Customer-Based Brand Equity
Customer -based approaches view it from the perspective of thecustomer and recognize that the power of a brand lies in whatcustomers have seen, read, heard, learned, thought and felt aboutthe brand over time.
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Differences in response are a result of consumer’sbrand knowledge, thoughts, feelings, images and beliefsassociated with the brand
The company has consistently maintained the brand’skey promise of health over the yearsand yet introduced several variants
BRANDASSET VALUATOR
Advertising agency Young and Rubicam (Y&R)developed this model of brand equity.Its four key components are:
• Energized Differentiation• Relevance• Esteem• Knowledge
BRANDZ
Marketing research consultants Millward Brown and WPPdeveloped this model of brand equity.According to this model equity follows a series of steps:
• Presence• Relevance• Performance• Advantage• Bonding
BRAND RESONANCE MODEL
Creating significant brand equity requires reaching the topof the brand pyramid.
• Brand salience• Brand performance• Brand imagery• Brand judgement• Brand feeling• Brand resonance
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