Marketing Agency

Measuring Brand Equity Brand equity is strategically important but also difficult to measure (or “quantify”). As a result, many experts have developed tools or metrics to analyze brand equity, although there is no universally accepted… Measuring Brand Equity

Brand Equity LEARNING OBJECTIVES Explain the concept of brand equity Discuss why and how marketers measure brand equity In marketing, brand equity refers to the value of a well-known brand that conjures positive (or negative)… Brand Equity

Brand Equity LEARNING OBJECTIVES Explain the concept of brand equity Discuss why and how marketers measure brand equity In marketing, brand equity refers to the value of a well-known brand that conjures positive (or negative)… why and how marketers measure brand equity

Introduction to Brand Equity What you’ll learn to do: define brand equity and its role in measuring brand strength When most people see the Nike swoosh, what makes them think, “Just Do It!”? When kids see Mickey… brand equity and its role in measuring brand strength

Types of Brands LEARNING OBJECTIVES Describe different types of brands There Are Many Types of Brands Many kinds of things can become brands. Different types of brands include individual products, product ranges, services, organizations, individual persons,… different types of brands

Brands Create Value Brands create value for consumers and organizations in a variety of ways. Benefits of Branding for the Consumer The Dunkin’ Donuts logo, which includes an image of a DD cup of coffee,… Brands create value for consumers and organizations in a variety of ways

Brands Create an Experience Effective branding encompasses everything that shapes the perception of a company or product in the minds of customers. Names, logos, brand marks, trade characters, and trademarks are commonly associated with brand,… Brands Create an Experience

Brands Create Market Perceptions A successful brand is much more than just a name or logo. As suggested in one of the definitions above, brand is the sum of perceptions about a company or product… Brands Create Market Perceptions

History of Branding The word “brand” is derived from the Old Norse brand meaning “to burn,” which refers to the practice of producers burning their mark (or brand) onto their products. Italians are considered among the first… History of Branding

What Is a Brand? As we start our exploration of brand and its role in marketing, take a few minutes to watch the following video about Coca-Cola, which is perhaps one of the most iconic brands… What Is a Brand?