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    Creating Equity and Brand Positioning

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    Massahid Baedhowi
    This document discusses brand equity and positioning. It defines a brand as a name, symbol or design that identifies a seller's goods and distinguishes them from competitors. It also states that from a brand equity perspective, marketing costs should be viewed as investments in building consumer brand knowledge and positioning is about designing a company's offer and image to occupy a unique position in customers' minds. The document outlines common brand elements like names, logos, slogans and packaging.

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    Creating Equity and Brand Positioning

    Uploaded by

    Massahid Baedhowi
    26 views8 pages
    This document discusses brand equity and positioning. It defines a brand as a name, symbol or design that identifies a seller's goods and distinguishes them from competitors. It also states that from a brand equity perspective, marketing costs should be viewed as investments in building consumer brand knowledge and positioning is about designing a company's offer and image to occupy a unique position in customers' minds. The document outlines common brand elements like names, logos, slogans and packaging.

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    This document discusses brand equity and positioning. It defines a brand as a name, symbol or design that identifies a seller's goods and distinguishes them from competitors. It also states that from a brand equity perspective, marketing costs should be viewed as investments in building consumer brand knowledge and positioning is about designing a company's offer and image to occupy a unique position in customers' minds. The document outlines common brand elements like names, logos, slogans and packaging.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    26 views8 pages

    Creating Equity and Brand Positioning

    Uploaded by

    Massahid Baedhowi
    This document discusses brand equity and positioning. It defines a brand as a name, symbol or design that identifies a seller's goods and distinguishes them from competitors. It also states that from a brand equity perspective, marketing costs should be viewed as investments in building consumer brand knowledge and positioning is about designing a company's offer and image to occupy a unique position in customers' minds. The document outlines common brand elements like names, logos, slogans and packaging.

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    © All Rights Reserved
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    You are on page 1of 8

    CREATING EQUITY AND

    BRAND POSITIONING
    OUR TOPIC

    Expert Opinion About Brand

    Brand Equity As A Bridge

    Product Differentiation

    Brand Elements
    ACCORDING TO THE EXPERT

    • The American Marketing Association defines brands as ‘names, terms, signs, symbols, or
    designs, or combinations thereof, intended to identify goods or services from one of the
    sellers or sales groups and distinguish them from competitors. The brand designation has
    existed for centuries as a means of differentiating goods from one producer to another.
    BRAND EQUITY AS A BRIDGE

    • From a brand equity perspective, marketers must think of all marketing costs incurred for
    products and services each year as investments in consumer brand knowledge.
    POSITIONING Click icon to
    add picture

    Positioning is the act of designing a company's


    offer and image so that it occupies a different
    position (among competitors) in the minds of its
    target customers.
    Positioning is owning a piece of consumer’s mind
    PRODUCT DIFFERENTIATION

    Indomie
    Dari Aromanya
    seleraku
    Terbayang
    Kelezatannya

    Popmie lezat,
    Popmie praktis, Hot
    woter please
    Names
    BRAND Logos
    symbols
    ELEMENTS Slogans
    Characters
    Packaging
    THANK YOU!
    [email protected]

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