What is Brand Loyalty?
Introduction of Brand Loyalty When a customer thinks of a product category he or is familiar with (like soaps, toothpaste, cigarettes, coffee, tea-especially non-durables) he/she can spontaneously remember a few…
What is Online Branding? Key Factors, Process, Strategy
Introduction to Online Branding Creating a brand experience for its target group is possibly the most crucial and valuable exercise a corporate can envisage while it contemplates using the internet…
What is Co-branding? Definition, Aim, Forms, Retail, Need for a Strategic Fit
Introduction to Co-branding There are various strategic options available to a marketer for building a strong brand in the marketplace. Brand image building is a long-term process and three key…
What is Brand Valuations? Methods, Context
What is Brand Valuations? The brand valuation was introduced in the 1980s, initially as a response to the vulnerability of sound but financially sleepy businesses to the attention of acquisitive…
Managing Brands Over Time
In recent years many changes have occurred in the marketing environment. These changes create challenges for managing brands. Changes in consumer behavior, competitive strategies, government regulations, or other aspects of…
What is Brand Extensions? Types, Advantages, Disadvantages
What is Brand Extensions? Brand extension is defined as attaching an existing brand name to a new product introduced in a different product category. In a typical brand extension situation,…
What is Brand Equity? Assets: Awareness, Image, Associations, Perceived Quality
Introduction of Brand Equity A brand is considered an asset for a company. Fundamentally, branding is about endowing products and services with the power of brand equity. The brand equity…
What is Brand Identity? Elements, Prism, Identity Management
An individual in this world has his own identity. Likewise a brand also has its identity. It consists of brand associations. Brand identity creates a bond between the customer and…
What is Brand Image? Associations, Identity, Discrimination
Introduction of Brand Image Most consumers buying decisions are influenced by the image they have of the product. Consumers buy the functional, psychological and aspirational values delivered by a product.…
Building a Strong Brand | Steps, Blocks, Implications
Introduction of a Strong Brand Brands are developed over a period of time. They are not made in a day. The process of brand building is continuous. This section considers…
