Scribd Logo
Upload

Welcome to Scribd!

  • 34 views

    Brand Equity, Image and Personality

    Uploaded by

    Vatsalya Dashora
    Brand equity refers to the added value provided to a product or service by its brand name. It is reflected in how customers think, feel and act towards the brand, and impacts prices, market share and profitability. Developing a strong brand image and personality is important for building brand equity and competitive advantage through increased awareness, loyalty and insulation from competition. Brand image encompasses all consumer associations and impressions of a brand, while brand personality focuses on its emotional aspects and symbolism.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd

    Brand Equity, Image and Personality

    Uploaded by

    Vatsalya Dashora
    34 views10 pages
    Brand equity refers to the added value provided to a product or service by its brand name. It is reflected in how customers think, feel and act towards the brand, and impacts prices, market share and profitability. Developing a strong brand image and personality is important for building brand equity and competitive advantage through increased awareness, loyalty and insulation from competition. Brand image encompasses all consumer associations and impressions of a brand, while brand personality focuses on its emotional aspects and symbolism.

    Original Title

    BEIP

    Copyright

    © Attribution Non-Commercial (BY-NC)

    Available Formats

    PPTX, PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    Brand equity refers to the added value provided to a product or service by its brand name. It is reflected in how customers think, feel and act towards the brand, and impacts prices, market share and profitability. Developing a strong brand image and personality is important for building brand equity and competitive advantage through increased awareness, loyalty and insulation from competition. Brand image encompasses all consumer associations and impressions of a brand, while brand personality focuses on its emotional aspects and symbolism.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    34 views10 pages

    Brand Equity, Image and Personality

    Uploaded by

    Vatsalya Dashora
    Brand equity refers to the added value provided to a product or service by its brand name. It is reflected in how customers think, feel and act towards the brand, and impacts prices, market share and profitability. Developing a strong brand image and personality is important for building brand equity and competitive advantage through increased awareness, loyalty and insulation from competition. Brand image encompasses all consumer associations and impressions of a brand, while brand personality focuses on its emotional aspects and symbolism.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    You are on page 1of 10

    Brand Equity, image and

    Personality
    Brand

    A name, term, sign, symbol, or design, or a


    combination of them, intended to identify the goods
    or services of one seller or group of sellers and to
    differentiate them from those of competitors.
    A brand are basis of consumer relationship and bring
    consumers and marketers closer by developing a
    bond between them.
    The ultimate goal of advertising is to build greater
    “Brand Equity”.
    Brand Equity is the added value bestowed on the
    product by the brand name.
    Brand Equity
    Brand equity—the added value endowed on products and
    services, reflected in how customers think, feel, and act with
    respect to the brand, as well as in the prices, market share,
    and profitability the brand commands for the firm.
    Customer‐based brand equity—the differential effect that brand
    knowledge has on consumer response to that brand’s
    marketing.
    Arises from customer response.
    Differences in response are a result of brand knowledge.
    Differential response is reflected in perceptions, preferences,
    and behaviors related to the brand’s marketing.
    • High brand equity gives company highly
    desired competitive advantage.
    • Marketing costs are lowered because of high
    consumer awareness and brand loyality.
    • High brand awareness gives insulation against
    increasing competition.
    • Brands like Coca-Cola, Kodak, Gillette etc. are
    leaders since 70’s.
    Issues in brand building
    • Building Trust
    • Building Consistency
    • Accessibility to marketer
    • Company’s commitment to responsiveness
    • Affinity and identity
    Brand Image & Personality
    Brand Image:- The set of human characteristics
    linked to the brand that consumers hold in
    memory.
    Eg:- Nescafe has been descrided as young, upper
    middle class
    Brand Image & Personality

    The Big Five of Human Personality

    Sincerity Excitement Competence Sophistication Ruggedness


    Down-to-earth Daring Reliable Upper class Outdoorsy
    Honest Spirited Intelligent Charming Tough
    Wholesome Imaginative Successful
    Cheerful Up-to-date
    Brand Image & Personality
    David Ogilvy regards brand image & personality as
    same thing:-
    “The manufacturer who dedicates his advertising to
    building the most favorable image, the most
    sharply defined personality is the one who will
    get the largest share of the market at the highest
    profit- in long run”
    Brand Image & Personality
    Subroto Sengupta believes brand personality is a sub
    set of brand image. Brand image includes
    consumers impression about the brand’s physical
    characteristics, its performance, the functional
    benefits, the kind of people who use the brand, the
    emotions and associations it develops, and the
    imagery or the symbolic meanings it generates.
    Brand personality, represents that part of the brand
    image which, in the consumers mind, is associated
    with the brand’s emotional aspect and symbolism.
    Brand Image & Personality
    Joseph Plummer is of the opinion that there are three
    components to a brand image
    1. Attributes
    2. Consequences
    3. Brand Personality
    Brand image is inclusive of all associations that a consumer
    has for the brand, such as all the thoughts, feelings,
    imagery, sounds, etc. that the consumer links mentally to
    the brand in his/her memory.
    Brand personality includes association with specific
    characters, symbols, users and lifestyle. It is unique and
    cannot be copied.

    You might also like