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  • Brand Equity

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    Brand equity consists of five key components: brand loyalty, brand awareness, perceived quality, brand associations, and other proprietary brand assets. These components provide value to customers by enhancing how customers interpret information and make purchasing decisions, as well as provide value to firms by improving marketing program effectiveness, generating brand loyalty, and providing competitive advantages like price leverage and brand extensions.

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    BRAND EQUITY

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    Brand equity consists of five key components: brand loyalty, brand awareness, perceived quality, brand associations, and other proprietary brand assets. These components provide value to customers by enhancing how customers interpret information and make purchasing decisions, as well as provide value to firms by improving marketing program effectiveness, generating brand loyalty, and providing competitive advantages like price leverage and brand extensions.

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    © All Rights Reserved
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    5 views1 page

    Brand Equity

    Uploaded by

    ibnhashem.du
    Brand equity consists of five key components: brand loyalty, brand awareness, perceived quality, brand associations, and other proprietary brand assets. These components provide value to customers by enhancing how customers interpret information and make purchasing decisions, as well as provide value to firms by improving marketing program effectiveness, generating brand loyalty, and providing competitive advantages like price leverage and brand extensions.

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    BRAND EQUITY

    Brand Brand Perceived Brand Other Proprietary


    LOYALTY AWARENESS QUALITY ASSOCIATION BRAND ASSETS

    - Anchor to which
    - Reduced marketing other association - Reason to buy - Help process
    costs can be attached - Differentiate/ /retrieve
    - Trade leverage - Familiarity-linking Position information
    - Competitive
    - Attracting new - Signal of - Price - Reason to buy
    advantages
    customers substance/ - Channel member - Create positive
    - Create awareness commitment interest attitude / feelings
    - Reassurance - Brand to be - Extensions - Extensions
    - Time to respond to considered
    competitive threats

    PROVIDE VALUE TO CUSTOMERS BY PROVIDE VALUE TO FARM BY ENHANCING


    ENHANCING CUSTOMERS
    - Efficiency and effectiveness of marketing
    - Interpretation/Processing of information program
    - Confidence in the purchase decision - Brand loyalty
    - Use satisfaction - Price/margins
    - Brand extensions
    - Trade leverage
    - Competitive advantage

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