Question

coca cola brand equity according to the 6 criteria

Answer 1

Answer:

According to Keller's viewpoints, brand elements are those trademarkable devices that serve to identify and differentiate the brand. ... We should consider six criteria for brand elements when building brand equity and the criteria are memorable, meaningful, likable, transferable, adaptable and protectable.

Answer 2

Answer:

According to Keller's viewpoints, brand elements are those trademarkable devices that serve to identify and differentiate the brand. ... We should consider six criteria for brand elements when building brand equity and the criteria are memorable, meaningful, likable, transferable, adaptable and protectable.

Brand equity has three basic components: consumer perception, negative or positive effects, and the resulting value. Brand equity has a direct impact on sales volume and a company's profitability because consumers gravitate toward products and services with great reputations.