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BRANDEQUI
TY
Brandequi t
ycanber egarded
asamanager i
alconcept
,asa
nanci ali
ntangibl
easset,asa
relati
onshipconceptorasa
customer -basedconcept
from theper spect
iveofthe
indivi
dualconsumer .
Inagener
alsense,brandequi
tyi
sdenedint
ermsoft
hemar
ket
ing
eect
suniquel
yat t
ribut
ablet
othebrand.
Thatis,brandequi t
yrelatestot hefactthatdierentout comesr esult
from themar ket
ingofapr oductorser vi
cebecauseofi tsbr andelement ,
ascompar edtooutcomesi fthatsamepr oductorservicedi dnothave
thatbr andident
icati
on.Al t
houghanumberofdi er
entvi ewsofbr and
equityhavebeenexpr essed,theyallaregenerallyconsistentwiththe
basicnot i
onthatbrandequi tyrepresentsthe addedval ueendowedt o
apr oductoraser vi
ceasar esultofpastinvestmentsint hemar ketingfor
thebr and.
Thebrandcanhaveapower
fulsymbol
ic
si
gni
cance.
Thebr andcani ni t
selfimpl ystatus,enhance
i
mageandpr ojectoraugmentl if
estyl
esothat
theowner shipoft hebr andbecomesofval ue
i
ni tsownr i
ght ,whilefrom t hesuppl i
er
s
perspective,itcannotonl yassi stin
dierentiati
ngt heoer i
ng,butal soleadto
brandl oyalty,determar ketentr yand,well
deployed,enabl eitsowner st ocommand
higherpr i
cesandpr otmar gi
ns.
Br
andawar
enessi
nvol
vesacont
inuum
r
angi
ngf
rom anuncer
tai
nfeel
ingt
hatt
he
br
andi
srecogni
sedt
oabel
ieft
hati
tis
t
heonl
yonei
nthepr
oductcat
egor
y.
Per
cei
vedqual
it
ycanbedenedast
he
cust
omer
sper
cept
ionoft
heover
all
qual
it
yorsuper
ior
ityofapr
oductor
ser
vicer
elat
ivet
oal
ter
nat
ives.
Per
cei
vedqual
itycannotnecessar
ilybe
obj
ect
ivel
ydet
ermi
ned,because
per
cei
vedqual
it
yit
sel
fisasummar
y
const
ruct
.Br
andassoci
ati
onsmay
i
ncl
ude,e.
g.,pr
oductat
tri
but
es,cust
omer
benet
s,uses,l
if
e-st
yles,pr
oductcl
asses,
compet
itor
sandcount
riesofor
igi
ns.
Br
andassoci
ati
onscanaectt
hepr
ocessi
ngand
r
ecal
lofi
nfor
mat
ion,pr
ovi
deapoi
ntof
di
er
ent
iat
ion,pr
ovi
dear
easont
obuy,cr
eat
e
posi
ti
veat
tit
udesandf
eel
ingsandser
veast
hebasi
s
ofbr
andext
ensi
ons.
Therearethreealt
ernati
vewayst
ol everagebrandequit
y:
rst
lybui
ldingit
,secondl
yborr
owingit,orthi
rdlybuyi
ngi t
.
Br
andequi
tycanbemeasur
edbyt
hei
ncr
ement
alcashow f
rom
associ
ati
ngt
hebr
andwi
tht
hepr
oduct
.Incr
ement
alcashow al
so
r
esul
tsf
rom pr
emi
um pr
ici
ngandr
educedexpenses.Br
andval
uat
ion
i
sar
elat
ivel
ynew phenomenon.Manydi
er
entmet
hodshavebeen
pr
oposedbecausenanci
alaccount
ingst
andar
dsf
orval
uing
i
ntangi
bleasset
svar
yacr
osscount
ries.However
,li
ttl
econsensushas
emer
gedabouthow br
andper
for
manceshoul
dbemeasur
ed.
Pr
esent
edby:
www.
Wishi
nguWel
l
.com
Sour
ce:
ht
tps:
//
bizzt
or.
com/how-to-
manage-
brand-
equi
ty
htt
ps:
//
pixabay.
com/