Replacement Cost- Method for evaluating Brand Equity
Consider a brand, say Colgate. How much would it cost to create a brand with similar turnover, profitability, distribution reach, brand loyalty, etc. This cost is its brand equity.
Category: Branding
Cost-Based-Method for evaluating Brand Equity
Historical Costs: This is the money that has been spent on the brand till date. Suppose Rs.100 million have bean spent so far creating a brand called ‘X’. The value at which the brand can be sold to another organization…
Indicators of an under-emphasis on Brand Building
Knowledge of levels of brand awareness is lacking. There is no feel for whether a recognition problem exists among any segment. Knowledge is lacking as to top-of-mind recall that the brand is getting, and how that has been changing.
The Ivory Story The Brand and its Positioning Strategies
One Sunday in 1879, Harley Procter, one of the founders of candle and soap firm P & G, heard sermon based on the Forty-fifth Psalm, “ All the garments smell of myrrh, and aloes, an cassia, out of ivory palaces.”…
Brand Repositioning and Types of Brand Repositioning
Brand Repositioning is changing the positioning of a brand. A particular positioning statement may not work with a brand.
Brand Pyramid The Branding Concept
At the top of the pyramid is the brand that exists at the top of the customer’s mind. This is the happy and the most desired condition that any marketer seeks.
Few Definitions of Branding
David Ogilvy defines brands as “the intangible sum of a product’s attributes: its name, packaging, and price, its history, its reputation, and the way it’s advertised.”Kotler defines brands as “A brand is a name, term, sign, symbol, or design or…
History of branding
Buildings age and become dilapidated Machines wear out People die But what live on are Brands
Role of Brands – What are brands for
Role of Brands In a world where products, markets, and industry boundaries are in flux, a well-managed brand can be a prime source of strategic direction and competitive advantage. Today branding is such a strong force that anything from salt…
Brand Characteristics
The world is rapidly shrinking with the advent of faster communication, transportation and financial flows. Products developed in one country – Mont Blanc pens, McDonalds, BMW’s – are finding enthusiastic acceptance in other countries. A German businessman may wear an…