Are you struggling with writing your brand equity research paper? You're not alone.

Crafting a thesis
on such a complex and nuanced topic can be incredibly challenging. From conducting extensive
research to analyzing data and crafting compelling arguments, the process can be overwhelming.

Many students find themselves overwhelmed by the demands of writing a thesis. Between juggling
coursework, extracurricular activities, and personal commitments, finding the time and energy to
dedicate to such a significant project can feel impossible.

That's where ⇒ BuyPapers.club ⇔ comes in. Our team of experienced writers specializes in
assisting students just like you with their academic writing needs. Whether you're struggling to get
started, feeling stuck in the middle, or facing a tight deadline, we're here to help.

By ordering from ⇒ BuyPapers.club ⇔, you can alleviate the stress and frustration of writing your
brand equity research paper. Our writers will work closely with you to understand your specific
requirements and deliver a high-quality paper that meets your needs.

Don't let the challenges of writing a thesis hold you back. Place your order with ⇒ BuyPapers.club
⇔ today and take the first step towards academic success.
Brand identity is created by the company to try to form positive brand image but it depends on how
customers perceive. SUMMARY AND MANAGERIAL IMPLICATIONS Brands have gained
renewed interest in recent years. Incremental cash flow also results from premium pricing and
reduced expenses. The sixties and seventies saw the addition of Pampers disposable diapers, Folger’s
coffee, Scope mouthwash, Bounty paper towels, Pringles potato chips, Bounce fabric softener, Rely
tampons, and Luv disposable diapers. Someone in my Facebook group shared this website with us so
I came to give it a look. Kapferer (1997) observed that the business could be a sign -therefore
exterior- whose function should be to disclose the hidden characteristics within the manufactured
goods are inaccessible to call (Kapferer, 1997) (p. 28). The business presented to recognize an item
and to distinguish it inside the competition. It is important to consider how resulting changes in
brand awareness may help or hurt subsequent marketing decisions. How can you compare with that
level of brand equity. The precondition is that the brand is already associ- ated with a clear set of
values. The indirect and direct approaches to measuring customer-based brand equity are
complementary and should be used together. Before organizations introduce new products in the
market, they have to ask themselves whether the clients will be satisfied with the products or not.
Download Free PDF View PDF Customer Based Brand Equity: A Review of Literature Mukesh
Ahirrao The concept of brand equity first appeared in 1988. When brand equity improves, the brand
value goes up as well. Cases and Strategies forProfitable Brand Management. Using email and
wozap, for example, which many local customers might not be having, exposes the product to have a
lesser image to the clients. Although a number of different views of brand equity have been
expressed, they all are generally consistent with the basic notion that brand equity represents the
”added value” endowed to a product or a service as a result of past investments in the marketing for
the brand. On the fourth level we find those that truly like the brand. You can use solid financial
metrics data to demonstrate how important your brand is to the business and secure higher marketing
budgets to continue growing. Thus, although strongly influenced by the marketing activity of the
firm, brand equity ultimately depends on what resides in the minds of consumers. Developing your
brand equity will give you a competitive edge in the marketplace. Each chapter closes with a set of
questions to consider. Keep detailed records and data of the results to measure trends over time. The
association of Coca-Cola’s reputable brand and its world-renowned syrup-based beverage has
become synonymous to. What mental image should the brand stimulate in the future. Over the
standard thought, Doyle (2001) argues that brand equity is reflected by ale brands to produce value
by speeding up growth and enhancing prices. Brand value, on the other hand, goes mostly one way.
If the answer is no then they have to make good approaches to deal with it. Within a given industry,
there typically exist many high quality products and high levels of advertising, making it diffi- cult to
introduce superior quality brand and shape perceptions through advertising. First, marketers should
take a broad view of marketing activity for a brand and recognise the various effects it has on brand
knowledge, as well as how changes in brand knowledge affect more traditional outcome measures
such as sales. Thus, a brand with positive customer-based brand equity might result in consumers
being more accepting of a new brand extension, less sensitive to price increases and withdrawal of
advertising support, or more willing to seek the brand in a new distribution channel.
The goal is to provide a vehicle with which to translate the ideas in the chapter into a diagnostic and
action agenda. A company that produces a useful product, and genuinely commits to social or
environmental responsibility will attract customers and employees who share those values and who
will be sufficiently connected and enthusiastic to be advocates. With feel-good eco-credentials like
these, spending a Sunday afternoon assembling an IKEA flat pack seems more of a pleasure. From
the outset, the fact that it was mild enough for babies was stressed, and babies were often featured in
the advertising. The claims of purity and mildness were supported by the white color, the name
Ivory, the twin slogans, and the association with babies. In a general sense, brand equity is defined in
terms of the marketing effects uniquely at- tributable to the brand. Based on them, these assets,
proven in Figure 2, may be grouped into four dimensions: brand awareness, perceived quality, brand
associations, and brand loyalty. Two types of extensions can be distinguished: a line and a category
exten- sion. Bad reviews and complaints won’t positively impact your brand strength. Track and
measure brand relevance, emotional connection, value, and brand perception through surveys and
social media monitoring. The Ivory Story The Role of Brands Brand-Building Neglect The Role of
Assets and Skills What Is Brand Equity. Competitive leverage means that the new item must be
comparable or superior to other products in the category. Create beautifully branded content for your
business. In many contexts, the perceived quality of a brand provides a pivotal reason to buy.
According to the definitions of brand equity, no single number of concepts captures brand equity.
This metric is all about the overall value of your brand in both qualitative and quantitative measures.
You could ask your community of customers for testers at the product development stage, or launch
directly into the market for customers to buy. How- ever, little consensus has emerged about how
brand performance should be measured. Yet, research shows that managers cannot identify with
confidence their brand associations, levels of consumer awareness, or degree of customer loyalty.
The idea should be to strengthen the size and power each loyalty segment (p. 17). The easiest
strategies the company equity might actually be is it might be understood because the incremental
value a product grants an item (Srivastava Shocker, 1991). Given the potential difficulties associated
with building brand equity, there is a trend toward acquiring well-established brands. The challenge
in branding is to develop a deep set of meanings for the brand. Include them in the process, give
them a run-through of the rebranding process and show them what’s being done. If the schema of
the core product is high in the hierarchy, i.e., associated with values and lifestyle, one could extend it
to completely dissimilar products. A fourth objective is to raise questions and suggest issues that
should be addressed by thoughtful managers who are trying to think strategically. The nonattrib- ute-
based component of brand equity captures brand associations unrelated to product at- tributes. A
third objective is to discuss how brand equity should be managed: How should it be created,
maintained, and protected. The way your brand acts or reacts to cultural and sociological events will
impact how clients and customers perceive you. But if you’re constantly creating branded content,
there’s no better choice than Visme. Perceived quality can be defined as the customer’s per- ception
of the overall quality or superiority of a product or service relative to alternatives.
The management of brand equity can be seen as a continuous, planned and long-term strategy,
which aims at increasing confidence in the brand. Furthermore, even when they sell enough, the sales
may come at the ex- pense of other items in the line. For example, the iPad: did you think you
needed one before you saw one and appreciated its capabilities. Extensions based on technical
attributes are often suc- cessful, if the products have a large set of similar attributes. These measures
might actually be because the sources that may lead toward progression of brand equity. There is no
systematic, reliable, sensitive, and valid measure of customer satisfaction and loyalty—nor any
diagnostic modelthat guides an ongoing understanding of why such measures may be changing. In
contract loyalty, a consumer believes that continued loyalty earns him or her special treatment, but a
competitor can ques- tion whether the consumer’s trust is being exploited. A third objective is to
discuss how brand equity should be managed: How should it be created, maintained, and protected.
The indirect and direct approaches to measuring customer-based brand equity are complementary
and should be used together. Association of a typical usage situation may be based on the time of
day, week, or year, the location (inside or outside the home), or the type of activity (formal or
informal), among other aspects. (Keller 1993, 4) The second types of brand associations are brand
benefits. It can be strengthened by investing in product quality and in advertising. Selecting,
Creating, and Maintaining Associations The Dove Story The Honeywell Story Which Associations
Creating Associations Maintaining Associations Managing Disasters 8. In general, information that is
consistent in meaning with ex- isting brand associations should be more easily learned and
remembered than unrelated infor- mation. What are the practical steps you can take to garner high
brand equity and that greater sense of perceived quality. Positive feelings can be excitement, fun,
peer approval, security, trust, and self-respect, to name a few. We’re empowering everyone to
communicate visually. A principal positioning characteristic of a brand is its location within the
dimension of perceived quality. Essentially, financial meaning inside the outlook during the
requirement of the business for that firm, and customer-based meaning the requirement of the
business for the customer which develops in the marketing decision-making context (Kim, Kim, An,
2003). Secondary associations may arise from associations related to, e.g., the company, the country
of origin, the distribution channels, a celebrity spokesperson of the product or service, or an event.
All this meant, and continues to mean, increased competition for the customer’s mind as well as for
access to the distribution channel. This method measures brand equity as the difference between an
individual consumer’s overall brand preference and his or her brand preference on the basis of
objective- ly measured product attribute levels. Brand Extensions: The Good, the Bad, and the Ugly
The Levi Tailored Classics Story The Good: What the Brand Name Brings to the Extension More
Good: Extensions Can Enhance the Core Brand The Bad: The Name Fails to Help the Extension The
Ugly: The Brand Name Is Damaged More Ugly: A New Brand Name Is Foregone How to Go About
It Strategy Considerations 10. A well-regarded brand name gives the new product instant recognition
and earlier acceptance. Following Prof. Ashok Charan’s retirement in 2023, the platform has
introduced access fees to support its maintenance and continued operation. The StrategicRoute to
Success in Consumer, Industrial and Service Markets. A brand thus signals to the customer the
source of the product, and protects both the customer and the producer from competitors who would
attempt to provide products that appear to be identical. In the early sixteenth century, whiskey
distillers shipped their products in wooden barrels with the name of the producer burned into the
barrel. Thanks to a case study - which involved about 250 interviewees - we succeed in finding and
prioritizing the elements which can have an impact on the brand value. There is also provided a
validated instrument (with Cronbach’s Alpha above.85) to help their type of customer based brand
equity. Thus, brand dominance is the third strategic component of brand equity.
One objective is to define and illustrate brand equity, providing a structure that will help managers
see more clearly how brand equity does provide value. Use a launch roadmap template like the one
below to help you out. The price premium due to brand equity provides the additional price the firm
is able to charge currently for the brand, while holding the market share fixed. Following Prof.
Ashok Charan’s retirement in 2023, the platform has introduced access fees to support its
maintenance and continued operation. Aaker and Joachimsthaler (2000) define brand equity as brand
assets connected getting a brand’s name and symbol that increase, or remove from, products or
services. A COMPREHENSIVE FRAMEWORK FOR MANAGING BRAND EQUITY 3.1 Asset
dimensions of brand equity The intangible assets of brands create the basis of brand equity. Times
may change, but as seen in Aakers examples, marketing never does. The sixties and seventies saw the
addition of Pampers disposable diapers, Folger’s coffee, Scope mouthwash, Bounty paper towels,
Pringles potato chips, Bounce fabric softener, Rely tampons, and Luv disposable diapers. Given
higher costs, greater competition, and flattening demand in many markets, firms seek to increase the
efficiency of their marketing expenses. It’s that box of Kellogg’s corn flakes right at your eye level at
the entrance of the aisle. Association of a typical usage situation may be based on the time of day,
week, or year, the location (inside or outside the home), or the type of activity (formal or informal),
among other aspects. (Keller 1993, 4) The second types of brand associations are brand benefits.
Upload Read for free FAQ and support Language (EN) Sign in Skip carousel Carousel Previous
Carousel Next What is Scribd. Brand feelings would be the customers’ emotional responses and
reactions for that brand. Here, demonstra- tions and trials are very important tools of marketing
tactics. In many contexts, the perceived quality of a brand provides a pivotal reason to buy. A lot of
recent research has been carried in service industries to prove this. We’ve over 500 academic experts
waiting that will assist you, free of charge. The third way that brand equity assets, particularly
perceived quality and brand associations, provide the customer with value is by increasing the
customer’s satisfaction when the individual uses the product. Brand awareness can be characterised
according to depth and breadth. There are many ways that a brand can build a community. High
brand switching can lead to less brand equity. In covetous loyalty, the consumers are not purchasing
yes but they are emotionally tied the products because of the social environment created to them
during branding. The name showed the consumer who the maker was and prevented the substitution
of cheaper products. T U O M I N E N We can further conclude on the basis of the prior literature
review that several authors provide definitions of brand equity that are broadly consistent with
Farquhar’s definition of equity as the value added by the brand to the product. It is influencing which
brands are included and ex- cluded from the consideration set and which brand is to be selected. In
this regard, customer based brand equity is very instrumental in and an important tool for the loyalty
of the consumers. Second, brand awareness, perceived quality, and brand associations can strengthen
brand loyalty by increasing customer satisfaction and providing reasons to buy the product. In
particular, marketers should decide on the core needs and wants of consumers to be satisfied by the
brand. Differ- ent marketing tactics with the same strategic goals, if effectively integrated, can create
multi- ple links to core benefits or other key associations, helping to produce a consistent and cohe-
sive brand image.
T U O M I N E N brand, but also implicitly the value of proprietary technologies, patents,
trademarks, and other intangibles such as manufacturing know-how. After thousands of e-commerce
sites have been created using the Amazon model, Amazon is still the biggest and most widely used.
The brand becomes broader and obtains connotations of quality, design and other psychosocial
attributes and benefits. Figure 1-2 shows a 1920 Ivory ad illustrating the consistency of the
positioning over time. For customer- based brand equity to occur, some of these brand associations
must be strong, favourable, and unique. But you can’t grow and flourish if you aren’t authentic
along the way. First, firms have shown a willingness to pay substantial premiums for brand names
because alternative development of new brand names either is not feasible or is too costly. Cancel
anytime. Ebook 492 pages 6 hours Managing Brand Equity Show full title By David A. The
fundamental objective was the coordination while using the manufacturing and purchases
departments to be able to solve any risk concerning sales and business. They all help provide
substance to an area that has too long relied upon opinion. Brand awareness affects perceptions and
taste: people such as the familiar and you will need to ascribe numerous good attitudes to products
which are conversant on their own account (Aaker and Joachimsthaler 2000, p. 17). Perceived
quality influences brand associations and affects brand profitability. The presence of strongly held
favourably evaluated asso- ciations that are unique to the brand and imply superiority over other
brands is crucial to a brand’s success. In addition, they will (or should) be addressing such questions
as the following: What is the role of the company name in the branding equation. It’s also based on
customer perception: customers will tend to buy a product they recognise and trust. Brand
associations differ according to how favourably they are evaluated. Page 22. Some are cheaper than
Kellogg’s, and some may even taste better. Thus, a brand identifies the seller or manufacturer. Rather
than judging the quality of the goods, or the cost of the item, the customer. How well does the
company know its customers and competitors. For long, scholars have had varied opinions on the
manner in which brand association should be categorized because there are several aspects that
constitute to brand association. We’re empowering everyone to communicate visually. Within the
expected level, the commodity is value engineered to satisfy a specific target’s min- imum purchase
conditions, such as functional capabilities, availability and pricing. Perceptual fit means that the
consumer must perceive the new item to be consistent with the parent brand. SULLIVAN, MARY
(1992) Brand Extensions: When to Use Them. Customers can create brand awareness and generate
reassurance to new customers. In this case, continuous purchasing does not reflect reinforcement or
loyalty. For full-scale brand management, we suggest you look into our Team and Enterprise plans
for a better experience. Brand Associations: The Positioning Decision The Weight Watchers Story
Associations, Image, and Positioning How Brand Associations Create Value Types of Associations
6. This phenomenon raises several questions, such as: How much is brand equity worth. It’s
essentially how much a brand is worth if it were to be sold.
The author opens each chapter with a historical analysis of either the success or failure of a particular
company's attempt at building brand equity: the fascinating Ivory soap story; the transformation of
Datsun to Nissan; the decline of Schlitz beer; the making of the Ford Taurus; and others. An example
would be the advertisements of McDonalds, which feature a specific logo, a consistent brand
ambassador, and a love-it-or-hate-it catchy jingle. Although a number of different views of brand
equity have been expressed, they all are generally consistent with the basic notion that brand equity
represents the ”added value” endowed to a product or a service as a result of past investments in the
marketing for the brand. CRIMMINS, JAMES (1992) Better Measurement and Management of
Brand Value. Finally, marketers should employ tracking studies to measure consumer knowledge
struc- tures over time to detect any changes in the different dimensions of brand knowledge and to
suggest how these changes might be related to the effectiveness of different marketing actions. To
put together your value proposition, the team has to answer a few questions about the brand.
Because the brand becomes identified with this other entity, consumers may infer that the brand
shares associa- tions with that entity, thus producing indirect links for the brand. In addition, faced
with the increasing power of retailers manufacturers of consumer products realise that having the
strongest brands is vital to strengthening their presence with retailers. The stimulus (product) and
reward links are not strong. The concept of brand equity emerged in the early 1990s. Brand
awareness was quite high and the loyal book customers didn’t need much convincing to stick around
for the growth. The purpose of this study was to discuss and elaborate the main issues encountered in
managing brand equity. On the fourth level we find those that truly like the brand. More advertised
products create awareness to the clients than the product which are not advertised. It’s based on the
idea that a recognised brand that’s firmly established and reputable is more successful than a generic
equivalent. The model also provides insight into the criteria that indicate to what degree actual value
is created with both consumer and company due the pursued branding policy. Brand Equity is kind
of power that the brand has over its competitors or the generic brands and is developed over time.
This higher level can be an influencing factor in the customer’s buying decision, meaning companies
that own these brand-name products can gain an advantage in sales performance. In doing so, we
extend the previously used dimensions of brand awareness, image, perceived quality, and loyalty to
include the dimension of brand relationship. In addition, they will (or should) be addressing such
questions as the following: What is the role of the company name in the branding equation. Asso-
ciations of a typical brand user may be based on, e.g., demographic factors or psychographic factors.
Brand attitudes are important because they often form the basis for actions and behaviour that
consumers take with the brand (e.g., brand choice) Consumers’ brand attitudes generally depend on
specific considerations concerning the attributes and benefits of the brand. It makes people’s online
activities easier than without it. Because of this, there are three categories of brand association,
attitude, attribute and the attitude. A relationship develops between the personality of the brand and
the personality of the consumer with each purchase. In differentiated loy- alty, brand loyalty is based
on perceived superior features and attributes. Consider color psychology when crafting visual
marketing assets and how different colors carry different perceptions. KELLER, KEVIN (1993)
Conceptualizing, Measuring and Managing Customer-Based Brand Equity. Controlled activation
requires the active at- tention of the individual to retrieve a previously stored evaluation or to
construct a summary evaluation of the attitude object. The strategic potential of a brand platform
should be a part of measuring brand equity.