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