MKTG3307 Brand Value
Differentiation > Relevance > Esteem > Knowledge
Elements of Brand Asset Valuator
Tangible Attributes > Symbols > Benefits > Personality > Values
Elements of Brand Halo
Speak for itself, Message Driven, Leveraging
How can we enhance Brand Equity?
focus on pleasure, variety and cognitive stimulation.
What appeals are used for experiential needs?
Sincerity, Excitement, Competence, Sophistication , Ruggedness.
What are the dimensions of Brand Personalities?
(Perception) Exposure, Selection and Attention, Recognition.
What are the key components of the Brand Effect Identity?
(Persuasion) Attitudes, argument, conviction.
What are the key components of the Brand Effect Promise?
Top of Mind > Brand Recall > Brand Recognition > Unaware of Brand
What elements are in the Brand Awareness Pyramid and in which order?
People, Places, Things(causes,events), Other Brands.
What sources help us leverage Brand Meaning