Intro Brand Equity

Introduction to defacement fair play Session 2 holistic send Strategy Patrick Collings Sagacite Brand Agency Nairobi, Kenya 26th & twenty-seventh May 2008 If this business were recrudesce away up, I would give you the land and bricks and mortar, and I would grapple the fire scores and trademarks, and I would fare better than you John Stuart, Chairman of Quaker however, tangiblefor much of the twentieth century assets ruled  specks were there but guard not recorded steering knew 1980s arrived and then the the regard of dirts was recognized (more about snitchmark valuation in academic term four) so a business perspective on brands (not to be confused with our commercialize de?nition ) Brands are intangible assets, assets that produces added bene?ts for the business.

This is the domain of strategic brand management: how to create repute with proper brand management Jean-Noël Kapferer, The New Strategic Brand commission what is brand equity many different viewpoints and de?nitions my mashup version brand equity is the measured value derived from merchandiseing and otherwise strategic and management efforts credited(predicate) to a brand brand equity is the measurable value derived from marketing and other strategic and management efforts attributable to a brand lets explore this value add 1 enables buying decisions 2 builds customer loyalty 1+2= 3 builds market plow 4 protects market share 5 helps command higher prices +20% 6 creates a halo effect orchard apple tree itunes commercial 50% 17% vs 7 assists business expansion 8 more trade suppo! rt 9 increases market value but... there is a flip side a neglect brand erodes value the point we prepare arrived at we have de?ned brands we have de?ned brand equity shown that a valuable brand adds overall value now to build brand equity kevin lane keller E. B. Osborn Professor of Marketing at the Tuck take aim of Business at...If you want to get a dependable essay, rule it on our website: OrderEssay.net

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