Brand equity, Marketing Management

Assignment Help:

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.


Related Discussions:- Brand equity

Full market coverage, Full market coverage: here a firm concentrates on se...

Full market coverage: here a firm concentrates on serving many needs of a particular customer group. Only very large firms can undertake a full market coverage strategy. Examples

Assertive confrontation message to an employee, Question (a) When deli...

Question (a) When delivering an assertive confrontation message to an employee, you have to be careful not to become defensive or reactive if the employee becomes argumentati

Production scheduling system, Create a context and Level 0 diagram for a Cl...

Create a context and Level 0 diagram for a Clothing store production scheduling system. The purpose of the production scheduling system is to respond to the Production order(sub

Advertising, Ask 1 A Chennai based soft –drink company has proposed to lau...

Ask 1 A Chennai based soft –drink company has proposed to launch a new variant of Soft-drink in three flavours lemon , rose , and orange priced at Rs.6 /- ,Rs.7/- Rs.8 /- in 300m

Allocation of responsibility, Responsibility for investigating injuries va...

Responsibility for investigating injuries varies but is typically divied among the insurance company the legal department and the appropriate technical departments. Irrespect

Last barrier to exchange in channels distribution, What is the working of f...

What is the working of final or last barrier to exchange in channels distribution? All problem are signifies the discrepancy of quantity and assortment within the exchange proc

Determine the role of marketing communications, Marketing communications ...

Marketing communications Marketing communications recognise the development of channel or trade marketing. Numerous organisations have moved away from the traditional control

Explain about effect on distribution cost, Q. Explain about Effect on Distr...

Q. Explain about Effect on Distribution cost ? Production cost is one feature of cost picture the other aspect is distribution cost. Expenditure higher amounts on advertising

Write Your Message!

Captcha
Free Assignment Quote

Assured A++ Grade

Get guaranteed satisfaction & time on delivery in every assignment order you paid with us! We ensure premium quality solution document along with free turntin report!

All rights reserved! Copyrights ©2019-2020 ExpertsMind IT Educational Pvt Ltd