What is brand equity
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1. Brand equity is the added value endowed on a product or service from its brand, as reflected in how consumers think, feel, and act toward the brand and in prices, market share, and profitability. 2. Brand equity arises from differences in customer responses to different brands, with positive brand equity occurring when customers react more favorably to a branded product. 3. Models for measuring brand equity include the Brand Asset Valuator and Brandz.
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What is brand equity
Brand equity is the added value provided to products and services by a brand, as reflected in how consumers think, feel and act towards the brand. Customer-based brand equity refers to how the differential brand knowledge affects consumer responses to a brand's marketing. Consumers react more favorably to a brand's products and marketing when the brand has positive customer-based brand equity, and less favorably when it has negative brand equity. Lifebuoy is an example of a brand that has consistently maintained its key promises over time while introducing new variants and extensions tailored to changing consumer preferences.
What is brand, and how does branding work
Branding involves using names, symbols, or designs to identify and differentiate products and services from competitors. The earliest signs of branding in Europe involved medieval guilds requiring craftspeople to mark products to protect customers from inferior quality. Branding also benefits firms by simplifying product identification, organizing inventory records, and providing legal protection. For consumers, brands help evaluate identical products and signal quality and satisfaction. Successful branding strategies convince consumers that meaningful differences exist between brands in a category, whether through product attributes, benefits, or non-product related means.
What is brand equity ?
This document discusses brand equity and various models for measuring brand equity. It defines brand equity as the added value provided to products and services, and views customer-based brand equity from the perspective of consumer perceptions developed over time. Three models for measuring brand equity are described: Young and Rubicam's BrandAsset Valuator model focuses on energized differentiation, relevance, esteem and knowledge; Millward Brown and WPP's BrandZ model involves a process of presence, relevance, performance, advantage and bonding; and the Brand Resonance Model proposes reaching the top of a brand pyramid involving salience, performance, imagery, judgements, feelings and resonance.
Measuring brand equity
1) Brand equity is created in the minds of consumers based on their experiences and perceptions of a brand over time.
2) Both qualitative and quantitative research can be used to measure sources of brand equity like brand awareness, associations, personality and image.
3) Qualitative methods are more unstructured and explore what brands mean to consumers through techniques like free association, comparisons, and projective exercises. Quantitative methods provide a more measurable assessment of brand equity.
Porters 5 force & aaker brand equity model
this slide include porters five force model and aaker brand equity model, it help for the MBA and BBA students.
Measuring Brand Equity using Innovative Methods
How do you measure your company's Brand Equity?
Using popular marketing resarch methods is not effective enough any more.
I suggest combined research and analytics metology ,which allows you to get a more precise and holistic picture of the brand.
What is a brand equity
Brand equity is the added value provided to products and services that affects how consumers perceive the brand. It is reflected in factors like prices and profits. Customer-based brand equity views it from the consumer perspective based on what they have experienced about the brand over time. A brand promise is the vision of what the brand must deliver to consumers. Different models measure brand equity through elements like differentiation, relevance, esteem, knowledge, presence, performance, advantage, bonding, salience, imagery, judgments and feelings that ultimately lead to brand resonance.
Brand Equity
This document discusses strategic brand management concepts and measuring brand equity. It defines brand equity as the differential effect that brand knowledge has on consumer responses. It identifies key elements of brand equity as brand loyalty, brand awareness, perceived quality, and brand associations. The document discusses how to build and measure each element, and the benefits they provide such as loyal customers and ability to charge a price premium. It emphasizes that managing brand equity requires understanding what drives brand equity according to consumers and how the brand performs on those drivers. Methods discussed for measuring equity include calculating a Brand Equity Index to evaluate brand strength over time and against competitors.
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What is brand equity
Brand equity is the added value provided to products and services by a brand, as reflected in how consumers think, feel and act towards the brand. Customer-based brand equity refers to how the differential brand knowledge affects consumer responses to a brand's marketing. Consumers react more favorably to a brand's products and marketing when the brand has positive customer-based brand equity, and less favorably when it has negative brand equity. Lifebuoy is an example of a brand that has consistently maintained its key promises over time while introducing new variants and extensions tailored to changing consumer preferences.
What is brand, and how does branding work
Branding involves using names, symbols, or designs to identify and differentiate products and services from competitors. The earliest signs of branding in Europe involved medieval guilds requiring craftspeople to mark products to protect customers from inferior quality. Branding also benefits firms by simplifying product identification, organizing inventory records, and providing legal protection. For consumers, brands help evaluate identical products and signal quality and satisfaction. Successful branding strategies convince consumers that meaningful differences exist between brands in a category, whether through product attributes, benefits, or non-product related means.
What is brand equity ?
This document discusses brand equity and various models for measuring brand equity. It defines brand equity as the added value provided to products and services, and views customer-based brand equity from the perspective of consumer perceptions developed over time. Three models for measuring brand equity are described: Young and Rubicam's BrandAsset Valuator model focuses on energized differentiation, relevance, esteem and knowledge; Millward Brown and WPP's BrandZ model involves a process of presence, relevance, performance, advantage and bonding; and the Brand Resonance Model proposes reaching the top of a brand pyramid involving salience, performance, imagery, judgements, feelings and resonance.
Measuring brand equity
1) Brand equity is created in the minds of consumers based on their experiences and perceptions of a brand over time.
2) Both qualitative and quantitative research can be used to measure sources of brand equity like brand awareness, associations, personality and image.
3) Qualitative methods are more unstructured and explore what brands mean to consumers through techniques like free association, comparisons, and projective exercises. Quantitative methods provide a more measurable assessment of brand equity.
Porters 5 force & aaker brand equity model
this slide include porters five force model and aaker brand equity model, it help for the MBA and BBA students.
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How do you measure your company's Brand Equity?
Using popular marketing resarch methods is not effective enough any more.
I suggest combined research and analytics metology ,which allows you to get a more precise and holistic picture of the brand.
What is a brand equity
Brand equity is the added value provided to products and services that affects how consumers perceive the brand. It is reflected in factors like prices and profits. Customer-based brand equity views it from the consumer perspective based on what they have experienced about the brand over time. A brand promise is the vision of what the brand must deliver to consumers. Different models measure brand equity through elements like differentiation, relevance, esteem, knowledge, presence, performance, advantage, bonding, salience, imagery, judgments and feelings that ultimately lead to brand resonance.
Brand Equity
This document discusses strategic brand management concepts and measuring brand equity. It defines brand equity as the differential effect that brand knowledge has on consumer responses. It identifies key elements of brand equity as brand loyalty, brand awareness, perceived quality, and brand associations. The document discusses how to build and measure each element, and the benefits they provide such as loyal customers and ability to charge a price premium. It emphasizes that managing brand equity requires understanding what drives brand equity according to consumers and how the brand performs on those drivers. Methods discussed for measuring equity include calculating a Brand Equity Index to evaluate brand strength over time and against competitors.
Brand equity
Brand equity provides several benefits to companies, including allowing them to charge premium prices for their products due to strong customer loyalty and brand recognition. Examples of companies with strong brand equity that can demand higher prices include Adidas and Oakley. The American Marketing Association defines brand equity from the customer's perspective as being based on positive brand attributes and the favorable consequences of using that brand. The key components that build brand equity are brand awareness, perceived quality, consumer brand associations, and brand loyalty.
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The document discusses how firms can develop and establish effective brand positioning in the market. It explains that positioning is designing a company's offering and image to occupy a distinctive place in the minds of the target market. It then outlines three key steps to develop positioning: 1) determine the competitive frame of reference to identify main competitors, 2) determine the unique points of difference and shared points of parity compared to competitors, and 3) create a memorable brand mantra that defines the category and inspires customers.
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The document discusses three models for measuring brand equity:
1) The BrandAsset Valuator (BAV) model developed by Young and Rubicam measures brand strength through differentiation and relevance.
2) The BrandZ model developed by Millward Brown and WPP measures brand strength through brand presence, relevance, performance, advantage, and bonding. Respondents are assigned a level in the BrandZ pyramid based on their responses.
3) The Brand Resonance Model places brands on a pyramid based on achieving brand resonance, with the top level requiring a brand to form the most significant brand equity.
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What is brand, and how does branding work?
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1. Individuality is not a component of brand equity. The key components are differentiation, relevance, energy, esteem, and knowledge.
2. Brand identity represents what the brand stands for and what it promises to consumers.
3. A brand logo is an example of a brand element, which is one of the drivers of brand equity along with marketing activities and meaning transference.
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The document discusses brand equity and how it provides value to both customers and firms. It defines brand equity as a set of brand assets and liabilities linked to a brand's name and symbol that can add or subtract value. The five main categories of assets/liabilities that underlie brand equity are brand loyalty, brand awareness, perceived quality, brand associations, and other proprietary assets. Maintaining high brand equity provides strategic benefits like reduced marketing costs and increased customer loyalty.
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Brand exploratory is a research activity to understand how consumers perceive a brand in terms of awareness, favorability, and uniqueness of associations. It helps identify sources of customer-based brand equity and uncover knowledge structures of a brand compared to competitors. Techniques include quantitative surveys, qualitative focus groups and interviews, as well as reviewing company archives, prior research, and conducting personal interviews.
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Brand identity refers to how a company wants to present itself, while brand image is how consumers actually perceive the brand. Some key differences are:
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2. Brand identity focuses on substance and strategy, representing a company's desired reality and future goals. Brand image is more tactical and appearance-oriented, reflecting consumers' past perceptions of what a brand has achieved.
3. A brand identity symbolizes a company's promises and desires, while brand image represents outsiders' views formed by their experiences and observations of the brand.
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This document discusses how to choose brand elements and design marketing programs to build brand equity. It begins by outlining the learning outcomes, which are how a brand's identity is created, choosing brand elements, optimizing the marketing mix to build equity, and understanding the effects of marketing mix actions on brand knowledge.
It then discusses criteria for choosing brand elements like logos and slogans, ensuring they are memorable, meaningful, likable, transferable, adaptable and protectable. Options for brand elements include names, URLs, logos, characters, slogans and jingles. The document also covers packaging and its role in branding.
Finally, it discusses designing marketing programs through a new perspective considering digitalization,
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The document discusses key concepts for creating brand equity from chapter 9, including defining brand equity as the added value provided to products and services. It covers customer-based brand equity, the importance of quality over quantity in building brands, components of brand asset valuation, and models for brand identity, resonance, equity drivers, and audits. The summary also discusses managing brand equity through reinforcement and revitalization, and devising branding strategies including extensions and portfolios.
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http://www.dgmcms.org.in/
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Brand equity
Brand equity provides several benefits to companies, including allowing them to charge premium prices for their products due to strong customer loyalty and brand recognition. Examples of companies with strong brand equity that can demand higher prices include Adidas and Oakley. The American Marketing Association defines brand equity from the customer's perspective as being based on positive brand attributes and the favorable consequences of using that brand. The key components that build brand equity are brand awareness, perceived quality, consumer brand associations, and brand loyalty.
Strategic Brand Management process & Customer-based Brand Equity
Strategic Brand Management process – Customer-based
Brand Equity – Sources of Brand Equity – Identifying and
Establishing Brand Positioning – Positioning Guidelines –
Defining a Brand Mantra – Building a Strong Brand -
Establishing Brand Values
How can a firm develop and establish an effective positioning in the market.pptx
The document discusses how firms can develop and establish effective brand positioning in the market. It explains that positioning is designing a company's offering and image to occupy a distinctive place in the minds of the target market. It then outlines three key steps to develop positioning: 1) determine the competitive frame of reference to identify main competitors, 2) determine the unique points of difference and shared points of parity compared to competitors, and 3) create a memorable brand mantra that defines the category and inspires customers.
(MBASkills.IN) Brand Equity Models
The document discusses three models for measuring brand equity:
1) The BrandAsset Valuator (BAV) model developed by Young and Rubicam measures brand strength through differentiation and relevance.
2) The BrandZ model developed by Millward Brown and WPP measures brand strength through brand presence, relevance, performance, advantage, and bonding. Respondents are assigned a level in the BrandZ pyramid based on their responses.
3) The Brand Resonance Model places brands on a pyramid based on achieving brand resonance, with the top level requiring a brand to form the most significant brand equity.
Brand Positioning
this ppt is based on the book Brand Positioning - Strategies for Competitive Advantage 1st edition written by an author Late MR Subroto Sengupta
What is brand, and how does branding work?
A brand consists of elements like names, terms, symbols or designs that identify a seller's goods and services and differentiate them from competitors. Key brand components include names, logos, symbols and package design. Brands identify the source or maker of a product, allow consumers to assign responsibility for its performance, simplify product handling for consumers and provide legal protection. Brands signify a level of quality that convinces buyers to choose a product repeatedly, winning consumer trust and preventing competitive firms from entering. For branding to be successful, consumers must perceive meaningful differences among brands in a product category.
Brand Valuation
The document discusses brand evaluation and valuation. It begins by defining what a brand is and why brands need to be valued. It then describes several methods that can be used to assess the value of a brand, including historical cost, replacement cost, market value, premium price, royalty relief, Young and Rubicon's brand asset valuator model, and economic use methods. Each method is explained along with its advantages and limitations. The document concludes by reiterating that brands are important assets for organizations and that different valuation techniques can be used to determine a brand's financial worth.
Ch9 Creating Brand Equity Top 10 Learning Questions
1. Individuality is not a component of brand equity. The key components are differentiation, relevance, energy, esteem, and knowledge.
2. Brand identity represents what the brand stands for and what it promises to consumers.
3. A brand logo is an example of a brand element, which is one of the drivers of brand equity along with marketing activities and meaning transference.
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The document discusses brand equity and how it provides value to both customers and firms. It defines brand equity as a set of brand assets and liabilities linked to a brand's name and symbol that can add or subtract value. The five main categories of assets/liabilities that underlie brand equity are brand loyalty, brand awareness, perceived quality, brand associations, and other proprietary assets. Maintaining high brand equity provides strategic benefits like reduced marketing costs and increased customer loyalty.
Brand exploratory
Brand exploratory is a research activity to understand how consumers perceive a brand in terms of awareness, favorability, and uniqueness of associations. It helps identify sources of customer-based brand equity and uncover knowledge structures of a brand compared to competitors. Techniques include quantitative surveys, qualitative focus groups and interviews, as well as reviewing company archives, prior research, and conducting personal interviews.
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1. Brand identity is developed internally by the company and represents its planned message, while brand image is formed externally in the minds of consumers based on their subjective impressions.
2. Brand identity focuses on substance and strategy, representing a company's desired reality and future goals. Brand image is more tactical and appearance-oriented, reflecting consumers' past perceptions of what a brand has achieved.
3. A brand identity symbolizes a company's promises and desires, while brand image represents outsiders' views formed by their experiences and observations of the brand.
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This document discusses how to choose brand elements and design marketing programs to build brand equity. It begins by outlining the learning outcomes, which are how a brand's identity is created, choosing brand elements, optimizing the marketing mix to build equity, and understanding the effects of marketing mix actions on brand knowledge.
It then discusses criteria for choosing brand elements like logos and slogans, ensuring they are memorable, meaningful, likable, transferable, adaptable and protectable. Options for brand elements include names, URLs, logos, characters, slogans and jingles. The document also covers packaging and its role in branding.
Finally, it discusses designing marketing programs through a new perspective considering digitalization,
Kotler - Ch9 Brand Equity - Top 10 Concepts
The document discusses key concepts for creating brand equity from chapter 9, including defining brand equity as the added value provided to products and services. It covers customer-based brand equity, the importance of quality over quantity in building brands, components of brand asset valuation, and models for brand identity, resonance, equity drivers, and audits. The summary also discusses managing brand equity through reinforcement and revitalization, and devising branding strategies including extensions and portfolios.
Brand equity
Deviprasad Goenka Management college of Media Studies
http://www.dgmcms.org.in/
Subject:BRAND BUILDING
Lesson 7 : BRAND EQUITY
Faculty Name: Vishal Desai
Brand and brand equity
Brand awareness, perceived quality, brand loyalty, and purchase intention are closely related. High brand awareness leads to a positive brand image and quality evaluation in consumers' minds. This strengthens brand loyalty over time as consumers come to trust and prefer that brand. With greater brand loyalty, consumers have higher purchase intent for that brand and are less likely to switch to competitors. Together, these factors form a cycle that allows brands to build long-term success through committed customers.
Co chapter 9 creating brand equity
The document discusses the concept of brand equity and how it adds value to products and services by influencing how consumers think, feel and act towards a brand. It covers topics like brand elements, brand contact, brand resonance model, and how brands can be leveraged through secondary information and managed through reinforcement, revitalization, and strategic decisions around extensions and portfolios. The document uses examples like ESPN to illustrate brand concepts.
How do marketers identify and analyze competition
This document discusses how to identify and analyze competition. It explains that competitors are products that closely substitute a brand and compete for the same customers. To understand competition, a company should determine what category their brand belongs to and gather information about competitors such as their objectives, motivations, and factors that influence their behavior. The overall goal is to understand existing and potential future competitors to help a brand, especially ones with growth ambitions, enter new markets.
What is a brand and how does branding work
This document discusses the role and scope of branding. It outlines that brands help identify the source of a product, allow customers to assign responsibility for a product, and provide legal protection for firms. Brands also signal a certain level of quality and provide security of future revenues. The document further notes that branding involves identification, responsibility, protection, quality signaling, and future revenue assurance. It concludes by thanking the author for the information on brands.
Brand Study (Identity & Equity) I Brand I Brand Assets I Brand Associates I B...
“Brand equity is described in terms of awareness association (image), attitude (overall quality), attachment (loyalty) and activity (word of mouth).”
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Strategic Brand Management process & Customer-based Brand Equity
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How can a firm develop and establish an effective positioning in the market.pptx
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Ch9 Creating Brand Equity Top 10 Learning Questions
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Brand Study (Identity & Equity) I Brand I Brand Assets I Brand Associates I B...
Brand Study (Identity & Equity) I Brand I Brand Assets I Brand Associates I B...
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Brand Planning
1) The presentation discusses three models for brand planning: the brand positioning model, brand resonance model, and brand value chain model.
2) The brand positioning model describes how to establish competitive advantages in customers' minds. The brand resonance model describes how to create intense customer loyalty. The brand value chain model describes how marketing expenditures create financial brand value.
3) Collectively, these three models provide perspectives to develop branding strategies and tactics to maximize profits and long-term brand equity.
BRANDING: AN IMPORTANT ASPECT OF CONSUMER BUYING BEHAVIOUR TOWARDS BRANDED AP...
Purpose of this study is to deliberate upon the young consumer behaviour towards branded apparel in Jaipur, Rajasthan & to understand concept of branded apparel, to observe brand awareness for different apparel brands, to analyse factors responsible for brand recognition, discover significant factors which persuade a consumer to choose any brand among from available brands; to study factors creating brand association & to analyse how brand loyalty is beneficial to marketers. The study is descriptive in nature based on primary data for analyses of results. A structured questionnaire was formulated using likert scale, multiple grid, multiple choice questions administered to 80 young consumers (Age 15-34 Years) including both males and females varying from professional, businessman, student or job seekers using convenience sampling from different places of Jaipur, Rajasthan. The results were analysed based on demographic profile (work status, age, gender, education and income) which was the subject under study for this paper. This vital information can help the companies in better understanding customer needs & deliver them the products. Today buying has become a delightful experience rather than mere satisfaction. Following the entry of several new brands, the branded segment has grown at 25% annually. This represents a shift from unbranded to the branded segment which is mainly due to factors like, rising income levels of Indians, changing demographics, improvements in standard of living and increasing brand consciousness especially for young consumers in Jaipur, Rajasthan. Thus, marketers should devise attractive consumer strategies to bring more loyalty towards their brands in young consumers to avoid brand shifting. Brand loyal consumers respond positively to a brand changes in terms of price, quality, competition, variety. This study is also useful for the researchers in understanding the entire branding process and how each stage in branding is important to ultimately ensure brand loyalty.
Brand Equity
This document summarizes a marketing presentation about creating brand equity and crafting brand positioning. It discusses key concepts like brand equity, customer-based brand equity, building brand equity through identity, meaning, response and relationships. It also covers choosing memorable, meaningful, likable, transferable, adaptable and protectable brand elements. Other topics include internal branding, the brand value chain, and crafting brand positioning by identifying points of parity and points of difference compared to competitors. Examples are provided for Lifebuoy and Sandalina Sandal Soap brands.
Brand positioning of_automotive_lubrican
The document discusses brand positioning of automotive lubricants in the Indian market. It provides background on brand positioning strategies and defines key concepts. The lubricant market in India is divided between automotive and industrial uses, with automotive as the majority share. Market share of public sector undertakings (PSUs) that dominated in the 1990s has declined from 90% to 58.5% currently as private companies like Castrol have increased their share. The research aims to determine the key attributes of brand positioning that impact consumer purchase decisions of lubricants, in order to help PSUs regain market share by repositioning their brands. A sample of 400 four-wheeler owners in Delhi will be surveyed using convenience sampling.
Brand Management
Brand Management, Brand Equity, Brand Positioning, Brand Name Selection, Brand Sponsorship, Brand Portfolio.
Brand Equity Ppt
The document discusses brand equity and how it is viewed from the perspectives of consumers and manufacturers. It defines brand equity as the added value endowed to products and services through positive consumer perception and experience with the brand over time. This value is reflected in consumer behavior and financial performance for the brand. The document also examines several models for measuring and evaluating brand equity, including brand assets, awareness, loyalty, and consumer perceptions that contribute to brand value. It explores approaches for reinforcing, tracking, and sustaining brand equity over the long run.
Creating Brand Equity
Brands simplify product handling for consumers and signal quality, allowing satisfied buyers to easily purchase again. Branding involves creating meaningful differences between products to convince consumers of those differences. Brand equity is the added value provided by a brand and is reflected in how consumers think of and react to a brand, as well as the prices and profits it commands. Building brand equity involves choosing memorable brand elements, developing integrated marketing activities, and leveraging secondary brand associations. Measuring brand equity assesses the sources and outcomes of the value provided by a brand.
Mediation of brand equity on word of mouth a study with special reference to ...
Brand Equity has been considered as the intervening variable among several antecedents to consequences. This study hypothesized the function of Brand Equity as a mediator between Brand Awareness, Brand Association, Brand Image, Perceived Quality and Brand Loyalty towards Word of Mouth. The results of the study stated that the Brand Equity fully mediated certain antecedents and partially mediated with others. The absence and subsistence of mediation for brand equity among the antecedents and consequences have been proved with respect to the Fashion Industry in India.
Branding garima ahuja,isha singh,gobind raj,mantaj sidhu, 30 oct. 2013
The document discusses various aspects of branding, including the evolution of branding over time, key components of branding like brand equity and brand elements, models for measuring brand equity, and challenges in building brand awareness. It provides examples of how companies develop their brand identity through elements like names, logos, slogans, and positioning strategies. It also outlines the importance of marketing programs and advertising in creating brand value and equity with customers.
Brand equity.docx
This document discusses brand equity and how it is created and measured. It defines brand equity as the total value provided by a brand and discusses how brands can build equity through strong brand awareness, positive customer perceptions and associations, loyalty, and experience. It provides examples of brands with high equity like Apple, Coca-Cola, and Porsche. Brand equity is measured using tools that assess brand strength, differentiation, relevance, esteem and knowledge. Developing strong, favorable and unique brand associations over time is key to building brand equity.
International Journal of Business and Management Invention (IJBMI)
International Journal of Business and Management Invention (IJBMI) is an international journal intended for professionals and researchers in all fields of Business and Management. IJBMI publishes research articles and reviews within the whole field Business and Management, new teaching methods, assessment, validation and the impact of new technologies and it will continue to provide information on the latest trends and developments in this ever-expanding subject. The publications of papers are selected through double peer reviewed to ensure originality, relevance, and readability. The articles published in our journal can be accessed online.
A Study of Consumers Buying Behaviour in reference to Brand Positioning
Brand positioning is to do something with the company’s products and
services offerings to its existing as well as prospective customers, for the
placement of brand in customer’s mind and to create a space for brand
according to customer’s expectations in market. Marketers understand the
needs of consumers to own a product of a brand for tangible and intangible
reasons. So, consumer’s buying behaviour and brand positioning is very
crucial area of research and development for marketers. This story shows
the effects of the consumer’s buying behaviour on brand positioning. It also
reveals the effects of demographic factor on consumer’s buying behaviour
Br 2
This document discusses models for understanding customer relationships with brands. It addresses how customers choose brands based on their values and the brand's perceived attributes and benefits. A key model shows brand choice being influenced by functional, conditional, social, emotional, and epistemic values. The document also discusses developing relationships with customers that reinforce a brand's values through trust, cooperation, friendliness and social orientation. Building strong brand knowledge with high awareness and a positive brand image are seen as important for creating customer-brand relationships and brand equity.
“A DESCRIPTIVE STUDY OF BRAND IMAGE AND CONSUMER PERCEPTION ON CONSUMER LOYAL...
“A DESCRIPTIVE STUDY OF
BRAND IMAGE AND CONSUMER PERCEPTION ON CONSUMER LOYALTY AND
PREFERENCE TOWARDS A BRAND: PATANJALI AYURVEDA LTD”- questionnaire based survey
“SIGNIFICANCE OF BRAND: JAGUAR”
A PROJECT REPORT
ON
“SIGNIFICANCE OF BRAND:
JAGUAR”
PREPARED BY:
JITENDRA RAMESH SANGLE
PROJECT GUIDE:
PROF. RAJEEV DEO
BRIHAN MAHARASHTRA COLLEGE OF COMMERCE, PUNE- 04
(A PROJECT REPORT SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENT OF BACHELOR OF BUSINESS ADMINISTRATION DEGREE COURSE BY UNIVERSITY OF PUNE)
Consumer Behaviour
1. The document discusses a research study on the influence of brand name on consumer decision making when purchasing cars. It outlines the objectives to understand consumer decision processes when buying cars and the impact of brand name.
2. The literature review discusses past studies that found brand names influence consumer choices, with consumers preferring well-known brands over unknown brands.
3. The proposed study will use a questionnaire survey of 50 respondents to examine the relationship between brand image and consumer buying behavior factors like quality consciousness, price consciousness, and customer motives. The goal is to analyze how brand name impacts the consumer decision process.
What Is Branding?
This question has always intrigued me and have decided to use a few famous quotes to get the point across..
Management of a Retail brand
1. Brand management includes analyzing how a brand is positioned in retail and maintaining its reputation.
2. Brand equity represents the added value provided to a product from past marketing investments. It links past brand performance to future brand actions.
3. Successful retail branding ensures stable long-term demand, better margins, product differentiation, trust in fulfillment of expectations, and protection from competition.
Brand 2.pptx
This document discusses customer-based brand equity (CBBE) and how to establish strong brand positioning. It defines CBBE as the differential effect that brand knowledge has on consumer response to marketing for that brand. Brand equity can be positive if consumers react more favorably to a branded product, or negative if they react less favorably. The document outlines how to measure brand awareness and image as components of brand knowledge that drive brand equity. It also provides guidelines for identifying the target market and competitors to determine appropriate points of parity and points of difference for brand positioning. Overall the document provides a framework for understanding how to analyze brands from the consumer perspective and strategically position a brand.
Mm.08.10 deleted
The document provides an overview of branding and brand equity. It defines what a brand is, the roles of brands, and how branding works to differentiate products, simplify product handling, and provide legal protection. It also defines brand equity as the added value provided to products due to brand knowledge and outlines several models for measuring and managing brand equity, including how brand equity is built through brand elements, marketing activities, and secondary associations.
Similar to What is brand equity (20)
BRANDING: AN IMPORTANT ASPECT OF CONSUMER BUYING BEHAVIOUR TOWARDS BRANDED AP...
BRANDING: AN IMPORTANT ASPECT OF CONSUMER BUYING BEHAVIOUR TOWARDS BRANDED AP...
Mediation of brand equity on word of mouth a study with special reference to ...
Mediation of brand equity on word of mouth a study with special reference to ...
Branding garima ahuja,isha singh,gobind raj,mantaj sidhu, 30 oct. 2013
Branding garima ahuja,isha singh,gobind raj,mantaj sidhu, 30 oct. 2013
International Journal of Business and Management Invention (IJBMI)
International Journal of Business and Management Invention (IJBMI)
A Study of Consumers Buying Behaviour in reference to Brand Positioning
A Study of Consumers Buying Behaviour in reference to Brand Positioning
“A DESCRIPTIVE STUDY OF BRAND IMAGE AND CONSUMER PERCEPTION ON CONSUMER LOYAL...
“A DESCRIPTIVE STUDY OF BRAND IMAGE AND CONSUMER PERCEPTION ON CONSUMER LOYAL...
More from Sameer Mathur
Final assignment
created by ROHAN GUPTA in an Internship under
Proff Sameer Mathur, Marketing Proffessor, IIM Lucknow
Creative that cracks the code
The document discusses the benefits of exercise for mental health. Regular physical activity can help reduce anxiety and depression and improve mood and cognitive function. Exercise causes chemical changes in the brain that may help protect against mental illness and improve symptoms.
Preserve the Luxury or Extend the Brand
Château de Vallois produces luxury wines and is deciding whether to preserve its luxury brand or expand into more affordable wines. It currently produces a premium Grand Vin for €1000 per bottle and a second label Pouillé for €100. Younger consumers are being priced out of luxury French wines. One option is to introduce an affordable €20-25 branded wine while keeping it separate to maintain exclusivity. However, this could damage relationships with merchants and tradition. The stakeholders disagree on the approach with the son preferring tradition and granddaughter favoring expansion. Both maintaining profits and market share must be considered in the decision.
Gino SA - Distribution Channel Management
Gino SA is a burner manufacturer considering expanding into the Chinese market. It currently distributes products through distributors who are resistant to some changes. A key customer, Feima Boiler, approached Gino directly for a better price as an OEM rather than through the distributor Jinghua. The best solution is to lower prices to Jinghua so it can offer discounts to Feima, avoiding upsetting the distribution channel. Breaking the channel could lose dealers, so an exception for industrial products may be negotiated while focusing on long-term benefits and relationships over immediate profits.
Gina SA Distribution Channel Management
Gino SA is a large burner manufacturer looking to expand its business in China, where it currently sells through distributors, but one distributor's largest customer, Feima Boiler, wants to deal directly with Gino as an OEM. However, granting Feima OEM status could undermine Gino's distributor relationship, so the best solution is to keep Feima loyal to the distributor while lowering transfer prices to the distributor to allow for discounts to Feima.
Goodyear : The aquatred launch
- Goodyear is a major tire manufacturer with a global presence and over 100,000 employees.
- The passenger tire market consists of replacement tires (65% of revenue) and original equipment manufacturer tires (35% of revenue).
- Goodyear wanted to launch the new Aquatred tire to target value-oriented and quality-focused customers and revitalize its brand.
- It planned a major launch campaign during the 1992 Winter Olympics with a $21 million budget.
A brand is forever a framework for revitalizing declining and dead brands
Brand decline and death can be reversed through strategic revitalization efforts. There are three key steps: 1) Assess whether the brand can regain former levels of awareness and differentiate itself again. 2) Reposition the brand through investment and educating consumers on its new uniqueness. 3) Address past mismanagement by rebuilding quality, resisting overuse of the brand, and clearly defining the target market. Overall success requires a long-term perspective and commitment to the revitalization process.
Gino sa distribution channel management case study
Created by ROHAN GUPTA, IIT (BHU) Varanasi, during an internship by Prof. SAMEER MATHUR, IIM Lucknow www.iiminternship.com
What are the major trends with marketing intermediaries?
Major trends in marketing intermediaries include book stores combining with coffee shops and petrol pumps adding food stores. Large retailers like Walmart, Gap, and Delhaize are also integrating multiple product types. Another trend is the growth of shopper marketing which aims to influence customers during the actual purchase through in-store promotions, displays, and other tactics.
What marketing decisions do these marketing intermediaries make ?
This document discusses various marketing decisions made by intermediaries, including product assortment, advertising, and distribution channels. It provides examples of different types of product assortment strategies like narrow/shallow, narrow/deep, broad/shallow, and broad/deep. The document also discusses inventory management techniques like RFID tracking and direct product profitability analysis. Additionally, it covers factors considered for order processing, warehousing location, and shipping methods.
What marketing strategies are appropriate at each stage of the product life c...
The document discusses the product life cycle and appropriate marketing strategies at each stage. It identifies four stages: introduction, growth, maturity, and decline. In the introduction stage, sales are slow and profits non-existent. Marketing strategies focus on building awareness, using cost-plus pricing, and conducting trials. In the growth stage, rapid market acceptance and substantial profits occur, and strategies shift to penetrating pricing, product extensions, and intensive distribution. During maturity, sales growth slows as competition increases and profits stabilize or decline, so strategies diversify brands and items, match competitors' prices, and encourage brand switching through emphasizing differences. Finally, in decline, sales drift downward and profits erode, so strategies phase out weak products and un
How should marketers adjust their strategies and tactics for an economic down...
The document provides 5 ways for marketers to adjust their strategies during an economic downturn or recession. These include: 1) increasing marketing expenditure to boost revenue and profits, 2) getting closer to customers to better understand their needs, 3) reviewing budget allocations to cut underperforming distributors and incentivize top sellers, 4) putting forth compelling value propositions rather than price reductions which are a mistake, and 5) fine-tuning brand and product offerings such as having luxury brands and lower-priced brands.
How can market leaders expand the total market and defend market share?
This document discusses strategies for market leaders to expand total market demand and defend market share. It outlines three ways to attract new customers: market penetration, new market segments, and geographical expansion. It also discusses two ways to increase usage: communicating advantages to increase frequency or amount of consumption, and identifying new applications. Finally, it discusses two approaches to protecting market share: proactive marketing through innovative capabilities and future vision, and defensive marketing such as reducing attack probability and diverting threats.
Change in marketing management
Major societal forces driving change in marketing management include the rise of network information technology, globalization, deregulation, heightened competition, industry convergence, and shifts in consumer buying power, access to information, participation, and resistance. Companies must develop capabilities to engage consumers via mobile marketing and new digital channels in order to adapt to these changes in the industry environment and consumer behaviors.
Core marketing concepts
This document discusses key marketing concepts like needs, wants, desires, segmentation, targeting, positioning, offerings, brands, value and satisfaction. It covers different marketing channels including communication, distribution, and service channels. It also discusses competition and the marketing environment. The document is a presentation on marketing for transport, banking, and insurance services that was created by Anubhab Mondal during an internship under Prof. Sameer Mathur at IIM Lucknow. It provides credits and sources for images at the end.
Importance of marketing
Marketing is important for firms to prosper and survive by introducing more demand for goods and bringing about new products and services. This leads to the production of new goods and services which creates more jobs. Effective marketing also helps firms create a strong brand and loyal customer base while promoting socially responsible activities.
Importance of marketing
Marketing is important for firms to prosper and survive by introducing more demand for goods and bringing about new products and services. This leads to the production of new goods and services which creates more jobs. Effective marketing also helps firms create a strong brand and loyal customer base while promoting socially responsible activities.
how can we improve service quality ?
The document discusses factors that influence customer satisfaction and switching behavior for services. It identifies the top factors that lead customers to switch as pricing, inconvenience, core service failures, service encounter failures, response to service failures, competition, and ethical problems. It also discusses models for determining the five key determinants of service quality: reliability, responsiveness, assurance, empathy, and tangibles. The document notes that increasing customer expectations of what a firm will deliver and decreasing expectations of what a firm should deliver can both improve perceptions of overall service quality according to tests of the dynamic process model. It provides examples of self-service technologies that can be incorporated, such as ATMs, self-service gas pumps, and customization of products.
How do we define and classify services , and how do they differ from goods ?
This document defines and classifies services and how they differ from goods. It discusses how services are intangible performances offered from one party to another without ownership transfer. Services are then classified into five typical offerings ranging from pure tangible goods to pure services. The key differences between services and goods are discussed as the intangibility, inseparability, variability, and perishability of services compared to the tangible nature of goods. The document was created by Eldhose Alias during an internship with Professor Sameer Mathur at IIM Lucknow.
How can companies be responsible social marketers
This document discusses how companies can practice socially responsible marketing for long-term success. It recommends that companies ensure legal and ethical behavior, exercise social conscience with customers, and meet needs without harming future generations. Examples are given of top firms that demonstrate social responsibility through contributions to education and health. Cause-related marketing is also discussed as linking a firm's contributions to a cause with customer transactions.
More from Sameer Mathur (20)
A brand is forever a framework for revitalizing declining and dead brands
A brand is forever a framework for revitalizing declining and dead brands
Gino sa distribution channel management case study
Gino sa distribution channel management case study
What are the major trends with marketing intermediaries?
What are the major trends with marketing intermediaries?
What marketing decisions do these marketing intermediaries make ?
What marketing decisions do these marketing intermediaries make ?
What marketing strategies are appropriate at each stage of the product life c...
What marketing strategies are appropriate at each stage of the product life c...
How should marketers adjust their strategies and tactics for an economic down...
How should marketers adjust their strategies and tactics for an economic down...
How can market leaders expand the total market and defend market share?
How can market leaders expand the total market and defend market share?
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How do we define and classify services , and how do they differ from goods ?
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What is brand equity
- 1. What is What is brand equity? Rohan Gupta IIT (BHU) Varanasi
- 2. ? Brand Equity is the added value endowed on product and services. It is reflected in the way consumer think, feel, and act with respect to the brand, as well as in the prices, market share, and profitability the brand commands.
- 4. There are large number of brands to Choose from
- 5. ? Brand Equity arises from difference in customer response to different brands. If a customer reacts more favourably to a product when the brand is identified then it is known as Positive Customer based Brand Equity. Under the same circumstances if a customer react less favourably then it is known as
- 6. Brand Equity is reflected in perception,
- 7. ? Brand Promise It is the marketer’s vision of what the brand must do for consumers
- 10. Brandz
- 11. 1.What is brand equity? 2.Brand promise 3.Brand Equity Models
- 13. Created by ROHAN GUPTA, IIT (BHU) Varanasi, during an internship by Prof. SAMEER MATHUR, IIM Lucknow www.iiminternship.com