What is a brand equity
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Transcript of What is a brand equity
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WHAT IS….
???
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Defining Brand Equity
Brand equity is the added value endowed on products and services. It maybe reflected in the way consumers think, feel, and act with respect to the brand as well as in the prices, market share, and profitability the brand commands.
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Customer-based brand equity
Customer-based approaches view it from the perspective of the consumer and recognize that the power of a brand lies in what customers have seen, read, heard, learned, thought, and felt about the brand over time
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A brand promise is the marketer’s vision of what the brand must be and do for consumers.
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The company has consistently maintained the brand’s key promise of health over years and yet introduced several variants
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BRAND EQUITY MODELS
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BRANDASSET VALUATOR
Advertising agency Young and Rubicam (Y&R) developed this model of brand equity. Its four key components are : • Energized Differentiation • Relevance • Esteem • Knowledge
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BRANDZ
Marketing research consultants Millward Brown and WPP developed this model. According to this brand equity follows a series of steps: • Presence • Relevance • Performance • Advantage • Bonding
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BRAND RESONANCE MODEL
Creating significant brand equity requires reaching the top of the brand pyramid • Brand salience • Brand performance • Brand imagery • Brand judgment's • Brand feelings • Brand resonance
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1 Defining Brand Equity 2 Customer-based Brand Equity 3 Brand promise 4 Brand Equity Models
RECAP
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Created by Bhaskar Bora, NIT Silchar, during an internship by Prof. Sameer
Mathur, IIM Lucknow.www.IIMInternship.com
DISCLAIMER
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