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Brand valuation methods and strategies
- 1. BRAND VALUATION METHODS AND STRATEGIES Presented By, Karthik.R Kirthika.A Manikandan.V
- 14. Brand Strategy Step of brand strategy’s success is to check “Where Brand CAN & CANNOT Go”.
- 17. Integrated Communications Strategy Current Beliefs Current Actions Message Desired Belief Desired Actions
- 20. Brand Pyramid The purpose of the brand equity pyramid is to outline the basic building blocks of a what the brand should stand for in order to guide the process of building brand equity. It is the basis for determining key elements of the brand strategy – brand vision, brand positioning, and brand personality and brand measurement. Identity Relationship Response Meaning Resonance Consumer Judgments Consumer Feelings Brand Imagery Brand Performance Salience
- 21. Brand Personality The purpose of brand personality is to ensure a brand behaves in a way that is consistent with its values in order to increase its appeal and create greater affinity with its target. Brand personality can also help to differentiate a brand’s imagery relative to competitors.
Notes de l'éditeur
- A structured conversation with the aim of auditing the brand? emotion v fact reputation and values Are we where we need to be today Where’s the future of the brand? where do we want to go What’s the gap What mechanisms, actions, processes are available to drive the brand in the right direction and build appropriate and valuable equity?
- A structured conversation with the aim of auditing the brand? emotion v fact reputation and values Are we where we need to be today Where’s the future of the brand? where do we want to go What’s the gap What mechanisms, actions, processes are available to drive the brand in the right direction and build appropriate and valuable equity?