Brand Equity & Value
What contributes to brand equity?
1) Brand Image 2) Brand Awareness - the hierarchy 3) Brand Loyalty 4) Brand association 5) Brand knowledge - Brand equity is built from past activity Power of the brand lies in the mind of the consumer.
What can be used to measure brand equity?
1) BrandZ 2) Net promoter score 3) Balance Score card 4) Brand Asset Valuator
What two values do every brand have ?
A current value and an appropriable value
What is Ambler (2000) analogy of brand equity and value
brand equity is often equated with brand value but that is like confusing your house (asset) with its financial worth (price)
What is Brand equity in relation to brand value?
brand equity is what a brand means to its stakeholders, brand value is what the asset is worth to the company.
What is brand value according to Raggio & Leone (2009)
brand value is the sale or replacement price of a brand
what is the current value and appropriable value?
the current value is "what is" and the appropriable value is "what can be"
What is Raggio & Leone (2009) definition of brand equity?
they define it as an intra personal construct that moderate the impact of marketing activities. It is intra personal because brand equity is one's perception or desire for the brand to meet a promised benefits.
What is Keller (1993) definition of brand equity?
when certain outcomes results from the marketing of products or services because of its brand name that would not occur if the same product or service did not have that name.
