Managing Brand Equity

Managing
Brand Equity
visit: www.studyMarketing.org
Brand equity is
a set of brand assets and
liabilities linked to a brand
Elements of Brand Equity:

Brand Loyalty
Brand Awareness
Perceived Quality
Brand Associations
Brand Loyalty
Brand loyalty is a measure of the
attachment that a customer has to a
brand.
It reflects how likely a customer will be to
switch to another brand, especially when that
brand makes a change, either in price or in
product features.
Brand Loyalty Pyramid

Committed Buyer
Likes the Brand - Considers it a Friend
Satisfied Buyer With Switching Costs
Habitual Buyer - No Reason to Change
Switchers / Price Sensitive
Indifferent No Brand Loyalty
Measuring Brand Loyalty

Purchase Behavior Patterns
Switching Cost Analysis
Satisfaction Measurement
Strategic Value of Brand Loyalty

Reduce marketing cost
Trade (channel distribution) leverage
Attracting new customers
Enhancing
Brand Loyalty
Treat the customer right
Stay close to the customer
Measure/manage customer
satisfaction
Create switching cost
Provide extras
Brand Awareness is
the ability of a potential
buyer to recognize or recall
that a brand is a member of
a certain product category
Brand Awareness Hierarchy

Top of Mind
Brand Recall
Brand Recognition
Unaware of Brand
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Value of Brand Awareness

Anchor to which other associations can be
attached
Familiarity and liking
Signal of substance/commitment
Brand to be considered
11
How to Achieve
Brand Awareness
Be different, memorable
Involve a slogan or jingle
Symbol exposure
Publicity
Event sponsorship
12
Perceived Quality
The customer's perception of the overall
quality or superiority of a product or service
with respect to its intended purpose, relative to
alternatives. Perceived quality is a perception
by customers.
13
What
Influences
Perceived
Quality of
Product?
Product
Performance
Features
Conformance with
specifications
Reliability
Durability
Serviceability
Fit and finish
14
Appearance
Reliability
Competence
Responsiveness
Empathy
What
Influences
Perceived
Quality of
Service?
Service
15
The Value of Perceived Quality

Reason-to-Buy
Differentiate/Position
A Price Premium
Channel Member Interest
Brand Extensions
16
Brand Association
A brand association is anything
"linked" in memory to a brand.
Thus, McDonald's could be linked to a
character such as Ronald McDonald, a
consumer segment such as kids, a feeling
such as having fun, a product characteristic
such as service, or a symbol such as the
Golden Arches.
17
Some Types of
Associations
Product Attributes
Customer Benefits
Relative Price
Lifestyle/Personality
Celebrity/Person
Use/Application
18
The Value of Brand

Associations
Help Process/Retrieve
Information
Differentiate/Position
Reason-to-Buy
Create Positive
Attitudes/Feelings
Basis for Extensions
19
Maintaining
Associations
Be consistent over time
Be consistent over
elements of the marketing
program
Manage disasters in order
to minimize their damage
20
Criteria for
Brand Name Selection
Be easy to learn and remember
Suggest the product class
Support a symbol or slogan
Suggest desired association without
being boring or trivial
Not suggest undesired associations
Be distinctive
Be available and protectable legally
21
Source of Reference:
David Aaker, Managing Brand Equity : Capitalizing on
the Value of A Brand Name, Free Press
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Managing Brand Equity

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Managing Brand Equity

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Managing

Elements of Brand Equity:

Brand Loyalty Pyramid

Measuring Brand Loyalty

Strategic Value of Brand Loyalty

Brand Awareness Hierarchy

Value of Brand Awareness

The Value of Perceived Quality

The Value of Brand

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