Professional Documents
Culture Documents
Creating
Brand Equity
Mr. Ajit Arya
Faculty-Marketing
Department of Business Studies
C. U. Shah College of Engg. & Tech.
Chapter Questions
Organize accounting
Signify quality
Serve as a competitive
advantage
Branding is endowing
products and services with the
power of the brand.
Advantages of Branding
• Consumer’s viewpoint
1. Product quality
2. Increased shopper efficiency
3. Calls attention to new products
4. Reduces psychological risk
• Seller’s viewpoint
1. Handling orders, accounting, tracking down problems
2. Trademark identification – legal protection
3. Brand loyalty
4. Reduces need for in-store contact
5. Facilitates segmentation, promotion, and pricing
(competitive advantage)
What is Brand Equity?
Thoughts Feelings
Knowledge
Images
Beliefs
Experiences
Advantages of Strong Brands
• Improved perceptions
of product • Larger margins
performance • More inelastic
• Greater loyalty consumer response
• Less vulnerability to • Greater trade
competitive marketing cooperation
actions • Increased marketing
• Less vulnerability to communications
crises effectiveness
• Possible licensing
opportunities
Apple is a Strong Brand
What is a Brand Promise?
Differentiation
Energy
Relevance
Esteem
Knowledge
Brand Dynamics Pyramid
Strong Relationship
Bonding
Advantage
Performance
Relevance
Presence
Weak Relationship
Aaker Model
Core Identity
Brand Identity
Elements
Extended Identity
Brand Essence
Elements
Brand Resonance Pyramid
Drivers of Brand Equity
Brand Elements
Marketing Activities
Meaning Transference
Brand Elements
Brand
names URLs
Slogans
Elements
Logos
Characters
Symbols
Brand Element Choice Criteria
• Memorable
• Meaningful
• Likeability
• Transferable
• Adaptable
• Protectible
Slogans
Personalization
Integration
Internalization
Internal Branding
Brand Audits
Brand Tracking
Brand Valuation
The 10 Most Valuable Brands
Brand Reinforcement
Brand Revitalization
Brand Crises
Interbrand’s Steps in Calculating Brand Equity
• Market segmentation
• Financial analysis
• Role of branding
• Brand strength
• Brand value calculation
Devising a Branding Strategy
Use a combination of
old and new
Branding Terms
Individual names
Corporate name-
individual name combo
Reasons for Brand Portfolios
Low-end High-end
Entry-level Prestige
Thank You!!!