How is brand equity built, measured and managed

How is Brand Equity Built, Measured & Managed? Rohan Gupta

IIT (BHU) Varanasi

IsHow

Build?

Three main brand

Equity Drivers are…

1. Choice for the brand elements or identities making up the brand like brand names, URLs, symbols, character, spokes-people, slogans, jingles, packages and signage.

Brand element should be

Memorable

Meaningful

Likable Transferable

Adaptable Protectable

Like: NIKE has the distinctive ”swoosh” logo, the empowering “Just Do It”

slogan and the “NIKE” name from the greek winged Goddess of Victory

Like: Simplicity of the rupee

symbol provides it a higher recall

value.

2. The product and service and all accompanying marketing activities and supporting programs

Designing Holistic Marketing Activities

J&J has become a dominant brand by adopting a consistent and well integrated marketing program.

Leveraging secondary associationCreate Brand Equity by linking the brand to other information in memory that conveys

meaning to consumers.

Internal BrandingIt consists of activities and processes that help inform

and inspire employees about brands.

3. Other association indirectly transferred to the brand by linking it to some other entity (a person, place or thing)

Measuring Brand Equity

Brand Value Chain

Managing

Brand Reinforcement

Reinforcing brand

equity requires that

the brand always be

moving forward with

new and compelling

offers and ways to

market them like

PARLE-G new

campaign “G Mane

Genius”

Brand Revitalization

Firstly, understand what is the source of the Brand Equity.

Then decide whether to retain the same positioning or create a new one.

Created by ROHAN GUPTA, IIT (BHU) Varanasi,

during an internship by

Prof. SAMEER MATHUR, IIM Lucknowwww.iiminternship.com