Name of presentation Company name
Name of presentation
Company name
Brand Equity Brand equity should be defined in terms of marketing effects uniquely attributable to a brand. That is, different outcomes result in the marketing of a product or service because of its brand, compared to the results if that same product or service was not identified by that brand.
Consumer-based Brand EquityIt is a differential effect brand knowledge has on consumer response to the marketing of that brand.
It is positive if brand is identified and negative consumer are less affected by the brand
Consumer-based Brand Equity
Brand equity arises from
differences in
consumer responses
Brand must
create strong,
favorable, and
unique brand
associations with
customers
Brand equity is reflected
in perception
s, preferences, and
behavior related to all aspects
of the marketing of a brand
Brand Equity Model
1. Brandasset Valuator According to BAV, there are four key components of brand equityEnergized differentiationRelevanceEsteem Knowledge
1. Brandasset Valuator According to BAV, there are four key components of brand equityEnergized differentiationRelevanceEsteem Knowledge
1. Brandasset Valuator According to BAV, there are four key components of brand equityEnergized differentiationRelevanceEsteem Knowledge
1. BrandZComponents of BrandDynamics pyramid arePresenceRelevancePerformance Advantage Bonding
1. Brand Resonance ModelThis model views brand building as following series of ascending steps:Brand SalienceBrand Performance Brand Imagery Brand Judgements Brand Feelings Brand Resonance
Shreya ShwetimaFrom- IIT Bombay
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