What is

What is brand equity? Rohan GuptaIIT (BHU) Varanasi

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Brand Equity is the added value endowed on product and services. It is reflected in the way consumer think, feel, and act with respect to the brand, as well as in the prices, market share, and profitability the brand commands.

There are large number of brands to Choose from

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Brand Equity arises from difference in customer response to different brands.

If a customer reacts more favourably to a product when the brand is identified then it is known as Positive Customer based Brand Equity.

Under the same circumstances if a customer react less favourably then it is known as Negative Customer based Brand Equity.

Brand Equity is reflected in perception, preferences and behavior.

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Brand PromiseIt is the marketer’s vision of what the brand must do for consumers

?Brand Equity Models

Brand Asset Valuator

Brandz

1.What is brand equity?2.Brand promise3.Brand Equity Models

Created by ROHAN GUPTA, IIT (BHU) Varanasi,

during an internship by

Prof. SAMEER MATHUR, IIM Lucknowwww.iiminternship.com