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Brand Equity
Brand Equity (Definition)
- Customer based brand equity(Keller’s framework)
- Brand Equity Models
Brand Asset Valuator
Aker Model
Brandz
Brand Resonance (Brand Resonance Pyramid)
Building Brand Equity
Choosing Brand Elements
- Brand Elements Choice Criteria
- Developing Brand Elements
Designing Holistic Marketing Activities
- Personalization
- Integration
- Internalization
Creating Brand Association
- Attribute association
- Benefit association
- Attitude association
Assets & Liabilities of Brand Equity
- Brand Loyalty
- Name awareness
- Perceived quality
- Association in addition to perceived quality
- Proprietary assets (patents & trademarks
- Brand Report Card (Kevin Lane Keller)
Measuring Brand Equity
- Brand Audit
- Brand Inventory
- Brand Exploratory
- Brand Tracking
Managing Brand Equity
- Brand Reinforcement
- Brand Revitalization
- Brand Crisis
1. Moorty Y.L.R., Brand Management, Vikas Publication, New Delhi,2007
2. Verma Harsh V, Brand Management, Excel Books, New Delhi. Kotler/Keller/Koshy/Jha, Marketing Management, Prentice-Hall of India, New Delhi.
3. David Akkar, Managing Brand Equity, Prentice-Hall of India, New Delhi
1. Jimblythe, Marketing Communication, Prentice Hall of India, New Delhi
2. Chunawala S.A., Sethia K.C., Brand Management, Himalaya Publishing House, Mumbai.
3. Batra, Rajeev, Myres, John G. & Aaker, David A., Advertising Management, Prentice-Hall of India, New Delhi.
4. Mishra M.N., Sales Promotion & Advertising Management, Himalaya Publishing House, Mumbai.
5. Namakumari & Ramaswamy, Marketing Management, Tata McGraw Hill Publishing Ltd., New Delhi.
6. Jain, Subash C, International Marketing Management, CBS publishers 7 distributors New Delhi.
7. Varshney R.L.& Bhattacharya B, International Marketing Management in Indian Perspectives, Sultan Chand & Sons Publishers, New Delhi.
