BRAND EQUITY

MANISHA SHRIVASTAVACUJ

BRAND EQUITY

Customer based brand equity

It is the differential effect brand knowledge has on consumer response to the marketing of that brand..

Customer based brand equity may bepositive- when consumer reacts more

favorably, and negative- when consumer react less favorably to the marketing activities of the brand.

KEY INGREDIENTS TO CUSTOMER BASED BRAND EQUITY

1. Consumer response

2. Brand

knowledge

3. Marketing

of the brand

BRAND PROMISE

Marketer’s vision of what the brand must be and do for the customers.

Brand’s core promise of “FRESHNESS” has remained consistent while introducing several variants of the brand.

BRAND EQUITY MODELS

1. BRANDASSET VALUATOR MODEL

It was developed by an advertising agency named YOUNG AND RUBICAM.It has 4 key components:

1.ENERGISED DIFFERENTIATION2.RELEVANCE3.ESTEEM4.KNOWLEDGE

2.BRAND DYNAMICS PYRAMID

It was developed by marketing research consultants MILLWARD BROWN and

WPP . It is also called BRANDZ MODEL.

It has 5 key components:

1.PRESENCE2.RELEVANCE3.PERFORMANCE4.ADVANTAGE5.BONDING

3.BRAND RESONANCE MODEL

It has 6 key components:

1.SALIENCE2.PERFORMANCE3.IMAGERY4.JUDGEMENT5.FEELING6.RESONANCE

RECAP

1.What is brand equity?2.2.customer based brand equity3.Brand promise4.Brand equity models

CREDITS