Service Marketing and Brand Management

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 the […]

Celebrity Endorsement   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 command a high degree of recognition, trust, respect or awareness amongst the people.” Meaning  Celebrity branding or celebrity endorsement is a form of advertising campaign or marketing strategy used […]

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 command a high degree of recognition, trust, respect or awareness amongst the people.” Meaning  Celebrity branding or celebrity endorsement is a form […]

Co-branding   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, co-partnering or dual branding is the act of using two established  brand names of […]

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, co-partnering or dual branding is the act of […]

Brand Identity vs Brand Image        

Brand Image Meaning, Definition, Example and Dimensions   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 beliefs held about a specific brand. In […]

Brand Identity 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 the company is trying to […]

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 the […]

Brand Resonance Pyramid – Meaning, Definitions and Stages   Definition  The Brand Resonance refers to the relationship that a consumer has with the product and how well he can relate with it. The resonance is the intensity of customer’s psychological connection with the brand and the randomness to recall the brand in different consumption situations. Meaning Brand […]