Philip Kotler on the importance of brand equity

What is the difference between brand equity and brand valuation? Why is it that CEOs should focus on the movement of their brand equity? How reputation relates to brand - and what the factors are that build your reputation as a company You can't compensate for poor products! Learn what the 6 handles are for managing your brand.

[@steaKnife]

Brand Reputation:
(1) Quality of products/services 2:40
(2) Company vision & management quality 3:09
(3) Financial performance over time 3:20
(4) Workplace environment and employee quality and motivation 3:31
(5) The emotional way stakeholders feel about the company 3:42
(6) Corporate social responsibility, initiatives, etc 3:51

[@zhangyichi6388]

Haha Now I am working for Interbrand in Asia. I am glad to join it ~

[@RuchiFarms]

Greatly Explained by ... Marketing Guru

[@Kiaos91]

Which Model is Kotler describing from 2:40 - 4:15? I'm writing my thesis in a related field but I can't remember this one

[@africanchild5719]

He's talking about factors/variables that one would consider in building a corporate brand. It is one of the options in brand architecture. Other options would be house of brand, licensing brand & dual brand

[@africanchild5719]

Good luck with your thesis

[@sbehera215]

Very good insight

[@mennatullah2551]

reputition.vision.financial performence . work place environment . emotional customers. csr factors for measurin brand

[@jimitjigneshmehta9269]

god of marketing and managenent

[@LATIFAHMOHDNOR-zy1mq]

der-ma-ga = about port.

[@fardinirankhah1384]

Guru

[@TheDarkKnight_]

a good mgmt, is least mgmt . . .!