Lesson 5 :

Brand Equity
What is Branding?

• Branding is endowing products and services with the

power of the brand.

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What is Branding?

• https://kmgmarketingteam.com/2019/07/26/quick-tips-to-
strengthen-your-brand-name/
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What is Brand Equity?

• Brand equity is the added value endowed on products

and services, which may be reflected in the way
consumers, think, feel, and act with respect to the brand.

➢The added value can be created for a brand in many

different ways

➢Brand equity provides a common denominator for

interpreting marketing strategies and assessing the value
of a brand

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What is Brand Equity?

• To create brand equity, marketers should:

➢Create favorable consumer response i.e. brand

awareness

➢Create positive brand image though brand associations

that are strong, favorable, and unique

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Sources of Brand Equity

Brand
Ingredient elements
branding

Secondary
Co-branding brand
associations

Retail Store Slogan

Country of
origin or
Geographic
Location
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Brand Elements

Brand
Slogans
names

Characters Jingles

Symbols Logos

URLs Packaging
 Slogans

• https://www.qualitylogoproducts.com/promo-university/10-best-slogans-of-all-time.htm
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 Jingles

• https://www.qualitylogoproducts.com/promo-university/top-10-advertising-jingles.htm
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Logo, Characters, URLs
Packaging
Packaging
Criteria for Choosing Brand Elements
Marketer’s offensive strategy and build brand equity
• Memorability: Easily recognized, easily recalled
• Meaningfulness: Descriptive, Persuasive
• Likability: Fun & interesting, rich visual and verbal imagery,
aesthetically pleasing

Defensive role for leveraging and maintaining brand equity

• Transferability: Within and across product categories,
across geographic boundaries and cultures
• Adoptability: Flexibility, updatable
• Protectability: Legally, competitively

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Secondary Brand Associations

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Brand Equity Models

Customer Brand Asset

Based Brand Brandz Valuator
Equity (CBBE) (BAV)

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Customer Based Brand equity (CBBE)

Approaches brand equity from the

perspective of the consumer

Stresses that the power of a brand lies in what

resides in the minds and hearts of customers

Differential effect that brand knowledge has

on consumer response to the marketing of
that brand
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Customer Based Brand Equity (CBBE)
Pyramid

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Subdimensions of CBBE

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BrandDynamicsTM Pyramid (Brandz)
by Millward Brown

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BAV Model
BAV Model
BAV Model
https://www.bavgroup.com/about-bav/brandassetr-
valuator

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Issues in Brand Equity

• Cause marketing
• Celebrity endorsement

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End of Slides