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INTRODUCTION
Brand equity is the added value that endowed
to products and services.
It may be reflected in how consumers think,
feel, and act with respect to the brand.
CUSTOMER BASED BRAND
EQUIITY
BRAND AWARENESS
Brand Recognition
Brand Recall
BRAND ASSOCIATION
Strength of Brand Association
Favorability of Brand Association
Uniqueness of Brand Association
MEASURING BRAND EQUITY
Two basic approaches to measure Brand Equity:
Indirect Approach
Assesses Potential sources of
Brand Equity
Direct Approach
Assesses Actual impact of Brand
knowledge
Assess the health of the brand
Suggests ways to improve
Brand Audits Includes Brands mission , vision , Promise , values,
position , performance
BRAND REINFORCEMENT
Brand needs to reiterate, remind & reinforce
itself to the customers
By conveying the brands meaning in terms of :
What product represents
How Brand is superior than other brands
Marketers must introduce new ways to satisfy
the target consumers
It can be done through :
Advertising:
Vodaphone came up ZooZoo campaign to
promote their offers & value added services.
Promotion :
Rewarding customers, providing additional
incentive encourage them to maintain bond with
brands.
Visual Merchandising :
Store display, window display are vital
communication tools that can guide customers
towards making a purchase.
Dabur, 4th largest FMCG company
In 2003 they changed their logo with a tag line
of Celebrate Life.
This makes the statement more clear that
Dabur has healthcare division.