Customer based Brand Equity
by Imagine walking in aisle of a typical super market (Shaw’s, Costco etc) to purchase salt, there are many offerings but choice is “Morton”. It is …
Tag: marketing notes
Aaker Model Of Brand Equity
In the field of marketing, Brand Equity means the value of a brand. The concept of the value of a brand is very interesting and deeper than …
Brand Assets and Liabilities
Distinctiveness has nothing to do with how a product functions or its selling propositions – it’s the elements of a brand that make it recognizable …
Brand Identity Perspectives and Brand identity Prism, Identity Levels
Brand Identity Perspectives Brand identity is how a business presents itself to, and wants to be perceived by, its consumers. Brand identity is distinct from brand image. The …
Strategic Brand Management Process
The process of strategic brand management basically involves 4 steps: 1. Identifying and establishing brand positioning. Brand Positioning is defined as the act of designing …
Naming and Importance of Brands
Naming of Brands A great name can play an important role for a brand. While the brand name isn’t a substitute for the reputation that …
Media Buying
Media buy is the purchase of advertising from a media company such as a television station, newspaper, magazine, blog or website. It also entails the …
Setting Media Objectives
How is a media plan developed? Media planning is a four-step process which consists of 1) Setting media objectives in light of marketing and advertising …
Advertisement Planning and Strategy Making
Marketing Communications Planning Planning and strategy is pretty confusing terms and many times used interchangeably. However, the most significant difference between them are — planning …
DAGMAR and other Models
The DAGMAR approach of advertising was devised by Mr Russell Colley who was much appreciated for his work, as till date, DAGMAR is a concept …
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