Brand Equity

Consumers buy products; they choose brands!

What is a brand? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

What does a brand convey? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Why brands? ,[object Object],[object Object],[object Object],[object Object]

Why is branding critical? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Why is it hard to build brands? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Brand equity ,[object Object],[object Object]

Brand equity: Key aspects ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Value to the customer ,[object Object],[object Object],[object Object],[object Object],[object Object]

Value to the firm ,[object Object],[object Object],[object Object],[object Object],[object Object]

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Major asset categories ,[object Object],[object Object],[object Object],[object Object]

Brand awareness ,[object Object],[object Object],[object Object],[object Object]

The awareness pyramid ,[object Object],[object Object],[object Object],[object Object],[object Object]

Value of brand awareness ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Perceived quality ,[object Object],[object Object],[object Object],[object Object],[object Object]

Perceived quality ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Perceived quality ,[object Object],[object Object],[object Object],[object Object]

Perceived vs. actual quality ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Value generated by perceived quality ,[object Object],[object Object],[object Object],[object Object]

Brand loyalty ,[object Object],[object Object],[object Object],[object Object],[object Object]

The loyalty pyramid ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Strategic value of brand loyalty ,[object Object],[object Object],[object Object],[object Object]

Brand associations ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Types of associations ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Value of brand associations ,[object Object],[object Object],[object Object],[object Object]

Brand Equity

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Brand Equity