Brand equity, Marketing Management

Brand equity: to understand the dynamics of brand, Aaker provides a framework called equity. Brand equity refers to a "set of assets and liabilities of a brand, its name and symbol that add to or subtract from the value provided by a product or service to a firm and of that firm's competitions". In other words, brand equity provides (or negative subtract) values of a firm in the form of price premium, trade leverage or competitive advantage. The brand assets can be categorized in five groups, below:

1.       Brand loyalty

2.       Brand name awareness

3.       Brand perceived quality

4.       Brand association in addition to the perceived quality and

5.       Other property brand assets like patents, trademarks, channel relationship, and so forth.

Aaker illustrates the influence of these factors on the brand equity and its contribution to the consumer and the manufacturer or owner firm.

Posted Date: 9/19/2012 6:23:41 AM | Location : United States







Related Discussions:- Brand equity, Assignment Help, Ask Question on Brand equity, Get Answer, Expert's Help, Brand equity Discussions

Write discussion on Brand equity
Your posts are moderated
Related Questions
can anybody tell me where (a+b)2 is applicable in real world

Problem 1 What are the four types of analysis used to develop a comprehensive model for evaluation of a sales organisation? Four types of analysis used to develop a compr

Five years ago, you bought a house for $151,000, with a down payment of $30,000, which meant you took out a loan for $121,000. Your interest rate 5.75% fixed. You would like to pay

Channels of distribution Meaning and definition: a major focus of channels of distribution is delivery. It is only through distribution that public and private goods and serv

How is solution to customer in personal selling process provided? Providing solutions to customer: After the presentation when any queries exist, in that case sales execu

Virgin Mobile (VMA) Australia is a leading consumer focused mobile network with its headquarters based in Sydney. VMA has official retail stores located in the following Australian

Explain the strategic decision regarding packaging. Packaging Strategies: To control the packaging of product executives should make the given strategic decisions as given

Screen the communication objective of your campaign

Characteristics of promotion: Customer are informed about the product or services of the company either at the time of introduction of a new product into the matket or when any

Question 1: a) Define market segmentation and briefly describe the different bases for segmenting markets. b) Expalin the benefts of targeting to a marketer. c) Explain th