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Module – 7
Building Brands&
Global Markets
ResourcePerson
MATHISHA HEWAVITHARANA
MBA (Col),BBA Sp.Mktng (Col), PPG DIP.In Mktng (UK), MCIM (UK), Chartered
Marketer (UK), Practicing Marketer (SL),ACMA, CGMA CIMA (UK), DBF (IBSL),
AIB (IBSL), MSLIM(SL),
Head of Marketing - Siyapatha FinancePLC
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation fromthe United States edition of Marketing Management, 14e.
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Chapter Contents
Role of Brands Brand Building Measuring & Managing Brand Equity Branding Strategy Global Marketing Global Marketing Strategies
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation fromthe United States edition of Marketing Management, 14e.
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What Is Brand Equity?
Brand equity is the added value endowedon products and services, which may be
reflected in the way consumers, think, feel,and act with respect to the brand.
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation fromthe United States edition of Marketing Management, 14e.
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Brand Dynamics Pyramid
Source: Brand Dynamics™ Pyramid. Reprinted with permission of Millward Brown.
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation fromthe United States edition of Marketing Management, 14e.
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Brand Element Choice Criteria
Memorable
Meaningful
Likeable
Transferable
Adaptable
Protectable
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation fromthe United States edition of Marketing Management, 14e.
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Measuring Brand Equity
Brand audits
Brand tracking
Brand valuation
Brand awareness and Brand preference are themost two important parameters. Issues of valuingbrands emerge with the financial accountingstandards and guidelines.
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation fromthe United States edition of Marketing Management, 14e.
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Measuring Brand Equity
Brand of the organization can be considered as an asset, a kind of a
goodwill, but is highly subjective and can be varied overnight. following are
the ways of estimating the brand value.
i. Different between the market value of the business and the net assets
ii. Present value of the revenue that can be generated from a brand
iii. The value of expenditure borne by the organization including research
and development.
iv. Present value of expenditure forecasted for maintaining the brand
