Lecture "Marketing management - Chapter 8: Creating brand equity" presentation of content: Steps in strategic brand management, the role of brands, brand knowledge, drivers of brand equity, brand element choice criteria, designing holistic marketing activities,. And other contents. | 8 Creating Brand Equity Marketing Management, 13th ed Chapter Questions • What is a brand and how does branding work? • What is brand equity? • How is brand equity built, measured, and managed? • What are the important decisions in developing a branding strategy? Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-2 ESPN: A Strong Brand Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-3 Steps in Strategic Brand Management • Identifying and establishing brand positioning • Planning and implementing brand marketing • Measuring and interpreting brand performance • Growing and sustaining brand value Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-4 What is a Brand? A brand is a name, term, sign, symbol or design, or a combination of them, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice .
