Brand Equity In Tesco

Introduction
Brand Equity: The premium value realized from a particular product which has a well-established name as compared to any other generic product available in market is known as brand equity. Brand equity has many aspects such as loyalty, awareness, preferences, familiarity, associations and image in minds of customers.
Brand equity is always considered to be an intangible asset because the brand value is not a physical asset and is ultimately depends on perception of the brand by consumer. A brand's equity contributes to the overall valuation of the company's assets as a whole.
Positive brand equity: This is achieved when customers are eager to pay more for a good with a distinguishable brand name than they would pay for a common version of the product.
Negative Brand Equity: A brand's equity is measured to be negative when customers are not willing to pay extra for a brand name version of a product. Negative brand equity arises when a company’s brand has a negative impact on the business. This implies that company would be better off with no name at all. When Tesco’s brand (During 70’s) was so poorly perceived that Imperial

These characters usually endorse only one particular brand. Desired outlook is given to these celebrities and hence the level of flexibility in endorsement is high. Examples:
a) Ronald McDonald is a clown character used as the primary mascot of the McDonald's fast-food restaurant chain. The character is designed in such a way so that kids can connect to it.
b) ZooZoos are advertisement characters promoted by Vodafone India since the Indian Premier League Season 2 (IPL). These are white creatures with ballooned bodies and egg heads. They became very famous in short period of time and company was able to communicate many of its schemes/plans effectively with these