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)
