|




Ô





   


   Ô 

¢

   

Source: Interbrand 2007

ã 
ã 
ã 
ã 
ã 
ã 
ã 
ã 
ã 
ã 
¢
¢
 
!"# 

Source: Brand Equity 30th May 2007

ã 
ã 
ã 
ã 
ã 
ã 
ã 
ã 
ã 
ã 
 $ 
% &
w Ñeller: ³A brand is a set of ÷

  

held by the consumer, which
add to the perceived value of a product or
service´
 „  

'  

w hat is the brand territory (perceived

competence; typical products or services;
specific know-how)?
- Gillette
- Nokia
- Dettol
- Ñarim¶s?
 „  

'  

w hat is its level of quality (low; medium;

premium; luxury)?
w hat are its properties/merits?
w hat is its most discriminating quality or
benefit (also called perceived positioning)?
- Burnol is for burns
- Marlboro is about fierce independence
- Hummer: Like nothing else
 „  

'  

w hat typical buyer does the brand evoke?

- Harley Davidson
- Goa
- Rolex
w hat is the brand personality and brand
imagery?
 %  

w Name
w Logos
w Symbol (Golden arches, Pug, Swoosh)
w Numbers (Maruti 800, Levi¶s 501, James Bond
007, Nokia 1100)
w Packaging (Absolut vodka, Frooti in tetra packs)
w Sound: Harley Davidson
 %  

w Sensation: Dettol - µburning¶ sensation and smell

w Slogan (Connecting people, Ñuch meetha ho jaye)
w Typeface (Bata, oodland, Airtel, Vodafone)
w URLs
w Spokespeople
w Advertising
w Jingles
 %
w A synthesis of all elements, physical,
aesthetic, rational AND emotional
w End result =
± appropriate

± differentiated

± relevant
 %
The Coca-Cola Brand is«

w 1800s Heritage The Real Thing

w Americana Battles with Pepsi
w Sold Everywhere Logo
 %
The McDonald¶s Brand is«

w The Big Mac Happy Meals

w French Fries Red,hite & Yellow
Restaurants
w Fun For Children Ronald McDonald
w Golden Arches Value for Money
 $ '  &
w Physical goods
w Services
w Retailers& Distributors
w Online products and services
w People and Organizations
 $ '  &

w Sports,Arts, and Entertainment (ManU,

movies)
w Geographic locations (India, Ñerala)
w Ideas and causes (AIDS ribbons, F)
   

 ( ( &
 Ô ( )*   $+
w Enhance the effectiveness and efficiency of
marketing programs - one of the rewards for
risk- taking
w Decrease brand switching
 Ô ( )*   $+
w Higher prices and margins (Brand-involved
consumers bargain less)
w Trade leverage
w Competitive advantage - create entry
barriers
Ô ( )*  ,


w Short cut for interpreting, processing and

storing information
w Gives confidence in the purchasing decision
- reduces risk
w Enhances use satisfaction
w Invaluable - stable anchors in an otherwise
changing world
 % )
w Branding is about endowing products and
services with the power of brand equity
 % )'$ )
 


  

w Savvy customers
 % )
Love *
Mark
TradeMark

Trust-Mark
 % )'$ )
 


  

w Brand proliferation - line and brand

extensions; new products and brands
(Yahoo!, Google, Orkut, Colgate)
w Media fragmentation (Zipping, Zapping,
Grazing, Channel Surfing)
 % )'$ )
 


  

w Increased competition (Clothing,

computers, Airlines)
w Increased costs
w Greater accountability
 % -. /
w ³Brand 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.
w Brand equity is an important intangible
asset that has psychological and financial
value to the firm.
¢