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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 Marketing Industrial marketing Non-profit and Societal Marketing

1950
Service Marketing

1960s
Relationship Marketing

1970s
The future of Marketing

1980s

1990s

2000s

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

- JOHN STUART

BRANDING STRATEGIES
1. Single brand identity 2. Umbrella strategy

3. Multi brand categories


4. Family of names strategy

ASPECTS OF BRAND EQUITY


Brand
Brand awareness Brand association Brand loyalty Brand position Brand proposition Brand equity

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


BUYER CLIENT BASED

BRAND RESONANCE

BRAND OPINION

BRAND UNDERSTANDING

POTENTIAL MARKET

BRAND AWARENESS

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

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