1 / 12

Brand equity

Brand equity. THE CONCEPT OF BRAND EQUITY. The brand equity concept stresses the importance of the brand in marketing strategies.

ira
Download Presentation

Brand equity

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript


  1. Brand equity

  2. THE CONCEPT OF BRAND EQUITY • The brand equity concept stresses the importance of the brand in marketing strategies. • Brand equity relates to the fact that different outcomes result in the marketing of a product or service because of its brand name, as compared to if the same product or service did not have that name.

  3. Creating brand equity • When you buy a brand, you are actually buying a belief. • Every brand signifies certain quality, performance, value and satisfaction • The value of a Brand can be increased by creating: • Strong • Favorable and • Unique brand associations

  4. CUSTOMER BASED BRAND EQUITY • Building a strong brand according to CBBE involves a series of 4 steps as part of a “branding ladder” • A strong brand is also characterized by a logically constructed set of 6 brand “building blocks.” • Identifies areas of strength and weakness • Provides guidance to marketing activities

  5. CUSTOMER-BASED BRAND EQUITY PYRAMID 4. BRAND RELATIONSHIPS = What about you & me? RESONANCE 3. BRAND RESPONSE = What about you? FEELINGS JUDGMENTS 2. BRAND MEANING = What are you? PERFORMANCE IMAGERY 1. BRAND IDENTITY = Who are you? SALIENCE

  6. Sub-Dimensions of CBBE Pyramid LOYALTY ATTACHMENT COMMUNITY ENGAGEMENT WARMTH FUN EXCITEMENT SECURITY SOCIAL APPROVAL SELF-RESPECT QUALITY CREDIBILITY CONSIDERATION SUPERIORITY PRIMARY CHARACTERISTICS & SECONDARY FEATURES PRODUCT RELIABILITY, DURABILITY & SERVICEABILITY SERVICE EFFECTIVENESS, EFFICIENCY, & EMPATHY STYLE AND DESIGN PRICE USER PROFILES PURCHASE & USAGE SITUATIONS PERSONALITY & VALUES HISTORY, HERITAGE, & EXPERIENCES CATEGORY IDENTIFICATION NEEDS SATISFIED

  7. Salience Dimensions • Depth of brand awareness • Ease of recognition & recall (Thanda matlab…) • Strength & clarity of category membership • Breadth of brand awareness • Purchase consideration • Consumption consideration Tax-savings instruments

  8. Performance Dimensions • Primary characteristics & supplementary features • Product reliability, durability, and serviceability • Service effectiveness, efficiency, and empathy • Style and design • Price

  9. Imagery Dimensions • User profiles • Demographic & psychographic characteristics • Actual or aspirational • Group perceptions -- popularity • Purchase & usage situations • Type of channel, specific stores, ease of purchase • Time (day, week, month, year, etc.), location, and context of usage • Personality & values • Sincerity, excitement, competence, sophistication, & ruggedness • History, heritage, & experiences • Memories

  10. Judgment Dimensions • Brand quality • Value • Satisfaction • Brand credibility • Expertise • Trustworthiness • Likability • Brand consideration • Relevance • Brand superiority • Differentiation

  11. Feelings Dimensions • Warmth • Fun • Excitement • Security • Social approval • Self-respect

  12. Resonance Dimensions • Behavioral loyalty • Frequency and amount of repeat purchases • Attitudinal attachment • Love brand (favorite possessions; “a little pleasure”) • Proud of brand • Sense of community • Kinship • Affiliation • Active engagement • Seek information • Join club • Visit web site, chat rooms

More Related