Professional Documents
Culture Documents
Brand Valuation
Brand Valuation
Brand Valuation
Brand Value
Brand equity and brand value are similar, but not the same.
Oftentimes, there is confusion around how each differs so let’s
look at exactly what each means:
Brand Equity
Brand Value
This means that the brand has awareness and credibility with
respect to a particular customer need—it is relevant. If a
customer is searching for a buying option and the brand does not
come to mind, or if there is some reason that the brand is
perceived to be unable to deliver adequately, the brand will not
be relevant and not be considered.
Brand Associations
Customer Loyalty
Brand Loyalty
Brand Visibility
Anchor to Which Other Associations Can Be Attached
Familiarity Which Leads to Liking
Visibility That Helps Gain Consideration
Signal of Substance/Commitment
Brand Associations
Helps Communicate Information
Differentiate/Position
Reason-to-Buy
Create Positive Attitude/Feelings
Basis for Extensions
Or, the fact that from 1989 to 1997 two cars were made in the
same plant using the same design and materials and marketing
under two brand names, Toyota Corolla and Chevrolet (GEO) Prism.
The Corolla brand was priced 10% higher, had less depreciation
over time, and had sales many times more that the Prizm. And
consumers and experts both gave it higher ratings. The same car!
Only the brand was different.
customer’s mind.”
Final Thoughts
Introduction
The brands that appear in this report are the most valuable in
India. They were selected for inclusion in the BrandZ™ Top 50
Most Valuable Indian Brands 2015 based on the unique and
objective BrandZ™ brand valuation methodology that combines
extensive and on-going consumer research with rigorous financial
analysis.
IMPORTANCE OF BRAND
MEANINGFUL
DIFFERENT
These brands are unique in a positive way and “set the trends”,
staying ahead of the curve for the benefit of the consumer.
SALIENT
DISTINCTION OF BRANDZ™
BrandZ™ is the only brand valuation tool that peels away all of
the financial and other components of brand value and gets to
the core – how much brand alone contributes to corporate value.
This core, what we call Brand Contribution, differentiates
BrandZ™.
PART A
PART B
BrandZ™ goes much further and is more relevant. Once we have the
important, but incomplete, financial picture of the brand, we
communicate with consumers, people who are actually paying for
brands every day, constantly. Globally, our ongoing, in-depth
quantitative research includes three million consumers and more
than 100,000 brands in over 50 markets worldwide. In India, our
research covers over 100,000 consumers and more than 1,000
different brands.
ELIGIBILITY
The brands included in the BrandZ™ Top 50 Most Valuable Indian
Brands 2015 report meet two eligibility criteria:
BRAND POWER
Meaningful
Different
Salient