Brand Equity-Branding

What is a brand and how does branding work

What is brand equity
How is brand equity built,measured and
managed
What are the important decisions in
developing a branding strategy

Branding is endowing products and

services with the power of a brand.
Its all about creating differences
between products.

Marketing need to teach consumers who the

products is-by giving it a name and other brand
elements to identify it-as well as what the
product does and why consumers should care

Brand equity - It is 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 price, market share and
profitability the brand commands
for the firm.

Customer based Brand

equity-It is the differential
effect the brand
knowledge has on
consumer response to the
marketing of that brand.

Brand Equity as a bridge

A brand promise is the marketers vision of

what the brand must be and do for the
consumers.

Consumers knowledge is what drives the

differences that manifest themselves in brand
equity. In an abstract sense,we can think of
brand equity as providing marketers with a
vital strategic bridgefrom their past to their
future.

Brand Equity Models

Aaker Model
Aaker maintains that the identity should be
differentiating on some dimensions, suggest
parity on others, resonate with customers,
drive brand building programs reflect the
culture and strategy of the business and be
credible.

Brand Reasonance Model

Brand salience : is how often and how easily customers think of

the brand under various purchase or consumption situation.

Brand Performance : is how well the product or services meets

customers financial needs

Brand imagery: describes the extrinsic

properties of the product or service, including
the ways in which the brand attempts to
meet the customers psychological or social
needs.
Brand judgement: Focus on customers own
personal opinions and evaluations
Brand feelings: are customers emotional
responses and realtions with respect to the
brand.
Brand reasonance: refers to the nature of the
relationship customers have with the brand
and the extent to which they feel theyre in

Building brand equity

Right brand knowledge

The initial choice for the brand elements or

identities making up the brand.

The product and service and all accompanying

marketing activities and supporting marketing
programs.

Other associations indirectly transferred to the

brand by linking it to some other entity.

Choosing brand elements

Memorable
Meaningful
Likeable
Transferable
Adaptable
Protect-able

Brand contact is any information-bearing experience

whether positive or negative, a customer or prospect
has with the brand, the product category, or the market
that relates to the marketers product or services

Designing holistic marketing activities

Personalization-ensuring that the brand and
its marketing are as relevent as possible to as
many as customers.
Integration-mixing and matching marketing
activities to maximize their individual and
collective efforts.
Internalization-ensuring employees and
marketing partners understand basic branding
notion and know how they can help brand
equity.

Leveraging secondary association

Burton makes snowboards as well as ski

boots, binding, clothing and outerwear.
Decided to introduce a new surfboard called
the dominator

Measuring brand equity

Branding value chain: Is a structured approach to assessing
the sources and outcomes of brand equity and manner in
which marketing activities create brand value.

Brand Revitalizations

Brand
revitalizations- a
strategy to
recapture lost
sources of brand
equity and identify
and establish new
sorces of brand
equity. This may
include product
modification or
brand
repositioning

Brand Extensions
Brand extensionorbrandstretching is a
marketing strategy in which a firm marketing
a product with a well-developed image uses
the samebrandname in a different product
category.

Brand Portfolio
When large businesses operate under multiple differentbrands,
services and
companies, abrand portfoliois used to encompass all these entities
under
one umbrella. Often, each of thesebrandshas its own separate
trademarks
and operates as an individual business entity .
Flankers-Extension

of an existing brand to create another product or

brand with increased market share.

Cash

cows-Acash cowis a product with a high market share in a low

or no growth industry. 'Cash cow' is a designator from theportfolio
matrix, or a diagram that is used to determine the future potential of a
product

Low end Entry level-A type of branding strategy

under the range brand strategy where the
company, through a single brand name, offers a
range of products with a similar value proposition.
They help in increasing the market share by
attracting customers seeking variety, who,
otherwise, would have preferred another brand
and in achieving economies of scale in
advertising, sales and distribution.

High end prestige- High end prestige goodsor

popularly called asLuxury goodsare products as
well as services that are not measured essential
and are connected with wealth.

Customer Equity
o
o

It is the sum of the lifetime values of all

customers
The aim of CRM is to produce high customer
equity.