How is brand equity built, measured and managed
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This document discusses the three main drivers for building brand equity: choice of brand elements, product/service marketing activities, and associations. It provides examples like Nike's swoosh logo and slogan. Brand equity is measured using a brand value chain and reinforced or revitalized over time by understanding the source of existing equity and deciding whether to retain or modify positioning. Holistic marketing programs from J&J and leveraging secondary associations are discussed as ways to build equity through linking brands to other meaningful information. The importance of internal branding to inform employees is also mentioned.
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How is brand equity built, measured and managed
- 1. How is Brand Equity Built, Measured & Managed? Rohan Gupta IIT (BHU) Varanasi
- 3. Three main brand Equity Drivers are…
- 4. 1. Choice for the brand elements or identities making up the brand like brand names, URLs, symbols, character, spokes-people, slogans, jingles, packages and signage.
- 5. Brand element should be Memorable Meaningful Likable Transferable Adaptable
- 6. Like: NIKE has the distinctive ”swoosh” logo, the empowering “Just Do It” slogan and the “NIKE” name from the greek winged Goddess of Victory
- 7. Like: Simplicity of the rupee symbol provides it a higher recall value.
- 8. 2. The product and service and all accompanying marketing activities and supporting programs
- 9. Designing Holistic Marketing Activities J&J has become a dominant brand by adopting a consistent and well integrated marketing program.
- 10. Leveraging secondary association Create Brand Equity by linking the brand to other information in memory that conveys meaning to consumers.
- 11. Internal Branding It consists of activities and processes that help inform and inspire employees about brands.
- 12. 3. Other association indirectly transferred to the brand by linking it to some other entity (a person, place or thing)
- 17. Brand Revitalization Firstly, understand what is the source of the Brand Equity. Then decide whether to retain the same positioning or create a new one.
- 19. Created by ROHAN GUPTA, IIT (BHU) Varanasi, during an internship by Prof. SAMEER MATHUR, IIM Lucknow www.iiminternship.com