How a name alone associated with value?

BrandName

Competitive sphere MarketingEfforts

BrandValue Brand Perception ProductValue

Product

What if consumer doesn't know the brand Vaseline?

Brand Knowledge is essential for Brand Equity Brand Equity= Value perception For such consumer, Value= Brand Value Product

What is key element of Brand Equity?

Brand Image & Brand Value are key elements of Brand Equity

Though brand equity reflected in earnings and stock prices yet it is not listed on any firms financial statements. Why? Brand Equity is a perceptual entity.

Aakers Concept of Brand Equity

Brand Equity is a set of brand assets & liability linked to the brand that add or subtract value from a product or service.
-David Aaker

Aakers concept of Brand Equity

Five dimensions of Brand Equity

2. 3. 4. 5.

1. Brand loyalty Name awareness, Perceived quality, Brand associations, and Other proprietary brands assets

(ex. distribution

system).

Brand performs on these dimensions leads consumers to develop an overall, intangible rating of brand.

Approaches of Brand Equity Concept

BrandEquity

ConsumerBasedBrand Equity(CBBE)

FirmBasedBrand Equity(FBBE)

Firm Based Brand Equity (FBBE)

Brand Equity is the capitalised value of the profit that results from associating the brands name with particular product or service. Determine equity of brand on the basis of profitability & competitive edge Ignore the consumers perception.

Consumer Based Brand Equity (CBBE) The differential effect that consumers brand knowledge has on their response to the marketing of that brand is termed as Brand Equity. Consumer knowledge drive the differences among brands & thus drive equity

Learning from the experiment

Brand Knowledge Perception developed BrandImage Learning Occurs BrandEquity

BrandLoyalty Performance form

Association Build

Brand Salience

Brand Attitude