What is a brand equity?

1. WHAT IS….
???

2. Defining Brand Equity
Brand equity is the added value endowed on products and
services. It maybe reflected in the way consumers think,
feel, and act with respect to the brand as well as in the
prices, market share, and profitability the brand
commands.

3. Customer-based brand equity
Customer-based approaches view it from the perspective
of the consumer and recognize that the power of a brand
lies in what customers have seen, read, heard, learned,
thought, and felt about the brand over time

4. A brand promise is the marketer’s vision of what
the brand must be and do for consumers.

5. The company has consistently maintained the
brand’s key promise of health over years and yet
introduced several variants

6. BRAND EQUITY MODELS

7. BRANDASSET VALUATOR
Advertising agencyYoung and Rubicam (Y&R)
developed this model of brand equity. Its four key
components are :
• Energized Differentiation
• Relevance
• Esteem
• Knowledge

9. BRANDZ
Marketing research consultants Millward Brown and WPP
developed this model. According to this brand equity follows
series of steps:
• Presence
• Relevance
• Performance
• Advantage
• Bonding

11. BRAND RESONANCE MODEL
Creating significant brand equity requires reaching the top of
the brand pyramid
• Brand salience
• Brand performance
• Brand imagery
• Brand judgment's
• Brand feelings
• Brand resonance

13. 1 Defining Brand Equity
2 Customer-based Brand Equity
3 Brand promise
4 Brand Equity Models
RECAP

14. Created by Bhaskar Bora, NIT Silchar, during an
internship by Prof. Sameer Mathur, IIM Lucknow.
www.IIMInternship.com
DISCLAIMER