The document discusses customer equity and its three main drivers: value equity, brand equity, and retention equity. Value equity is the customer's objective assessment of a brand based on quality, price, and convenience. Brand equity is the customer's subjective view of a brand shaped by marketing. Retention equity focuses on the customer-firm relationship and loyalty programs that encourage customers to continue engaging with the brand.
A brand value chain is a structured approach to assessing the sources and outcomes of brand equity and the manner by which marketing activities create brand value.
NEED OF BRAND VALUATION: A brand can be valued anytime and for many reasons, that includes- Brand strategy, Financial Reporting, Mergers and acquisitions, value reporting, licensing, legal transaction, accounting, strategic planning, management information, taxation planning and compliance, liquidation.
A brand value chain is a structured approach to assessing the sources and outcomes of brand equity and the manner by which marketing activities create brand value.
NEED OF BRAND VALUATION: A brand can be valued anytime and for many reasons, that includes- Brand strategy, Financial Reporting, Mergers and acquisitions, value reporting, licensing, legal transaction, accounting, strategic planning, management information, taxation planning and compliance, liquidation.
Brand management involves a number of important aspects such as cost, customer satisfaction, in-store presentation, and competition. Brand management is built on a marketing foundation, but focuses directly on the brand and how that brand can remain favorable to customers. Proper brand management can result in higher sales of not only one product, but on other products associated with that brand.
Designing Marketing Programs to Build Brand Equity
Leroy J. Ebert DipM, MCIM, MSLIM,
Chartered Marketer
Content Extracted from “Strategic Brand Management” 3rd Edition
Authors:
Kevin Lane Keller
M.G. Parameswaran
Issac Jacob
Presentation developed from SLIM Diploma In Brand Management Students
Presentation developed by Leroy J. Ebert (19th April, 2014)
Brand management involves a number of important aspects such as cost, customer satisfaction, in-store presentation, and competition. Brand management is built on a marketing foundation, but focuses directly on the brand and how that brand can remain favorable to customers. Proper brand management can result in higher sales of not only one product, but on other products associated with that brand.
Designing Marketing Programs to Build Brand Equity
Leroy J. Ebert DipM, MCIM, MSLIM,
Chartered Marketer
Content Extracted from “Strategic Brand Management” 3rd Edition
Authors:
Kevin Lane Keller
M.G. Parameswaran
Issac Jacob
Presentation developed from SLIM Diploma In Brand Management Students
Presentation developed by Leroy J. Ebert (19th April, 2014)
Professor Keller is right now conducting various studies that deliver techniques to assemble, measure, and oversee brand value. Textbooks written by him on those subjects course reading on those subjects, Strategic Brand Management, has been embraced at top business schools and leading firms around the globe and has been proclaimed as the "Bible of Branding." Consolidating the most recent industry thinking and improvements, this investigation of brands, brand value, and strategic brand management combines a comprehensive theoretical foundation with numerous techniques and practical insights for making better day-to-day and long-term brand decisions–and thus improving the long-term profitability of specific brand strategies. In this slides, you will get the synopsis of brand management. For details, please read the main book.
Brand management with respective of CaburyPrateek Pawar
All of us are consumers. We consume things of daily use; we also consume and buy the products according to our needs, preferences and buying power. These can be consumable goods, durable goods, specialty goods or, industrial goods.
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3. Customer Equity
Customer equity is defined as the
total of the discounted lifetime value
of all the firm’s customers
In other words, a firm is only as good
as its customers think it will be the
next time they will do business with
that firm.
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4. Three Drivers of
Customer Equity
Value Equity
Brand Equity
Retention Equity
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5. Three Drivers of Customer Equity
• Value Equity : the customer's objective
evaluation of the firm offerings
• Brand Equity : the customer's subjective
view of the firm and its offerings
• Retention Equity : the customer's view of
the strength of the relationship between
the customer and the firm.
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7. Value Equity is the customer's
objective assessment of the utility of
a brand, based on perceptions of
what is given up for what is received.
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8. Drivers of Value Equity
• Quality :How does the customer
evaluate the quality of the firm's
offerings?
• Price : How attractive is the price?
• Convenience : How convenient is it to
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do business with 8
10. • Brand Equity is the customer's subjective
and intangible assessment of the brand,
above and beyond its objectively
perceived value.
• This evaluation is shaped by the firm's
marketing strategy and tactics and is
influenced by the customer through life
experiences and associations with the
brand.
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11. The Role of the Brand in
Building Customer Equity
• Builds awareness and attracts
customers
• Build emotional connections with
customers
• Reminds customers to repurchase
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12. Drivers of Brand Equity
• customer brand awareness
• customer attitude toward the brand
• customer perception of brand ethics
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14. • Retention Equity is the tendency of the
customer to stick with the brand, above
and beyond the customer's objective
and subjective assessments of the
brand.
• It focuses on the relationship between
the customer and the' firm, based upon
the actions taken by the firm and by the
customer to establish, build, and
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maintain 14
15. Retention equity considers
questions such as:
• Does the customer benefit from relationship
with the firm?
• Does the firm benefit from its relationship
with the customer?
• Does the customer stand to lose if the
relationship is discontinued?
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16. Drivers of Retention Equity
• Loyalty programs (frequent purchase/reward
programs)
• Special recognition and treatment programs
• Affinity (emotional connection) programs
• Community programs
• Knowledge-building programs (learning
relationship or structural bonds)
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17. Source of Reference:
Roland Rust, Valarie Zeithaml, and Katherine Lemon,
Driving Customer Equity : How Customer Lifetime Value
is Reshaping Corporate Strategy, Free Press
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