The document provides an overview of branding and brand equity from several perspectives. It discusses how branding can be applied to different entities and defines brand equity as the added value provided to products and services by branding. Several models for measuring and understanding brand equity are described, including the Brand Asset Valuator model, Brandz, and the Brand Resonance model. The document also covers topics like the advantages of strong brands, brand promises, internal branding, brand communities, measuring brand equity, and managing brand equity through reinforcement, determining brand worth, and brand revitalization.

1. Brand Equity
Marketing Presentation
By Group 35

2. The Scope of Branding
• How do you brand a product?
• Branding – Means endowing products and services with the power of a
brand
• Branding creates mental structure that help consumers to organize their
knowledge to make better decisions
• Marketers can apply branding virtually anywhere a consumer has a choice
A Physical good
A service
A store
A person
A place
An idea

3. Defining Brand Equity
• Brand Equity is the added value endowed on products and services
• Marketers and researchers use various perspectives to study Brand
Equity.
• Customer based approach is one perspective of this.

4. Customer-based Brand Equity
• A differential effect brand knowledge has on consumer response to
the marketing of that brand.
Positive customer-based Brand Equity
Negative customer-based Brand Equity

5. • There are three key ingredients of Customer- based Brand Equity
1. Arises from difference in consumer response
2. Difference in response are a result of consumers brand knowledge
3. Reflected in perceptions , preferences and behavior related to all aspects
of the marketing of a brand
• In abstract sense we can think of a brand equity as providing marketers
with a vital strategic Bridge from their past to their future

6. Marketing Advantages of Strong
Brands
• Improved perceptions of product performance
• Larger Margins
• Less vulnerability to competitive marketing actions
• Greater Loyalty
• Improved employee recruiting and retention
• Greater trade cooperation and support

7. • What is a “Brand Promise” ?
It is the marketers vision of what the brand must be and do for
consumers.
Ex: The growth story of Lifebuoy

8. Brand Equity Models
1. Brand Asset Valuator Model
• Advertising agency Young and Rubicam ( Y&R) developed this
model
• Compares the brand equity of thousand of brands across
hundreds of different categories
• Key components
I. Energized differentiation
II. Relevance
III. Esteem
IV. Knowledge

9. • TheseKeycomponentscanbeshownasfollows.

10. • By plotting a representative group of brands’ scores for both strength and
stature, following matrix can be derived

11. 2. Brandz
• Market research consultants Millward Brown and WPP have developed
this model.
• According to this model, brand building follows a series of steps.

12. Brand Bubble Trouble
What is “Brand Bubble Trouble”?
At the macroeconomic level:
Stock prices of most consumer companies are
overstated.
At the microeconomics level:
A serious and continuing problem in brand
management.
Five-step framework to infuse brand
1.Perform an “energy audit” on brand.
2.Make the brand an organizing
principle for the business.
3.Create an energized value chain.
4.Become an energy-driven enterprise.
5.Create a loop of constant reinvention.

13. Brand Resonance Model
Definition:
The relationship that a consumer has with the product and how well he
can relate to it.
The brand resonance begins with:
• Brand Identification:
Ensure the brand identification with the customer.
• Brand Establishment:
Establish the brand meaning in customer’s mind.
• Eliciting Response:
Elicit the proper customer responses in terms of brand related
judgment.
• Relationship:
Convert customers’ brand response to an intense, active loyalty.

14. Brand Resonance
Pyramid

15. Brand Salience:
How well the customer is informed about the product?
• Brand Performance:
How well the functional needs of customers are met?
• Brand Imagery:
What product image the customer create in their minds?
• Brand Judgments:
What customer decides with respect to the product?
• Brand Feelings:
What customers feel for the product or how the customer is emotionally
attached to the product
• Brand Resonance:
What psychological bond, the customer has created with bond?

16. Building Brand Equity
Marketers build brand equity by creating the right
brand knowledge structures with the right consumers.
Even though, marketers started this process or not it
depends on all brand related contacts.

17. According to a marketing
management perspective, there are
three main components of brand
equity drivers.
1. The initial choices for the brand elements or
identities making up the brand.
• Under this step marketers used to consider
about the brand names, URIs, symbols,
characters, spokes-people, slogans, jingles,
packages and signage.

18. Brand element choice criteria
There are six criteria for choosing brand elements.
• Memorable – this consider about how easily do consumers
recall and recognize the brand element and when at both
purchase and consumption. Eg; Lux, LG, DELL
• Meaningful – consider the inherent meaning in names and
how credible the brand name.
Eg; Fair & lovely face cream, Close-up toothpaste
• Likable – How aesthetically appealing is the brand element.
Concrete brand names such as Scorpio, splendor

19. • Transferable - can the brand element introduce new products
in the same or different categories? Does it add to brand
equity across geographic boundaries and market segments?
• Adaptable – consider about the adaptability and updatability
of the brand element. Eg; Nano is a brand which has similar
meaning across different geographical markets.
• Protectable – how legally protectable is the brand element?
How competitively protectable? Names that become
synonymous with product categories such as Xerox, Fiberglass
and Dalda should retain their trademark rights and not
become generic.

20. Developing Brand Elements
• If consumers don’t examine much information in making
product decisions, brand elements should be easy to
memorize and inherently descriptive. The awareness and
associations might be increase by the likability of brand
element.
Eg; Life Insurance Corporation of India uses the symbol of the
flame of an earthen lamp enveloped by two hands folded in a
Namaste, symbolizing protection and security.

21. The rupee symbol of Indian
 The Indian government use their Owen symbol to
identify their currency from others who use rupees.

22. Designing holistic marketing activities
• Brands are not built by advertising alone. Depending on personal
observation and use, word of mouth, interactions with company personnel,
online or telephone experiences and payment transactions customers used
to know a brand through these types of contacts and touch points.
• A brand contact is any information bearing experience, whether positive or
negative, a customer has with the brand, its product category, or its market.
So the company should strong enough to manage these experiences as into
creating its advertisements.

23. • Integrated marketing – this is about mixing and
matching these marketing activities to maximize their
individual and collective effects. So that, marketers
need a variety of different marketing activities that
consistently reinforce the brand promise.
Eg; Because of the consistent and well integrated
marketing program of Johnson & Johnson has become one
of the most popular brands in Indian and South Asian
markets.

24. Leveraging secondary associations.
The final way to build brand equity is effect to borrow it. that
means create brand equity by linking the brand to other
information in memory that conveys meaning to consumers.
Those secondary brand associations can link the brand to
sources such as the company itself
• Through branding strategies.
• Through idenfication of product origin
• Through channel strategy.
• Through sponsorships
• Through giving awards or reviews.

25. INTERNAL BRANDING
• Cultural shift within an organization where the
employees become more customer focused and
more business focused.
• You achieve this by an organization, communication
and behavior driven process which leads to a desired
and state.

26. TYPES OF INTERNAL BRANDING
1.Brand strategy.
2.Communication.
3.Corporate Culture.
4.Training.
5.Costomer Experience.
6.Quality.
7.Operations.
8.Recruiting.
9.Perfomance Management

27. INTERNAL BRANDING STRATEGY
Define your values and mission.
Engage your people.
Give your internal brand an identity.
Communicate your internal brand strategy.
Recognize reward and incentivize.

28. ADVANTAGES OF INTERNAL
BRANDING
• Internal branding helps the company to move forward long
with all its employees.
• This self-confidence make a positive impact the daily internal
activities.
• The workshops help to gain a better perspective about the
brand and its product.
• The training helps to remind the employees about the values,
vision and mission of the organization.
• Any deficiencies are easily rectified during the training stages,
thus making the end teams stronger and efficient.

29. Brand Communities
• A brand community is a specialized community of consumers
and employees whose identification and activities focus
around the brand
• Three characteristics identify brand communities:
1. a “consciousness of kind” or sense of felt connection to
the brand, company, product or other community members.
2. Shared rituals, stories, and traditions that help to
convey the meaning of the community.
3. A shared moral responsibility or duty to both the
community as a whole and individual community members.

30. • Brand communities come in many different forms.
Some arises organically from brand users while others
are company-sponsored and facilitated.
• The Harley-Davidson Owner’s Group (HOG) is an
example of company sponsored and facilitated brand
communities.

31. The Myths and Realities
of brand communities
Myth
1. brand community is a
marketing strategy.
2. Build the brand and
community will follow.
3. Focus on opinion leaders to
build a strong community.
4. Brand communities exist to
serve the business.
Reality
1. Brand community is a
business strategy.
2. Cultivate the community and
brand will grow.
3. Everyone in community plays
an important role.
4. Exist to serve the people that
comprise them.

32. Measuring Brand Equity
• How to measure brand equity?
Measuring Brand
Equity
Indirect approach
Assesses potential sources
of brand equity by
identifying and tracking
consumer brand
knowledge structures.
Direct approach
Assesses the actual impact
of brand knowledge on
consumer response to
different aspects on the
marketing.

34. The world’s 10 most valuable brands in
2016
• Apple $154.1 billion
• Google(Alphabet) $ 82.5 billion
• Microsoft $ 75.2 billion
• Coca-Cola $ 58.2billion
• Facebook $ 52.6billion
• Toyota $ 42.1billion
• IBM $ 41.4billion
• Disney $ 39.5billion
• McDonald’s $ 39.1billion
• GE $ 36.7billion

35. Managing Brand Equity
Brand Reinforcement
Brand Worth
Brand Revitalization

36. Brand Reinforcement
The Brand Reinforcement majorly
focuses on maintaining the Brand
Equity by keeping the brand alive
among both the existing and new
customers.

37. Brand Reinforcement
Brand
Awareness
Brand Image
1. Brand Includes which
product
2. What are the benefits of
product
3. How the product satisfied the
demand
1. How the brand is different
from other brands
2. How to create the strong
unique and favorable
association in customer’s
mind

38. Brand Worth
It defines brand value as the net
present value of the future earnings
that can be attributed to the brand
alone. The firm believes marketing
and financial analyses are equally
important in determining at value of
a brand.

40. Brand Worth,
Market Segmentation
Financial Analysis
Role of Branding
Brand Strength
Brand Value Calculation

42. Brand Revitalization
A strategy to recapture lost sources of brand equity an identify
and establish new sources of brand equity. This may include
product modification or brand repositioning.

43. Brand Revitalization
Increased product use
Finding new users
Enter new market
Re Positioning
Augmenting product and services
Customer Involvement

44. Devising a branding strategy
 Three Choices of Branding.
 Branding decisions.
 Branding Portfolio.
 Brand Extensions.

45. Three Choices of Branding
 Developing new brand elements for new products .
 Applying existing brand elements – “Brand
extension”
 use a combination of new and existing brand
elements- “Sub brand”

46. Branding decisions.
• Individual or separate family brand names.
Ex: “Proctor & Gamble” - Vicks, Tide, Pantean , Head &
Shoulders, Pampers
• Corporate umbrella or company brand name
Ex: Tata , LG , Samsung , General Electricles
• Sub-brand name
Ex: “Kellogg’s” - Kellogg’s corn flakes, Kellogg’s rice krispies

47. Branding Portfolio
“Set of all brands and brand lines a particular firm offers
for sale in a particular category or market segment.”
Advantages of Branding Portfolio
• Increasing the internal competition within the firm.
• Attracting the consumers seeking variety who may
otherwise switched to another brand.
• Economies of scales in advertising, sales &distribution.

48. Brand Extensions
“When firm uses an established brand to introduce a
new product the product is called Brand Extension”
Advantages of Advantages of Branding Portfolio
• Improve the odds of new product.
• Positive feedback effects.

49. Customer Equity
Definition
The total of the discounted lifetime value of all the firm’s
customers.
Three Drivers of Customer Equity
• Value Equity:
The customer’s objective evaluation of the firm offerings.
• Brand Equity:
The customer’s subjective view of the firm and its offerings.
• Retention Equity:
The customer’s view of the strength of the relationship
between the customer and the firm.

50. Thank You