Ethics

WHAT IS A BRAND

Brand A brand is a mixture of attributes, tangible and intangible, symbolised in a trademark, which, if managed properly, creates value and influence.

"Value" has different interpretations:

1.from a marketing or consumer perspective it is "the promise and delivery of an experience";

To marketers, brand equity = retained customers

2.from a business perspective it is "the security of future earnings";

To financiers, brand equity = retained earnings.

3.from a legal perspective it is "a separable piece of intellectual property."

Brands offer customers a means to choose and enable recognition within cluttered markets.

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Brand Equity The sum of all distinguishing qualities of a brand, drawn from all relevant stakeholders, that results in personal commitment to and demand for the brand; these differentiating thoughts and feelings make the brand valued and valuable.

BRAND EQUITY REFLECTS HOW THEY THINK ABOUT THE BRAND.

The Seven Components of Brand Equity

Brand Permeation: a weighted combination of brand and advertising awareness and

availability (i.e., distribution).

Brand Distinctiveness: a weighted combination of measures that indicate brand

differentiation, uniqueness, and superiority.

Brand Quality: An overall assessment of the brand as a whole and its line extensions in

terms of its overall reputation for quality of product or service.

Brand Value: A weighted combination of measures that reflect the extent to which the

brand delivers what buyers pay for--often known as "price-value."

Brand Personality: The extent to which the brand's image is congruent with who the

buyer is or wants to be.

Brand Potential: The extent to which consumers will pay more for, go out of their way

for, or are willing to try this brand's new products, services, or line extensions.

Competitive Inoculation: The extent to which the consumer would stick with the brand

in times of adversity or competitiveness.

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Brand Personality The attribution of human personality traits (seriousness, warmth, imagination, etc.) to a brand as a way to achieve differentiation. Usually done through long-term above-the-line advertising and appropriate packaging and graphics. These traits inform brand behavior through both prepared communication/packaging, etc., and through the people who represent the brand - its employees.

BRAND PERSONALITY REFLECTS HOW PEOPLE FEEL ABOUT THE BRAND.

Brand Personality is one of the core dimensions of brand equity. Brand personality refers to

the emotional side of a brand image. It is created by all experiences of consumers with a

brand, but advertising plays a dominant role in personality creation.

BRAND PERSONALITY IS CREATED WITH

Brand Permeation: a weighted combination of brand and advertising awareness and

availability (i.e., distribution).

Brand Distinctiveness: a weighted combination of measures that indicate brand

differentiation, uniqueness, and superiority.

Brand Value: A weighted combination of measures that reflect the extent to which the

brand delivers what buyers pay for--often known as "price-value."

Brand Personality: The extent to which the brand's image is congruent with who the

buyer is or wants to be.

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BRANDING

MEANS CREATING A BRAND IDENTITY

FOR THE PRODUCT THROUGH

-symbol / logo / fonts/ color/ sound.

-product features/ benefits/ quality/ certainty/ reliability/delivery/ packaging/design.

WITH WHICH CREATE

-a perception through

-a visual/ communication/ behavior

WHICH RESULTS IN A BRAND PERSONALITY

WHICH CONSISTS OF

-BRAND PERMEATION

-BRAND DISTINCTIVENESS

-BRAND VALUES

-BRAND IMAGE

WHICH HELPS TO DEVELOP

1. BRAND PLATFORM, WHICH INCLUDES

-vision

-mission

-value

-personality

-positioning

-strategy

2.BRAND ARCHITECTURE, WHICH INCLUDES

-association

-commitment

-earnings

-essence

-identity

-extension

-harmonization

-image

-licensing

WHICH

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