Creating

Brand Equity
Prepared by:
Chandrajit Khaniya
Digesh Shah
Jignesh Gamit
Kartik Patel
Paresh Sidhdhapura
Tejas Sachala
BRAND
 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.
A Brand is any...

name... Coca-Cola
Coca-Cola term… Coke
Coke

design…

sign…
symbol…
or combination…

…that distinguishes a product from its competition.

Brand Image

A mental image that reflects the way consumers

perceive a brand.

 Physical: design, letters, shapes, art, colors

 Psychological: emotions, beliefs, values
Appy Fizz : Cool Drink To Hang
Around
Brand : Appy Fizz
Company : Parle Agro
Appy was launched as an apple
drink in tetra pack after the mega
success of Frooti. But Appy was
not that successful compared to
Frooti. Then we saw the new
avatar of Appy in Appy Fizz. Appy
changed in to nectar based drink.
Appy was launched with a new
bottle.
Cadbury Dairy Milk
Boost : Is The Secret Of Our Energy
When Cadbury Dairy Milk chocolate with its
deliciously smooth texture and unique Brand : Boost
creamy taste, was first introduced in the Company: Glaxo Smithkline Beecham
early 1900s, it made an immediate impact
quickly becoming the market leader. Boost is one of the major players in the Rs
1400 Crore Indian Health Food Drink
( HFD) market. Glaxo rules the Indian HFD
market with a share of around 64 %.
The Role of Brands
Identify
Identify the
the maker
maker

Simplify
Simplify product
product handling
handling
or
or tracing
tracing
Organize
Organize accounting
accounting and
and
inventory
inventory records
records

Offer
Offer legal
legal protection
protection for
for unique
unique
features
features or
or aspects
aspects of
of product
product
The Role of Brands
Signify
Signify quality
quality

Create
Create barriers
barriers to
to entry
entry

Serve
Serve as
as aa competitive
competitive
advantage
advantage

Secure
Secure price
price premium
premium
BRAND EQUITY
 Brand Equity is a set of assets (and liabilities)
linked to a brand’s name and symbol that adds
to (or subtracts from) the value provided by a
product or service to a firm and/or that firm’s
customers.
Branding a Place
Branding a Place
Brand Equity Models
 Brand Asset Valuator,
 AAKER Model,
 Brandz &
 Brand Resonance.
Brand Asset Valuator
BAV….
Aaker Model – Brand Assets

Brand
loyalty
Brand Brand
associations awareness

Proprietary Perceived
Assets (patents, quality
trademarks, channel
relationships)
Aaker Model – Brand Identity

Brand-as-product Brand-as-organization
(Scope, attributes, (Organizational Attributes,
quality/value, uses, users,
Country of origin)
local vs. global)

Brand-as-person Brand-as-symbol
(Brand Personality, (visual imagery/metaphors,
customer relationships) Brand heritage)
Brandz
Brand Resonance
 Building Brand Equity
 The initial choices of brand
elements or identities making up the
brand (e.g. brand names, URLs,
logos, slogans, jingles, etc.)
 The way the brand is integrated into
the supporting marketing program.
 Other associations indirectly
transferred to the brand by linking it
to some other entity (e.g. person,
place or thing)
Brand Elements
Brand
names URLs

Slogans
Elements
Logos

Characters
Symbols
 Great Marketing Tagline
 Asian Paints: Every Color Tells a Story
Axe : The Axe Effect
Bajaj Pulsar : Definitely Male
Band-Aid :Continuous Care
Bournvita: Do You Have Bournvita Confidence
Bru : Happiness Begins with Bru
Center Shock : Hilake Rakh De
Coffy Bite : Coffee or Toffee
Colgate Dental Cream : ye hai hamari suraksha chakra
Fair & Lovely : Chand ka Tukda
Fastrack : How many you have ?
Frooti : Fresh N Juicy
Brand Element Choice Criteria
 Memorable,
 Meaningful,
 Likeability,
 Transferable,
 Adaptable,
 Protectable.
Designing Holistic Marketing Activities

Personalization
(Internet, experiential, one-to-one,
permission)

Integration
(mixing/matching marketing
activities to maximize
individual/collective effects)

Internalization
(activities/processes to
inform/inspire employees)
Personalization
 Rapid expansion of Internet has created
opportunities to personalize marketing.
 Personalizing marketing is about making sure
that the brand & its marketing are as relevant
as possible to as many customers as possible.
Integration
 Integrating marketing is about mixing &
matching marketing activities to maximize their
individual & collective effects.
 Brand awareness
 Brand image
Internalization
 Internal branding is activities &
processes that help to inform & inspire
employees.
 Companies need to engage in open
dialogue with employees.
Holistic Marketing
 Holistic marketers must go even further
& train & encourage distributors to serve
their customers well.
 Poorly trained dealers can ruin the best
efforts to build a strong brand image.
Measuring Brand Equity
 To measure the brand equity there are
two approaches:
1. Direct approach
2. Indirect approach
Measuring Brand Equity

Brand
Brand Audits
Audits
(health
(health of
of brand)
brand)

Brand
Brand Tracking
Tracking
(over
(over time)
time)

Brand
Brand Valuation
Valuation
(financial
(financial worth)
worth)
Brand Audits
 Brand Audits are in-depth examination
of the health of a brand and can be used
to set strategic direction for the brand.
It measures “ where the brand has been”.

 It consist of two steps:

1. Brand inventory
2. Brand exploratory
Brand Tracking
 Tracking studies involve information
collected from consumers on a routine
basis over time & provide valuable
tactical insights into the short-term
effectiveness of marketing programs
and activities. It measures “where the
brand is now”.
Brand Valuation
 Brand valuation is the estimation of total
financial value of the brand.

 The values associated with the product

or services are communicated through
the brand to the consumer.

 It measures “How much worth of brand

is”.
The 10 Most Valuable Brands
Managing Brand Equity

Brand
Brand Reinforcement
Reinforcement
(consistently
(consistently convey
convey the
the meaning
meaning of
of
the
the brand)
brand)

Brand
Brand Revitalization
Revitalization

Brand
Brand Crises
Crises
Devising a Branding Strategy

Develop
Develop new
new brand
brand
elements
elements

Apply
Apply existing
existing brand
brand
elements
elements

Use
Use aa combination
combination of
of
old
old and
and new
new
Brand Naming
Individual
Individual names
names
(not
(not tied
tied to
to company
company reputation)
reputation)

Blanket
Blanket family
family names
names
(create
(create brand-name
brand-name recognition)
recognition)

Separate
Separate family
family names
names
(very
(very different
different products)
products)

Corporate
Corporate name-
name-
individual
individual name
name combo
combo
(sub-branding—Kellogg’s
(sub-branding—Kellogg’s Rice
Rice
Krispies,
Krispies, Raisin
Raisin Bran,
Bran, Corn
Corn Flakes)
Flakes)
Brand Portfolio
 Brand portfolio is set of all brands and
brand lines of a particular firm offers for
sale to buyers in a particular category.

 To maximize market coverage.

 To minimize brand overlap.

Brand Roles in a Brand Portfolio

Flankers Cash Cows

(attack competitor brands so
(Brand kept around
flagship brands retain
desired positioning) dwindling sales)

Low-end High-end
Entry-level Prestige
(adds value & credibility
(attract customers) to entire portfolio)
THANK
YOU…..