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Brand Value chain   Brand value chain is a structured approach to assessing the sources and outcomes of brand equity and the manner by which marketing activities create brand value.  It provides insights to support the various decision makers in the company and stresses that every member of the company contribute to this branding effort. It believes that...

Celebrity Endorsement – Definition, Meaning, Determinants, Advantages and Disadvantages   Definition “A form of brand or advertising campaign that involves a well known person using their fame to help promote a product or service.” ” Endorsements are a form of advertising that uses famous personalities or celebrities who...

Co-branding – Definitions, Meaning, Examples and Types   Definitions Co-branding, also called brand partnership, is when two companies form an alliance to work together, creating marketing synergy.Co-branding refers to a marketing arrangement where two different brands join forces to create a product or service indicative of both their identities.  Meaning Co-branding,...

Brand Identity vs Brand Image ...

Brand Image- Meaning, Definition and Example   Definition The general impression of a product held by real or potential consumers. Meaning Brand image is the current view of the customers about a brand. It can be defined as a unique bundle of associations within the minds of target customers. It signifies what the brand presently stands for. It is a set of...

Brand Identity- Meaning, Definitions and Components Definition “A company’s brand identity is how that business wants to be perceived by consumers.” “A company’s brand identity is how that business wants to be perceived by consumers. The components of the brand (name, logo, tone, tagline, typeface) are created by the business to reflect the value...

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Brandz Model – Measuring Brand Equity  Advantages and Disadvantages Developed by: Millward Brown and WPP Marketing research consultants Millward Brown and WPP have developed the BRANDZ model of brand strength, at the heart of which is the Brand Dynamics pyramid. According to this model, brand building involves a sequential series of steps, where each step is contingent...

Brand Asset Valuation   Brand Asset Valuator measures the value of a brand where it is created: in people’s hearts and minds. It provides a diagnostic framework to help the company’s build, leverage, and maintain their brands. Advertising agency Young and Rubicam (Y&R) developed a model of brand equity called Brand Asset Valuator (BAV). Based on research...

Aaker’s Brand Equity model In his Brand Equity model, David A. Aaker identifies five brand equity components: (1) brand loyalty, (2) brand awareness, (3) perceived quality, (4) brand associations and (5) other proprietary assets. Aaker defines brand equity as the set of brand assets and liabilities linked to the brand – its name and symbols – that add...