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How To Measure Brand Equity Marketing Essay

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3.0 Introduction
This chapter is about measurement of the brand equity. It discusses the diverse tools and techniques to measure the brand equity. This all has been done using the secondary data which has been collected from the research articles, books, and different websites.

3.1 Measuring Brand Equity in a B2C Context

Figure 3 would elaborate the measurement criterias for intangible factors of brand. Criteria used to measure brand equity on a B2C market 142401281 The above factors are very important for measuring brand equity of end users. These factors were developed by David Aaker. According to Keller, (1993), brand equity can be defined as, it is the effect that brand awareness has on consumer response to the overall marketing of the brand. Its effect occurs when people know about the brand and posses strong and unique brand association. Customer based brand equity model was also developed by Keller. This model identifies the four steps and these steps are about unique questions asked by the customers. This model has got a brand ladder which has four steps and each step is dependent on achieving the previous one. There are six building blocks of these steps. Keller has also elaborated that we will have to reach the top of pyramid to build a strong brand. At the top a harmonious relationship will exist with the customers. As we can see it in the figure#4 Figure4: Customer-based Brand Equity Model by Keller (CBBE) 142401287 We can also say that CBBE model can be helpful in both the B2B perspective and in the consumer environment.

3.2 Brand Equity in a B2B Context in the Automobile Industry

Factors affecting brand equity has been shown in figure 5. Figure#5: Factors affecting brand equity in the food ingredients industry 142401304

3.3 Brand Equity and Market Share

We can build a winning brand through understanding the relationship between brand equity and market share.

Usually performance of a brand is measured through only looking at the market share. However both brand equity and the market share should be given the same importance. Looking at both will give us the long term advantage. It is important to note that an increasing market share does not mean increased brand equity but increasing brand equity leads to increased market share. Figure#6: Relationship between brand equity and market share (A.C. Neilsen, 2005) 142401306

3.4 Conclusion
So we can say that we can use brand equity in motor industry. Using this concept will help us in forming a winning brand that will give growth to revenues and market share. Following figure shows the criteria that are mostly use by the companies for the measurement of brand equity in the market. Figure#7: Criteria which may be adopted in the measurement of brand equity 142401316

Chapter # 04 Research Methodology 4.0 Introduction

Brand equitys history has been covered in the last chapter in detail. Previous chapter also tells us about the different methods of building the brand equity. We can set our objectives through exploring the topics regarding the brand equity. This chapter would elaborate the research methodology used in the process of measurement of brand equity. The questionnaires have been designed through looking at the literature review for the field research. This chapter would also tell us about the general research methods mostly used by the researchers. The primary research has been conducted through questionnaires. Secondary research has been done for purpose of collecting data to use in analysis.

4.1 Research Objectives and Research Methods Used

The research focus was on How to build brand equity in two wheels Industry of Pakistan. For that purpose we have done field work. We have identified certain factors through field research that play a major role in building brand equity. In field research we have collected data through questionnaires from different authorized dealers, consumers, and marketing managers of the companies.

4.2 Research Considerations (The Research Matrix)

Doing dissertation a researcher should consider factors that directly or indirectly manipulate the outcomes. In research u can reach a particular objective through many different ways. The Research Matrix is driven by the technical research consideration in an ideal world of an academic researcher. In reality researchers have to face different kinds of constraints like time and cost. Thats why one should that in mind.

A researcher should consider the following dynamics;

The accuracy level required Availability of data The type of data required Research resources available The time The budget Volume and complexity of data Sources of Data Geographical scope The budget and the time for the completion of research were limited because it is the part of the study research which is the requirements of the MBA program. The data which was required comprises of primary and secondary data. For the purpose of the secondary data, different journals and articles, government publications, libraries, and books were taken into consideration, while interviews were conducted from consumers, dealers, and marketing managers to collect primary data.

4.3 Research methods Used

Research methodology is more than a simple set of methods. It is the foundation and the philosophical assumptions that highlight a particular study. Primary and secondary research methods have been used to achieve the research objectives. First two chapters of dissertation are about an introduction of the brand equity and its importance in the industry. Theories and models related to the building brand equity have been elaborated; these chapters are very useful to achieve the third objective of the research which is how brand equity can be measured? What different tools and techniques are required to measure it? Primary research has been conducted through the questionnaires to find the one (to find ways to improve brand image), two (to find ways how to build brand equity), four (to evaluate whether marketing campaigns are delivering the true picture of the product and quality), and five (to find ways how to improve the services because services are very important in building brand equity). The last phase of the dissertation consists of recommendation of strategies to help to companies to build brand equity and to measure it. To achieve this all primary and secondary data have been analyzed, and then strategies were developed to be implemented to build brand equity.

4.4 Secondary Research

Secondary research is all about collection, synthesis, and summary of the existing research, where data is collected from different journals and articles, newspapers, government publications, books etc. this term is mostly used in marketing research. The following figure shows the sources available to the researchers;

Figure#8 Sources Available to the Researchers

Secondary data Internal

External Syndicated Services Computerized database Published Material Requires further processing Ready to use

Figure#9 Published Data Sources

Published Secondary data Statistical data Other government publications Government Sources General Sources Books Directories Indexes Census data

Figure#10 Computerized Database Sources

Bibliographic database Numeric database Full text database Directory database Computerized database On-line Off-line Internet Special-purpose database The secondary data was collect to achieve third objective which is how brand equity can be measured? What different tools and techniques are required to measure it? the existing data available on the topic brand equity and to build brand equity was collected from websites, books, and research articles.

4.5 Primary Research

In primary data, data was collected through field research by the use of questionnaires. The interviews was conducted with the customers, dealers, and marketing managers to conduct primary research. It gives the basic

idea to find the one (to find ways to improve brand image), two (to find ways how to build brand equity), four (to evaluate whether marketing campaigns are delivering the true picture of the product and quality), and five (to find ways how to improve the services because services are very important in building brand equity). 200 Questionnaires were filled by the customers of five bike manufacturing companies (Honda, Yamaha, Suzuki, Pak Hero, and Super Star). The questionnaires were simply designed, and these were written in very clear and simple language, for the ease and convenience of the respondents. The respondents were selected randomly so that the results could be the true representative of the population. Customer related problems were also taken into consideration. While interviews were conducted from the two authorized dealers of the each company as well as from marketing managers of each company. In the customers questionnaire, first part consists of the customer profile; the second part consists of the product and its information, while the last part of the questionnaire consists of the suggestions from the customer to increase the image of the product. (Questionnaire for customers is shown in Annexure#01). In dealership questionnaire, first part consist of the dealers personal information, the second part consist of the product they are selling, the third part consist of the relationship of the dealer with the company, the fourth part consist of the services provided to the customers, and the last part consist of the suggestions to build brand equity of the product (see Annexure#02). In the questionnaire of the Marketing Managers, the first part consist of the marketing managers personal information, the second part consists of the product feature and advantages, the third part consists of the relationship of the company with the dealers, the fourth part consists of the services to the customers, while the last part is about the suggestions to build the brand equity of the company (see Annexure#03).

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