Do you know…?
Brand equity
What is Brand?
Six Levels of Brand   Attributes   Benefits   Values   Culture   Personality   User
Definitions of Brand Equity   “Brand equity is the set of brand assets and liabilities linked to the    brand, its name, ...
The concept of brand equityMental Brand response                                             Market response              ...
Secure users                                                                                    Open non-users     Types o...
Why Manage Brand Equity?   Presence of a brand in consumers mind   Influence on their buying behaviour   Effects on bra...
Brand Equity Management Brand Image Consistency Customer Equity R & D Investment
Practical Examples   Virgin   Snapple Beverage Corporation
V/S
What do you prefer?      42%                            Sprite                            7up                      58%
What motivates you to buy Sprite?          0% 0%           3%                      Taste                      Specail offe...
Will you pay more for Sprite?                      37                           Yes                           No       63
What motivates you to buy 7up?          0%           1%            0%                         Taste                       ...
Will you pay more for 7up?                     40%                             Yes                             No     60%
Sprite Ice   Awareness   Did like/ Didn’t like?
7up Ice   Awareness   Did like/ Didn’t like?
Is Sprite available everywhere andevery time you want it?             9%                               Yes                ...
Is 7up available everywhere and everytime you want it?                              Yes                              No
Conclusions     If Competition is a race     then Brand Equity is     Driving Skills!!!!!!!!!!
Brand equity
Brand equity
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Brand equity

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Brand equity

  1. 1. Do you know…?
  2. 2. Brand equity
  3. 3. What is Brand?
  4. 4. Six Levels of Brand Attributes Benefits Values Culture Personality User
  5. 5. Definitions of Brand Equity “Brand equity is the set of brand assets and liabilities linked to the brand, its name, and symbol, that adds or subtracts value to a product or service for a firm/ or its customers” (David Aaker). “Brand equity is the set of associations that permits the brand to earn greater volume than it would without the brand name” (Marketing Science Institute). “Brand equity is everything the customer walks into the store with” (Peter Farquhar). “A set of associations which are most strongly linked to a brand name” (Andrea Dunham).
  6. 6. The concept of brand equityMental Brand response Market response Brand Equity Mental Brand Behavioural Brand Financial/Economical Equity Equity Brand Equity Brand behavioural response
  7. 7. Secure users Open non-users Types of Consumers Entrenched users Available consumers users who are not available for conversion, non-users who prefer the brand in question to remain loyal their current choice Average users Ambivalent consumers secure users who are not available for non-users equally attracted to the brand in conversion, committed to the brand question and current choice Unavailable non-users Shallow users Weakly unavailable consumers beginning to show sign of wavering, loyalty below non-users whose preference lies with their average, starting to consider other brands current brand, but not strongly Convertible users Strongly unavailable consumers on the threshold for leaving the brand non-users who have strong preference for their current brandVulnerable users
  8. 8. Why Manage Brand Equity? Presence of a brand in consumers mind Influence on their buying behaviour Effects on brands market position and financial result Financial value of the brand as a immaterial assets of the company
  9. 9. Brand Equity Management Brand Image Consistency Customer Equity R & D Investment
  10. 10. Practical Examples Virgin Snapple Beverage Corporation
  11. 11. V/S
  12. 12. What do you prefer? 42% Sprite 7up 58%
  13. 13. What motivates you to buy Sprite? 0% 0% 3% Taste Specail offers Packaging Price 97%
  14. 14. Will you pay more for Sprite? 37 Yes No 63
  15. 15. What motivates you to buy 7up? 0% 1% 0% Taste Price Packaging Special Offers 99%
  16. 16. Will you pay more for 7up? 40% Yes No 60%
  17. 17. Sprite Ice Awareness Did like/ Didn’t like?
  18. 18. 7up Ice Awareness Did like/ Didn’t like?
  19. 19. Is Sprite available everywhere andevery time you want it? 9% Yes No 91%
  20. 20. Is 7up available everywhere and everytime you want it? Yes No
  21. 21. Conclusions If Competition is a race then Brand Equity is Driving Skills!!!!!!!!!!

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