What is brand equity

What is brand equity?

By Sanket Badhe

Brand equity is the added value endowed On products and Services. It may be reflected in the way consumer think, feel, and act with respect to The brands, as well as in the prices, market share, and profitability The brand commands.

Customer based brand equity is thus the differential Brand knowledge has on consumer response to the Marketing of that brand.

Consumer react more favourably to a product and the Way it is marketed when the brand is identified

positive customer-based brand equity

negative customer-based brand equity

Consumers react less favourably to marketing activity for the Brand Under the same

circumstances

Is and example.

Lifebuoy is an illustration of how company consistently Maintained the Brand’s key promises of health over The years and yet introduced several variants and Line extensions with more generic interpretation Of the brand promise and contemporary execution Of marketing-mix elements, keeping changing consumer preference mind

Brand Equity Models

Models

Models

Weak relationship

Strong relationship

Brand Resonance Model

“Created by Sanket Badhe, IIT Roorkee, during an internship with Prof. Sameer Mathur, IIMLucknow, www.IIMInternship.com ”