MKTG 649 CHAPTER 8 NOTES

MKTG 649 CHAPTER 8 NOTES - Chapter 8 Creating Brand Equity...

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Chapter 8  Creating Brand Equity Steps in Strategic Brand Management   Identifying and establishing brand positioning Planning and implementing brand marketing Measuring and interpreting brand performance Growing and sustaining brand value   What is a Brand? A brand is a name, term, sign, symbol or design, or a combination of  them, intended to identify the goods or services of one seller or group of  sellers and to differentiate them from those of competitors. The Role of Brands Identify the maker Simplify product handling Organize accounting Offer legal protection Signify quality Create barriers to entry Serve as a competitive advantage Secure price premium What is Branding? Branding is endowing products and services with the power of the brand.  What is Brand Equity? Brand equity is the added value endowed on products and services, which 
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MKTG 649 CHAPTER 8 NOTES - Chapter 8 Creating Brand Equity...

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