Tags Philip Kotler

Tag: Philip Kotler

Building Brand Equity (Philip Kotler Summary)

Marketers aim at building a consistent image of the brand across all touch point of the consumer. The touch points may or may not...

Traditional Marketing Mix – The 4 Ps of Marketing

What is the Traditional Marketing Mix ? The Traditional Marketing Mix model (also known as the 4 P's) can be used by marketers as a...

Aaker Model – Defining Brand Identity (Philip Kotler Summary)

Given By: Former UC-Berkeley marketing professor David Aaker Aaker views brand equity as a set of five categories of brand assets and liabilities linked to...

Brand Asset Valuator Model – BAV Model to measure Brand Equity...

Brand Asset Valuator – BAV Model to measure Brand Equity (Philip Kotler Summary) Advertising agency Young and Rubicam (Y&R) developed a model of brand equity...

Defining Brand Equity (Philip Kotler Summary)

Brand equity is the added value endowed on products and services. It may be reflected in the way consumers think, feel, and act with...

Role of Brands and Scope of Branding (Philip Kotler Summary)

Role of Brands The American Marketing Association defines a brand as "a name, term, sign, symbol, or design, or a combination of them, intended to...