Professional Documents
Culture Documents
Brand Equity
Knowledge
Esteem
Relevance
Differentiation
Coca Cola
Kodak
iPod
XBOX
iPhone
Hindustan Motors
Conjoint Method
Developed by Park and Srinivasan
Farquhars (1989) definition of brand equity
as the value added by the brand to the
product.
Traditional conjoint methods have
drawbacks
Survey based method: Self Explicated
Conjoint
Concept
Brand Equity
Brand Equity will thus be the: difference
between an individual consumers overall
brand preference and his/her multiattributed preference based on objectively
measured attribute levels
eij: Brand Equity
u(o)ij: Consumer Preference based on
objectively measured attribute levels
Thus
Assumptions
i = 0
i = 0
Interbrand Method
There must be substantial publicly available
financial data
The brand must have at least one-third of
revenues outside of its country-of-origin
The brand must be a market-facing brand
The Economic Value Added (EVA ) must
be positive
The brand must not have a purely B2B
single audience with no wider public profile
and awareness
The Steps
MARKET (10%)
What is the market?
Nature of the market
(e.g., volatility)
Size of market
Market dynamics
Barriers to entry
PROTECTION (5%)
Trademark registration
& registrability
Common law
Litigation/disputes
TREND (10%)
Long term market share performance
Projected brand performance
Sensibility of brand plans
Competitive actions
INTERNATIONALITY (25%)
Geographical spread
International positioning
Relative market share
Prestige
Ambition
Components of BRC
The brand excels at delivering the benefits
the customers truly desire
The brand stays relevant
Pricing strategy is based on customers
perception of value
The brand is properly positioned
The brand is consistent
The brand portfolio and hierarchy makes
sense