This document discusses brand equity and customer-based brand equity. It defines customer-based brand equity as the differential effect brand knowledge has on consumer responses to marketing activities. It can be positive if consumers react favorably, or negative if they react unfavorably. Key ingredients are consumer response, brand knowledge, and marketing of the brand. The document also discusses brand promise, a marketer's vision for what the brand must do for customers. Finally, it outlines three models of brand equity: the BrandAsset Valuator model, Brand Dynamics pyramid, and Brand Resonance model, which each have multiple components for measuring brand equity.
4. Customer based brand equity
It is the differential effect brand knowledge has on
consumer response to the marketing of that brand.
.
5. Customer based brand equity may be
positive- when consumer reacts more
favorably, and negative- when consumer
react less favorably to the marketing
activities of the brand.
13. 1. BRANDASSET VALUATOR MODEL
It was developed by an advertising agency named YOUNG
AND RUBICAM.
It has 4 key components:
1.ENERGISED DIFFERENTIATION
2.RELEVANCE
3.ESTEEM
4.KNOWLEDGE
14.
15. 2.BRAND DYNAMICS PYRAMID
It was developed by marketing research consultants MILLWARD BROWN and
WPP . It is also called BRANDZ MODEL.
It has 5 key components:
1.PRESENCE
2.RELEVANCE
3.PERFORMANCE
4.ADVANTAGE
5.BONDING
16.
17. 3.BRAND RESONANCE MODEL
It has 6 key components:
1.SALIENCE
2.PERFORMANCE
3.IMAGERY
4.JUDGEMENT
5.FEELING
6.RESONANCE
18.
19. RECAP
1.What is brand equity?
2.2.customer based brand equity
3.Brand promise
4.Brand equity models
