Brand Management
What is a brand?
When you cannot do this
A brand comprises of
Tangibles
Intangibles
Brand Identity
Brand Building
What kind of activities?
Brand Equity
What is brand equity?
What happens when equity increases?
What happens when brands have high equity?
Brand Loyalty Pyramid
How does one build brands?
The value proposition
Creating the brand
Considerations in choosing a brand name
A brand name should indicate
Brand Associations
Brand Status
Brand ambassadors
Brand Vitality
Brand Pitfalls

What happens when brands have high equity?

The company can have more leverage with the trade
The company can charge a premium on their product
The company can have more brand extensions
The company can have some defense against price competition