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BRAND EQUITY

Earning wealth and recognized through the power of brand name or symbol.

ASHWATH P.
PRADIP KUMAR BISWAS

Development of
Marketing
Customer
Industrial
Non-profit
Service
Relationship
The
future
Marketing
marketing
Marketing
and
ofMarketing
Marketing
Societal Marketing

BRAND EQUITY
A brand is a name or symbol used to
identity the source of the product. The
brand can add significant value when it is
well recognized
and has positive
associations in the mind of the consumer.
This concept is known as brand equity.

NEED FOR BRAND EQUITY


Values of brand equity ?
Value to the customer ?
Value to the firm ?

PERSPECTIVES OF BRAND
EQUITY

Financial

Brand extension

Consumer based

Brand is an intangible asset that


produces
added
benefits
for
the
business. This is the domain of strategic
brand
management : how to create
value with brand management.

STAGES IN DEVELOPING BRAND EQUITY


Introduction
Elaboration
Fortification

If these business were split up I would give you


the land and the bricks and mortar and I would
take the brand and the trade mark and I would
fare better than you

BRANDING STRATEGIES
1. Single brand identity
2. Umbrella strategy
3. Multi brand categories
4. Family of names strategy

ASPECTS OF BRAND EQUITY


Brand

MEASURING BRAND EQUITY

Loyalty (price premium, satisfaction).

Perceived quality (popularity).

Association (brand personality, organizational

association).

Awareness (brand awareness).

Market behavior (market share).

CUSTOMER BASED BRAND EQUITY


PYRAMID
BRAND RESONANCE
BUYER
CLIENT
BASED

POTENTI
AL
MARKET

BENEFITS OF BRAND EQUITY


Predictable income stream - Increases cash
flow - Brand equity is an asset - Improved
perception - customer loyalty - competitive
marketing actions - Less marketing crisis Larger
margins
brand
extension
opportunities.

LIMITATIONS OF BRAND EQUITY


Failure to live up to the brand promise support the brand - control over the brand improper balancing of consistency and
change in the brand .

Brand equity for products with short product life


cycle

PRODUCT LIFE CYCLE

CHALLENGES FACED BY THE


COMPANY
4 Ps of Marketing.

Time factor.
Changing consumer preferences.
Competition.
Uncertainty.
Hype and curiosity.
Pricing strategies.

BUILDING BRAND EQUITY THROUGH


ADVERTISEMENTS
Potential to build the brand in long term to
develop or to reinforce brand equity.
Brand health depends on three factors
which is known as brand health.
Consumer perception on five dimensions.
Is equity drives the brand, what drives the
equity ?
Equity measures and ad recall (high,
middle, low).

Challenge for marketer is ensuring that customer


have the right type of experience with products,
service and their accompany marketing
programmes, so on becoming linked to the brand.

QUESTIONS PLEASE