Professional Documents
Culture Documents
Brand Equity: An Asset
Brand Equity: An Asset
Value to firm:
Effective Mktg Program, Competitive Advantage, Extensions
Brand Loyalty
Price/ Margin, Trade Leverage
Awareness +
Loyal Customers+
Perceived quality+
Associations, linked to the Brand +
Other Proprietary assets ; that add value
to the product/ service
Communication
Media
PR
Brand Activities
Brand Extensions
Perceived Quality
Consumers PERCEPTION of the overall
quality/ superiority of a product/ service .
Relative to its intended purpose & the
alternatives available
Perceived Quality vs Actual Quality
Perceived Quality vs User Satisfaction
Reason to Buy
Differentiate/ Position
Price Premium
Trade Leverage
Brand Extensions
Brand Associations
Brand Linkages ( Perceptions) which are
memorable
Set of Associations create a Brand Image
Brand Positioning creates Associations
Brand Name/ logo/ Symbol/ Mnemonic/
Mascot/ Ambassador Vs
Brand Endorsement Vs
Brand Association