• Brand equity is reflected in perceptions, preferences,

and behavior related to all aspects of the marketing

of a brand. Stronger brands earn greater revenue.
• Marketers build brand equity by creating the right
brand knowledge structures with the right
consumers. Like brand names, slogans are an
extremely efficient means to build brand equity.
• Marketers are creating brand contacts and building
brand equity through new avenues such as online
clubs and consumer communities, trade shows, event
marketing, sponsorship, factory visits, public relations
and press releases, and social cause marketing.
 What is Brand equity
• Brand equity is a marketing term that
describes a brand's value.
• That value is determined by consumer
perception of and experiences with the brand.
• If people think highly of a brand, it has
positive brand equity.
 Benefits of Brand Equity:

• Improved Perceptions of Product Performance

• Greater Loyalty
• Less Vulnerability to Competitive Marketing Actions
• Less Vulnerability to Marketing Crises
• Larger Margins
• More Inelastic Consumer Response to Price Increases
• More Elastic Consumer Response to Price Decreases
• Greater Trade Cooperation and Support
• Increased Marketing Communications Effectiveness
• Possible Licensing Opportunities
• Additional Brand Extension Opportunities
• Brand awareness refers to the familiarity of
consumers with a particular product or
service.
• A brand awareness campaign seeks to
familiarize the public with a new or revised
product and differentiate it from the
competition.
• Social media has become an important new
tool in brand awareness marketing
 Perceived quality
• The term "Perceived Quality" refers to the quality that customers acknowledge
via the look, the touch, and the feel

• Perceived quality can be defined as the customer's perception of the

overall quality

• The quality offered by the product/ brand is a reason to buy it

• Perceived quality refers to the degree to which customers perceive your brand as
superior.

• customers are always willing to pay more for a brand they perceive to be superior.
That’s the value of perceived quality.
 These five metrics are key to determining perceived quality:

• Reason to Buy – The quality of your product or service is a reason to buy it.

• Positioning – The extent to which your brand is positioned as superior to

competitors.

• Price – Higher price is associated with higher perceived quality, especially in

complex markets.

• Channel Availability – Perceived quality increases when your brand is available in

a wide variety of sales channels.

• Brand Extensions – Multiple brand and/or line extensions are associated with
higher perceived quality.
For example, imagine viewing a new car in a showroom for the first time. Within the
first few moments, you will be able to judge if the product is of high quality or not.
 Brand identity

• Brand identity is the visible elements of a brand,

such as color, design, and logo, that identify and
distinguish the brand in consumers' minds.
 Starbucks coffee
Starbucks' brand identity begins with a green logo in a circular
shape.
Coca-Cola
Pizza Hut
 Brand association
• A brand association is a mental connection a customer makes
between your brand and a concept, image, emotion,
experience, person, interest, or activity.
• Brand association is anything which is deep seated in
customer's mind about the brand.
• Associations are not “reasons-to-buy” but provide
acquaintance and differentiation that’s not replicable. It is
relating perceived qualities of a brand to a known entity.
• Hotel is associated with luxury and comfort; BMW is associated
with sophistication, fun driving, and superior engineering.
• Brand should be associated with something positive
 Types of Brand Association
• Brand Association Based on Attributes(price, packaging and appearance)

• Brand Association Based on Benefits(Benefits can be functional, relating

to the specific results the product or service offers)(confident and strong,
feel pretty and beautiful,

• Brand Association Based on Attitudes(Brand attitudes can be linked to a

particular lifestyle, such as environmentally conscious or fitness oriented,
or to a celebrity personality in sports, entertainment, lifestyle or
business)
 Brand loyalty
• Brand loyalty is demonstrated by repeat
purchases of a product.
• brand loyalty describes a consumer's positive
feelings towards a brand
• Marketing campaigns are designed to nurture
brand loyalty.
• some people will always buy Coke at the
grocery store, while other people will always
purchase Pepsi.
Brand loyalty factors
• 1.Product Quality: High quality products ensure high customer satisfaction which helps
induce brand loyalty amongst customers.

• 2.Brand Image: A customer-friendly brand image which offers a consistent brand equity is a
positive driver for making customers loyal towards a brand.

• 3.Percieved Value: The value offered by the brand versus the price paid is of importance. If
the customer feels it has value, it creates brand loyalty in the consumers mind. Value can be
increased by a loyalty discount or a loyalty program by companies.

• 4.Switching Cost: If a cheaper option is available with a similar product quality, customers can
switch their brand, and hence it is an important factor.

• 5.Availability & Service: Good products must be available when a customer requires it for
creating customer loyalty. Also, good after sales service also adds value to a positive mindset.

• 6.Customer Psychology: Sometime brand loyalty is totally depended on customer psychology,

where good products can have no loyalists and poor products can have a following.
 Building Brand Loyalty:
• Communicate
• Customer Service
• Product Awareness
• Deliver value to customer
• Be Flexible
• Technology
• Feedback
• eye-catching logo design
 Brand Revitalization
• The Brand Revitalization is the marketing strategy
adopted when the product reaches the maturity
stage of product life cycle, and profits have fallen
drastically.
• Brand Revitalization refers to the set of activities a
brand undertakes to stay relevant in changing the
environment.
• Restating the brand promise with more clarity
• by taking a completely new positioning altogether.
Brand Revitalization Strategies
 Brand building strategies
• Brand Building is generating awareness, establishing
and promoting company using strategies and tactics.
• Strategies for building brand strength and sustaining
that strength for the brand portfolio require
attentions to the implementation of brand
identification in brand-building strategies.
• revitalizing brands in the later stages of their
lifecycles, and recognizing the strategic vulnerabilities
of core brands, since brands may be vulnerable to
competitive attack of changing market conditions.
 Strategies
• Identify your target clients
• Research your target client group
• Develop your name, logo and tagline. ...
• Develop your website.
• Develop Brand Image
• Strengthening brand loyalty
• Brand association
• Build your marketing toolkit.
 NEW BRAND FAILURES
• Brand failures refers to inability of a brand to realize
the required market share to sustain its presence in
the market.
• Brand failures occur on an ongoing basis to varying
degrees within most product – based organizations.
• This is the negative aspect of the development and
marketing process.
 TYPES OF BRAND FAILURES
IDEA FAILURE
EXTENSION FAILURE
CULTURE FAILURES
TIRED – BRAND
 REASONS FOR BRAND FAILURES
Brand amnesia:
Brand ego
Brand Megalomania:
• When brands extend to as many product categories as
possible ultimately weakens them all. Egotism can lead to
megalomania. When this happens, brands want to take over
the world by expanding into every product category
imaginable
Brand Deception:
Brand Paranoia: fate and Belief
Brand Irrelevance:
 BRAND EXTENSION
• Brand extension is a part of brand management to diversify
and leveraging the existing brand by entering into new
product category by new product development.
• Positive images and strengths of existing brand / parent brand
are leveraged to bring another success story for new product.
• Brand extension is increasingly used by companies as a part of
strategy for product developments. It is viewed as one of
means to attain integrated brand architecture.
• According to Phillip Kotler, “ A brand extension strategy is
any effort to extend a successful brand image to launch new
or modified products lines”.
• NEED FOR BRAND EXTENSION:
• The need for brand extension is explained below:
• 1) Cost of New Launches:
• The marketing environment of today is characterized by ups and downs. These shifts necessitate
frequent introductions in the marketplace both as a defenses against competition and desire to
grow.
• 2) PROMOTIONAL EFFICIENCY:

• When a company needs to support a larger number of individual brands, its promotional cost
structure goes up. Also, investments in one brand does not help the other brands. When the
Dettol brand of soap is advertised, it indirectly benefits other brands which share the same name.

• 3) CUSTOMER BENEFITS:

• From the customer’s point of view, brand extensions offer a less risky route to a new product
category. The customer knows what to expect from the brand and can easily conclude the likely
make-up and performance delivery of the brand.
• 4) FEEDBACK EFFECTS:
• Brand extensions are justified not only for what they deliver in terms of promotional efficiencies
and consumer benefits, they also help the parent brand in many ways, the first benefit being the
clarity in brand meaning that an extensions can bring. Extension can broaden the product
meaning.
• 5) RETURNS:
• Overtime, many brands, from being initially mono-product or mono-activity have evolved into a
diversified structure.