2. Brand equity is the added value endowed on products and services.
It may be reflected
in the way consumers think, feel, and act
with respect to the brand,
as well as in their prices, market share,
and profitability the brand commands
3.
4. It is the differential
effect brand
knowledge has on
consumer response
to the marketing of
that brand.
5. POSITIVE CUSTOMER
BASED BRAND EQUITY
Customers react
more favorably
to a product and
the way it is
marketed when
the brand is
identified
NEGATIVE CUSTOMER
BASED BRAND EQUITY
Consumers react
less favorably to
marketing
activity for the
brand under the
same
circumstances.
6.
7. 1. Brand equity arises from differences in
consumer response. If no differences occur, the
brand name product is essentially a commodity,
and competition is based on price.
2. Differences in response are a result of
consumers’ brand knowledge, all the
thoughts, images, experiences associated
with the brand.
3. Brand equity is reflected in perceptions,
preferences, and behavior related to all
aspects of the marketing of a brand.
8.
9.
10.
11. 1.ENERGIZED DIFFERENTIATION-
It measures the degree to which
a brand is seen as different
from others, and its perceived
momentum and leadership.
2. RELEVANCE-
It measures the
appropriateness and
breadth of brand’s appeal.
3. ESTEEM-
It measures perceptions of
quality and loyalty, or how
well the brand is regarded
and respected.
4. KNOWLEDGE-
It measures how aware
and familiar consumers
are with the brand.
14. For any one brand , each person interviewed is assigned to one level of the
pyramid depending on their responses to a set of questions. The brand
resonance pyramid shows the number of consumers who have reached each
level.
15.
16. Enacting the four steps establishes a
Pyramid of six brand building blocks.
