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  • Faculty of Management and Commerce Product and Brand Management 19MMT501A Dr. G Devakumar Soubhagya L Mende 19MCMS047097 Contact Info: 9972173755

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    The document provides information about a product and brand management course, including the contact information for the professor and student. It then lists the four steps of brand building as brand relationship, consumer response, brand meaning, and brand identification. It further defines each step, with brand relationship focusing on the level of relationship and identity with the brand, consumer response on the consumer's emotional response and feelings toward the brand, brand meaning on how consumers think about the brand based on their experiences, and brand identification on achieving the right identity and brand awareness.

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    The document provides information about a product and brand management course, including the contact information for the professor and student. It then lists the four steps of brand building as brand relationship, consumer response, brand meaning, and brand identification. It further defines each step, with brand relationship focusing on the level of relationship and identity with the brand, consumer response on the consumer's emotional response and feelings toward the brand, brand meaning on how consumers think about the brand based on their experiences, and brand identification on achieving the right identity and brand awareness.

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    12 views4 pages

    Faculty of Management and Commerce Product and Brand Management 19MMT501A Dr. G Devakumar Soubhagya L Mende 19MCMS047097 Contact Info: 9972173755

    Uploaded by

    annette
    The document provides information about a product and brand management course, including the contact information for the professor and student. It then lists the four steps of brand building as brand relationship, consumer response, brand meaning, and brand identification. It further defines each step, with brand relationship focusing on the level of relationship and identity with the brand, consumer response on the consumer's emotional response and feelings toward the brand, brand meaning on how consumers think about the brand based on their experiences, and brand identification on achieving the right identity and brand awareness.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pptx, pdf, or txt
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    Faculty of Management and Commerce

    Product and Brand Management


    19MMT501A

    Dr. G Devakumar
    Soubhagya L Mende
    19MCMS047097

    Contact info : 9972173755


    Email Id – [email protected]
    Consumer based brand equity

    Four steps of brand building are :


    • Brand relationship – what about you and me?
    • Consumer response – what I feel about you?
    • Brand meaning – what are you? Objectives
    • Brand identification – who are you?
    Resonance:
    • Level Of relationship And identity With
    the brand.
    • Behaviour loyalty, attitudinal Attachment
    Judgement: , Sense of community, Active
    • Consumer opinion on engagement
    brand
    • Brand quality, Feeling:
    Creditability, • Emotional response towards
    superiority, brand.
    Consideration. • Feeling evoked by marketing
    program.
    Performance: Imagery:
    • Whether the product • The way consumer
    meets the consumer thino about brand!
    needs? • Depends on
    • Price? Style ? experience.
    Design? Durability?
    Serviceability? Salience:
    • Achieving the right identity.
    • Measures the level of Brand awareness.
    • How is the range of purchase.
    • How likelihood to the mind.
    THANK
    YOU

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