Brand Equity Models

Brand Asset Valuator (BAV)

Brandz

Brand Resonance

Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from
the United States edition of Marketing Management, 14e. 10-1
Brand Extension

Line Extension
a.

b. Within Category Extension

c. Outside Category Extension

Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from
the United States edition of Marketing Management, 14e. 10-2
  Surf Ultra, Surf Excel, Surf Excelmatic,

 Lifebuoy Personal, Lifebuoy Plus, lifebuoy

Gold

Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from
the United States edition of Marketing Management, 14e. 10-3
 Line Extension
 More items under existing brand name

 Leveraging on core strength of parent brand

Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from
the United States edition of Marketing Management, 14e. 10-4
  Ponds Talcum powder, Ponds soaps, Ponds
Cream

 Dettol soap, Dettol handwash, Dettol

bandage

 Vicks action 500, Vicks Inhaler, Vicks Cough

drops
 Maggi noodles, Maggi Ketchup, Maggi soup
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from
the United States edition of Marketing Management, 14e. 10-5
 Within category extension
 Products are inter related

 Same category– Consistency and fit between

parent barnd and extension

Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from
the United States edition of Marketing Management, 14e. 10-6
 Outside category extension

 HMT

 Wipro

Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from
the United States edition of Marketing Management, 14e. 10-7
 Brand Relaunch, Innovations
 Vicks action 500, Barbie Dolls, Gillette,

Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from
the United States edition of Marketing Management, 14e. 10-8
 BAV Key Components

Differentiation(Rolls Royce)

Relevance(BandAid, Maggi)

Esteem(Amul, Raymonds)

Knowledge
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from
the United States editionKindersley
of Marketing(India)
Management, 14e. 10-9
Copyright © 2009 Dorling Pvt. Ltd. 10-9
 Figure 10.1 BAV Model

Source: Courtesy of
BrandAsset®
Consulting,
a division of Young
& Rubicam.

Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from
the United States edition of Marketing Management, 14e. 10-10
 Figure 10.3
Brand Dynamics Pyramid

Source: BrandDynamics™ Pyramid. Reprinted with permission of Millward Brown.

Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from
the United States edition of Marketing Management, 14e. 10-11
 Figure 10.4 Brand Resonance
Pyramid

Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from
the United States edition of Marketing Management, 14e. 10-12
 Brand Building Blocks

Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from
the United States edition of Marketing Management, 14e. 10-13
 Internal Branding
 Choose the right moment
 Link internal and external marketing
 Bring the brand alive for employees

Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from
the United States edition of Marketing Management, 14e. 10-14
 Figure 10.6 Brand Value Chain

Source: Kevin Lane Keller, Strategic Brand Management, 3rd ed. (Upper Saddle River, NJ:
Prentice Hall, 2008). Printed and electronically reproduced by permission of Pearson Education,
Inc. Upper Saddle River, New Jersey.

Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from
the United States edition of Marketing Management, 14e. 10-15