Contents
Introduction 2- Branding and Brand Equity 2
- Conclusion 5
- References 6
Description
Brand is one of the most valuable intangible asset of an organization and it plays an important role in marketing strategies (M’zungu et al., 2010). Branding exists from decades and is a means to distinguish products of one manufacturer from that of another manufacturer (Anana & Nique, 2010). Brand equity refers to the value, which is derived from consumer perception of the brand name of a specific product or service (Kotler & Keller, 2012). Branding and brand equity play an important role in introducing and sustaining a product or service in the market. It enables the company to overcome the competition and gain long-term customer loyalty. This essay discusses branding and brand equity concept and models and its various aspects, which include measuring and managing brand equity. The essay also recommends brand strategy for Starbucks to establish its brand in Sri Lanka.
