CREATING BRAND EQUITY

Presented by- Kamal sharma

Dron chaprana
Dec 7, 2021
 We will understand
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 What is a brand ?

 How branding works?

 What is brand equity ?

Dec 7, 2021
 What is brand ?
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 It is name, term, sign, symbol, design or a

combination of them, intended to identify the
goods or services of one seller or group of seller
and to differentiate them from those competitors.

Dec 7, 2021
 The Role of Brand
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 They Simplify product handling or tracing.

 Organize inventory and accounting records.
 Offers legal protection to firms.
The scope of Branding
 Branding is endowing products and services with the
power of brand.
 It’s all about creating differences between products.
For e.g. Louis vuitton, D&G.

Dec 7, 2021
 Brand Equity
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 It is the added value endowed on products and

services. It may be reflected in the way consumers
think, feel, and act with respect to the brand, as
well as in the prices, market share, and profitability
the brand commands for the firm.

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 Customer Based Brand Equity
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 It is the differential effect the brand knowledge has

on consumer response to the marketing of that
brand.

 Positive Customer Based Brand Equity

 Negative Customer Based Brand Equity

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 Key ingredients of Customer Based
Brand Equity
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 It arises from differences in consumer responses.

 Differences in response are a result of consumer’s

knowledge about the brand.

 The differential response is reflected in

perceptions, preferences and behavior related to the
marketing of a brand.

Dec 7, 2021
 Brand knowledge
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 It consist of all thoughts, feelings, images,

experiences, beliefs that become associated with
the brand. In other words,
brands must create strong, favorable, and unique
brand associations with customers.
For e.g. Volvo (safety), Woodland (adventure).

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 Brand Equity as a Bridge
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 In an abstract sense, we can think of brand equity as

providing marketers with a vital strategic “bridge”
from their past to their future.

Brand Promise
 It is the marketer’s vision of what the brand must be
and do for the consumers.

Dec 7, 2021
 Thank you

10 Dec 7, 2021