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Kotler • Keller
Marketing Management • 14e
Creating Brand Equity
Building Brand Equity
Brand Identity
Core Identity Extended Identity
• Position • Personality
• Perceived Quality • Symbols
• Innovation • Benefits
• Value for Money • Relationships
Brand
names URLs
Slogans
Logos
Characters
Symbols
Brand Builders
Memorable
Meaningful
Likable
Defensive
Transferable
Adaptable
Protectable
Employees
Brand
Promise
Partners
Brand Reinforcement
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 8 of 37
Brand Reinforcement – consistently conveying the brand’s meaning in
terms of:
- What products it represents, what core benefits it supplies, and what
needs it satisfies, and
- How the brand makes products superior, and which strong, favorable,
and unique brand associations should exist in consumers’ minds.