2. Creating Brand Equity What is Brand Equity Building Brand Equity
Measuring Brand Equity
Managing Brand Equity
Devising a Brand Strategy
Customer Equity

3. -American Marketing Association
A brand is a name, term, sign, symbol or design, or a combination of them, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors.
-American Marketing Association

4. “A product is something made in a factory; a brand is something that is bought by a customer. A product can be copied by a competitor; a brand is unique. A product can be quickly outdated; a successful brand is timeless.” - Stephen King (WPP Group, London)

5. Roles of Brand Identify the source of the product / Maker
Signify the quality
Offers legal protection
Serve as a competitive advantage
Emphasizes the bases of differentiation
Reduces the primacy of price upon the purchase decision

6. Branding is endowing products and services with the power of the brand
Branding is endowing products and services with the power of the brand. It is all about creating differences between products.
It creates mental structures that help consumers organize their knowledge about products and services in a way that clarifies their decision making and, in the process , provides value to the firm.

7. BRAND EQUITY
Brand equity is the added value endowed on products and services, which may be reflected in the way consumers, think, feel, and act with respect to the brand. –Philip Kotler
“The value of a brand. From a consumer perspective, brand equity is based on consumer attitudes about positive brand attributes and favorable consequences of brand use.” – American Marketing Association
“A set of assets and liabilities linked to a brand, its name and symbol, that adds to or subtracts from the value provided by a product or service to a firm and/or to that firm’s customers.” – David Aaker

8. Brand Equity
“The tangible and intangible value that a brand provides positively or negatively to an organization, its products, its services, and its bottom-line derived from consumer knowledge, perceptions, and experiences with the brand.” — Susan Gunelius

9. BRAND EQUITY Brand Trial Brand Recognition Brand Preference
Brand Awareness
Brand Loyalty

11. Brand Equity Models Brand Asset Valuator Aaker Model BRANDZ
Brand Resonance

12. Brand Equity Models Brand Asset Valuator
- developed by Advertising agency Young and Rubicam (Y&R).
Four Pillars of Brand Equity:
Energized Differentiation
Relevance
Esteem
Knowledge

14. Brand Equity Model Aaker Model - viewed by Professor David Aaker
There are a set of five categories of brand assets and liabilities which add value to the product.
Brand Awareness
Perceived Quality
Brand Loyalty
Brand Associations
Other proprietary assets

15. Brand Equity Model BRANDZ
- developed by marketing research consultants Millward Brown and WPP.
-it involves series of steps and each steps have their objectives.
Presence
Relevance
Performance
Advantage
Bonding

17. Brand Equity Model Brand Resonance
- views brand building as an ascending, sequential series of steps
Ensuring identification of the brand with customers’ minds with a specific product class or customer need.
Firmly establishing the brand into the mind of the consumer.
Eliciting proper customer response to in terms of brand related judgment and feelings.
Converting brand response to create an intense, active loyalty relationship between customers and the brand.

19. Brand Equity Model Brand Salience
- how often and how easily customers think of the brand under various purchase or consumption situations
Brand Performance
- how well the product or service 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.

20. Brand Equity Model Brand Judgment
- focus on customers’ own personal opinions and evaluations.
Brand Feelings
- customers’ emotional response and reactions with respect to the brand
Brand Resonance
- nature of the relationship customers have with the brand and the extent to which they feel they’re “in sync” with it.

21. Building Brand Equity Three Main Factors
The initial choices for the brand elements or identities making up the brand (brand names, URLs, logos, symbols, characters, spokespeople, slogans, jingles, packages, and signage)
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 (a person, place, or thing)

22. Measuring Brand Equity
Brand Audits
Brand Tracking
Brand Valuation

23. Measuring Brand Equity
Brand Audits
- consumer-focused series of procedures to assess the health of the brand, uncover its source of brand equity, and suggest ways to improve and leverage its equity
Brand Tracking Audits
- collects quantitative data from consumers over time to provide consistent, baseline information about how brands and marketing programs are performing
Brand Valuation
-the job of estimating the total financial value of the brand.

24. Managing Brand Equity Brand Reinforcement
Marketers can reinforce brand equity by consistently conveying the brand’s meaning in terms of
(1) what products it represents, what core benefits it supplies, and what needs it satisfies; and
(2) how the brand makes products superior, and which strong, favorable, and unique brand associations should exist in consumers’ minds.

25. Managing Brand Equity Brand Revitalization
These are products that have fallen on hard times but managed to turn around and come back to the market.

26. Devising a Brand Strategy
Develop new brand elements
for the new product
Apply some of its existing
brand elements
Use a combination of new and
existing brand elements

27. Develop new brand elements
for the new product

28. Apply some of its existing
brand elements

29. Use a combination of new and existing brand elements

30. Customer Equity
Customer equity is the total of discounted lifetime values of all of the firms customers. 
Firms like McDonalds, Apple and Facebook have very high customer equity and that is why they have an amazing and sustainable competitive advantage.