brand equity presentation
TRANSCRIPT
BRAND EQUITY
Earning wealth and recognized through the power of brand name or symbol.
ASHWATH P.PRADIP KUMAR BISWAS
Development of Marketing
• Customer Marketing
1950
• Industrial marketing
1960s
• Non-profit and Societal Marketing
1970s
• Service Marketing
1980s
• Relationship Marketing
1990s
• The future of Marketing
2000s
BRAND EQUITY
A brand is a name or symbol used to identity thesource of the product. The brand can addsignificant value when it is well recognized andhas positive associations in the mind of theconsumer. This concept is known as brand equity.
PERSPECTIVES OF BRAND EQUITY
Financial
Brand extension
Consumer based
Brand is an intangible asset that produces addedbenefits for the business. This is the domain ofstrategic brand management : how to create valuewith brand management.
STAGES IN DEVELOPING BRAND EQUITY
Introduction
Elaboration
Fortification
“If these business were split up I would give you the landand the bricks and mortar and I would take the brand andthe trade mark and I would fare better than you”
- JOHN STUART
BRANDING STRATEGIES
1. Single brand identity
2. Umbrella strategy
3. Multi – brand categories
4. Family of names strategy
ASPECTS OF BRAND EQUITY
Brand
Brand awareness
Brand association
Brand loyalty
Brand position
Brand proposition
Brand equity
MEASURING BRAND EQUITY
• Loyalty (price premium, satisfaction).
• Perceived quality (popularity).
• Association (brand personality, organizational association).
• Awareness (brand awareness).
• Market behavior (market share).
CUSTOMER BASED BRAND EQUITY PYRAMID
BRAND RESONANCE
BRAND OPINION
BRAND UNDERSTANDING
BRAND AWARENESS
BUYER CLIENT BASED
POTENTIAL MARKET
BENEFITS OF BRAND EQUITY
Predictable income stream - Increases cash flow - Brandequity is an asset - Improved perception - customerloyalty - competitive marketing actions - Less marketingcrisis - Larger margins - brand extension opportunities.
LIMITATIONS OF BRAND EQUITY
Failure to live up to the brand promise - support thebrand - control over the brand - improper balancing ofconsistency and change in the brand .
CHALLENGES FACED BY THE COMPANY
4 Ps of Marketing.
Time factor.
Changing consumer preferences.
Competition.
Uncertainty.
Hype and curiosity.
Pricing strategies.
BUILDING BRAND EQUITY THROUGH ADVERTISEMENTS
Potential to build the brand in long term to develop
or to reinforce brand equity.
Brand health depends on three factors which is
known as brand health.
Consumer perception on five dimensions.
Is equity drives the brand, what drives the equity ?
Equity measures and ad recall (high, middle, low).
“Challenge for marketer is ensuring that customer have the right type of experience with products, service and their accompany marketing programmes, so on becoming linked to the brand.”