brand equity ver

8/2/2019 Brand Equity Ver

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What is brand?

Name, sign, symbol, intended to identify goods & services of

one seller from another

Branding is deco modification of product

Brand identityPerspectives of

Marketer

Brand image

Perspectives of

Consumer


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Brand

Product


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Brand Culture

Shared,Stories,

images &

associations

The Firm Popular

Culture

Influencers Customers

Brand Stories

Brand Stories

Brand

Stories

Brand

Stories


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Brand culture (accepted truth about product) can greatly

enhance brand value

Difference between what a consumer will pay for branded

product and a physically identical product without brand

Reputational value perceived product quality

Relationship value trusted as a long term partner

Experiential value Shape experience of product

Symbolic value which expresses values & identities


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Handling of a large product portfolio

Brand-product relationship

Six models in the brand-product relationship

The product brand

The line brand

The range brand

The umbrella brand

The source brand

The endorsing brand


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It involves the assignment of a particular name to

one, and only one, product as well as one exclusive

positioning. The result of this strategy is that each new product

receives its own brand name that belongs only to it For example, Procter & Gamble-detergent market

by brands ariel, vizir, dash and soap market bycamay, zest etc.


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The Line Brand Strategy

This strategy involves the exploitation of successful concept by

extending it but by staying very close to the product

For example, LOreal hair line products

The Range Brand Strategy

It bestow a single brand name and promote through a single

promise a range of products belonging to the same area ofcompetence

For example, in food sector it is heinz, green giant etc.


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Umbrella Brand Strategy

The same brand supports several products in different markets.

Each of them has its own advertising tool and its own

communications The main advantage of umbrella strategy is the capitalisation

on one single name and economies of scale on an international

level

For example, TATA, Palmolive etc.


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Source Brand Strategy

Th

is is identical to umbrella brand strategy except for th

e pointthat they are no longer called by one generic name

Two tier brand structure

Sub-branding

For example, AMUL Masti Dahi

Endorsing Brand Strategy

It gives approval to a wide variety of products grouped underproduct brands, line brands or range brands

The brand endorsement can be indicated in a graphic mannerby placing the emblem or in a nominal way

For example, Johnson products with duck


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Financial - Goodwill, over a period of time

What is to be measured?

Clear understanding of concept Consumer way of determining the brand

What are the measures?

Critical, Continuous, Creative You can manage what is under your control

How to measure?


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Brand doesnt exist in isolation it has to be

understood in relation to category

Differential account of brand reflecting inbehavior

The brand image consumer feels, thinks and

experiences(the cognitive and affective mixes)


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Bonding

Advantage

Performance

Relevance

Presence

Nothing else beats it

Does it offer

something betterthan others

Can it deliver?

Does it offer

me something

Do I know

about it

Strong relationship/

high share ofcategory expenditure

Weak relationship/Low

share of category

expenditure


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4.Relationship=whatabout u and me?

3. Response =what about you?

2. Meaning= whatare you?

1. Identity = whoare you?

Intense, activeloyalty

Positive , accessiblereactions

Points-of-parity &difference

Deep, broad brandawarenessSalience

Performance Imagery

Resonance

Judgments Feelings

Brand Brand building

blocks

Stages of brand

development

Branding objective

at each stage


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Culture

Personality

Self projection

Physique

ReflectionRelationship

Brand style

Brand Kernel

Brand themes


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Meaning evolve over a period of time, It is

relational, Categories also get redefined -

Brand Management.

Aligning of People, Structure, Processes.

Engagement and Complexity should not

disable our thinking/knowledge.


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brand equity ver

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