What is brand equity ?

1. Brand
Equity
Priyanka
IIT Kanpur

2. Defining Brand Equity
Brand equity is the added value endowed
on products and services.

3. Customer Based Brand
Equity
Customer-based approaches view it from the
perspective of the consumer and recognize
that the power of a brand lies in what
customers have seen, read, heard, learned,
thought, and felt about the brand over time

4. Positive customer-based equity
Consumers react more favourably to a
product
Negative customer-based equity
Customers react less favourably to
marketing activity

5. Brand Equity Promise
It is the marketer’s vision of what the brand
must be and do for consumers

6. The company has consistently maintained the
brand’s key promise of health over years and yet
introduced several variants

7. Brand Equity
Models

8. BRANDASSET VALUATOR
Advertising agency Young and Rubicam
(Y&R) developed this model of brand equity.
Its four key components are :
• Energized Differentiation
• Relevance
• Esteem
• Knowledge

10. BRANDZ
Marketing research consultants Millward
Brown and WPP developed this model.
According to this brand equity follows a
series of steps:
• Presence
• Relevance
• Performance
• Advantage
• Bonding

11. Strong relationships
Weak relationships

12. BRAND RESONANCE MODEL
Creating significant brand equity requires
reaching the top of the brand pyramid
• Brand salience
• Brand performance
• Brand imagery
• Brand judgements
• Brand feelings
• Brand resonance

14. Recap
• Defining Brand Equity
• Customer-based Brand Equity
• Brand promise
• Brand Equity Models