WHAT IS BRAND EQUITY?

Brand equity is the added value endowed on products and services. It may be reflected

in the way consumers think, feel, and act with respect to the brand,

as well as in their prices, market share, and profitability the brand commands

It is the differential effect brand knowledge has on consumer response to the

marketing of that brand.

Customer Based Brand Equity

POSITIVE CUSTOMER BASED BRAND EQUITY

Customers react more favorably to a product and the way it is marketed when the brand is identified

KEY

1. Brand equity arises from differences in consumer response. If no differences occur, the brand name product is essentially a commodity, and competition is based on price.

2. Differences in response are a result of consumers’ brand knowledge, all the thoughts, images, experiences associated with the brand.

3. Brand equity is reflected in perceptions, preferences, and behavior related to all aspects of the marketing of a brand.

BRAND EQUITY MODELS

BRANDASSET VALUATOR

(YOUNG AND RUBICAM)

ADVERTISINGAGENCY

DEVELOPED BY

1.ENERGIZED DIFFERENTIATION-

It measures the degree to which a brand is seen as different from others, and its perceived momentum

and leadership.

2. RELEVANCE-It measures the

appropriateness and breadth of brand’s

appeal.

3. ESTEEM-It measures

perceptions of quality and loyalty, or how

well the brand is regarded and

respected.

4. KNOWLEDGE-It measures how

aware and familiar consumers are with

the brand.

KEY COMPONENTS

BRANDASSET VALUATOR MODEL

BRANDZ MODEL

DEVELOPED BY

BRAND DYNAMICS PYRAMIDFor any one brand , each person interviewed is assigned to one level of the pyramid depending on their responses to a set of questions. The brand resonance pyramid shows the number of consumers who have reached each level.

BRAND RESONANCE MODEL

Enacting the four steps establishes a Pyramid of six brand building blocks.

EMOTIONAL ROUTE TOBRAND BUILDING

RATIONAL ROUTE TOBRAND BUILDING

CREATED BY SHUBHAM GANGILIIT(BHU), VARANASI DURING ANINTERNSHIP BY PROF. SAMEER

MATHUR, IIM LUCKNOW

DISCLAIMER