brand promise and value

give two examples of failures of relevance:

- Harley Davidson extending to cologne and aftershave - BIC (razor brand) extending to disposable underwear

values can be about:

- self-esteem - sense of belonging to an elite group - money - heritage and leadership

what are the top 3 most valuable hotel brands?

1. hilton 2. marriott 3. holiday inn

what are the top 3 most valuable apparel brands?

1. nike 2. zara 3. Adidas

what has become a guiding way to create brand promise?

Duane Knapp's "the brand promise"

name 3 of the most valuable brands in general in 2019:

apple, google, coca-cola

what product was Levis the first to introduce?

black jeans

in addition to segment-specified values, there must be _____ (and give an example)

brand-specified values ex: gucci luxury values - good quality - good design and taste gucci values - italian heritage - make you feel sophisticated in a different way

what is a brand's market value also known as?

equity

how is the brand promise conveyed?

in brand awareness and brand association

why do we use the word entity instead?

its more inclusive, has a legal insinuation, and references a potential market value and financial worth

which brand did Levis recently collaborate with?

liberty of london

what does it mean that the brand is a promise?

means it will deliver a value in the best, most efficient way, and will always do so

the term entity is used instead of what?

product or service

what is the brand equity equation

promise & core value

what is the keyword for the success of any brand?

relevance

what does a promise of value ensure?

that the values attributed to the brand will be delivered

what is the idea, and what does it need?

the concept, and needs to be materialized or expressed in a set of tangible, physical, distinctive features

but what part of the brand should be consistent?

the core value

the brand promise is referred to as ______

the heart of your brand

how are the core values conveyed?

through quality and loyalty

_______ satisfies us both rationally and emotionally

value

are brands dynamic?

yes! and brands must be strong enough to weather any changes

which global fast food brand has the most money in sales?

yum brands (KFC, Pizza Hut, Taco Bell)