文档介绍：Managing Brand Equity
Managing Brand Equity
Managing brand equity concerns those activities that take a broader and more diverse perspective of a brand’s equity
Understanding how branding strategies should reflect corporate concerns and be adjusted, if at all, over time or over geographical boundaries or market segments
Branding Strategies
The branding strategy for a firm reflects the number and nature mon or distinctive brand elements applied to the different products sold by the firm
Which brand elements can be applied to which products and the nature of new and existing brand elements to be applied to new products
Brand Hierarchy Levels
A brand hierarchy can involve multiple levels:
Corporate Brand
Family Brand
Individual Brand
Individual Item or Model (Modifier)
Brand Hierarchy Decisions
In creating the hierarchy, it is important to decide:
The number of levels of the hierarchy to use in general
How brand elements from different levels of the hierarchy bined, if at all, for any one particular product
How any one brand element is linked, if at all, to multiple products
Desired brand awareness and image at each level
Designing the Brand Hierarchy
Decide on the number of levels
Principle of simplicity: Employ as few levels as possible
Principle of clarity: Logic and relationship of all brand elements employed must be obvious and transparent1>.
Decide