Marketing: Brand #1

1) Brand is the life and death of a marketing (brand) manager.

Brand outlives products.
Product can be copied. Brand is unique.
Product becomes obsolete. Brand lasts (almost forever, if well-managed).

Brand is the identity that reflects credibility, integrity and value that a company [behind the brand] has. Brand is delivered through company's products and services.
-- Dr. Asto Subroto, quoted from an article in Swa.

2) The concept of "Brand" has several building blocks. Some popular one are:
- brand awareness
- brand image
- brand association
- brand equity
- brand value

Aaker, the father of Brand, combined those concept into what is called
Brand Equity.

3) Simon Jonathan, as quoted in Swa, mentioned about four elements of a strong brand equity. A similar idea to brand-asset valuator concept from Young & Rubicam:
strong awareness
high quality perception
high loyalty
relevant and favorable association

4) Brand Value, as defined by Swa and MARS, in the above article, is derived from 6 aspects
BV =
brand awareness
+ ad awareness
+ perceived quality
+ satisfaction & loyalty index
+ market share
+ gain index (= brand potential to acquire future customers)