BRAND EQUITY

INTRODUCTION
Brand equity is the added value that endowed
to products and services.
It may be reflected in how consumers think,
feel, and act with respect to the brand.
CUSTOMER BASED BRAND
EQUIITY

POSITIVE CUSTOMER NEGATIVE CUSTOMER

BASED BRAND EQUITY BASED BRAND EQUITY
 SOURCES OF BRAND EQUITY

BRAND AWARENESS
Brand Recognition
Brand Recall
BRAND ASSOCIATION
Strength of Brand Association
Favorability of Brand Association
Uniqueness of Brand Association
 MEASURING BRAND EQUITY
Two basic approaches to measure Brand Equity:

Indirect Approach
Assesses Potential sources of
Brand Equity
Direct Approach
Assesses Actual impact of Brand
knowledge
 Assess the health of the brand
Suggests ways to improve
Brand Audits Includes Brands mission , vision , Promise , values,
position , performance

Brand Uses Brand Audit as input to collect Quantitative data

Provides consistent and baseline information about
Tracking how Brands & Marketing programs are performing

studies Helps to create Brand Value

Brand Concerning about total estimate of the financial value

of the brand
Valuation
 BRAND VALUE CHAIN

Assess the sources and outcomes of the

Brand Equity and the manner in which
Marketing activities create Brand.
BVC process begins when firm invests in a
marketing program targeting actual or
potential customers.
It has 4 value stages with 3 multipliers.
 MANAGING BRAND EQUITY

BRAND REINFORCEMENT
Brand needs to reiterate, remind & reinforce
itself to the customers
By conveying the brands meaning in terms of :
What product represents
How Brand is superior than other brands
Marketers must introduce new ways to satisfy
the target consumers
 It can be done through :
Advertising:
Vodaphone came up ZooZoo campaign to
promote their offers & value added services.
Promotion :
Rewarding customers, providing additional
incentive encourage them to maintain bond with
brands.
Visual Merchandising :
Store display, window display are vital
communication tools that can guide customers
towards making a purchase.
 Dabur, 4th largest FMCG company
In 2003 they changed their logo with a tag line
of Celebrate Life.
This makes the statement more clear that
Dabur has healthcare division.

In order to Reinforce Brand, Marketers must introduce new

techniques or new products to satisfy Target Customers
 BRAND REVITALIZATION
A strategy to recapture lost sources of Brand
Equity and identify and establish new sources of
Brand Equity.
Revitalization deals with brands that once
performing well & could not able to maintain
the same performance.
Less costly & Less risky than introducing a new
brand.
Airtel and Videocon revitalize itself and come up
with its new identity