©ugik013MMIX-2009©ugik013MMIX-2009Addstothevalueprovided©ugik013MMIX-2009BrandequityisasetofassetsEachbrandequityassetcreatesvalueinavarietyofverydifferentwaysBrandequitycreatesvalueforcustomerandfirmForassetsorliabilitiestounderliebrandequity,theymustbelinkedtoname/symbolofthebrand©ugik013MMIX-2009BrandnameawarenessPerceivedQualityBrandloyaltyBrandassociations©ugik013MMIX-2009Awarenessreferstothestrengthofabrand’spresenceintheconsumer’smindConsumersinstinctivelypreferabrandthattheyhavepreviouslyseentoonethatisnewtothemConsumerFamiliaritybrandhasanedge!BrandEquityMajorAssets–Brandawareness©ugik013MMIX-2009AnchortowhichotherassociationscanbeattachedProvidesthebrandasenseoffamiliarityAwarenesscanbeasignalofpresence,commitmentandsubstanceAwarenessgetsbrandintotheconsiderationsetBrandEquityMajorAssetsBrandEquityMajorAssets–Brandawareness©ugik013MMIX-2009UnawareofTheBrandAidedawarenessUnaidedawarenessTopofMindDominantBrandAwarenessBrandEquityMajorAssets–Brandawareness©ugik013MMIX-2009canbedefinedasthecustomer’sperceptionofTheoverallqualityorsuperiorityofaproductorserviceWithrespecttoitsintendedpurpose,relativetoalternativesBrandEquityMajorAssets–PerceivedQuality©ugik013MMIX-2009BrandEquityMajorAssets–PerceivedQualityisanintangibleandoverallfeelingaboutabrandcannotnecessarilybeobjectivelydeterminedbecauseitisaperceptionPerceivedqualitydiffersfromsatisfaction©ugik013MMIX-2009ProvidesthepivotalreasontobuyCoulddifferentiateandbeaprincipalpositioningcharacteristicofabrandProvidestheoptionofchargingapremiumpricePossiblemeaningfultochannelmembersandthusaidingainingdistributionBrandEquityMajorAssets–PerceivedQuality©ugik013MMIX-2009acentralconstructinmarketing,isameasureofattachmentthatacustomerhastoabrandItreflectshowlikelyacustomerwillbetoswitchtoanotherbrandItisoneindicatorofbrandequitywhichisdemonstrablylinkedtofutureprofitsBrandEquityMajorAssets–BrandLoyaltyAbrandhasvalueonlyinitspotentialtocreateloyalcustomers©ugik013MMIX-2009Switchers/Pricesensiti...
