do you know?. brand equity what is brand? six levels of brand attributes benefits values culture...

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  • Slide 1
  • Do you know?
  • Slide 2
  • Brand equity
  • Slide 3
  • What is Brand?
  • Slide 4
  • Six Levels of Brand Attributes Benefits Values Culture Personality User
  • Slide 5
  • Definitions of Brand Equity Brand equity is the set of brand assets and liabilities linked to the brand, its name, and symbol, that adds or subtracts value to a product or service for a firm/ or its customers (David Aaker). Brand equity is the set of associations that permits the brand to earn greater volume than it would without the brand name (Marketing Science Institute). Brand equity is everything the customer walks into the store with (Peter Farquhar). A set of associations which are most strongly linked to a brand name (Andrea Dunham).
  • Slide 6
  • The concept of brand equity Brand Equity Mental Brand Equity Behavioural Brand Equity Financial/Economical Brand Equity Mental Brand response Brand behavioural response Market response
  • Slide 7
  • Slide 8
  • Slide 9
  • Types of Consumers Entrenched users users who are not available for conversion, remain loyal Available consumers non-users who prefer the brand in question to their current choice Average users secure users who are not available for conversion, committed to the brand Ambivalent consumers non-users equally attracted to the brand in question and current choice Shallow users beginning to show sign of wavering, loyalty below average, starting to consider other brands Weakly unavailable consumers non-users whose preference lies with their current brand, but not strongly Convertible users on the threshold for leaving the brand Strongly unavailable consumers non-users who have strong preference for their current brand Secure users Vulnerable users Open non-users Unavailable non-users
  • Slide 10
  • Why Manage Brand Equity? Presence of a brand in consumers mind Influence on their buying behaviour Effects on brands market position and financial result Financial value of the brand as a immaterial assets of the company
  • Slide 11
  • Brand Equity Management Brand Image Consistency Customer Equity R & D Investment
  • Slide 12
  • Practical Examples Virgin Snapple Beverage Corporation
  • Slide 13
  • V/S
  • Slide 14
  • What do you prefer?
  • Slide 15
  • What motivates you to buy Sprite?
  • Slide 16
  • Will you pay more for Sprite?
  • Slide 17
  • What motivates you to buy 7up?
  • Slide 18
  • Will you pay more for 7up?
  • Slide 19
  • Sprite Ice Awareness Did like/ Didnt like?
  • Slide 20
  • 7up Ice Awareness Did like/ Didnt like?
  • Slide 21
  • Is Sprite available everywhere and every time you want it?
  • Slide 22
  • Is 7up available everywhere and every time you want it?
  • Slide 23
  • Conclusions If Competition is a race then Brand Equity is Driving Skills!!!!!!!!!!