BRAND EQUITY

David Aaker defines brand equity as “a set of assets and

liabilities linked to a brand,its name and symbol that add
to or subtracts from the value provided by a product or
service to a firm and/or that firm’s customers.”
 KEY ELEMENTS OF BRAND
EQUITY

 Brand Loyalty
 Brand Awareness
 Perceived Quality
 Brand Association
 Other Proprietary Brand Assets
 SOURCES OF BRAND EQUITY
 Market Research

 Quality

 Marketing Mix

 Brand Extension

 Customer opinion

 Customer Satisfaction
 DRIVERS OF BRAND EQUITY
 Perceived Quality
 Name Awareness
 Brand Association
 Brand Loyalty
 Other Proprietary Assets
 SIGNIFICANCE OF BRAND
EQUITY
Significance of Customers

 Products and brands related information can be easily stored

 It fills the customers with confidence while making purchase decision.
 It is the satisfaction drawn while using the brand.
 Significance to Marketers
 It facilitates marketing activities.

 Improved customer loyalty.

 It facilitates the growth of the firm as it adds value to the brand.

 It enables the company to more readily access the distribution chain for their products.


 MEASUREMENT
 Measuring the brand equity is not an easy process it can be represented best by
market share or customer satisfaction or consumer service etc.
 It helps marketers understand if they are heading in the right direction.
 WAYS OF MEASUREMENT
 Organizational Level
 Product Level
 Consumer Level