11. Product Vs. Brand Diet Coke vs. Diet Pepsi in Blind Taste Test Prefer Pepsi Sample 51% Prefer Coke 47% No preference 2% Diet Coke vs. Diet Pepsi in Identified Taste Test (brand names revealed) Prefer Pepsi Sample 23% Prefer Coke 65% No Preference 12%
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14. Brand name can be of birds or animals, family, colors country or city name
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16. Brand Vision A clear articulation of the strategic, financial, and brand goals that management has created for the brand A first step to strategic screens as to where the brand can and cannot go
17. BRANDS POSITIONING A brand's positioning is the place in consumers' minds that you want your brand to own—the benefit you want them to think of when they think of your brand . A strong brand position means the brand has a unique, credible, sustainable, and valued place in customers' minds
18. BRAND CONTRACT A Brand Contract is a list of all promises the brand makes to customers. Such a contract is executed internally, but it is defined and validated externally by the marketplace
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22. Acquired customers : counts customers claiming they have come to your company based on the strength of the brand Customer loyalty : measures the degree to which customers continue to purchase your brand and how long that loyalty has lasted Financial value : reports the financial value of your brand in the marketplace Price premium : finds the percentage of price premium your brand is able to command over private-label brands, as well as key competitor brands
