BRAND EQUITY

Earning wealth and recognized through the power of brand name or symbol.

ASHWATH P.PRADIP KUMAR BISWAS

Development of Marketing

• Customer Marketing

1950

• Industrial marketing

1960s

• Non-profit and Societal Marketing

1970s

• Service Marketing

1980s

• Relationship Marketing

1990s

• The future of Marketing

2000s

BRAND EQUITY

A brand is a name or symbol used to identity thesource of the product. The brand can addsignificant value when it is well recognized andhas positive associations in the mind of theconsumer. This concept is known as brand equity.

NEED FOR BRAND EQUITY

Values of brand equity ?

Value to the customer ?

Value to the firm ?

PERSPECTIVES OF BRAND EQUITY

Financial

Brand extension

Consumer based

Brand is an intangible asset that produces addedbenefits for the business. This is the domain ofstrategic brand management : how to create valuewith brand management.

STAGES IN DEVELOPING BRAND EQUITY

Introduction

Elaboration

Fortification

“If these business were split up I would give you the landand the bricks and mortar and I would take the brand andthe trade mark and I would fare better than you”

- JOHN STUART

BRANDING STRATEGIES

1. Single brand identity

2. Umbrella strategy

3. Multi – brand categories

4. Family of names strategy

ASPECTS OF BRAND EQUITY

Brand

Brand awareness

Brand association

Brand loyalty

Brand position

Brand proposition

Brand equity

MEASURING BRAND EQUITY

• Loyalty (price premium, satisfaction).

• Perceived quality (popularity).

• Association (brand personality, organizational association).

• Awareness (brand awareness).

• Market behavior (market share).

CUSTOMER BASED BRAND EQUITY PYRAMID

BRAND RESONANCE

BRAND OPINION

BRAND UNDERSTANDING

BRAND AWARENESS

BUYER CLIENT BASED

POTENTIAL MARKET

BENEFITS OF BRAND EQUITY

Predictable income stream - Increases cash flow - Brandequity is an asset - Improved perception - customerloyalty - competitive marketing actions - Less marketingcrisis - Larger margins - brand extension opportunities.

LIMITATIONS OF BRAND EQUITY

Failure to live up to the brand promise - support thebrand - control over the brand - improper balancing ofconsistency and change in the brand .

Brand equity for products with short product life cycle

PRODUCT LIFE CYCLE

CHALLENGES FACED BY THE COMPANY

4 Ps of Marketing.

Time factor.

Changing consumer preferences.

Competition.

Uncertainty.

Hype and curiosity.

Pricing strategies.

BUILDING BRAND EQUITY THROUGH ADVERTISEMENTS

Potential to build the brand in long term to develop

or to reinforce brand equity.

Brand health depends on three factors which is

known as brand health.

Consumer perception on five dimensions.

Is equity drives the brand, what drives the equity ?

Equity measures and ad recall (high, middle, low).

“Challenge for marketer is ensuring that customer have the right type of experience with products, service and their accompany marketing programmes, so on becoming linked to the brand.”

QUESTIONS PLEASE