How is brand equit built, measured, and manged given in detail

1. How is brand equity built,
measured, and managed?
By Sanket Badhe

2. Three brand equity drivers
1. The initial choices for the brands elements or
identifies Making up the brand(brand names,
URLs, logos, symbols, characters, slogans)
Microsoft chose the name Bing for its new search
Engine because it felt it unambiguously conveyed search
And the “aha” moment of finding what a person looking for.

3. 2. The product and service and all accompanying
marketing activities and supporting marketing
programs
Virgin Mobile, one of the later entrants in the mobile service
space in India, Uses edgy and humorous advertisement that
depicts pranks and mischievous acts by youngsters.

4. 3. Other association indirectly transferred to the
brand by linking it to some entity (a person,place,
or thing)
Airtel, uses A. R. Rahman as a brand endorser in its
advertisement.

5. Choosing Brand element
Brand elements are devices, which can be
trademarked, that identify and differentiate the
brand.
1) Brand element choice criteria.
2) Developing Brand elements.

6. Brand element must be
1) Memorable : Lux, LG, Bajaj and Taj.
2) Meaningful: Fair & Lovely, Close-up, Mother’s Recipe
Pickle
3) Likable: Scorpio, Splender, and Maharaja
4) Transferable: Amazon.com (Book to all category)
5) Adaptable: Nano (similar meaning across different
geographical market)
6) Protectable: it must be legally protectable Xerox,
Fiberglass, and Dalda
1) Brand element choice criteria.

7. 2) Developing Brand Elements.
brand elements can play a number of brand-building roles. If
consumer don’t examine much information in making product
decision, brand elements Should be easy to recall and
inherently descriptive and persuasive.
Symbol of the flame of an earthen
Lamp enveloped by two hands
Folded in Namaste, symbolizing
“Protection and security”

8. Designing Holistic Marketing Concept
Brands are not built by advertising alone.
Customers come to Know a brand
through a range of contacts and touch
points: Personal observation, word of
mouth, interaction and company
personnel, online or telephone
experiences.

9. Johnson and Johnson has become a dominant brand by
adopting a consistent and well integrated marketing
Programme that guides its various marketing activities
for different products

10. Leveraging Secondary Association
The third and final way to build brand equity is, in affect, to
“borrow” it. That is, create brand equity by linking the brand
To other information in memory that conveys meaning to
Consumer
1) Internal Branding
2) Brand communities

11. Secondary Sources of Brand Knowledge

12. 1) Internal Branding
1) Choose the right moment: Turning points are ideal opportunities
to capture employees attention and imagination
2) Link internal and external marketing: Internal and external
message must match
3) Bring the brand alive for employees: Internal communication
should be informative and energizing
BP found most employs were positive about the new brand
And thought company was going in right direction
IBM’s e-business campaign not only help to change public
Perception but also employees perception
Miller Brewing has tapped into its brewing heritage to generate
pride and passion

13. 2) Brand communities

14. Measuring Brand Equity
The Brand Value Chain
The brand value chain is a structured approach
To assessing the way marketing activities create brand value.
It is based on several premises .

16. Brand audit: is a consumer-focused series of Procedure to asses
The health of the brand equity, and suggest ways to improve
And leverage its equity.
Brand-tracking studies: collect quantitative data from over
Time to provide consistent, baseline information about how brands
And marketing programs are performing.

17. Managing Brand Equity
Based on consumers response to a brand,
either positive or negative, short or long term
changes should be made in the product for
future growth of the brand.

18. What is brand worth ?

19. Brand is managed by reinforcement
and revitalization also.
Brand Reinforcement means
expanding the brand by developing
more products within the same or
more quality level.
Brand Revitalization is removing the
glitches in the present product and
re-launching it.

21. “Created by Sanket Badhe, IIT
Roorkee, during an internship
with Prof. Sameer Mathur,
IIMLucknow,
www.IIMInternship.com ”