Brand Equity Models

Vatsal Shah K032

Yash Shah K034
Varun Singh K036
Lakshya Sreedharan K037
Dhananjay Thaker K039
Anuj Thakkar K040
Rishikesh Wagh K041
 BrandAsset® Valuator
• Energised Differentiation: This measures the degree to
which the brand is seen as different from others.

• Relevance: It measures the breadth of a brand’s appeal.

• Esteem: Esteem is the perceived quality and customer

perceptions about growing popularity of a brand.

• Knowledge: It measures the extent of the customer’s

awareness of the brand and understanding of its identity.
BrandAsset® Valuator
BAV Power Grid
 BAV - A Case Study
• A comparative study on Coca Cola, Pepsi,
Thumbs Up and Sprite was done
• Data was collected through questionnaires
• Questionnaire was designed in a fashion such
that it linked the four brands with the four
pillars of BAV
Results
Results
Results
Results
Results
 Conclusions
• The best brand is Thumbs Up as it scores high
on all four attributes
• Sprite has high potential as it has high brand
strength but is a little low on stature
• Opposite is true for Coca Cola
• Pepsi turned out to have the least brand value
Brand Resonance Model
 Salience
• Establishing the identity
• How easily or often a consumer thinks of the
brand, especially at the right place and right
time
• Depth and Breadth
 Performance
• The way the product or service attempts to meet the
consumer’s functional needs
• Five areas of communication-
– Primary ingredients and supplementary features
– Product reliability, durability and serviceability
– Service effectiveness, efficiency and empathy
– Style and design
– Price
 Imagery
• Brand attempts to meet customers’
psychological and social needs
• Intangible aspects
 Judgment
• Develops a consumer response to the brand
• Consumer pulling together different performance and
imagery associations
• Four factors-
– The perceived quality
– credibility
– consideration
– superiority
 Feelings
• Consumers’ emotional responses to the brand
• Six brand building feelings-
– Warmth
– Fun
– Excitement
– Security
– Social approval
– Self-respect.
 Resonance
• Characterized by the intensity of the
psychological bond that customers have with
the brand and their level of engagement with
the brand
• Repeat Customers
• Active Loyalty
Aaker Brand Equity Model
Brand Identity Model