By:

RAGHAVENDRA KALAL
ANAND BELLALI
MADHUSUDHAN RAJOLI
SAGAR
A basic premise of brand equity is that the
power of a brand lies in the minds of
consumers and what they have experienced
and learned about the brand over time.
Brand equity can be thought of as the "added
value" endowed to a product in the thoughts,
words, and actions of consumers.
 Qualitative techniques

 Quantitative techniques

 Comparative methods

 Holistic methods
 Free Association

 Projective Techniques

 Brand Personality and Value

 Experiential Methods
 It involves free association tasks whereby
subjects are asked what comes to mind when
they think of the brand without any more
specific probe or cue than perhaps the
associated product category.
 The primary purpose of free association tasks
is to identify the range of possible brand
associations in consumers’ mind.
 It also provide some rough indication of the
relative strength, favorability, and uniqueness
of brand associations.
 Projective techniques are diagnostic tools to
uncover the true opinions and feelings of
consumers when they are unwilling or otherwise
unable to express themselves on these matters.
 The idea behind projective techniques is that

consumers are presented with an incomplete

stimulus and asked to complete it or given an
ambiguous stimulus that may not make sense in
and of itself and are asked to make sense of it.
In doing so, the argument is that consumers will
reveal some of their true beliefs and feelings.
 Brand personality is the human
characteristics or traits that can be attributed
to a brand. Brand personality can be
measured in different ways.

 Brandpersonality also can be assessed more

quantitatively through adjective check-lists or
ratings.
 It is used to improve the effectiveness of the
qualitative approaches by doing research in
the consumers natural environment.
 By tapping more directly into consumer actual

home, work, or shopping behaviors ,

researchers might be able to elicit more
meaningful responses from consumers.
 Qualitative measures are useful to identify
the range of possible associations to a brand
and their characteristics in terms of strength,
favorability, and uniqueness
 Quantitative research typically employs
various types of scale questions so that
numerical representations and summaries
can be made.
 To better assess the depth and breadth of

brand awareness.
 Awareness

 Image

 Brand Responses

 Brand Relationships
Brand awareness is related to the strength of the
brand in memory, as reflected by consumers'
ability to identify various brand elements (i.e.,
the brand name, logo, symbol, character,
packaging, and slogan) under different
conditions. Brand awareness relates to the
likelihood that a brand will come to mind and
the ease with which it does so given different
type of cues.
 Recognition

 Recall
1. A-I--S

2. K--G--SH--

3. GO-D FL--E

4. P-R-E

5. N_K_
Brand imagery deals with the extrinsic properties
of the product or service, including the ways in
which the brand attempts to meet customers’
more psychological or social needs. Brand
imagery is how people think about a brand
abstractly rather than what they think the brand
actually does. Thus, imagery refers to more
intangible aspects of the brand. All different
kinds of intangibles can be linked to a brand, but
five categories can be
1. Lower- level consideration.
2. Higher- level consideration.
All different kinds of intangibles can be linked
to a brand, but five categories can be
highlighted:
i. User profiles.
ii. Purchase situations.
iii.Usage situations.
iv. Personality and values.
v. History, heritage, and experiences.
 The purpose is to find out how consumers
combine more specific, lower level
considerations about the brand in their minds
to form different types of brand responses.
 Purchase Intentions
 Action: buying for own use or to give as gift
Target: specific type of product and brand
Context: in what store?, at what prices?, etc.
Time: within a week, month or a year
 Behavioral loyalty
 Attitudinal attachment
 Sense of community
 Brand substitutability
 Brand-Based Comparative Approaches

 Marketing-Based Comparative Approaches

 Conjoint Analysis
As a means of measuring the outcomes of
brand equity, brand-based comparative
approaches hold the marketing activity under
consideration fixed and examine consumer
response based on changes in brand
identification.
 Marketing-based comparative approaches hold the
brand fixed and examines consumer response
based on changes in the marketing program.

 Marketing-based comparative approaches can be

applied in other ways. Consumer response to
different advertising strategies, executions or
media plans can be assessed through multiple test
markets.
Conjoint analysis is a survey-based
multivariate technique that enables marketers
to profile the consumer buying decision
process with respect to products and brands
(Green & Srinivasan, 1978, 1990).
Specifically, by asking consumers to express
preferences or make choices among a
number of carefully designed different
product profiles.
 Holisticmethods attempt to place an overall value of
the brand in either abstract utility terms or concrete
financial terms.

 Therefore holistic methods attempt to assess the unique

contribution of the brand.
 Residual Approaches

 Valuation Approaches
 The residual approach which examines the value of
the brand by subtracting consumers preference for
the brand (based on physical product attributes alone)
from the over all brand preference.
 Residual approaches provide a useful benchmark for
interpreting brand equity, especially when
approximations of brand equity or financially
orientated perspectives are required.

 The disadvantage of residual approaches is that they

are most appropriate for brands with a lot of product
related attribute associations.
 Thevaluation approach places a financial
value on brand equity for accounting
purposes

 Putting a specific value on brands may be

useful for
1. Mergers and acquisitions
2. Branding licensing
3. Fund raising.
4. Brand management decisions