brand equity

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Presented by :- Abhijeet Gahlawat Ajay Singh Mahecha Rahul Mishra Ranvijay Singh Brand Equity :- An Introduction

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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. Brand

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Well-designed brand hierarchy Uses multiple marketing activities Understands consumer-brand relationship Supports organization Monitors sources of brand equity Excels at delivering desired benefits Stays relevant Priced to meet perceptions of value Positioned properly Communicates consistent brand messages Attributes of Strong Brands

The Role of Brands : 

The Role of Brands Identify the maker Simplify product handling Organize accounting Offer legal protection Signify quality Create barriers to entry Serve as a competitive advantage Secure price premium

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Endowing products and services with the power of a brand. BRANDING

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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. Brand Equity

Brand Equity Increases Value : 

Brand Equity Increases Value Brand Equity Brand Loyalty Brand Awareness Perceived Quality Brand Associations Other Brand Assets Value to Customer Value to Firm

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Trade leverage Reduced marketing costs Reduced marketing costs Attracting new customers Create awareness Reassurance Time to respond to competitive threats Examples: Delta ad Brand Loyalty

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Anchor to which other associations can be attached Familiarity-liking Signal of substance/commitment Brands to be considered Examples: Coke: seal DuPont: strategic Brand Name Awareness

Perceived Quality : 

Perceived Quality Reason-to-buy Differentiate/Position Price Channel member interest Extensions Examples: Jack in the box: COPS American Express

Brand Associations : 

Brand Associations Help process/retrieve information Reason-to-buy Create positive attitude/feelings Examples: Nordstrom: Reinvent 7-Eleven: Belly-flop

Brand Value and Brand Equity : 

Brand Value and Brand Equity Brand Equity provides value to customers: Interpretation/processing of information Confidence in the purchase decision Use satisfaction

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Brand Equity provides value to firm: Efficiency and effectiveness of marketing programs Brand loyalty Trade leverage Prices/margins Brand extensions Competitive advantage Brand Equity and Brand Value

Brand Building Inhibitors : 

Brand Building Inhibitors Pressure to compete on price Proliferation of competitors Fragmenting markets and media Complex brand strategies and relationships Bias toward changing strategies Bias against innovation Pressure to invest elsewhere Short-term pressures

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Brand Identity Brand Associations Brand Equity Brand Equity and Brand Identity

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Brand Awareness -your product is the first that comes to mind in a certain product categoryeg. ice tea = Snapple, running shoes = Nike`

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Coca Cola $ 36 Billion Nescafe $ 11 Billion Kodak $ 10 Billion Microsoft $ 9.8 Billion Budweiser $ 9.7 Billion Kellogg's $ 9.3 Billion Brands Brand value Motorola $ 9.2 Billion Gillette $ 8.2 Billion Bacardi $ 7.1 Billion Marlboro $ 33 Billion Source: Financial World 14-2 Most Valuable Global Brands

Bibliography : 

Bibliography Business studies: By Poonam gandhi Wikipedia search engine Google images

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