What is Brand Equity?

“To be persuasive we must be believable; to be believable we must be credible; to be credible we mu...
This is the value of a brand,
based on the extent to which it
has high brand loyalty, name
awareness, perceived quality,
s...
TWO WAYS BRAND EQUITY ALLOWS COMPANIES
TO GENERATE VALUE
.
A brand enables a company to
generate value because it can ofte...
BUT...
Brand Equity does not
always have positive impacts
on the value generated by a
company. Some brands will
generate a...
Growing Brand equity

“Long-term brand equity and growth depends on our ability to successfully integrate and implement al...
ta
S

g
in
d
n

O

t
u

As consumers choose between brands,
they look out for compelling reasons to help them make those
d...
Brand equity pyramid

BRAND BUILDING PROCESS

“A brand is a personification of a product, service, or even entire company....
BRAND
SALIENCE

Achieving the right brand identity involves
creating brand salience with customers.
Brand salience relates...
A good product that completely satisfies consumer’s
needs and wants is the base for a successful brand.

Product
reliabili...
BRAND
IMAGERY

Brand imagery is how
people think about a
brand abstractly, rather
than what they think the
brand actually ...
BRAND
JUDGEMENTS

Brand judgments focus on personal
evaluations and opinions that customers
have regarding to a brand.
It ...
Brand feelings are customers’ emotional responses and reactions with regards to the
brand.

Excitement
Fun
Warmth

BRAND
F...
RESONANCE

Brand resonance is the ultimate
relationship and level of identification
that the customer has with a brand,
It...
SUSTA
INING
BRAND
EQUITY

We must deliver
“Brand value is very much like an onion. It has layers and a core. The core is t...
“There is no greater fraud than a promise not kept.”
Scottish saying
Availability

“Quality in a service or product is not what you put into it. It is what the client or customer gets out of ...
Preference

“The golden rule for every businessman is to put yourself in your customer’s place.”
Orison Swett Marden
Loyalty
Brand loyalty is according to Aaker a very
important issue and an enduring asset for some
businesses is the loyalt...
Awareness
Brand awareness is consumers´ ability to identify the
brand under two different circumstances;
Brand recognition...
Familiarity

“The stronger the dialog, the stronger the brand; the weaker the dialog, the weaker the brand.”
Larry Webber
Image and Personality
If you want to create a brand image you must
establish it in people’s mind/memory.
Communicating a b...
Association

“The more you engage with customers the clearer things become and the easier it is to determine what you shou...
“A greAt brAnd is A story thAt’s never
completely told.”
scott bedbury
FROM THE

STABLE
Growing & Sustaining Brand Equity by Biyi Bamiduro
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Brand equity is the sum of all the hearts and minds of every single person that comes into contact with your company.” Christopher Betzter

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  • Growing & Sustaining Brand Equity by Biyi Bamiduro

    1. 1. What is Brand Equity? “To be persuasive we must be believable; to be believable we must be credible; to be credible we must be truthful.” Edward R. Murrow
    2. 2. This is the value of a brand, based on the extent to which it has high brand loyalty, name awareness, perceived quality, strong brand associations and other assets such as patents, trademarks and channel relationships. The ability of a brand to generate more value due to the associations made by its customers. It also seen as the a set of assets (and liabilities) linked to a brand’s name and symbol that adds to (or subtracts from) the value provided by a product or services to a firm and/or that firm’s customers Brand equity is the sum of all the hearts and minds of every single person that comes into contact with your company.” Christopher Betzter
    3. 3. TWO WAYS BRAND EQUITY ALLOWS COMPANIES TO GENERATE VALUE . A brand enables a company to generate value because it can often command a price premium over comparable generic products “A product can be quickly outdated, but a successful brand is timeless.” Stephen King A strong brand can often be extended to related, or even unrelated, products, providing these products with a sales boost. This allow the substantial cost of advertising and promoting a brand to be spread over more products, but the additional exposure can strengthen the core brand.
    4. 4. BUT... Brand Equity does not always have positive impacts on the value generated by a company. Some brands will generate a bad reputation due to association with poor products and bad marketing, and this can cause negative brand equity, where consumers actively prefer generic products to the branded alternative. “An image is not simply a trademark, a design, a slogan or an easily remembered picture. It is a studiously crafted personality profile of an individual, institution, corporation, product or service.” Danie J BoorstinZZ
    5. 5. Growing Brand equity “Long-term brand equity and growth depends on our ability to successfully integrate and implement all elements of a comprehensive marketing program.” Timm F Crull, Chairman & CEO of Nestle
    6. 6. ta S g in d n O t u As consumers choose between brands, they look out for compelling reasons to help them make those decisions Brands with a meaningful point of difference are more likely to be chosen repeatedly by consumers and ultimately, enjoy success Example: Apple (Iphone). The Iphone is essentially an operating system that allows users to add whatever application they choose “A tiny change today brings a dramatically different tomorrow.” Richard Bach
    7. 7. Brand equity pyramid BRAND BUILDING PROCESS “A brand is a personification of a product, service, or even entire company.” Robert Blanchard
    8. 8. BRAND SALIENCE Achieving the right brand identity involves creating brand salience with customers. Brand salience relates to aspects of the awareness of the brand, for example, how often and easily the brand is evoked under various situations or circumstances. Our success is a direct result of knowing how to market a brand and having the right people representing the brand.” Greg Norman
    9. 9. A good product that completely satisfies consumer’s needs and wants is the base for a successful brand. Product reliability, durability, and serviceability Price BRAND PERFORMANCE Style and design “Good decisions come from experience. Experience comes from making bad decisions. ” Mark Twain Service effectiveness , efficiency, and empathy
    10. 10. BRAND IMAGERY Brand imagery is how people think about a brand abstractly, rather than what they think the brand actually does. “Create your own visual style… let it be unique for yourself and yet profitable for others.” Orson Welles
    11. 11. BRAND JUDGEMENTS Brand judgments focus on personal evaluations and opinions that customers have regarding to a brand. It involves how different performance and imagery associations are put together to form different kinds of opinions. “Don’t think about consumer needs in terms of product categories, but rather in terms of consumer experiences.” James Thompson
    12. 12. Brand feelings are customers’ emotional responses and reactions with regards to the brand. Excitement Fun Warmth BRAND FEELINGS Self respect Social approval “Quality in a service or product is not what you put into it. It is what the client or customer gets out of it.” Thomas J. Watson Jr. Security
    13. 13. RESONANCE Brand resonance is the ultimate relationship and level of identification that the customer has with a brand, It is about the kind of relationship where the customer feels that they are in sync with the brand. “I am not looking like Armani today and somebody else tomorrow. I look like Ralph Lauren. And my goal is to constantly move in fashion and move in style without giving up what I am.” Ralph Lauren
    14. 14. SUSTA INING BRAND EQUITY We must deliver “Brand value is very much like an onion. It has layers and a core. The core is the user who will stick with you until the very end.” Edwin Artzt
    15. 15. “There is no greater fraud than a promise not kept.” Scottish saying
    16. 16. Availability “Quality in a service or product is not what you put into it. It is what the client or customer gets out of it.” Thomas J. Watson Jr.
    17. 17. Preference “The golden rule for every businessman is to put yourself in your customer’s place.” Orison Swett Marden
    18. 18. Loyalty Brand loyalty is according to Aaker a very important issue and an enduring asset for some businesses is the loyalty of the regular customers. Four importance of brand loyalty. •.Loyal customers create and strengthen the image of a brand • Loyal customers give a firm some breathing room. • It is more difficult to enter a market where the competitor benefits from existing loyal customers. • It reduces marketing costs, since loyal existing customers are easier to hold. “Do something worth remembering!” Elvis Presley
    19. 19. Awareness Brand awareness is consumers´ ability to identify the brand under two different circumstances; Brand recognition and Brand recall performance. Brand awareness is very important when the customers wants to make decisions Brand awareness is formed by increasing the knowledge of the brand through repeated exposure and strong associations with the right product category or relevant purchase or consumption cues Our success is a direct result of knowing how to market a brand and having the right people representing the brand.” Greg Norman
    20. 20. Familiarity “The stronger the dialog, the stronger the brand; the weaker the dialog, the weaker the brand.” Larry Webber
    21. 21. Image and Personality If you want to create a brand image you must establish it in people’s mind/memory. Communicating a brand image is an essential part of marketing and a fundamental marketing activity in order to be successful •. Perceptions in general differ from person to person, therefore it is crucial for the company to have a well defined objective of how they wish to be portrayed and perceived by their consumers. “Customers must recognize that you stand for something.” Howard Schultz, Starbucks
    22. 22. Association “The more you engage with customers the clearer things become and the easier it is to determine what you should be doing” John Russell, President, Harley-Davidson
    23. 23. “A greAt brAnd is A story thAt’s never completely told.” scott bedbury
    24. 24. FROM THE STABLE

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