Program to Build Brand Equity

Global Brand
Management

INTRODUCTION
 This report discuss about marketing programme that a
company can design to build brand equity.
 Brand equity means value that is given to a product by
customers in commercial form.
 There are various methods a company can market and
promote its products in order to build equity of their brand.
 These methods are personalised marketing, experiential
marketing, one to one marketing.

Program to build brand equity
Marketing
 Various new perspective has emerged in marketing like digitalization and connectivity,
which is done through internet and Intranet.
 Disintermediation and Reintermediation, either by removing mediators and adding new
mediators.
 Customization and customerization, products tailored with individual preferences .
 Industry convergence. These perspectives also impact brand management. Marketers are
actively adopting these new concepts to build their brand equity

CONT...
It covers various factors and can be developed on various type of marketing. These marketing types
are-
Personalised Marketing
 A strategy used by the company to create a personalised impact on customers or prospective
customers. In this content is delivered to individual through data collection, analysis and use of
technology. The objective behind this type of marketing is to engage customers by
communicating personally. This allows giving a real time experience of the product thy are
supposed to buy. Benefits of this marketing are improved experience of customers, increased
brand loyalty and creating consistency in all the channels. But this marketing also contain few
challenges that are finding right technology, time and resources required are huge in cost and
efforts. This requires implementing smart segment