PYARI MON.P.

S S2 MBA

Brand Equity is a set of assets linked to a brands name and symbol that adds to the value provided by a product or service to a firm and/or that firms customers

Brand Equity is a set of liabilities linked to a brands name and symbol that subtracts from the value provided by a product or service to a firm and/or that firms customers

Brand equity is a set of assets

Management of brand equity involves investment to create and enhance these assets

Each brand equity asset creates value in a variety of very different ways Brand equity creates value for customer and firm

It is imperative to be sensitive to the ways in which strong brands create value

For assets or liabilities to underlie brand equity, they must be linked to name/symbol of the brand

Brand equity assets can help customers interpret, process and store huge quantities of info about products / brands It can affect customers confidence in purchase decision
Due to past-use experience or familiarity with brand

Both perceived quality and brand associations can enhance customers satisfaction with use experience
Knowing brand is Arrow can can make user feel different

Brand equity can enhance programmes to attract new customers or recapture old ones Perceived quality, associations and known name provide reasons to buy & affect use satisfaction

Usually allows higher margins by permitting both premium pricing and reduced promotions
Can provide leverage in the distribution channel Brand equity assets provide a competitive advantage that present a barrier to competitors