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Introduction
Building brands is an important aspect of marketing for
the long-term sustenance of a firm.
A brand name not only imparts recognition to a
product but gives it an identity. In the same product
class, products of different firms can have different
meanings for consumers.
The question is how do consumers associate these
different meanings to different brands?
This is because a brand name adds value to a product
beyond the brand elements and the value added
depends on customer perception
Brand Equity defined
Brand equity can be thought of as the
additional cash flow achieved by
associating a brand with the underlying
product or service
(Biel 1992).
Brand Equity defined
Step 1
Creating Brand Identity
Brand Equity in a Business
to Business Context
Brand identity Manufacturers brand salience
Brand meaning Includes performance and
reputation
Brand response includes judgements and sales
force relationships
Brand relationships partnership solutions
Sources of Brand
Equity Joint Perceived
Branding Advertising
programmes
spending Corporate
Brand Societal
knowledge Marketing
Brand
Brand elements
associations
Building
Brand Brand
Perceived Equity community
quality
Country-of-
origin
Brand
loyalty
Company
image
Endorsements
Events, third Distribution
party channels
Levels of brand
awareness Level 6: Opinion
about Brand
Level 5: Knowledge of
the Brand
Level 4: Brand
supremacy
Level 3: Top-of-the
mind recall
Level 2: Brand
recall
Level 1: Brand
recognition