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BRAND EQUITY

PRESENTED BY :

ASHNOD KUMAR ADESH KUMAR PGDM 4TH TRIMESTERDOON BUSINESS SCHOOL GLOBAL

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WHAT IS BRAND?A BRAND AS A NAME, TERM, SIGN, SYMBOL OR DESIGN OR A COMBINATION OF THEM, INTENDED TO IDENTIFY THE GOODS OR SERVICES OF ONE SELLER OR GROUP OF SELLERS AND TO DIFFERENTIATE THEM FROM THOSE OF COMPETITORS

BRAND

Name

Term

Sign Symbol

Design

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BRAND EQUITYBrand equity is the added value that 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.

What consumers know What consumers do

Brand awareness

Brand association

Brand Equity

Loyalty

Price premium

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Brand EquityELEMENTS OF BRAND

EQUITY

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Brand Awareness

Extent to which a brand is recognized by potential customers, and is correctly associated with a particular product. Expressed usually as a percentage of target market, brand awareness is the primary goal of advertising in the early months or years of a product's introduction.

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Brand Association

The extent to which a particular product or service is identified within its product or service category.

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Perceived Quality

Consumer's opinion of a product's (or a brand's) ability to fulfill his or her expectations. It may have little or nothing to do with the actual excellence of the product, and is based on the firm's (or brand's) current public image, consumer's experience with the firm's other products, and the influence of the opinion leaders, consumer's peer group, and others.

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Brand Loyalty

The extent of the faithfulness of consumers to a particular brand, expressed through their repeat

purchases, irrespective of the marketing pressure generated by

the competing brands

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Brand Identity

The visible elements of

a brand (such as colours, design, logotype, name, symbol) that together identify and distinguish the

brand in the consumers' mind.

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BRAND EQUITY MODELSBRANDZ MODEL

Brand Dynamics Pyramid

Bonding

Advantage

Performance

Relevance

Presence

Strong relationship/ High share of category

expenditure

Weak relationship/ Low share of category

expenditure

Do I know about it?

Do it offer me

something?

Can it deliver?

Does it offer

something

better than the

others?

Nothing else

beats it

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BRAND RESONANCE

MODELSTAGES OF BRAND DEVELOPMENT BRANDING OBJECTIVE AT EACH STAGE

4. RELATIONSHIPS=WHAT ABOUT YOU AND ME

3. RESPONSE=WHAT ABOUT YOU

2. MEANING=WHAT ARE YOU

1. IDENTITY=WHO ARE YOU

INTENSE ACTIVE LOYALTY

POSITIVE, ACCESSIBLE REACTIONS

POINTS OF PARITY AND DIFFERENCE

DEEP ,BROAD BRAND AWARENESS

SALIENCE

PERFORMANCE

IMAGERY

JUDGEMENTS

FEELINGS

RESONANCE

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THANK YOU