Brand equity refers to the value of a brand and the perceptions that customers associate with it. It is created by factors like brand awareness, experience, quality, loyalty, and associations. Brand value is the financial worth that can be calculated by how much someone would pay for the brand. Conducting regular brand audits examines all aspects of a brand to ensure it is positioned for ongoing success. Building brand equity and value involves increasing awareness of what the brand stands for, deepening customer bonds, providing a seamless experience, showing individual customer value, and ensuring protection and trust.

1. PRESENTED BY -
SABARNI
CHATTERJEE
CHAPTER 6-
BRAND EQUITY
PRODUCT AND BRAND MANAGMENT

2. W
H
A
T
'
S
A
B
R
A
N
D
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A brand is the way a
product, company, or
service is perceived by
those who experience it.
PRODUCT AND BRAND MANAGMENT

3. There are several stakeholders concerned with brand equity, including
the firm, the consumer, the channel, and some would even argue the
financial markets. But ultimately, it is the consumer that is the most
critical component in defining brand equity.
The set of associations and behaviors on the part of the brand’s
customers, channel members, and parent corporations that permit the
brand to earn greater volume or greater margins than it could without
the brand name and that gives the brand a strong, sustainable, and
differentiated advantage over competitors.
CONCEPT OF BRAND
EQUITY
PRODUCT AND BRAND MANAGMENT

4. Brand
Awareness
Brand
Experience
Brand
Quality
Brand
Equity
Brand
Loyalty
Brand
Preference
Brand
Association
Elements
PRODUCT AND BRAND MANAGMENT

5. W
H
A
T
'
S
A
B
R
A
N
D
V
A
L
U
E
?
Brand value is the
financial worth of the
brand. To determine
brand value, businesses
need to estimate how
much the brand is worth
in the market – in other
words, how much would
someone purchasing the
brand pay?
PRODUCT AND BRAND MANAGMENT

6. Brand Equity VS Brand Value
PRODUCT AND BRAND MANAGMENT
Brand equity refers to the importance of
a brand in the customer’s eyes.
Indicates success of the brand
It is the worth of the brand that a firm
earns through consumer consciousness
of the brand name of the specific
product, instead of the product itself.
Brand value is the financial significance
the brand carries.
Indicates total financial value of the
brand.
It is the economic worth of the brand,
wherein the customers are readily willing
to pay more for a brand, to get the
product.

7. BRAND
EQUITY
BENEFITS
While brand equity is largely intangible, its
advantages are not. The value that a strong brand
identity can bring to your company translates to
very real and measurable business benefits.
EXPANSION OPPORTUNITIES
INCREASED MARGINS
CUSTOMER LOYALTY
NEGOTIATING POWER
COMPETITIVE ADVANTAGE
PRODUCT AND BRAND MANAGMENT

8. Every brand should be tracked on an ongoing basis,
but a brand review (often called a brand audit) is a
far more comprehensive analysis of every aspect of
your brand that you can imagine. A thorough brand
audit could take one month or six months
depending on the size of the business and scope of
the brand architecture. While few companies invest
the time or money into a full brand review, this is the
only real way to assess the health of a brand to
ensure it’s positioned for success in the future.
At its most basic level, a brand review is a thorough
examination of a brand’s health at a specific
moment in time. Just as you visit a doctor for a
personal health check up or hire a financial auditor
to review your company’s finances, every company
needs help conducting a brand review.
PRODUCT AND BRAND MANAGMENT

9. CREATING BRAND
EQUITY &BRAND
VALUE
Build Awareness.
Communicate What Your Brand Means and What It
Stands for.
Reshape How Customers Think and Feel about
Your Brand.
Build a Deeper Bond With Customers.
Ensure a seamless user experience
Show customers you value them individually.
Make them smile
Ensure protection and trust
PRODUCT AND BRAND MANAGMENT

10. PRODUCT AND BRAND MANAGMENT
THANK YOU