BUS340_Spring10_Branding7

BUS340_Spring10_Branding7 - Marketing Management BUS 340...

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Marketing Management BUS 340 Creating Brand Equity
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Brand Elements
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Brand Associations Brand association represents a product’s meaning: Quality, reliability, innovation, luxury, romance, cool, Consumers’ perceptions and feelings “Products are created in the factory; but brands are created in the mind” Brand association can be the basis of purchase decision and brand loyalty
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Brand Associations
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Brand Associations Can brand associations change over time?
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Brand Equity Brand equity is the added value endowed on products and services Brands add value by Increasing demand Keeping price premium Reducing sales costs
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Brand Value | Interbrand 2009 2009 Rank 2008 Rank Brand Country Value ($M) 1 1 US 68,734 2 2 US 60,211 3 3 US 56,647 4 4 US 47,777 5 5 Nokia Finland 34,864 6 6 McDonalds US 32,275 7 8 Google US 31,980 8 10 Toyota Japan 31,330 9 6 Intel US 30,636 10 7 Disney US 28,447
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Calculating Brand Value A Simplified Demonstration
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This note was uploaded on 11/21/2011 for the course BUS 340 taught by Professor Manishtripathi during the Spring '10 term at Emory.

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BUS340_Spring10_Branding7 - Marketing Management BUS 340...

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