Key Elements of Brand Equity Brand equity is a set of brand assets and liabilities linked to a brand, its name and symbols, that add to or subtract from the value provided by a product or service to a firm and/or to that firm's customer. For assets or liabilities to underlie brand equity they must be linked to the name and/or symbol of the brand.

What is Perceived Quality? Perceived quality can be defined as the customer's perception of the overall quality or superiority of a product or service with respect to its intended purpose, relative to alternatives. Perceived quality is, first, a perception by customers. Brand Loyalty Brand loyalty, long a central construct in marketing, is a measure of the attachment that a customer has to a brand. It reflects how likely a customer will be to switch to another brand, especially when that brand makes a change, either in price or in product features. Positioning Strategy All marketing strategy is built on STP : Segmentation, Targeting, and Positioning. A company discovers different needs and groups in the marketplace, targets those needs and groups that it can satisfy in a superior way, and then positions its offering so that the target market recognizes the company's distinctive offering and image. Industry and Competitive Analysis Dominant economic characteristics of the industry environment covers market size and growth rate, geographic scope, number and sizes of buyers and sellers, pace of technological change and innovation, scale economies, experience curve effects, capital requirements, and so on.

More... Product-Market Matrix Strategy Generic Strategy Model Five Tasks of Strategy Factors Shaping the Choice of Strategy

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