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A brand charter is an overall strategy that sets the course for a brand. This outline identifies the long-term goals of the brand and how it will interact with and overcome the challenges of its marketplace.
A brand equity management system is defined as a set of organizational processes designed to improve the understanding and use of the brand equity concept within a firm.
According to proposed CUBE model, there are five dimensions to measure the brand equity which are as follows: Brand salience, brand image, brand equity, brand value and brand loyalty (Baker, 1991, 1996; Keller, 1993, 2003).
Brand Equity Defined A common benefit that typically results is the financial benefit, which allows for a company to demand a premium price for its product. For example, Lacoste has such strong brand equity that the premium price is both accepted and expected by customers.
Brand Equity Research. Brand is an intangible, conditional asset associated with a product or service. ... It is essential for a business to understand the commercial value, or equity, that is derived from consumers' perceptions of the brand name of a particular product or service.
A Brand report card is a process, which may be used by the companies to periodically audit their brands' strengths and weaknesses on certain relevant product characteristics and comparing these with the strong brands in the same product category.
A co-branded credit card is sponsored by two parties. ... With co-branded credit cards, cardholders may get merchandise discounts or rewards points when they buy from the sponsoring merchant, but can also use the cards any other retailer that takes cards from the bank or card network.
Some of these items are the name, logo, tone, tagline, typeface, and shape that create an appeal. Brand identity is a separate category from brand image. Brand Identity is the message the consumer receives from the product, person, or thing. ... Brand identity should be a consistent message received by its audience.
A co-branded card is a credit card that's issued by a retailer and bears the name of both the retailer and the credit card company. Co-branded cards are often co-sponsored by a major merchant such as a chain store and frequently offer benefits related to the retailer.
Brand equity is a marketing term that describes a brand's value. That value is determined by consumer perception of and experiences with the brand. ... That equity can be transferred to line extensions products related to the brand that include the brand name so a business can make more money from the brand.
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