Brand Equity & Product Strategies

1. Brand Equity

The premium value a brand name adds to a product. Evaluated using models like Keller’s Brand Equity Pyramid or Aaker’s model.

2. Product and Services Marketing

• Product Strategy: Managing product levels, line extensions, and product-mixes.
• Services Marketing: Addressing the unique properties of services: Intangibility, Inseparability, Variability, and Perishability.