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Brand Equity

Brand equity is defined as the value added to a product or service by its brand, as defined by David Aaker. The key elements that contribute to brand equity are brand loyalty, brand awareness, perceived quality, and brand associations. Brand equity is driven and created by factors such as perceived quality, name awareness, brand associations, brand loyalty, and other proprietary assets. Measuring brand equity helps marketers understand if their efforts are effective and heading in the right direction.

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43 views8 pages

Brand Equity

Brand equity is defined as the value added to a product or service by its brand, as defined by David Aaker. The key elements that contribute to brand equity are brand loyalty, brand awareness, perceived quality, and brand associations. Brand equity is driven and created by factors such as perceived quality, name awareness, brand associations, brand loyalty, and other proprietary assets. Measuring brand equity helps marketers understand if their efforts are effective and heading in the right direction.

Uploaded by

bcm3vallelil
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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BRAND EQUITY

David Aaker defines brand equity as “a set of assets and


liabilities linked to a brand,its name and symbol that add
to or subtracts from the value provided by a product or
service to a firm and/or that firm’s customers.”
KEY ELEMENTS OF BRAND
EQUITY

 Brand Loyalty
 Brand Awareness
 Perceived Quality
 Brand Association
 Other Proprietary Brand Assets
SOURCES OF BRAND EQUITY
 Market Research

 Quality

 Marketing Mix

 Brand Extension

 Customer opinion

 Customer Satisfaction
DRIVERS OF BRAND EQUITY
 Perceived Quality
 Name Awareness
 Brand Association
 Brand Loyalty
 Other Proprietary Assets
SIGNIFICANCE OF BRAND
EQUITY
Significance of Customers

 Products and brands related information can be easily stored


 It fills the customers with confidence while making purchase decision.
 It is the satisfaction drawn while using the brand.
Significance to Marketers
 It facilitates marketing activities.

 Improved customer loyalty.

 It facilitates the growth of the firm as it adds value to the brand.

 It enables the company to more readily access the distribution chain for their products.


MEASUREMENT
 Measuring the brand equity is not an easy process it can be represented best by
market share or customer satisfaction or consumer service etc.
 It helps marketers understand if they are heading in the right direction.
WAYS OF MEASUREMENT
 Organizational Level
 Product Level
 Consumer Level

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