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Weblinks
http://www.entrepreneur.com/article/234685
http://www.quirks.com/articles/a2004/20041206.aspx?searchID=622320780&sort=5&pg=1
http://www.forbes.com/sites/tykiisel/2013/08/27/indian-motorcycles-brand-equity-is-apowerful-thing/
http://www.quirks.com/articles/2010/20101209.aspx?searchID=622320780&sort=5&pg=2
http://www.forbes.com/sites/darcytravlos/2013/01/19/is-apple-losing-its-brand-equity/

Suggested Readings
Branding And Brand Equity by Kevin Lane Keller

Managing Brand Equity by David A. Aaker

The New Strategic Brand Management: Creating and Sustaining Brand Equity Long Term by
Jean-Nol Kapferer

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 Brands & Advertising: How Advertising Effectiveness Influences Brand Equity by Giep
Franzen

Value Additions
Glossary
B
Brand Equity- The value of having a well-known brand name, based on the idea that the owner of a
well-known brand name can generate more money from products with that brand name than from
products with a less well-known name (Source: AMA)

Brand Loyalty- The situation in which a consumer generally buys the same manufactureroriginated product or service repeatedly over time rather than buying from multiple suppliers within
the category. Or, the degree to which a consumer consistently purchases the same brand within a
product class. (Source: AMA)

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C
Customer Engagement- This refers to engagement of customers with one another, the company or
the brand. It includes interacting with customers, more commonly through social media these days.
F
Family Branding- A family brand name is used for offerings in one or more categories but is not
necessarily the parent company name.

I
Individual Branding- Using separate brands for each product, without a family brand to tie them to
other brands of that firm. Individual brands are used when the products are different physically, are of
different quality levels, are targeted for different users or uses, or vary in some other way that might
cause confusion or loss of sales if brought together under a family brand umbrella.
Ingredient Branding- This refers to the creation of a brand for an essential ingredient of a product or
service, which creates perceptions of high quality amongst customers. Customers may demand
products containing those particular branded ingredients.

P
Positioning- The way consumers, users, buyers, and others view competitive brands or types of
products. For new products, product positioning means how the innovator firm decides to compare the
new item to its predecessors (Source: AMA)

Interesting Facts
Procter & Gamble wouldn't have existed if the founders had decided to stay bachelors:
Englishman William Procter and Irishman James Gamble were destined to be at odds. From
historically warring countries, they both settled in Cincinnatti, Procter as a candlemaker and
Gamble as a soapmaker. They had to compete for the same materials, and the success of one
would likely lead to the failure of the other. Love, however, has a way of working things out.
Both married into the Norris family, Procter to Olivia and Gamble to Elizabeth. The father of
the Norris sisters, Alexander Norris, arranged a meeting between the two and convinced them
to go into business together. Out of this union came Procter & Gamble, now one of the largest
companies in the world one that wouldn't exist if not for the founders marrying sisters.

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