1. Do you know…?

2. Brand equity

3. What is Brand?

4. Six Levels of Brand Attributes Benefits Values Culture Personality
User

5. Definitions of Brand Equity
“Brand equity is the set of brand assets and liabilities linked to the brand, its name, and symbol, that adds or subtracts value to a product or service for a firm/ or its customers” (David Aaker).
“Brand equity is the set of associations that permits the brand to earn greater volume than it would without the brand name” (Marketing Science Institute).
“Brand equity is everything the customer walks into the store with” (Peter Farquhar).
“A set of associations which are most strongly linked to a brand name” (Andrea Dunham).

6. The concept of brand equity
Mental Brand response
Market response
Brand behavioural response

9. Types of Consumers Secure users Open non-users Unavailable non-users
Entrenched users
users who are not available for conversion, remain loyal
Available consumers
non-users who prefer the brand in question to their current choice
Average users
secure users who are not available for conversion, committed to the brand
Ambivalent consumers
non-users equally attracted to the brand in question and current choice
Shallow users
beginning to show sign of wavering, loyalty below average, starting to consider other brands
Weakly unavailable consumers
non-users whose preference lies with their current brand, but not strongly
Convertible users
on the threshold for leaving the brand
Strongly unavailable consumers
non-users who have strong preference for their current brand
Unavailable non-users
Vulnerable users

10. Why Manage Brand Equity?
Presence of a brand in consumers mind
Influence on their buying behaviour
Effects on brands market position and financial result
Financial value of the brand as a immaterial assets of the company

11. Brand Equity Management
Brand Image
Consistency
Customer Equity
R & D Investment

12. Practical Examples
Virgin
Snapple Beverage Corporation

13. V/S

14. What do you prefer?

15. What motivates you to buy Sprite?

16. Will you pay more for Sprite?

17. What motivates you to buy 7up?

18. Will you pay more for 7up?

19. Sprite Ice
Awareness
Did like/ Didn’t like?

20. 7up Ice
Awareness
Did like/ Didn’t like?

21. Is Sprite available everywhere and every time you want it?

22. Is 7up available everywhere and every time you want it?

23. If Competition is a race then Brand Equity is Driving Skills!!!!!!!!!!
Conclusions
If Competition is a race then Brand Equity is Driving Skills!!!!!!!!!!