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Brand Equity & Branding

This document defines and discusses the concept of brand equity. It states that brand equity provides a way to interpret marketing strategies and assess a brand's value. The key elements of brand equity are the assets and liabilities associated with a brand and the value the brand provides to customers and the firm. Assets include brand loyalty, awareness, perceived quality, image and proprietary assets. Brand equity benefits customers by helping them process information and the firm through increased revenue from retention and attraction of customers. Strong brands can leverage their equity through extensions.

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42 views13 pages

Brand Equity & Branding

This document defines and discusses the concept of brand equity. It states that brand equity provides a way to interpret marketing strategies and assess a brand's value. The key elements of brand equity are the assets and liabilities associated with a brand and the value the brand provides to customers and the firm. Assets include brand loyalty, awareness, perceived quality, image and proprietary assets. Brand equity benefits customers by helping them process information and the firm through increased revenue from retention and attraction of customers. Strong brands can leverage their equity through extensions.

Uploaded by

priyadarsi2
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PPT, PDF, TXT or read online on Scribd
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BRAND EQUITY

Presented by : Prof. Sanjay Kumar Jena

“ Brand equity provides a common denominator for interpreting


Marketing strategies & assessing value to a brand”
‘
Brand equity
 Brand equity is a set of brand assets &
liabilities linked to a brand, its name &
symbol, that add or subtract from the
value provided by a product or service to a
firm and/or to that firm’s customers.
 The key elements of brand equity are
 Assets & liabilities
 Value to the customers
 Value to the firm
Assets & liabilities
The assets & liabilities on which the brand equity is
based are as follows.
1) Brand loyalty
2) Name & symbol awareness
3) Perceived quality
4) Brand association in addition to perceived quality
5) Brand image
6) Other proprietary Brand Assets like trademark,
packaging, patent & performance
The pyramid of brand loyalty
Committed
Buyers
Brand equity
Is high

Likes the brand-clear


Brand assets

Satisfied buyer with switching


Cost- equity with point of
vulnerability
Satisfied buyers/habitual buyers-no
reason
to change, equity diffuse

Brand switches/price sensitive buyers/ indifferent brand


No loyalty-no equity
Brand awareness
 Top of mind awareness
 Brand recall
 Brand recognition
 Unaware of the brand
Brand perceived quality
 Perceive quality is the benchmark by
which the customers evaluate different
brands on quality.
Brand Association
 Brand association helps build brand equity by-
 Helping a customer to process & quickly
retrieve product information
 Differentiate the brand from the competition
 Providing a customer a reason to buy
 Helping in creating positive attitudes or
feelings towards a brand
 Providing the basis for product line extensions
Type of brand associations that a
brand may develop, are:
 Country or geographical area
 Product attributes like a herbal beauty cream
 Intangibles like the image of prompt after sales service (HSBC,
Citibank, ICICI)
 Customer benefits-these could even be psychological
 Relative price
 Use or application
 User or customer
 Celebrity or person-the beauty soap of the film stars.
 Lifestyle or personality
 Product or personality
 Product class
 Competitors
Other proprietary brand assets
 Name
 Patent
 Channel relationship
Value to the customers
 By interpreting/Processing of
information
 By enhancing customer confidence
Value to the firm
 Brand equity can help a firm’s revenue flow in
many ways.
 It helps in marketing programmes for
retaining customers & attracting new ones.
 Platform for growth & via brand extensions.
 Leverage in distribution channel due to
regular sales
 competitive advantage
Importance of Branding
 The key to branding is that consumers perceive differences among brands in a
product category.
 Brand differences often are related to attributes or benefits of the product itself.
 Brand differences may be related to more intangible image considerations.
 For instances, a number of products that at one time were seen as essentially
commodities have become highly differentiated as strong brands have emerged
in this category. Some examples are,
 Coffee (Maxwell house)
 Bath soap (Ivory)
 Flour (Gold medal)
 Pickles (Vlasic)
 Bananas (Chiquita)
 Salt (Morton)
 Water (Perrier)
 Chicken (Perdue)

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