Importance of brand knowledge.

What is brand knowledge? Why is creating brand-knowledge important? How to create brand-knowledge successfully? Answer: Brand Knowledge: Kevin Keller defined brand knowledge as awareness of the brand name and belief about the brand image. Valuable beliefs are authentic beliefs – consistent and durable.  In addition to belief, consumer experience is an important part of brand Read More

Read more

What is brand equity? Identity the sources of brand equity.

Brand Equity: Brand equity is the commercial value that derives from consumer perception of the brand name of a particular product or service, rather than from the product or service itself. Brand equity describes the value of having a well-known brand name, based on the idea that the owner of a well-known brand name can Read More

Read more

Marketing environment.

How many types of marketing environment? Explain the influence of micro & macro environment on marketing. Marketing environment is the combination of some actors and forces that influence marketing activities. These elements affect marketing activities directly and indirectly. According to Philip kotler “A company’s marketing environment consists of the actors and forces outside of marketing Read More

Read more