Brand equity Essays

  • Theory Of Brand Equity

    1216 Words  | 5 Pages

    the power of brand equity. Farquhar (1989) explains brand equity as the added value to the firm, the trade, or the consumer with which a given brand gives a product. Aaker (1991) mention that there are liabilities and assets linked to the brand and that these brand assets can provide value to both the company and customers in form of brand equity. He describes the different ways as: • Helps the customers interpret process and store large amounts of information about products and brands. • Affect

  • The Importance Of Brand Equity

    1714 Words  | 7 Pages

    Brand equity is defined through five different components: brand loyalty, familiarity and recognition of a brand name and/or symbols, perceived quality of products under the brand name, associations including how the brand is positioned relative to competitors, and other brand assets like control of distribution outlets (Aaker 1991, p 3). To elaborate on brand loyalty, it includes the ability to retain satisfied customers (Aaker 1991, p 3). Brand equity also is composed of the cultural relations

  • Brand Equity Scale

    855 Words  | 4 Pages

    measure of brand equity, the literature lacks an through empirical observation based consumer-perceived brand equity scale (i.e., a marketing-oriented brand equity scale). Since the brand is that the consumer’s plan, the buyer is an energetic participant or partner within the creation of equity for the brand (Blackston, 2000). Therefore, taking into consideration the consumer’s perspective in developing dimensions can permit us to know, manage, and measure the intangible equity directly. The aims

  • Consumer Based Brand Equity

    1683 Words  | 7 Pages

    saliency, brand associations and brand personality, and where brand value is the outcome of managing the brand meaning. Keller (1993) defined Consumer Based Brand Equity as the differential effect of brand knowledge on consumer response to the marketing of the brand. The Consumer Based Brand Equity involves consumer’s reactions to an element of the marketing mix for the brand in comparison with their reaction to the same marketing mix element attributed to a fictitiously named or unnamed version

  • Essay On Brand Equity

    865 Words  | 4 Pages

    Brand equity, popularly known as brand value and an important part of building a business, is believed to be public relations driven. Companies that successfully build brand equity understand just how significant it is to the bottom line. However, a great deal of effort, time and patience are needed to build positive brand equity. PR firms are of the opinion that strong brand equity is achievable but it requires a targeted strategy and a mix of good products and other marketing efforts. PR efforts

  • Brand Equity Model: Keller's Brand Equity Model

    1403 Words  | 6 Pages

    2.7 Models on Brand loyalty: 2.7.1 Keller’s model: There are several factors that enhance the strength of a product or service. Understanding of these factors results in effective launching of the products and services and turns a failure venture into a successful one. The Keller’s Brand Equity Model looks forward to implement four steps that help an organization to establish itself as a successful brand. Step 1: Brand identity – who are you? The organization at the first instance aims to spread

  • Coca Cola Brand Equity

    1079 Words  | 5 Pages

    When people speak of "brand equity" they mean the public 's valuation of a brand. Brand equity is associated with wide recognition, customer loyalty, and the market share enjoyed by the branded product or service. Wide familiarity, strong loyalty, and a dominant share tend in the long run to be the consequences of consistently favorable performance by the owner of the brand. A very strong bond equity of long standing may also result in that brand being used as the name of an entire category. Thus

  • Brand Equity Definition

    740 Words  | 3 Pages

    Before defining brand equity, we must first understand what a brand actually is. A brand is a name or symbol that a company uses to identify a product or service. Branding is an integral part of company development; companies cannot afford to overlook it. A brand brings value to a company. This brings us to brand equity. Brand equity is well known and highly recognized brand that leaves a good impression on consumers. Companies achieved brand equity by creating high quality and reliable products

  • Brand Equity Advantages

    1005 Words  | 5 Pages

    Nowadays, in order to sustain longer in the business worlds, the organization or company have to compete against their competitor through the competitive advantages. Building brand equity or strong brands can be considered one of the important elements that drivers of business success as the brand are to be said “the heart of marketing along with business strategy”. As there are many identical products or services available in the market, customer have the opportunity to chose and then select what

  • The Importance Of Brand Equity

    1496 Words  | 6 Pages

    Brand equity is defined as an intangible asset of included value built from four noteworthy parts i.e. brand awareness, brand loyalty, brand quality and brand associations (Aaker 1996). According to Ferrel and Hartline (2008) brand awareness and brand loyalty tend to upgrade consumers ' familiarity with the brand as recognized brands are approached all the more frequently by consumers. Brand quality relates to the risks perceived in making buy decision. Brand associations allude to brand image, functional

  • The Pros And Cons Of Brand Equity

    706 Words  | 3 Pages

    fundamental dimension of brand equity is brand image, which has been recognized as an essential concept in marketing. Brand image is consumers’ perception about the brand, as reflected by the brand associations held in consumer memory (H. Herzo, 1963, p.76-86; Joseph W. Newman, 1957, p.95-102). In other words, brand associations are the other information nodes linked to the brand node in memory and contain the meaning of the brand for consumers. According to Keller, creating a positive brand image takes marketing

  • Brand Equity Analysis

    1186 Words  | 5 Pages

    Brand image is the key driver of brand equity, which refers to consumer’s general perception and feeling about a brand and has an influence on consumer behaviour. For marketers, whatever their companies’ marketing strategies are, the main purpose of their marketing activities is to influence consumers’ perception and attitude toward a brand, establish the brand image in consumers’ mind, and stimulate consumers’ actual purchasing behaviour of the brand, therefore increasing sales, maximizing the market

  • Brand Equity Case Study

    2608 Words  | 11 Pages

    MANAGEMENT DISCIPLINE A STUDY ON RETAIL BRAND EQUITY IN FASHION INDUSTRY- CUSTOMERS’ PERSPECTIVE AIM OF THE RESEARCH The research aims to investigate from customers’ perspective how the dimensions of fashion retailers in Trichy District impact on the value of known fashion Brands and the stores that market them(Retail Brands). The Objectives of the study are 1. To study the profile of respondents in Trichy District. 2. To identifywhich elements of Assortment factor influence customers in choosing

  • Brand Equity In Social Media

    1228 Words  | 5 Pages

    products and brands. Different platforms of social media were used to create new ideas for branding and ways to express consumer’s like/dislike of products and/or brands. The increasing number of information and communication it offers, create an assumption that these platforms can be added to the different traditional means of marketing in building BE (Berthon et al., 2007; Bruhn, Schoenmueller and Schafer, 2012). Whether these social media is generated by the firm itself (such as brand weblogs or

  • Examples Of Negative Brand Equity

    1268 Words  | 6 Pages

    Brand equity develops and rise as a result from a customer’s experience with the brand. The process usually involves the customer’s natural relationship with the brand that will extend the following predictable model: First the Awareness of the brand which will institute the brand to its target market where they will use advertising tools to get it noticeable. Then Recognition, when the customers are familiar with that particular brand, they will tend to recognize the brand in everywhere, such in

  • Brand Equity Index Case Study

    1010 Words  | 5 Pages

    about identity but much more developing into brand management which would allow the marketers to be able to develop a brand that had values, personality and much more. Likewise, in today’s technology savvy environment, where globalization has led to internationalization of brands easily requires branding much more than the brand management it is about the customization and creating brands that are able to meet the needs

  • Brand Equity Literature Review

    1556 Words  | 7 Pages

    ARTICLE REVIEW Source Yoo B, Donthu N, Lee S. (2000), ‘An Examination of Selected Marketing Mix Elements and Brand Equity’ Journal of the Academy of Marketing Science, 28;195 viewed 2 January 2016, Introduction This review critically examines the article ‘An Examination of Selected Marketing Mix Elements and Brand Equity’ Journal of the Academy of Marketing Science. The review will first summarize the article. Secondly, it analyzes the effectiveness

  • Kler And Keller Major Dimensions Of Brand Equity

    965 Words  | 4 Pages

    Keller describes brand equity as the value adding element to the product. Brand equity is an extremely important concept for both practical and theory related reasons in brand building and its management. Brand equity has many dimensions and definitions for example favorable impressions, attitudinal dispositions, and behavioral predilections. Whereas the major dimensions of brand equity are brand loyalty, brand awareness, perceived quality of brand, and brand associations as told by Keller and Aaker

  • Strong Brand Equity Analysis

    747 Words  | 3 Pages

    strong brand equity has many advantages, in addition to the fact that it creates strong bonds between consumers and their products; it gives competitive advantage to the firm and makes it less susceptible to be replaced in the market. It also makes the brand less elastic in terms of price change and makes it easier for the brand to grow. In the pursuit of building strong brand equity, two main questions need to be answered: 1. What makes a brand strong? 2. How do you build a strong brand? This paper

  • Hofstede's Theory Of Brand Equity

    1126 Words  | 5 Pages

    2.4 Exsisting findings and debates An increasing number of premium luxury brands developed accessible sub-brands (The Affordable Luxury Opportunity in China, 2013). Brand extension strategies may influence the brand image after the extension and that variables such as the brand image prior to the extension, the perceived quality of the extension and the fit between the parent brand and the new product also affect the image. The reason why this strategy has been popular is the fact that it decreases