationships through functional,experiential and aspirational values

Knowing it takes more than Brand name to build a Brand



What is a product

A product is anything that is offered to a market to satisfy a want or a

need. Products include physical goods, services, experiences, events, persons,

places, properties, organizations, information and ideas .

CORE BENEFIT

BASIC PRODUCT - FEATURES, BENEFITS, DESIGN & STYLE,

PACKAGING, BRAND NAME.

EXPECTED PRODUCT - CREATES NO PREFERENCE

AUGMENTED PRODUCT - TOTAL CONSUMPTION SYSTEM

POTENTIAL PRODUCT

THE 5 LEVELS CONSTITUTE CUSTOMER VALUEHIER ARCHY

WITH EACH LEVEL ADDING MORE CUSTOMER VALUE.



BRAND

A BRAND IS ESSENTIALLY A SELLER¶S PROMISE TO

CONSISTENTLY DELIVER A SPECIFIC SET OF FEATURES,

BENEFITS ,SER VICES AND VALUES TO BUYERS.A BRAND ISABOUT INTANGIBLEAND TANGIBLEASSOCIATIONS



A BRAND IS MORE THAN A PRODUCT

Organizational

Associations

Countryof Origin

User

Imagery

Symbols

Emotional

Benefits

PRODUCT

Features

Benefits

Style

Design

Brand name

package Brand-Customer

Relationships

Brand Personality

Self-Expressive

BenefitsFunctional

benefits



ROLE OF BRAND MANAGER



WHAT THE BRAND MANAGERS JOB ENTAILS

RESPONSIBILITIES IN

MARKETING DEPARTMENT

SALES DEPARTMENT

PRODUCTION DEPARTMENT / MATERIALS

FINANCE DEPARTMENT

SENIOR MANAGEMENT



BRAND MANAGERS DUTIES

1. DAILY DUTIES - PRODUCT FACT BOOK, MOTIVATING SALES FORCE

& DISTRIBUTORS, MONITORING COMPETITION.

2. SHORT-TERM DUTIES - MONITORING CUSTOMER SATISFACTION,

IMPROVING CUSTOMER VALUE, ANNUAL PLAN, PRODUCT

IMPROVEMENTS ETC.

3. LONG-TERM DUTIES - MARKET OPPORTUNITIES, COMPETITIVE

STRATEGIES

IDEALLY,

DAILY DUTIES - 45 - 55%

SHORT-TERM DUTIES - 20 - 30%

LONG-TERM DUTIES - 15 - 25%



COMPARISONOF THE ROLES OF THE PRODUCT MANAGER IN

CONSUMERGOODS FIRMS AND INDUSTRIAL GOODS FIRMS

ACTIVITY CONSUMER GOODSCOMPANY

INDUSTR IALGOODS

COMPANY1. Planning

2. Advertising

3. Sales promotion

4. Merchandising

5. Packaging,

branding, labelling

6. Pricing

7. Product

development, new

products

8. Product line

planning

9. Market research

Key duty

Creates plan

Originates, may manage

Recommends policies & plans

Makes recommendations

Studies and makes

recommendations

Studies and makes

recommendations

Recommends changes

Makes requests for studies

Key duty

Limited role

Suggests technical material

Limited role

Limited role

Bid pricing, estimating, volume

pricing

Works with laboratories and may a

approve modifications

Recommends and may have

authority over mix

May do his own research



COMPARISONOF THE ROLES OF THE PRODUCT MANAGER IN

CONSUMERGOODS FIRMS AND INDUSTRIAL GOODS FIRMS

ACTIVITY CONSUMER GOODSCOMPANY

INDUSTR IALGOODS

COMPANY

10. Production planning

11. Inventories andwarehousing

12. Field sales and

distribution

Forecasts sales volume

Estimates inventory needs

Recommends channels of

distribution

Establishes mix and schedule

Estimates inventory needs

May be primary technical advisor

to field



What is a Brand to a consumer ?

Identifier

Differentiator

Signal of quality

Promise of consistent delivery of values

Symbol of Trust

Risk reducer .No risk, no brand

Unique set of benefits & associations



Functions of brand for the consumer

Function Consumer benefit

Identification Q uickly identify the sought-after products.

Practicality Savings of time and energy through identicalrepurchasing.

Guarantee Surety of same quality no matter whereor when you buy the product or service.

Optimisation Surety of buying best product , best performer

Characterisation Confirmation of your self -image .

Continuity Satisfaction brought about through familiarity andintimacy

Hedonistic Satisfaction linked to the attractiveness of the brand, toits logo, to its communication.

Ethical Satisfaction linked to the responsible behaviour of thebrand in its relationship with society (ecology,employment, citizenship, advertising which doesnt

shock).



Brand Concept

Means brand meaning i.e. which is the differenttypes of consumer needs brand intends tosatisfy/satisfies

Tangible: Functional/ Rational

Intangible :

Emotional

Experiential-sensory pleasure(sight, taste, sound,smell or feel).

Symbolic/aspirational-selfconcept,self -enhancement,ego identifier, role position or group membership



BRAND - MEANING

1. ATTRIBUTES

2. BENEFITS

3. VALUES

4. CULTURE

5. PERSONALITY

6. USER

DEEP V/S SHALLOW BRAND



HOWVALUES AFFECT BR AND CHOICE

BRAND CHOICE

CONDITIONAL

VALUE

SOCIALVALUE

FUNCTIONAL

VALUE

EMOTIONAL

VALUE

EPISTEMIC

VALUE



Defining & establishing brand values

1) Core brand values are the set of abstractassociations (attributes & benefits) that characterizethe 5 to 10 important aspects or dimensions of abrand.

Core brand values are identified through mentalmaps

2) Brand mantra is the heart & soul of branddefined by short 3 to 5 word phrases that capture

essence or spirit of brand positioning & brand valueclearly delineating what the brand is & what it is not.



Brand Mantra

Brand function Descriptive modifier Emotional modifier

Disney Entertainment Family Fun

Nike Performance Athletic Authentic

Brand mantras derive their power & usefulness from

their collective meaning to employees & consumers.



What does Branding mean to BRAND MANAGER ?

Brands endow products with meaning

Branding transforms product categories

Brand is a long term vision

Brand is a living memory in consumers mind.

Brand is a genetic program



Branding is raising new questions

for managers

Classic strategic models talk about product

portfolios whereas in reality companies have to

manage their brand portfolios.

Real brand management begins with a strategy & a

consistent integrated vision.

Its central concept is brand identity.



Underlying the brand is its programme

1. Why must this brand exist?

What would consumers be missing if the brand did not exist?

2. Standpoint.

From where does the brand speak?

3. Vision.

What is the brands vision of the future?

4. What are our values?

5. Mission.

What specific mission does the brand want to carry out in its market?

6. Know-how.

What is the brands specific know - how?

7. Territory.

Where can the brand legitimately carry out its mission, in which product category?

8. Typical products or actions.

Which products and actions best embody, best exemplify the brands values and vision?

9. Style and language.

What are the brands stylistic idiosyncrasies?

10. Reflection.

Whom are we addressing? What image do we want to render of the clients themselves?



Challenges facing Brand Builders

Savvy Customers & decreasing brand loyalty

Brand proliferation & lack of differentiation

Media fragmentation

Increased competition

Increasing promotional expenditure &

reduced advertising expenditure



WHY IS IT HARD IT BUILD BRANDS?

1. Pressure to

Compete on

Price

8. Short-Term

Pressures of sales

7. Pressure toInvest Elsewhere

6. Bias Against

Innovation

5. Bias TowardChanging

Strategies

2. Proliferation

of Competitors

3. FragmentingMarkets & Media

4. Complex Brand

Strategies &

Relationships

BUI

LDING

BRANDS



Obstacles to the Branding Principles

1) Current corporate accounting treats any outlaywhere payback is uncertain (e.g. advertising) as anexpense not asset.

2) Annual accounting - brand managers judged onyearly results.

3) Product based accounting discourages productmanagers from bolstering brand as a whole

4) Even though advertising agency has own network of partner companies in charge of name research,packaging, graphic identity, event, communications (thus

IMC), they cannot address strategic issues like brandportfolio management.

5) High turnover of brand managers6) Failure to look at brand management as a system & not

piecemeal.



Seven Deadly Sins of Brand Management

1) Failure to fully understand meaning of brand

2) Failure to live up to brand promise

3) Failure to adequately support the brand

4) Failure to be patient with the brand

5) Failure to adequately control the brand

6) Failure to properly balance consistency &

change with the brand

7) Failure to understand complexity of brand

equity measurement & management.



Some Brand Marketing tradeoffs

STRATEGIC FINANCIAL

Retaining customers vs. acquiring customers Short-run vs. long-run objectives

Brand expansion vs. brand fortification Sales-generating vs. brand-building activities

Product performance vs. brand image Accountable or measurable tactics vs. non-measurable

Points of parity vs. points of difference tactics

Q uality maximization vs. cost minimization

TACTICAL ORGANIZATIONAL

Push vs. pull Global vs. local

Continuity vs. change Top down vs. bottom up

Classic vs. contemporary image Customization vs. standardization

Independent vs. universal image Internal vs. external



Twenty-First Century Branding

1. Relying on brand awareness has become marketing fools gold Smart brandsare more concerned with brand relevance and brand resonance.

2. You have to know it before you can grow it Most brands dont know whothey are, where theyve been, and where theyre going.

3. Always remember the Spandex rule of brand expansion Just because you can

doesnt mean you should.4. Great brands establish enduring customer relationships They have more to

do with emotions and trust than with footwear cushioning or the way a coffeebean is roasted.

5. Everything matters Even your restroom.

6. All brands need good parents Unfortunately, most brands come fromtroubled homes.

7. Big is no excuse for being bad Truly great brands use their superhumanpowers for good and place people and principles before profits.

8. Relevance, simplicity, and humanity Rather than technology will distinguishbrands in the future.



Brand equity



What is Brand Equity

Is set of assets & liabilities linked to a brand, its name

& symbol, that add to or subtract from the value

provided by a product or service to a firm and/or to

that firms customers.



Brand equity

Is the added value endowed to products & services. It is an importantintangible asset that has psychological & financial value to the firm.

Customer based brand equity is the differential effect that past brandknowledge has on consumer response to the marketing of a brand. Thuspower of brand lies in minds of consumers & what they haveexperienced/learned about brand over time.

A brand is said to have positive customer-based brand equity whenconsumers react more favorably to a product and the way it is marketedwhen the brand is identified as compared to when it is not. A brand withpositive customer based brand equity results in consumers moreaccepting of new brand extension, less sensitive to price increase orwithdrawal of advertising support or more willing to seek brand in new

distribution channel.



Brand equity Contd of slide.

There are three key ingredients to this definition. First,b

rand equity arisesfrom differences in consumer response. If no differences occur, then thebrand name product can essentially be classified as a commodity orgeneric version of the product. Competition would then be probably bebased on price.

Second, these differences in response are a result of consumers

knowledge about the brand .Brand knowledge consists of all the thoughts,feelings, images, experiences, beliefs, and so on that become associatedwith the brand. In particular, brands must create strong, favorable, andunique brand associations with customers.

Third, the differential response by consumers that makes up the brandequity is reflected in perceptions, preferences, and behavior related to all

aspects of the marketing of a brand.

Consumer knowledge,feelings and actions is what drives the differencesthat manifest themselves in brand equity. The quality of investmentrather than quantity is critical factor.



Brand equity models

1) Brand Asset Valuator Young and Rubicam (Y&R) developed a model of brandequity called Brand Asset Valuator (BAV). There are four key components orpillars of brand equity, according to BAV:

Differentiation measures the degree to which a brand is seen as different fromothers.

Relevance measures the breadth of a brands appeal Esteem measures how well the brand is regarded and respected

Knowledge measures how familiar and intimate consumers are with the brand.

Differentiation and Relevance combine to determine Brand Strength. Thesetwo pillars point to the brands future value, rather than just reflecting its past.

Esteem and Knowledge together create Brand Stature, which is more of areport card on past performance.



Brand equity models Contd of Slide.

2) Aaker Model 5 categories of brand assets &liabilities linked to a brand that add or subtractfrom the value of product/service

a) Brand loyalty,

b) Brand awareness

c) Perceived quality

d) Brand associations

e) Other proprietary assets e.g. patents, trademarks,channel relationships




3) Brandz Is based on Brand Dynamics pyramid.According to this model, brand building involvesa sequential series of steps.

Presence. Do I know about it?

Relevance. Does it offer me something? Performance. Can it deliver?

Advantage. Does it offer something better thanothers?

Bonding. Nothing else beats it.




4) Brand resonance Pyramid Four steps to brand building involves 6brand building blocks.

Brand salience relates to how often and easily the brand is evoked undervarious purchase or consumption situations.

Brand performance relates to how the product or service meetscustomers functional needs.

Brand imagery deals with the extrinsic properties of the product orservice, including the ways in which the brand attempts to meetcustomers psychological or social needs.

Brand judgments focus on customers own personal opinions andevaluations.

Brand feelings are customers emotional responses and reactions with

respect to the brand. Brand resonance refers to the nature of the relationship that customers

have with the brand and the extent to which customers feel thatthey are in sync with the brand.



Brand Resonance Pyramid

4. Relationships

What about you and me?

3. Response =

What about you?

2. Meaning =

What are you?

1. Identity =

Who are you?

Intense

active loyalty

Positive,

accessible reactions

Strong, favorable &

Unique brand

associations

Deep, broad

brand awareness

Resonance

Judgments Feelings

Performance Imagery

Salience



Brand Equity by David Aaker

BRAND EQ UITY

Name

Symbol

Provides Value to Customer by

Enhancing Customers:

Interpretation/ Processing of

Information

Confidence in the

Purchase Decision

Use Satisfaction

Provides Value to Firm

by Enhancing:

Efficiency and Effectiveness of

Marketing Programs

Brand Loyalty

Prices/Margins

Brand Extensions

Trade Leverage

Competitive advantage

Perceived

Q ualityBrand

Associations

Other

Proprietary

Brand

Assets

Name

Awareness

Brand

Loyalty



Brand Equity

Note:Strong brands are managed not for general

awareness but for strategic awareness i.e. to beremembered for right reasons & avoid being

remembered for wrong reasons.Perceived quality p customer satisfaction p ROI

(having more impact than market share, R&D ormarketing expenditure)

Brand loyalty is enhanced through loyaltyprogrammes, customer clubs & database marketing.



Top

of Mind

Brand Recall

Brand Recognition

Unaware of Brand

THE AWARENESS PYRAMID

Dominant brand is only brand recalled by high percentage of respondents



Importance of Brand Awareness

- Brand awareness & familiarity sufficient for favorable consumerresponse in low involvement products

- Brand awareness plays important role in consumer decision-making through learning ,consideration, choice advantage

- Brand recognition vs brand recall : Brand recognition uses brandas a cue & brand recall requires consumers to retrieve brandfrom memory given product category, needs fulfilled,purchase/usage situation as cue

- Brand awareness is created by increasing familiarity of brandthrough repeated exposure (for brand recognition) & strongassociations (for brand recall).



The Value of Brand Awareness

BRAND

AWARENESS

Anchor to Which

Other Associations

Can Be Attached

Familiarity Liking

Signal of

Substance/Commitment

Brand to Be

considered



Recognition Versus Recall: Graveyard Model

High

Low

GraveyardMass

Brands

Low High

x

Niche Brand

Recall



HOW TO ACHIEVE BRAND AWARENESS

1) Be different, memorable2) Involve a slogan or jingle

3) Symbol/logo exposure

4) Publicity

5) Event sponsorship6) Consider brand extensions

7) Using cues - characters, package

8) Recall requires repetition

9) Recall bonus Strong TOM results in brandsalience that can inhibit recall of otherbrands.



Perceived quality

Perceived quality can be defined as customersperception of overall quality or superiority of

product or service with respect to its intended,

purpose, relative to alternatives

Perceived quality is different from:

1) Actual or objective quality

2) Product based quality nature and quantity of

ingredients, features, services included.3) Manufacturing quality zero defect goal.



The Value of Perceived Quality

PERCEIVED

Q UALITY

Reason- to-Buy

Differentiate/Position

A Price Premium

Channel Member Interest

Brand Extensions



Contd of Slide

Service Quality1. Tangibles: Do the physical facilities, equipment, and

appearance of personnel imply quality?

2. Reliability: Will the accounting work to performeddependably and accurately?

3. Competence: Does the repair shop staff have theknowledge and skill to get the job done right? Dothey convey trust and confidence?

4. Responsiveness: Is the sales staff willing to help

customers and provide prompt service?5. Empathy: Does the bank provide caring,

individualized attention to its customers?



(A) How to deliver high quality

1) Commitment to quality

2) Quality culture in organization, in its

norms of behaviours ,symbols & values.

3) Customer Input4) Measurement/Goals/Standards

5) Allow Employee Initiative



(B) Signals of High Quality (contd of Slide)

Actual quality must be translated into perceived quality byoffering signals/cues.

Often key dimensions that are visible can be pivotal inaffecting perceptions about more important dimensionswhich are difficult to judge.

e.g. Stereos large size means better sound Tomato juice thickness means quality.

In addition to brands product features (intrinsic cues), otherbrand associations like advertising amount, brand name, price(extrinsic cues) also influence perceived quality.

Price acts as a quality cue when other cues are not available,unknowledgeable customers, products like wine, perfume etc.



Perceived quality

Perceived quality can be defined as customersperception of overall quality or superiority of product

or service with respect to its intended, purpose,

relative to alternatives

Perceived quality is different from

1) Actual or objective quality

2) Product based quality nature n qty of

ingredients,features,services included. 3) Manufacturing quality zero defect goal.



The Value of Perceived Quality

PERCEIVED

Q UALITY

Reason- to-Buy


A Price Premium

Channel Member Interest

Brand Extensions



Quality Dimensions

Product Quality

1. Performance: How well does a washing machineclean clothes?

2. Features: Does a toothpaste have a convenientdispenser?

3. Conformance with specifications: What is theincidence of defects?

4. Reliability: Will the lawn mower work properly eachtime it is used?

5. Durability: How long will the lawn mover last?6. Serviceability: Is the service system efficient,

competent, and convenient?

7. Fit and finish: Does the product look and feel like aquality product?



Contd of Slide

Service Quality1. Tangibles: Do the physical facilities, equipment, and

appearance of personnel imply quality?

2. Reliability: Will the accounting work to performeddependably and accurately?

3. Competence: Does the repair shop staff have theknowledge and skill to get the job done right? Dothey convey trust and confidence?

4. Responsiveness: Is the sales staff willing to help

customers and provide prompt service?5. Empathy: Does the bank provide caring,

individualized attention to its customers?



(A) How to deliver high quality

1) Commitment to quality

2) Q uality culture in organization, in its

norms of behaviours ,symbols & values.

3) Customer Input4) Measurement/Goals/Standards

5) Allow Employee Initiative



Brand Associations

Associations, image & positioning

A brand association is anything linked in memory to a brand.

Association has level of strength which depends on many experiences orexposures to communications & when supported by network of otherlinks

A brand image is a set of brand associations organized in a meaningfulway.

Brand Image or position represent perceptions which may not reflectob jective reality

Brand image many, varied, strong, favourable & unique associations in

that order.

Positioning implies Brand Managers Intention on how he would like hisbrand to be viewed by the consumers which he tries to communicatethrough marketing mix.



Associative network memory model

Nodes represent stored information/concepts &links are strengths of association. Information maybe verbal, visual, abstract, contextual.



Creating Brand image

1) Strength of brand associations Created through direct experience

(strongest), word of mouth, non-commercial sources, brand elements,secondary associations, marketing mix (weakest)

2) Favorability of brand associations Choosing which associations to link tobrand requires careful analysis of consumer & competition to determineoptimal positioning for brand.

Favorability depends on perceived desirability which in turn depends onrelevance, distinctiveness & believability as perceived by consumers

The firm should also see whether it can deliver based on its ability toperform, ability to communicate & sustainability of the associations.

3) Uniqueness of brand associations Unique selling proposition (points of difference) may be product related or non-product related creates reasonwhy.



The Value of Brand Associations

ASSOCIATIONS

Help Process/Retrieve Information


Reason-to-Buy

Create Positive Attitudes/Feelings

Basis for Extensions

BRANDASSOCIATIONS



Brand-nameand symbol

Product attributes

Intangibles

Customer benefits

Relative price

Use/application

User/customer Celebrity/personLifestyle/personality

Product class

Competitors

Country/geographic area

BR ANDASSOCIATIONS



The Loyalty Pyramid

Satisfied Buyer

with switching costs

Committed

Buyer

Likes the Brand

Considers it a Friend

Satisfied/Habitual Buyer

No Reason to Change

Switchers/Price Sensitive

Indifferent-No Brand Loyalty



The Value of Brand Loyalty

BRAND LOYALTY

Attracting New Customers:

Brand Awareness Created

Reassurance to New

Customers

Time to Respond to

Competitive Threats

Reduced Marketing Costs

Trade Leverage

Reduced Marketing Costs

Trade Leverage



Creating and Maintaining Brand Loyalty

Treat the Customer Right

Stay Close to the Customer

Measure/ManageCustomer Satisfaction

Create Switching Costs

Provide Extras

BRAND

LOYALTY



Measuring Brand Loyalty

1) Behaviour Measuresa) Repurchase rates.

b) Percentage of total purchases.

c) Number of brands purchased.2) Measuring satisfaction/dissatisfaction

3) Switching costs

a) Investment in a product

b) Risk of change



Contd of Slide

4) Liking of the branda) Liking

b)Respect

c) Friendship

d) Trust

e)Willingness to pay premium

5)Commitment

a)W

ord of M

outhb) Interaction with product and company

c) Importance to persons activities & personality.



CORPORATE

RESOURCES

The leverages of brand profitability

INVESTMENTS:

PRODUCTIVITY, R & D

KNOW-HOW, PATENTS

MKTG INVESTMENTS

FORECASTING CHANGES

OF CONSUMER VALUES

AND LIFE STYLES

DISTRIBUTION

INVESTMENTS

(PROXIMITY,

AVAILABILITY)

AND COMMUNICATION

LEVELOF

OBJECTIVE Q UALITY

COST OF Q UALITY

BRAND RELEVANCE

AND ADAPTATION TO

ITS PRESENT MARKET

BRAND AWARENESS,

IMAGE, LIKING AND

FAMILIARITY



The leverages of brand profitability Contd of slide

PERCEIVED VALUE

VIS-À-VIS COMPETITION

COMPETITION

-OTHER BRANDS

-DISTRIBUTOR OWN

BRANDS

- HARD DISCOUNT

MARKET

- INVOLVEMENT

-PRICE SENSITIVITY

- BUYING CRITERIA

LEVEL 0F

SUSTAINABLE

PRICE PREMIUM

INCREMENTAL

ATTRACTION

AND LOYALTY

COST ADVANTAGES

DUE TO MARKET

LEADERSHIP

EXTENDING BRAND EQ UITY

BEYOND ITS MARKET



From brand assets to brand equity

Brand

Awareness

+ Image

+ Perceived Q uality

+ Evocations

+ Familiarity, Liking

_______ _____________

= Brand Assets Brand added value,

perceived by consumers

- Costs of branding

- Costs of invested capital

__________________________

Brand financial value(Brand equity)

Brand assets are a non-monetary measurement while brand equity is a monetary one.



From awareness to financial value

Brand assets Brand strength Brand value

Brand awareness Market share Net discounted cashflow attributable to

Brand reputation (attributes, Market leadership the brand after paying the cost of

benefits, competence, Market penetration capital invested to produce and run

know-how, etc) Share of requirements the business and the cost of marketing

Brand personality Growth rate

Brand deep values Loyalty rate

Brand imagery Price premium

Brand preference or attac-

hment

Patents and rights

- Brand assets are learnt mental associations & affects.

- Brand strength is a measure of behavioural status.

- Not all of this brand stature is due to brand assets.

- Brand value is Brands worth in future.

brand management day1

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