Creating Brand Equity •What is Brand Equity •Building Brand Equity •Measuring Brand Equity •Managing Brand Equity •Devising a Brand Strategy •Customer Equity A brand is 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. -American Marketing Association “A product is something made in a factory; a brand is something that is bought by a customer. A product can be copied by a competitor; a brand is unique. A product can be quickly outdated; a successful brand is timeless.” - Stephen King (WPP Group, London) Roles of Brand • Identify the source of the product / Maker • Signify the quality • Offers legal protection • Serve as a competitive advantage • Emphasizes the bases of differentiation • Reduces the primacy of price upon the purchase decision Branding is endowing products and services with the power of the brand. It is all about creating differences between products. 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. –Philip Kotler • “The value of a brand. From a consumer perspective, brand equity is based on consumer attitudes about positive brand attributes and favorable consequences of brand use.” – American Marketing Association • “A set of assets and liabilities linked to a brand, its name and symbol, that adds to or subtracts from the value provided by a product or service to a firm and/or to that firm’s customers.” – David Aaker Brand Equity “The tangible and intangible value that a brand provides positively or negatively to an organization, its products, its services, and its bottom-line derived from consumer knowledge, perceptions, and experiences with the brand.” — Susan Gunelius Brand Trial Brand Recognition Brand Awareness Brand Preference BRAND EQUITY Brand Loyalty Brand Equity Models Brand Asset Valuator Aaker Model BRANDZ Brand Resonance Brand Equity Models • Brand Asset Valuator - developed by Advertising agency Young and Rubicam (Y&R). Four Pillars of Brand Equity: Energized Differentiation Relevance Esteem Knowledge Brand Equity Model • Aaker Model - viewed by Professor David Aaker • There are a set of five categories of brand assets and liabilities which add value to the product. Brand Awareness Perceived Quality Brand Loyalty Brand Associations Other proprietary assets Brand Equity Model • BRANDZ - developed by marketing research consultants Millward Brown and WPP. -it involves series of steps and each steps have their objectives. Presence Relevance Performance Advantage Bonding Brand Equity Model • Brand Resonance - views brand building as an ascending, sequential series of steps 1. Ensuring identification of the brand with customers’ minds with a specific product class or customer need. 2. Firmly establishing the brand into the mind of the consumer. 3. Eliciting proper customer response to in terms of brand related judgment and feelings. 4. Converting brand response to create an intense, active loyalty relationship between customers and the brand. Brand Equity Model • Brand Salience - how often and how easily customers think of the brand under various purchase or consumption situations • Brand Performance - how well the product or service meets customers’ financial needs • Brand Imagery - describes the extrinsic properties of the product or service, including the ways in which the brand attempts to meet the customers’ psychological or social needs. Brand Equity Model • Brand Judgment - focus on customers’ own personal opinions and evaluations. • Brand Feelings - customers’ emotional response and reactions with respect to the brand • Brand Resonance - nature of the relationship customers have with the brand and the extent to which they feel they’re “in sync” with it. Building Brand Equity • Three Main Factors 1. The initial choices for the brand elements or identities making up the brand (brand names, URLs, logos, symbols, characters, spokespeople, slogans, jingles, packages, and signage) 2. The product and service and all accompanying marketing activities and supporting marketing programs 3. Other associations indirectly transferred to the brand by linking it to some other entity (a person, place, or thing) Measuring Brand Equity Brand Audits Brand Tracking Brand Valuation Measuring Brand Equity • Brand Audits - consumer-focused series of procedures to assess the health of the brand, uncover its source of brand equity, and suggest ways to improve and leverage its equity • Brand Tracking Audits - collects quantitative data from consumers over time to provide consistent, baseline information about how brands and marketing programs are performing • Brand Valuation -the job of estimating the total financial value of the brand. Managing Brand Equity • Brand Reinforcement Marketers can reinforce brand equity by consistently conveying the brand’s meaning in terms of (1) what products it represents, what core benefits it supplies, and what needs it satisfies; and (2) how the brand makes products superior, and which strong, favorable, and unique brand associations should exist in consumers’ minds. Managing Brand Equity • Brand Revitalization These are products that have fallen on hard times but managed to turn around and come back to the market. Devising a Brand Strategy Develop new brand elements for the new product Apply some of its existing brand elements Use a combination of new and existing brand elements Develop new brand elements for the new product Apply some of its existing brand elements Use a combination of new and existing brand elements Customer Equity • Customer equity is the total of discounted lifetime values of all of the firms customers. Firms like McDonalds, Apple and Facebook have very high customer equity and that is why they have an amazing and sustainable competitive advantage.