1. What is a 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.

2. The Role of Brands
Identify the maker
Identify the maker
Simplify product handling
Simplify product handling
Organize accounting
Organize accounting
Offer legal protection
Offer legal protection

3. The Role of Brands
Signify quality
Signify quality
Create barriers to entry
Create barriers to entry
Serve as a competitive
Serve as a competitive
advantage
advantage
Secure price premium
Secure price premium

4. What is Branding?
Branding is
endowing products
and services with
the power of the
brand.

5. What is Brand Equity?
Brand equity is the added value
endowed on products and services,
which may be reflected in the way
consumers, think, feel, and act with
respect to the brand.

6. Brand Knowledge
Thoughts
Feelings
Knowledge
Images
Beliefs
Experiences

7. Advantages of Strong Brands
• Improved
perceptions of
product
performance
• Greater loyalty
• Less vulnerability
to competitive
marketing actions
• Less vulnerability
to crises
• Larger margins
• More inelastic
consumer response
• Greater trade
cooperation
• Increased marketing
communications
effectiveness
• Possible licensing
opportunities

8. Brand Equity Models
• Brand Asset Valuator
• Aaker Model
• BRANDZ
• Brand Resonance

9. BAV Key Components
Differentiation: Degree to which a brand is different from others
Relevance: Brand’s appeal
Esteem: Ho the brand is regarded and respected
Knowledge: How familiar and intimate the consumer is with brand

10. Aaker Model
Brand Equity is a set of following five:-
Brand Loyalty
Brand Awareness
Perceived Quality
Brand Associations
Other Proprietary Assets like
Patent, Copyright, etc.

11. Figure 9.4 Brand Resonance Pyramid

12. Drivers of Brand Equity
Brand Elements
Marketing Activities
Meaning Transference

13. Brand Elements
Brand
names
Slogans
Logos
Elements
Characters
Symbols

14. Brand Element Choice Criteria
•
•
•
•
•
•
Memorable
Meaningful
Likeability
Transferable
Adaptable
Protectible

15. Measuring Brand Equity
Brand Audits: Consumer focused exercise that asses the
Brand Audits: Consumer focused exercise that asses the
health of the brand, finds sources of brand equity and suggests
health of the brand, finds sources of brand equity and suggests
ways to improve its equity
ways to improve its equity
Brand Tracking: Finding out how the brand is performing on
Brand Tracking: Finding out how the brand is performing on
basis of some dimensions through tracking studies
basis of some dimensions through tracking studies
Brand Valuation: Estimating the total financial value of the
Brand Valuation: Estimating the total financial value of the
brand
brand

16. Table 9.2 The 10 Most Valuable Brands
Brand
2006 Brand Value (Billions)
Coca-Cola
$67.00
Microsoft
$56.93
IBM
$56.20
GE
$48.91
Intel
$38.32
Nokia
$30.13
Toyota
$27.94
Disney
$27.85
McDonald’s
$27.50
Mercedes-Benz
$22.13
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
9-16

17. Managing Brand Equity
Brand Reinforcement: Consistently conveying the message of
Brand Reinforcement: Consistently conveying the message of
the brand to consumers
the brand to consumers
Brand Revitalization: Putting new life to brands
Brand Revitalization: Putting new life to brands
Brand Crises: Unfavourable situations, need to attend to them in
Brand Crises: Unfavourable situations, need to attend to them in
a swift manner
a swift manner

18. Types Of Brands
Manufacturer Brand: Manufacture and sale by the same entity.
Manufacturer Brand: Manufacture and sale by the same entity.
Eg: IBM, Sony
Eg: IBM, Sony
Retail Brand: Producer and seller are different people.
Retail Brand: Producer and seller are different people.
Eg: Chief Boot House (imports and sells in its name)
Eg: Chief Boot House (imports and sells in its name)
Licensed Brand: Authorise some other entity to produce and sell
Licensed Brand: Authorise some other entity to produce and sell
goods
goods
Co-Brand: Two entities share a brand name
Co-Brand: Two entities share a brand name