7 good questions and answers: "Branding Strategy: Building Strong Brands"
- brand name selection
distinctive, easy to remember and pronounce say something about good, legal protection
- brand sponsorship
store/ private brand
- brand development
brand extension new product category, existing brand name
line extension existing product category, existing brand name
multi-brands existing product category, new brand name
new brands new product category, new brand
Customer equity is the value of customer relationships that the brand creates.
These two are related in such a way the fundamental asset underlying brand equity is customer equity.
2. Brand name selection
3. Brand sponsorship
4. Brand development
Existing brand name, existing product category.
Existing brand names are changed to new forms, colors etc.
- Brand extension
Existing brand name, new product category
New or modified products are added in a new category.
- Multi brands
New brand name, existing product category
Market different brands in a given product category.
- New brands
New brand name, new product category
Power in existing brand is lower, so a new brand is needed.
2. Brand extensions
4. New brands
2) Brand loyalty
Loyalty reduces the vulnerability of the brand. It's about recognition, preference and instance.
3) Brand quality
4) Brand association
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