RohitNSIT Delhi

Brand Equity

Brand Equity is the added value endowedon products and services.

Customer-Based Brand Equity

Customer -based approaches view it from the perspective of thecustomer and recognize that the power of a brand lies in whatcustomers have seen, read, heard, learned, thought and felt aboutthe brand over time.

3 key ingredients ofCustomer-based brand equity

1

Brand equity arises from differences in consumerresponse

2

Differences in response are a result of consumer’sbrand knowledge, thoughts, feelings, images and beliefsassociated with the brand

3

Brand equity is reflected in perceptions, preferences andbehavior related to marketing of a brand

Band Equity Promise

It is the marketer’s vision of what the brand

must be and do for consumers

The company has consistently maintained the brand’skey promise of health over the yearsand yet introduced several variants

Brand Equity Models

BRANDASSET VALUATOR

Advertising agency Young and Rubicam (Y&R)developed this model of brand equity.Its four key components are:

• Energized Differentiation• Relevance• Esteem• Knowledge

BrandAsset ValuatorModel

BRANDZ

Marketing research consultants Millward Brown and WPPdeveloped this model of brand equity.According to this model equity follows a series of steps:

• Presence• Relevance• Performance• Advantage• Bonding

Brand Dynamics Pyramid

BRAND RESONANCE MODEL

Creating significant brand equity requires reaching the topof the brand pyramid.

• Brand salience• Brand performance• Brand imagery• Brand judgement• Brand feeling• Brand resonance

Brand Resonance Pyramid

Presentation created by:Rohit, NSIT Delhi

During an internship by:

Prof. Sameer Mathur, IIM Lucknowwww.IIMInternship.com