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Attributes, Benefits, Values, Culture, personality and User. Scott Davis suggests visualizing a Brand Pyramid in constructing the image of brand. At the low level are brand attributes, at the next level are the brand's benefits, and at the top are beliefs and values as shown below.
Brand pyramid
Brand building:
It is one of the most important activities to be performed for the lifecycle of any brand. Some of the various tools used by Nokia include:
? Public relations and press releases
? Sponsorships
? Events marketing
? High value for money
Brand Value:
It is the job of estimating the total financial value of the brand...
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