Emotional BrandingPertemuan 5Matakuliah: J0114/Manajemen PemasaranTahun: 2008

Learning OutcomeStudents can show the understanding of brand equity and its measurement

Material OutlineDefinition of brandingBenefit of brandingCase studyWhat is brand equity?Brand equity measurement

Definition of BrandingA brand is a name, a symbol, a drawing or a design that gives specific meaning that will distinguish one product from another and indicate a certain value representation (Nelly Maarif, 2008)

Benefits of BrandingCustomers will regard the product as the originator A brand protects the consumers and producers from competitors who attempt to provide similar offersA brand helps a product move beyond the commodity it sellsA brand distinguishes a product from competitors.

Case Study: SamsungThe slogan of Samsung is imagine the possibilities. Byung-Chul Lee founded Samsung trading company in Seoul (YPM). Samsung was launched in South Korea, 1953. The 1990s saw Samsung as an international corporation. Not only did it acquire a number of businesses abroad, but also began leading the way in certain electronic components and electronic products (Nelly Maarif, 2008)

What is Brand Equity?Brand equity is a set of assets (and liabilities) linked to a brands name and symbol that adds to (or subtracts from) the value provided by a product or service to a firm and/or that firms customers (David Aaker, 2001)Brand equity is the positive differential effect that knowing the brand name has on customer response to the product or service (Kottler, 2005)

What is Brand Equity?Major assets categories:Brand name awareness, refers to the strength of a brands presence in the consumers mind. Brand loyaltyPerceived quality, is a brand association that is elevated to the status of a brand asset for some reasonsBrand associations. These associations might include product attributes, a celebrity spokesperson, or a particular symbol. Brand associations are driven by the brand identity

Brand Equity MeasurementsMeasure Criteria:The measures should reflect the construct being measuredThe measures should reflect constructs that truly drive the marketSelected measures should be sensitive: when brand equity changes, the measures should detect that change. Measures should be developed that can be applied across brands, product categories and markets

Brand Equity MeasurementsLoyalty measures:Price premiumSatisfaction/loyaltyPerceived Quality/Leadership measures:Perceived qualityLeadership/popularityAssociations/Differentiation measures:Perceived valueBrand personalityOrganizational associationsAwareness measures:Brand awarenessMarket behavior measures:Market shareMarket price and distribution coverage

Conclusion:A brand is a name, a symbol, a drawing or a design that gives specific meaning that will distinguish one product from another and indicate a certain value representation (Nelly Maarif, 2008)Customers will regard the product as the originator A brand protects the consumers and producers from competitors who attempt to provide similar offersA brand helps a product move beyond the commodity it sellsA brand distinguishes a product from competitors.Brand equity is a set of assets (and liabilities) linked to a brands name and symbol that adds to (or subtracts from) the value provided by a product or service to a firm and/or that firms customers (David Aaker, 2001)