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Customer Based Brand Equity & Brand Positioning (Identifying &…
Customer Based Brand Equity & Brand Positioning
Preview
Customer-Based Brand Equity
Defining Customer-Based Brand Equity
Brand Equity as a Bridge
Making a Brand Strong; Brand Knowledge
Brand Critics
Source of Brand Equity
Brand Awareness
Brand Equity
Identifying & establishing Brand Positioning
Basic Concept
Target Market
Nature Of Competition
Points of Parity & Points of Difference
positioning Guidelines
Defining & communicating the Competitive Frame of Reference
Choosing Point of Difference
Establishing Point of Parity & Point of Difference
Positioning politicians
Straddle Positions
Updating Post ions over time
Developing a Good Positioning
Defining a Brand Mantra
Brand Mantra
Nike Brand Mantra
Disney Brand Mantra
Branding Inside the Organization
Review
Discussion Question
The Marketing Advantages of strong Brandes
Notes