Brand Equity

Battle in the market place is between brands & not between the companies
According

to David Aaker

Unique set of brand assets & liabilities that is linked to a brand. Brand equity is the net result of all the investment & effort that a marketer puts into building a brand.

Identifying key segments& understanding customers expectations

Building customers confidence

Inputs

Total Brand Management

Assess competitive offerings

Brand Building A Conceptual Framework

Customer & Dealer Feedback

Assessment

Development of Customer satisfaction scale

Brand strength score

Customer Segment wise Market share

Customer loyalty & New customers attracted

outcome

Increased Profitability

Brand Image

Brand Personality
Reflects

how people feel about a brand as a result of what they think a brand is or does. A brand is like a person, can be characterized as being

Modern Old fashioned Lively Exotic Elegant

5 Dimensions of Brand Personality

down-to-earth, honest, cheerful, wholesome Excitement daring, spirited, imaginative, up-todate Competence reliable, intelligent, successful Sophistication upper-class, sensitive, charming Ruggedness rough n tough, outdoorsy For the above dimensions advertising is more influential as customers makes inferences based on what is shown in the ad
Sincerity

Close-up kya aap close-up karte hain??? (tone) Mountain Dew dudes Ariel upper class & sophisticated Acer Hrithik Roshan (fast, energetic) Ponds chubby cheeks (softness) Maggi instant Tanishq upperclass, sophisticated Reid & Tailor Amitabh Bachchan stylish BSNL Priety Zinta - relaible Liril excitement, freshness Perk naughty Wagon R compact Binani cement strong, rough n tough

Input & Take Away

Input:

the personality that the marketer wishes to attach to his brand. Take away: the impression of that personality which actually enters the target consumers head & how close it is to his self concept.

Brand Personality a Stronger Bond

I see myself in the brand I see the brand in me This brand is for me

Brand Image
Signifies

the aura, reputation, & symbolic meaning attached to a brand. Image is an abstract concept incorporating the influences of past promotion, reputation, and peer evaluation of that brand. Represents the essence of all the impressions or imprints about the brand that have been made on the consumers mind.

Dimensions of Brand Image Appeal to Reason (performance factor)

What does the brand do? What does it contain? How does it perform? What benefits or functions does it serve? How does the brand
Look Taste Smell Sound?

Appeal to the Senses (sensory gratification)

Appeal to Emotion (social approval) refers to the

Brands style The mood it evokes Psychological rewards it gives

(All these are intangible factors, but they create a significant

Brand Image & Personality

Image

refers to rational measurements like quality, strength, flavour. Personality explains why people like some brands more than others even when there is no physical differences between them.