chapter  8
33 Pages

Brand Differentiation and Positioning

This chapter describes brand equity as a measure of the strength of brand, the strength is derived from the consumer's brand relationship and culminates in the market strength, such factors as sales, profits, and growth. To understand brand equity, particularly as it is manifested in the market, consider the story of Samsung. The mental brand equity and market brand equity are like yin and yang, they form an intertwined system. Market brand equity consists of two dimensions: distribution position and market dynamics. The key elements for market brand equity are quality of distribution, relative price paid, and market share. The main objectives of the strategic input of marketing mix elements would be: pull activities and push activities. A complete brand equity measurement system will combine the factors of consumer brand equity and market brand equity and investigate all five of the critical factors: mental brand equity, relationship brand equity, and behavioral brand equity.