Brand Equity

Brand Equity - The power of the brand name

* Two views of brand equity

* Investor

* The financial worth of the brand

* Brand valuation

* Customer

* The value of a brand to the customer compared to other brands

Brand Equity versus Brand Loyalty

* Brand loyalty is a consistent repurchase of the brand accompanied by a favorable brand attitude

* Brand equity is a mental concept of a brand’s superiority

* Components of Brand Equity

Five dimensions of brand equity

1. Performance

2. Social image

3. Value

4. Trustworthiness

5. Identification

Illustrative Measures of Components of Brand Equity

P1 From this brand of television, I can expect superior performance

P2 During use, this brand of television is highly unlikely to be defective

P3 This brand of television is made so as to work trouble free

P4 This brand will work very well

State Your opinion on the following statements by rating them 1 - 5 where 1 means strong disagreement and 5 means strong agreement:

Performance

I1 This brand of television fits my personality

I2 I would be proud to own a television of this brand

I3 This brand of television will be well regarded by my friends

I4 In its status and style, this brand matches my personality

Social image

T1 I consider the company and people who stand behind these television to be trustworthy

T2 In regard to consumer interests, this company seems to be very caring

T3 I believe that this company does not take advantage of consumers

Trustworthiness

A1 After watching this brand of television, I am very likely to grow fond of it

A2 For this brand of television, I have positive personal feelings

A3 With time, I will develop a warm feeling toward this brand of television

Attachment

V1 This brand is well priced

V2 Considering what I would pay for this brand of television, I will get much more than my money’s worth

V3 I consider this brand of...