The Death of the Marketing Plan : Why the Brand Equity Plan is in Your Future
- Topics:
- Brand Management
- Tags:
- Brand,
- Brand Asset,
- Brand Equity,
- Branding,
- Marketing
- Source:
- Killian & Company
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Overview: The article focuses on brand equity plans as these are the future for marketing strategies. Brand image is the unique brand personality that’s perceived by the marketplace. Brand equity is the worth of that image and its strength, as judged by its ability to remain unaffected by temporary changes in any of the comprising factors. Brand assets are those elements that create, build, detract from, add to, destroy or otherwise influence brand image, thus increasing or decreasing brand equity. To some, the term “elements of the marketing mix” might be more familiar. Brand assets, however, go beyond just advertising, merchandising and public relations, to include such elements as packaging, the discipline of the sales force, even the familiarity of the logo. It explains the process to develop a brand equity plan and explains the brand asset audit.
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Format: HTML | Date: Jan 2003 | Pages: 1
