Advtg Brand Management Session 2

Brand

A name or symbol identifying a seller's goods.

Brand Equity

Value derived from consumer perception of a brand.

Customer-Based Brand Equity

Consumer's awareness and favorable associations with a brand.

Brand Recognition

Ability to confirm prior exposure to a brand.

Brand Recall

Ability to retrieve a brand from memory.

Brand Image

Descriptive features characterizing a product or service.

Brand Attributes

Descriptive features of a product or service.

Brand Benefits

Personal value attached to product attributes.

Brand Positioning Model

Guides integrated marketing for competitive advantage.

Brand Resonance Model

Creates loyalty and strong customer relationships.

Brand Value Chain

To trace the value creation process for brands, to better understand the financial impact of brand marketing expenditures & investments.

Mental Maps

Visual representations of brand associations in consumers' minds.

Competitive Frame of Reference

Context for evaluating brand positioning against competitors.

Points-of-Parity

Attributes shared with competitors to establish category membership.

Points-of-Difference

Unique attributes that distinguish a brand from competitors.

Core Brand Associations

Fundamental beliefs consumers hold about a brand.

Brand Mantra

Short phrase capturing brand essence and promise.

Brand Architecture

Structure defining relationships among brands in a portfolio.

Brand Portfolio

Collection of different brands owned by a company.

Brand Expansion Strategies

Approaches to grow a brand into new markets.

Brand Reinforcement

Activities to maintain and strengthen brand equity.

Brand Revitalization

Efforts to rejuvenate a declining brand's image.

Brand Equity Management System

Framework for measuring and managing brand equity.

Brand Tracking

Monitoring brand performance over time.

Brand Audits

Comprehensive examination of a brand's current position.

Leveraging Secondary Associations

Using external entities to enhance brand value.

Identifying and developing brand plans

- Mental maps

- Competitive frame of reference

- Points of parity and points of difference

- Core brand associations

- Brand mantra

Designing and implementing brand marketing programs

- mixing and matching of brand elements

- integrating brand marketing activities

- leveraging secondary associations

measuring and interpreting brand performance

- Brand value chain

- Brand audits

- Brand tracking

- Brand equity management system

growing and sustaining brand equity

- brand architecture

- brand portfolios & hierarchies

- brand expansion strategies

- brand reinforcement & revitalization

strategic brand management process

-identifying and developing brand plans

-designing and implementing brand marketing programs

-measuring and interpreting brand performance

-growing and sustaining brand equity

3 interlocking models brand planning

- brand position models

- brand resonance model

- brand value chain