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Brand equity: Introduction Brand assets Brand building process Power of internet and Brand management Brand valuation
Brand Equity
Brand equity is set of brand assets and liabilities linked to the brand, its name or symbol, that adds or subtracts value to a product or service for a firm/ or its customer. Brand equity is an intangible asset that depends on associations made by consumer.
Brand assets
Brand awareness Brand association Perceive quality Other proprietary brand assets like patents, trademarks, channel relationship etc. Brand loyalty
Brand Awareness
The customer should able to identify a firms product in the retail stores or be able to recall its brand whenever he or she thinks of the product class.
Brand recognition
No equity
The contribution of awareness to building up an equity for the brand can be gauged by the fact that high awareness creates associations in the customers mind.
Brand Association
Brand association is anything linked to the memory of a brand e.g product attributes, use eyc, etc NIRMA: washing powder NIRMA is recognized by a dancing girl TATA is known for its quality NOKIA for its reliability Intangible image such as after sale service e.g. Hyundai Brand sponsored by celebrity e.g Sugar free by Bipasha basu
Perceived quality
Perceived quality is the benchmark by which the customers evaluate different brands on quality in same category.
Brand name Past experience Attribute Level of advertising Word of mouth Category dependent, brand A might be better in one subcategory but not in another. A relative concept that occurs mainly in a competitive setting.
If the brand is perceived to be premium quality, the customer will be willing to pay a premium for it, For example perceived quality of Audi compared to Fiat.
Brand Loyalty
The situation in which a consumer generally buys the same manufacturer-originated product or service repeatedly over time rather than buying from multiple suppliers within the category. For example if any customer walk extra mile to get any particular product in spite of availability of other brands in same category.
Brand loyalty is different then habitual buying behavior. There could be several reasons such as unavailability of competitor brands, money constraints etc.
Brand Loyalty
Committed buyer brand equity is high
Co-branding
Derived from Brand Vision e.g Market penetration, Brand awareness, etc Technology Price Convenience, Comfort, service, self esteem Practical and ingenious solution Harnessing the chain reaction of new idea Market and Competitor Commitment and belief to brand
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