Strategic Brand Management
Application Exercise for Strategic brand management. Brand Equity.
The value premium that a company realizes from a product with a recognizable name as compared to its generic equivalent. Companies can create brand equity for their products by making them memorable, easily recognizable and superior in quality and reliability. Mass marketing campaigns can also help to create brand equity. If consumers are willing to pay more for a generic product than for a branded one, however, the brand is said to have negative brand equity. This might happen if a company had a major product recall or caused a widely publicized environmental disaster.
Brand Equity is the value and strength of the Brand that decides its worth. It can also be defined as the differential impact of brand knowledge on consumers response to the Brand Marketing. Brand Equity exists as a function of consumer choice in the market place. The concept of Brand Equity comes into existence when consumer makes a choice of a product or a service. It occurs when the consumer is familiar with the brand and holds some favourable positive strong and distinctive brand associations in the memory.
Brand Equity can be determined by measuring: | * Returns to the Share-Holders. | | | * Evaluating the Brand Image for various parameters that are considered significant. | | | * Evaluating the Brand’s earning potential in long run. | | | * By evaluating the increased volume of sales created by the brand compared to other brands in the same class. | | | * The price premium charged by the brand over non-branded products. | | | * From the prices of the shares that an organization commands in the market (specifically if the brand name is identical to the corporate name or the consumers can easily co-relate the performance of all the individual brands of the organization with the organizational financial performance. | | | * OR, An amalgamation of all the above
The value premium that a company realizes from a product with a recognizable name as compared to its generic equivalent. Companies can create brand equity for their products by making them memorable, easily recognizable and superior in quality and reliability. Mass marketing campaigns can also help to create brand equity. If consumers are willing to pay more for a generic product than for a branded one, however, the brand is said to have negative brand equity. This might happen if a company had a major product recall or caused a widely publicized environmental disaster.
Brand Equity is the value and strength of the Brand that decides its worth. It can also be defined as the differential impact of brand knowledge on consumers response to the Brand Marketing. Brand Equity exists as a function of consumer choice in the market place. The concept of Brand Equity comes into existence when consumer makes a choice of a product or a service. It occurs when the consumer is familiar with the brand and holds some favourable positive strong and distinctive brand associations in the memory.
Brand Equity can be determined by measuring: | * Returns to the Share-Holders. | | | * Evaluating the Brand Image for various parameters that are considered significant. | | | * Evaluating the Brand’s earning potential in long run. | | | * By evaluating the increased volume of sales created by the brand compared to other brands in the same class. | | | * The price premium charged by the brand over non-branded products. | | | * From the prices of the shares that an organization commands in the market (specifically if the brand name is identical to the corporate name or the consumers can easily co-relate the performance of all the individual brands of the organization with the organizational financial performance. | | | * OR, An amalgamation of all the above