Brand Equity

Aung Chit Khin

Principal/Founder
MBA (Nottingham)
Dip M, PG Dip M (CIM, UK)
 Brand Equity

Brand Equity refers to a value premium

that a company generates from a product
with a recognizable and memorable
name when compared to a generic
equivalent.
• Brand Equity =
1. Brand awareness +
2. Brand Image +
3. Brand Response +
4. Brand Relationship
Brand awareness
Brand awareness is a marketing term

that describes the degree of

consumer recognition of a product by

its name. Creating brand awareness is

a key step in promoting a new product

or reviving an older brand.

Brand awareness

• Simplicity and ease of pronunciation and spelling

• Familiarity and meaningfulness

• Differentiated, distinctive, and uniqueness

Top of the mind awareness

Unprompted awareness

Prompted awareness

Unawareness
 Brand Image

Brand Image is how customers think of a

brand. It can be defined as the perception of

the brand in the minds of the customers.

• positive brand image

• negative brand image

Brand association
Brand association is when company
traits are rooted in customers' minds.
The goal of brand association is to
have a brand linked with positive
attributes. Brand association builds
value and equity for a company brand.
Brand associations
The explicit and implicit meanings
consumers extract from it are
important. In particular, the brand
name can reinforce an important
attribute or benefit association that
makes up its product positioning.
Brand response
1 Attitudinal response
( +, -, 0 )

+ Like

- Unlike

0 Neutral
2 Behavioral response
Brand Relationship
Brand relationship is the repeated
interactions between a brand and a
customer that start to reflect similar
characteristics of relationships between
people, such as love, connection,
interdependence, intimacy, and
commitment.
Brand Relationship