Managing Brand Equity

You can download this presentation at: www.studyMarketing.org Visit www.studyMarketing.org for more presentations on Marketing, Strategy, Innovation, and Branding

Brand equity is a set of brand assets and liabilities linked to a brand

Elements of Brand Equity: Brand Loyalty Brand Awareness Perceived Quality Brand Associations

Brand Loyalty Brand loyalty is a measure of the attachment that a customer has to a brand. It reflects how likely a customer will be to switch to another brand, especially when that brand makes a change, either in price or in product features.

Brand Loyalty Pyramid Committed Buyer Likes the Brand - Considers it a Friend Satisfied Buyer With Switching Costs Habitual Buyer - No Reason to Change Indifferent – No Brand Loyalty Switchers / Price Sensitive

Measuring Brand Loyalty
Purchase Behavior Patterns
Switching Cost Analysis
Satisfaction Measurement

Strategic Value of Brand Loyalty
Reduce marketing cost
Trade (channel distribution) leverage
Attracting new customers

Enhancing Brand Loyalty
Treat the customer right
Stay close to the customer
Measure/manage customer satisfaction
Create switching cost
Provide extras

Brand Awareness is the ability of a potential buyer to recognize or recall that a brand is a member of a certain product category

Brand Awareness Hierarchy Top of Mind Brand Recall Brand Recognition Unaware of Brand

Value of Brand Awareness
Anchor to which other associations can be attached
Familiarity and liking
Signal of substance/commitment
Brand to be considered

How to Achieve Brand Awareness Be different, memorable Involve a slogan or jingle Symbol exposure Publicity Event sponsorship

The customer's perception of the overall quality or superiority of a product or service with respect to its intended purpose, relative to alternatives. Perceived quality is a perception by customers. Perceived Quality

What Influences Perceived Quality of Product ?
Performance
Features
Conformance with specifications
Reliability
Durability
Serviceability
Fit and finish

What Influences Perceived Quality of Service ? Appearance Reliability Competence Responsiveness Empathy

The Value of Perceived Quality
Reason-to-Buy
Differentiate/Position
A Price Premium
Channel Member Interest
Brand Extensions

Brand Association A brand association is anything "linked" in memory to a brand. Thus, McDonald's could be linked to a character such as Ronald McDonald, a consumer segment such as kids, a feeling such as having fun, a product characteristic such as service, or a symbol such as the Golden Arches.

Some Types of Associations
Product Attributes
Customer Benefits
Relative Price
Lifestyle/Personality
Celebrity/Person
Use/Application

The Value of Brand Associations
Help Process/Retrieve Information
Differentiate/Position
Reason-to-Buy
Create Positive Attitudes/Feelings
Basis for Extensions

Maintaining Associations
Be consistent over time
Be consistent over elements of the marketing program
Manage disasters in order to minimize their damage

Criteria for Brand Name Selection
Be easy to learn and remember
Suggest the product class
Support a symbol or slogan
Suggest desired association without being boring or trivial
Not suggest undesired associations
Be distinctive
Be available and protectable legally

Source of Reference: David Aaker, Managing Brand Equity : Capitalizing on the Value of A Brand Name , Free Press

http://www.studymarketing.org	6567
http://www.slideshare.net	376
http://www.cyvee.com	34
http://translate.googleusercontent.com	29
http://valerybo.blogspot.com	25
http://brandfaqs.blogspot.com	22
http://kashifwaqarkhan.blogspot.com	9
http://www.brandfaqs.in	8
http://www.e-presentations.us	8
http://kavitakissoon.blogspot.com	6
http://iqbal-online.blogspot.com	5
http://swei1123.blogspot.com	2
http://static.slideshare.net	2
http://webcache.googleusercontent.com	2
http://www.tagged.com	2
http://tabulateur.blogspot.com	2
http://thanhtu159.blogspot.com	2
http://www.brijj.com	1
https://fordhamtmp.blackboard.com	1
http://valerybo.blogspot.in	1
http://www.onebignetwork.co.uk	1
http://www.google.co.za	1
http://brandingwebinar.com	1
http://blogrider.ru	1

Managing Brand Equity

by Yodhia Antariksa on May 21, 2007

Accessibility

Categories

Tags

Upload Details

Usage Rights

24 Embeds 7,108

Statistics

Managing Brand Equity — Presentation Transcript