Scribd Logo
Upload

Welcome to Scribd!

  • 41 views

    Brand Equity: By, Rosalia Prakruthi D

    Uploaded by

    Shuhail Np
    Brand equity refers to the added value provided to products and services by their brand. It is reflected in how consumers think of, feel about, and interact with the brand. Brand equity is built through branding activities that teach consumers what the product is and does, and why they should care. It is measured using models like the Brand Asset Valuator, Aaker Model, BRANDZ, and Brand Resonance Pyramid. Brand equity is managed by developing strong brand elements, integrating marketing activities, and leveraging secondary brand associations.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd

    Brand Equity: By, Rosalia Prakruthi D

    Uploaded by

    Shuhail Np
    41 views20 pages
    Brand equity refers to the added value provided to products and services by their brand. It is reflected in how consumers think of, feel about, and interact with the brand. Brand equity is built through branding activities that teach consumers what the product is and does, and why they should care. It is measured using models like the Brand Asset Valuator, Aaker Model, BRANDZ, and Brand Resonance Pyramid. Brand equity is managed by developing strong brand elements, integrating marketing activities, and leveraging secondary brand associations.

    Original Title

    brand-mm

    Copyright

    © Attribution Non-Commercial (BY-NC)

    Available Formats

    PPT, PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    Brand equity refers to the added value provided to products and services by their brand. It is reflected in how consumers think of, feel about, and interact with the brand. Brand equity is built through branding activities that teach consumers what the product is and does, and why they should care. It is measured using models like the Brand Asset Valuator, Aaker Model, BRANDZ, and Brand Resonance Pyramid. Brand equity is managed by developing strong brand elements, integrating marketing activities, and leveraging secondary brand associations.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    41 views20 pages

    Brand Equity: By, Rosalia Prakruthi D

    Uploaded by

    Shuhail Np
    Brand equity refers to the added value provided to products and services by their brand. It is reflected in how consumers think of, feel about, and interact with the brand. Brand equity is built through branding activities that teach consumers what the product is and does, and why they should care. It is measured using models like the Brand Asset Valuator, Aaker Model, BRANDZ, and Brand Resonance Pyramid. Brand equity is managed by developing strong brand elements, integrating marketing activities, and leveraging secondary brand associations.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    of 20

    Brand equity

    By, Rosalia Prakruthi D

    What is a brand and how does branding work? What is brand equity? How is brand equity built, measured, and managed?

    What is a Brand?
    A name, term, sign, symbol or design, or a combination of them, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors

    The Role of Brands


    Identify the maker

    Simplify product handling

    Organize accounting

    Offer legal protection

    The Role of Brands


    Signify quality
    Create barriers to entry Serve as a competitive advantage

    Secure price premium

    Branding
    Endowing products and services with the power of a brand. To brand a product, it is necessary to teach consumers who the product is-as well aswhat the product does and why consumers should care Branding involves creating mental structures and helping consumers organize their knowledge and products and services in a way that clarifies their decision making and, in the process, provides value to the firm

    MOST VALUABLE GLOBAL BRANDS Coca-Cola - $67.5bn (US) Microsoft - $59.9bn (US) IBM - $53.4bn (US) General Electric - $50bn (US) Intel - $35.6bn (US) Nokia - $26.5bn (Finland) Disney - $26.4bn (US) McDonald's - $26bn (US) Toyota - $24.8bn (Japan) Marlboro - $21.1bn (US)

    Brand Equity
    Brand equity is the added value endowed to products and services. This value may be reflected in how consumers think, feel, and act with respect to the brand, as well as the prices, market share, and profitability that the brand commands for the firm.

    Brand Equity Models


    Brand Asset Valuator Aaker Model BRANDZ Brand Resonance

    Brand Asset Valuator (BAV)

    Knowledge

    Brand Equity

    Esteem

    Relevance

    Differentiation

    BAV Power Grid

    Aaker Model Brand Identity

    Brand-as-product

    Brand-as-organization

    Brand-as-person

    Brand-as-symbol

    Aaker Model Brand Assets


    Brand loyalty
    Brand associations Proprietary assets Brand awareness Perceived quality

    Brand Resonance Pyramid

    Drivers of Brand Equity

    Brand Elements Marketing Activities Meaning Transference

    Brand Elements
    Brand names URLs

    Slogans

    Elements Logos

    Characters

    Symbols

    Brand Element Choice Criteria


    Memorable Meaningful Likeability

    Transferable Adaptable Protectible

    Designing Holistic Marketing Activities


    Personalization Integration Internalization

    Leveraging Secondary Association


    The third and final way to build brand equity, to borrow it Brand equity may be created by linking the brand to other information in memory that conveys meaning to consumers.

    Secondary Sources of Brand Knowledge

    You might also like