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Brandequityppt 100717082434 Phpapp01
Brandequityppt 100717082434 Phpapp01
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A Brand Is.
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Name
Identifies
product/service
of seller and
differentiates from
competitors
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Design
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Manufacturers
Brand equity
Aaker Model:
Viewed by UC-Berkeley professor David Aaker.
There are a set of five categories of brand assets and
liabilities which add value to the product.
They are:
Brand loyalty
Brand awareness
Perceived quality
Brand associations
Other proprietary assets
Brandz:
Developed by marketing research consultants
Millward and WPP.
As per this model brand building involves series of
steps:
The objectives of each steps are the following:
Presence
Relevance
Performance
Advantage
Bonding
Brand resonance:
It also views brand building as an ascending, sequential
series of steps
Ensuring identification of the brand with customers
minds with a specific product class or customer
need.
Firmly establishing the brand into the mind of the
consumer.
Eliciting proper customer response to in terms of
brand related judgment and feelings.
Converting brand response to create to create an
intense, active loyalty relationship between
customers and the brand.
Brand Audit:
- is a consumer-focused exercise that involves a series
of procedures to access the heath of the brand,
uncover its sources of equity and suggest ways to
improve and leverage its equity.
Brand tracking:
Tracking studies collect information from the
consumers on a routine basis over time. Tracking
studies employ quantitative study methods.
It provides a basis for decision making
It provides insights to marketing activities
Brand Valuation
It is concerned of estimating the total
financial value of the brand.
Brand reinforcement:
Brand equity is reinforced by marketing actions
that consistently convey the meaning of the brands
to consumers in terms of:
The product and
Superiority
Brand Equity/Raj Mohan And
Ranjith