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Brand equity represents a condition in which the
consumer is familiar with the brand and recalls
some favourable, strong and unique brand
associations. Hence, there is a differential effect
of brand knowledge on consumer response to
the marketing of a brand.

  
he set of associations and behaviour on the
part of a brand's customers, channel
members and parent corporation that permits
the brand to earn greater volume or greater
margins than it could without the brand
name is called as Brand Equity.
   

 á 
he aggregation of all accumulated attitudes
and behavior patterns in the extended minds
of consumers, distribution channels and
influence agents, which will enhance future
profits and long term cash flow.
 




—anagers of brands choose between taking
profits today or storing them for the future,
with brand equity being the ``. . . store of
profits to be realised at a later date.''
 á 

Brand Equity is the added value endowed on
products and services. It may be reflected in the
way consumers think, feel and act with respect
to the brand, as well as in the prices, market
share and profitability the brand commands for
the firm.
  
he potential strategic contributions and
benefits that a brand can make to a company.

 
Brand equity involves the value added to a
product by consumers' associations and
perceptions of a particular brand name.
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a set of brand assets and liabilities
linked to a brand
 
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Brand Loyalty
Brand Awareness
Perceived Quality
Brand Associations
=

 
Brand loyalty is a measure of the
attachment that a customer has to a brand.

It reflects how likely a customer will be to switch to

another brand, especially when that brand makes a
change, either in price or in product features.
 ( c &
]ommitted Buyer
Likes the Brand - ]onsiders it a Friend
Satisfied Buyer With Switching ]osts
Habitual Buyer - No Reason to ]hange
Switchers / Price Sensitive

Indifferent ʹ No Brand Loyalty

—easuring Brand Loyalty
ͻ Purchase Behavior Patterns
ͻ Switching ]ost Analysis
ͻ Satisfaction —easurement
Strategic Value of Brand Loyalty
ͻ Reduce marketing cost
ͻ rade (channel distribution) leverage
ͻ Attracting new customers
 Enhancing
Brand Loyalty
ͻ reat the customer right
ͻ Stay close to the customer
ͻ —easure/manage customer
satisfaction
ͻ ]reate switching cost
ͻ Provide extras
  )*


the ability of a potential buyer
to recognize or recall that a
brand is a member of a certain
product category
Brand Awareness Hierarchy

op of —ind
Brand Recall
Brand Recognition
Unaware of Brand
Brand Awareness Hierarchy

op of —ind
Brand Recall
Brand Recognition
Unaware of Brand
 How to Achieve
Brand Awareness
Be different, memorable
Involve a slogan or jingle
Symbol exposure
Publicity
Event sponsorship
Perceived Quality

he customer's perception of the overall quality or

superiority of a product or service with respect to
its intended purpose, relative to alternatives.
Perceived quality is a perception by customers.
he Value of Perceived Quality
ͻ Reason-to-Buy
ͻ Differentiate/Position
ͻ A Price Premium
ͻ ]hannel —ember Interest
ͻ Brand Extensions
  ) 
A brand association is anything
"linked" in memory to a brand.

hus, —cDonald's could be linked to a

character such as Ronald —cDonald, a
consumer segment such as kids, a feeling such
as having fun, a product characteristic such as
service, or a symbol such as the Golden Arches.
 he Value of Brand
Associations

ͻ Differentiate/Position
ͻ Reason-to-Buy
ͻ ]reate Positive
Attitudes/Feelings
ͻ Basis for Extensions
 /0
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Expand market for white spirits and build Bacardi as the market
leader in that segment
Develop top-of-mind salience for the brand amongst customers
& consumers
Provide —erchandising & Promotion solutions on a turnkey
basis
 12)1 34

Developed merchandising strategy

and calendar of events to enhance
brand salience, generate trials and
product sales

Product launch functions :

On-premise Presence
Retail In-store Presence & Signage
]onsumer Promotions
Sponsored events
=
= 

 ¢


Partnered Bacardi for successful

brand launch in India, to make it a
top-of-mind recall brand

Enhanced presence for Bacardi in 3000 outlets,

across channels

Bacardi merchandising & promotions set the benchmarks and

standards, not only for the category, but also for the industry
  


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building block, brand resonance, occurs when
all the other core brand values are completely
͞in sync͟ with respect to consumers͛ needs,
wants, and desires.
ý hus the true measure of the strength of a
brand depends on how consumers think, feel,
and act with respect to that brand.