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Brand equity
Definitions ,[object Object],[object Object],[object Object],[object Object],[object Object]
Overall… ,[object Object],[object Object],[object Object],[object Object],[object Object]
The concept of brand equity (Franzen, 1999) Mental Brand response Brand behavioural response Market response Brand Equity Mental Brand  Equity Behavioural Brand Equity Financial/Economical Brand Equity
Mental Brand Equity ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
1. Brand awareness ,[object Object],[object Object],[object Object],[object Object],[object Object],(Franzen, 1999)
2. Brand meaning ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Brand personality (Aaker, 1997) Brand Personality Scale (BPS) Variance Explained Traits Brand Sincerity 26.5% Domestic, honest, genuine, cheerful Campbell’s, Hallmark, Kodak Excitement 25.1% Daring, spirited, imaginative, up-to-date Porsche, Absolut, Benetton Competence 17.5% Reliable, responsible, dependable, efficient Amex, CNN, IBM Sophistication 11.9% Glamorous, pretentious, charming, romantic Lexus, Mercedes, Revlon Ruggedness 8.8% Tough, strong, outdoorsy, rugged Levi’s, Malboro, Nike
3. Brand positioning ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
  …   ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Critique & Exploitations of Brand Positioning ,[object Object],[object Object],[object Object],[object Object]
… ,[object Object],[object Object],[object Object],[object Object]
4. Quality & Price assessment ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
5. Brand attitudes/ Overall evaluation ,[object Object],[object Object],[object Object],[object Object]
6. Buying behaviour tendency ,[object Object],[object Object],[object Object],[object Object]
7. Brand Relation ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Conversion Model (Hofmeyer, 1990) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Conversion Model  Secure users Vulnerable users Open non-users Unavailable non-users Entrenched users users who are not available for conversion, remain loyal Available consumers   non-users who prefer the brand in question to their current choice Average users secure users who are not available for conversion, committed to the brand Ambivalent consumers non-users equally attracted to the brand in question and current choice Shallow users beginning to show sign of wavering, loyalty below average, starting to consider other brands Weakly unavailable consumers non-users whose preference lies with their current brand, but not strongly Convertible users on the threshold for leaving the brand Strongly unavailable consumers non-users who have strong preference for their current brand
Millward Brown’s  ‘Brand Dynamics Pyramid’ ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Young & Rubicam’s Brand Asset Valuator ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

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Brand Equity

  • 2.
  • 3.
  • 4. The concept of brand equity (Franzen, 1999) Mental Brand response Brand behavioural response Market response Brand Equity Mental Brand Equity Behavioural Brand Equity Financial/Economical Brand Equity
  • 5.
  • 6.
  • 7.
  • 8. Brand personality (Aaker, 1997) Brand Personality Scale (BPS) Variance Explained Traits Brand Sincerity 26.5% Domestic, honest, genuine, cheerful Campbell’s, Hallmark, Kodak Excitement 25.1% Daring, spirited, imaginative, up-to-date Porsche, Absolut, Benetton Competence 17.5% Reliable, responsible, dependable, efficient Amex, CNN, IBM Sophistication 11.9% Glamorous, pretentious, charming, romantic Lexus, Mercedes, Revlon Ruggedness 8.8% Tough, strong, outdoorsy, rugged Levi’s, Malboro, Nike
  • 9.
  • 10.
  • 11.
  • 12.
  • 13.
  • 14.
  • 15.
  • 16.
  • 17.
  • 18. Conversion Model Secure users Vulnerable users Open non-users Unavailable non-users Entrenched users users who are not available for conversion, remain loyal Available consumers non-users who prefer the brand in question to their current choice Average users secure users who are not available for conversion, committed to the brand Ambivalent consumers non-users equally attracted to the brand in question and current choice Shallow users beginning to show sign of wavering, loyalty below average, starting to consider other brands Weakly unavailable consumers non-users whose preference lies with their current brand, but not strongly Convertible users on the threshold for leaving the brand Strongly unavailable consumers non-users who have strong preference for their current brand
  • 19.
  • 20.