BRAND EQUITY

BY
BHARATESH
NAVEEN
RAJESH
VIVEK
CHETAN
RAMYA
MANIKANTA
BRAND EQUITY
 Brand Equity is the added value that endowed to products and services.

 The value may be reflected in how consumers think, feel, and act with respect
to the brand, as well as the prices, market share and profitability that the
brand commands for the firm.

 Brand Equity is an important intangible asset that has psychological and

financial value to the firm.
Brand knowledge
 Brand knowledge refers to all the thoughts, feelings, images, experiences, and
beliefs that become associated with a business brand.
 Brand knowledge can be characterized in terms of two components:
 Brand Awareness
 Brand Image
BRAND KNOWLEDGE

BRAND AWARENESS BRAND IMAGE

BRAND BRAND BRAND FAVOURABILITY OF STRENGTH OF UNIQUENESS OF

RECALL RECOGNITION ASSOCIATION ASSOCIATIONS ASSOCIATIONS ASSOCIATIONS
 Brand Awareness
 Brand awareness is related to the strength of the brand node or trace in memory, as reflected by
consumers ability to recall or recognize the brand under different conditions. Brand awareness
can be characterized by depth and breadth.

 The depth of brand awareness relates to the likelihood that the brand can be recognized or
recalled.

 The breadth of brand awareness relates to the variety of purchase and consumption situations in
which the brand comes to mind.
 Types of brand awareness are Brand recall and Brand recognition.
 Brand Recognition:
It relates to consumers ability to confirm exposure to the brand when given the brand as a clue.
In other words, brand recognition requires that consumers can correctly discriminate the brand
as having been seen or heard before.

 Brand Recall:
It relates to consumers ability to retrieve the brand from memory when given the product
category, the needs fulfilled by the category or a purchase or usage situation as a cue. So, brand
recall requires that consumers correctly generate the brand from memory when given a relevant
cue.
Establishing Brand Awareness
 Segment Branding efforts to target highly specific audiences:

• In a similar fashion to direct response marketing campaigns, brand awareness strategies should
continue to focus on capturing the attention of current customers. These customers can be identified
as those individuals whom have shown an interest by visiting the company website, reading company
announcements, or otherwise indicated an intent to purchase.

• To make the most of branding efforts, marketers should focus their attention on the brand’s identified
target market. Though increased efforts marketers can increase brand-awareness to a larger, more
qualified audience.

• Audiences can be found online via the brand website or through direct targeting on the right social
media networks at the right time.
 Use search result retargeting to establish strong brand recall:
o Retargeted ads are a type of digital display as that “retargets” a user who has visited your
website or interacted with a digital asset. Using digital retargeting, especially in display ads, can
stimulate brand recall and encourage prospects to come back to your site.
o There are four general ways that you can use targeting to establish stronger brand recall
amongst current and prospective customers:

 Retargeting individuals
with a preliminary brand awareness.
 Retarget people who have previously visited your site.

 Focus on people who have opened an email.

 Track users who have searched for your product by name.

 Make social customer engagement a priority:
Marketers use social media to develop loyal fans. Instead of sitting passively by while fans come
to your brand’s social media accounts, you will need to proactively search for your targeted
audience.

Being proactive can help you to increase brand awareness in your audience and the ROI of your
social media marketing. Social media listening tools and referral program software can help you
be proactive in your social media marketing efforts.
 Brand Image
Brand image is defined as consumer perceptions of a brand as reflected by the brand
associations held in customers memory. Brand image conveys emotional value and not just a
mental image. Brand image is nothing but a organization’s character.

It is an accumulation of :
 Brand Association.
• Attribute Association.
• Benefit Association.
• Attitude Association.
 Strength of Brand Associations.
 Favorability of Brand Associations.
 Uniqueness of Brand Associations.
Brand Association:
A positive brand image is created by marketing campaigns that link strong, favorable and unique
associations to the brand in memory. This has important implications for building brand equity.
• Attribute association: These descriptive features which are used to characterize a product or
service. Attribute association can be product-related(safe, water resist, functions, performance,
etc.) and can be non-product-related(price, packing, user, usage etc.)
• Benefit Association: Consumer less interested in product attributes but more interested in its
benefits. Benefit associations are suggestions as to what a product or service can do for them,
benefit association can be functional, experimental, symbolic.
• Attitude Association: Attitude is an important psychological construct. It determines buying
decisions. Attitude has three component( knowledge perception that a person has about a
brand), affective (emotion and feelings that someone has towards a brand), and co-native
component (behavioral or action-oriented, ex: likelihood to buy the brand).
 Strength of Brand Associations: Making sure that associations are linked strongly to the brand
will depend on how the marketing campaign and other factors affect consumers brand
experiences. The more the person thinks about the product information and relates it to
existing brand knowledge, the stronger the resulting brand associations.
 Favorability of Brand Associations: Favorable associations for a brand are those associations
that are desirable to consumers and are successfully highly convenient, reliable, effective,
efficient, colorful, and so on.
 Uniqueness of Brand Associations: Brand associations may or may not be shared with
competing brands. The essence of positioning is that the brand has a sustainable competitive
advantage or unique selling proposition that gives consumers a compelling reason why the
should buy that particular brand.
Types of Brands
• Individual Brands
• Service Brands
• Organization Brands
• Personal Brands
• Group Brands
• Event Brands.
• Geographic Place Brands
• Private-Label Brands.
• E-Brands.
Strategic brand management Process
• Identification and establishing brand positioning and value: Clear understanding of what the
brand is to represent and how it should be positioned with respect to competitors. Brand
positioning is the act of designing company image customer’s mind.

• Planning and implementing brand marketing programs: Planning marketing activities and
supporting marketing programs and the way brand is integrated into them, basically it involves
three factors:
 Choosing brand elements.

 Integrating the market into marketing activities and supporting marketing programs.

 Leveraging secondary associations.

Contd…
• Measuring and Interpreting brand performance: It includes set of research procedure
designed to provide timely, accurate and actionable information for marketers so that they can
make best decision in short run and best strategic decision in long run. To understand the
effects of brand marketing programs, marketer should measure and interpret brand awareness.

• Growing and sustaining brand equity: Maintaining and expanding brand equity can be quite
challenging. Managing brand within the context of other brands as well as multiple categories,
over time, and across multiple market segments.
Brand Architecture Process
The brand architecture process consists of following steps:
• Reference: Brand is used as a reference for the buying and selling decisions for providing the
excellent level of satisfaction to the customers.
• Brand personality is revealed: In this step, the brand characteristics are defined and brand
personality is revealed to customers. Like a caring mother, an expressive connection and
emotional stability is maintained among customers and brand personality.
• Develop Brand Icon: When the personality is established about the brand, next step is to
develop a brand icon. It is just like the steps of Maslow’s hierarchy of need theory un which
ladder is moved upwards.
• Brand is Solid Statement: At this stage the brand is the solid statement of the company and the
company is recognized by that brand.
 Brand Portfolio Strategy
Brand portfolio strategy is an approach towards establishing(future) and managing (current) a portfolio
brands in a coordinated way, such that maximize returns and build equity in chosen markets.
The development and management of a brand portfolio strategy involves:
• Add, delete, or prioritize brands or sub-brands.
• Extend a brand into another product category with a descriptor or a sub-brand, or as an endorser.
• Extend a brand into the super-premium or value space.
• Use the corporate brand on an offering, or expand its use as an endorser.
• Develop a brand alliance.
• Define or associate with a new product category or sub-category.
• Create and/or dial up a brand differentiator, a branded feature, ingredient or technology, service, or
programme that differentiates.
• Develop a branded energizer, a branded sponsorship, product, promotion, or other entity that is linked
to the target brand adding associations, interest, and energy.
 Brand Extension
Brand extension is a part of brand management to diversify and leveraging the existing brand
by entering into new product category by new product development.
According to Philip Kotler, “a brand extension strategy is any effort to extend a successful brand
image to launch new or modified products of lines.”
Types of Brand Extension are:
• Extend to other Items in the same product line: Line extension is the simplest form of brand
extension . The idea is to make some additions to the line and cater to different segments of
users of the product. In line extensions, the key criteria are whether the core strength of the
parent brand can be leveraged for the new items.
Ex: in detergents, HLL launched Surf line extension into Surf Ultra, Surf Excel, Surf Excelmatic.
Contd…
• Extended to Items in a Related Product Line(Category Extension): Here, the brand name is
extended over different products, but the products are related in some way. In order words,
they belong to a category.
Ex: Maggi initially was a brand of noodles. Later, the brand name was extended to other
product lines in the related category food – Maggi ketchup, Maggi Soup, etc.
• Extended to items in an unrelated product line (Outside Category Extension): Here the
brand name is extended across completely new and unrelated products, falling under all
together different product categories. It is here that the brand extension is put to the severest
test and the value of the brand is leveraged to the maximum.
Ex: Enfield, initially used for motorcycles, was later extended to television. Here, the products
belong to different and unrelated categories.
Brand Stretching
Brand Stretching refers to the process of using established brand names to launch products in
an unrelated and different product categories. The potential growth of the brand stretch
depends on how the core product was positioned in customer’s minds.
Ex: Canon moved from cameras to printers, photocopiers, etc.
THANK YOU!!!