BRAND EQUITY

Brand Equity is the value of a brand built up over a period of time.

Loyalty

Awareness*

Familiarity

Preference

Brand Equity

Image And Personality*

Availability

Associations

Brand Equity is composed of seven components

Measurement
While calculation brand equity, both the tangible (functional) and intangible (emotional) attributes are measured. The end result of the measurement is brand equity.

Approaches for Measurement
1. Firm Level 2. Product Level 3. Consumer Level

*Brand equity is the difference between the expected future sales of a branded product and an unbranded product.

A Strong Brand Will Shift The Demand Curve
D1
Su pp ly

P2 P1

Price

D2

Demand

Q1 Q2

Quantity

BRAND EQUITY CREATION
Our market research techniques provide a complete picture of the value behind brands.

Resourceful High Cost

Powerful

Helpful Dynamic

Low Cost

BRAND EQUITY

Complete financial analysis of Brand Performance
Qualitative R C
Relative importance Of Brand Attributes

Quantitative SP

F

I
Brand Value Drivers Cost

DRIVERS
Consistency, Reliability, Features,

DRIVERS
Selling Price, Investment

Re lat ion sh ip

THE MARKET PLACE

What is our connection?

What about you and me

Resonance
Re sp on
What do I think or feel about you?

se

What about you

Judgements

Feelings
What are you

Brand meaning

Me an ing

Performance

Imaginary
What about you

Brand awareness

Ide nti ty

Salience

Brand

Name 0.53
5 0.5

A

e rtis dve

36 t 0. n me

r wo Art

ok Lo / go o k/L

Pr o 0.7 duc t 4

Pe r fo rm an ce

Packaging Performance 0.58

Conclusion
 Branding can have a large effect.  Common processes of brand building.  Execution of the brand building programs  Global brand must be localized.  Need for a central authority.

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