Brand equity provides added value to products and services from a customer perspective. There are three key ingredients to customer-based brand equity: 1) Differences in consumer response arise from brand knowledge, thoughts, and feelings about the brand over time. 2) Consumer brand knowledge, thoughts, feelings, images and beliefs are responsible for differences in response. 3) Brand equity is reflected in perceptions, preferences, and behaviors related to marketing the brand. The document then discusses several models of measuring brand equity, including the BrandAsset Valuator, BrandZ, and Brand Resonance Model.

1. Rohit
NSIT Delhi

2. Brand Equity
Brand Equity is the added value end
on products and services.

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

4. 3 key ingredients of
Customer-based brand equity

5. 1
Brand equity arises from differences in consumer
response

6. 2
Differences in response are a result of consumer’s
brand knowledge, thoughts, feelings, images and beliefs
associated with the brand

7. 3
Brand equity is reflected in perceptions, preferences and
behavior related to marketing of a brand

8. Band Equity Promise

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

10. Brand Equity Models

11. 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

12. BrandAsset Valuator
Model

13. BRANDZ
Marketing research consultants Millward Brown and W
developed this model of brand equity.
According to this model equity follows a series of step
• Presence
• Relevance
• Performance
• Advantage
• Bonding

14. Brand Dynamics Pyramid

15. BRAND RESONANCE MODEL
Creating significant brand equity requires reaching t
of the brand pyramid.
• Brand salience
• Brand performance
• Brand imagery
• Brand judgement
• Brand feeling
• Brand resonance

16. Brand Resonance Pyramid

18. Presentation created by:
Rohit, NSIT Delhi
During an internship by:
Prof. Sameer Mathur, IIM Lucknow
www.IIMInternship.com