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well as the customer’s perception is the significance that promotes product differentiates
and try to position their Brands into customer’s mind. That establishes the Brand Equity
(Keller, 1998). “ Brand equity is a set of assets (and liabilities) linked to a brand’s name
and symbol that adds to (or subtracts from) the value provided by a product or service
Marketing Science Institute conducted the survey in fifty famous companies in
the United States. As the survey, the main topic that was interesting to research is the
Brand Equity. That means all successful organizations pay attention with the Brand
Equity and prefer to support the budget for the well management of the existing Brand
Equity. These organizations also realize that their brand equity eliminate the chance of
using the price strategy. The price strategy may decrease the existing value of the
brand equity. As the well management of brand equity, organizations attempt to gain
the great marketing communication for creating their product differentiates. Additionally,
the other researched topic in their interest is the estimation of Brand Equity (Keller,
1998).
Brand Equity is the significant issue in the consideration of all organizations
because it creates the brand loyalty that motivates product perception, increases the
repeated buying behavior and elevates sales of other products from the same brand
including prohibits any mind changing to competitor’s brands. In the crisis economy,
consumers normally choose products from the strongest brand for avoiding wrong
decision making. The strong brand also generates the brand equity in consumer’s
perception leading to the capability of higher price setting for instance, the preserved
fruit can from “Malee” can set its price 20% higher than others but Male earns more
market share than UFC preserved fruit cans. Male is the top of the preserved fruit cans
in the current market because the Male brand gains the great consumer’s perception
resulting to the willingness of consumer to pay more for the well-known brand even if
the product itself has slight differentiate from others. The strong brand can provide
Besides the significance of brand equity, the strong brand can converse to be
currency value. The value of this strong brand is estimated more than the real asset
value in the company’s balance sheet. For instance, Interbrand and Citigroup in the
USA arranged the companies value stated that Coca-Cola earned the highest market
No. Brand Market Brand Value
(Billion Dollars)
1 Coca-Cola 83.8
2. Microsoft 56.7
3. IBM 43.8
4. GE 33.5
5. Ford 32.2
6. Disney 32.3
7 Intel 30.0
8. McDonald’s 26.2
9. AT&T 24.2
10. Marlboro 21.0
Source: Narong Jiwangkul (1998), Brand is really about the customer relationship.
The strong brand offers the benefits in the Brand Extension that lead the
companies spend fewer budgets than creating a new product brand, for instance
Unilever employed the brand extension strategy from its existing successful brand. Lux
SuperRich Shampoo of Unilever extended from Lux Soap. In addition, new products as
well as Sunsilk Extra Mild Shampoo with Almond Milk for all hair types or Sunsilk Hair
Oil Treatment for root treatment and Sunsilk Blackshine Shampoo for black hair
extended from the Parent Sunsilk Brand that is the strong brand in the shampoo
market. These advance the big advantage over the competitors in the budgeting of
products. Sony brand is strong in the electronic market with the strengths of the specific
categories as audio and picture. Sony extended to cover the Digital Camera market
that gained customer’s favors since a last few years. But Sony earned the same
successful level of other existing strong brands in digital camera market such as Fuji,
Kodak and Canon (Digital Camera War, 1998). As the strong brand of Sony and its
The success of brand extension depends on the Consumer Evaluation of Brand
Attitude toward the Original Brand, Fit between the Original and Extension Product
Class comprising with Complement Fit, Substitute Fit and Transfer from the parent
brand including Perceived Difficulty of Making the Extension (Keller, 1993). Customers
may evaluate between the existing parent brand and the brand extension, then leading
As the significance and benefits of brand equity in consumer’s mind mentioned
above, the researcher is interested in the study of the different levels of involvement in
products and their relationship with brand equity that may influence the components of
Research Objectives
1. To study the levels of brand equity in customer’s mind of the researched product.
2. To research the differences of brand equity in customer’s mind between products
with the different level of involvement. In order to find suitable approach to build,
manage and maintain brand equity among each different product categories.
3. To study the relationship between brand equity in customer’s mind and the
Research Problems
1. How does the Brand Equity in customer’s mind do in this research?
2. How do the different involvement relate to the different levels of the brand equity in
customer’s mind?
3. How brand equity in customer’s mind relates to customer evaluation of brand
extension?
The sample group in this research consists of males and females with the age
between 18-45 who lived in Bangkok. Selected brands in this research are well known
brands as the first one, yogurt extended brand to the pasteurized milk that represented
the low involvement product. For this low involvement product, the researcher used a
substitute product in this research. Other brand as initial vehicle product extended to all-
Definitions
products depending on types of product, interest, attitude, price and so fort. The
1. High involvement product, in this research, the computer notebook that
2. Low involvement product, in this research, the Air Condition that expanded to
Brand Extension refers to any organization takes advantages of the well-known brand
for launching new products to the market. The new products will be called as an
of the consumer evaluation of the brand extension. It consists of: 1) Brand Attribute
Association, 2) Attitude toward the Original Brand, 3) Fit between the Original and
Extension Product Class comprising with Complement Fit, Substitute and Transfer of
Expected Benefits
1. The professional marketers may consider the components of the Brand Equity in
their decision making for evaluating or improving the Brand Equity for their
organizations.
2. The marketers or anyone who’s interested in may take the research result as the
basic information of consumer behavior for the evaluation of the brand extension
3. The research result may be the basic information for all professional marketers in
evaluation of the brand extension. That may be helpful for product strategy in the
4. This research will be beneficial for learners and others for research conduction and
well understood of Brand Name and the involvement between Brand and the
influenced factors of consumer’s decision making. This research result can claim as
the fundamental information for conducting the related research about Brand and the
Literature Review
This research aims to research about the consumer evaluation of the brand
equity and study the involvement of the brand extension. The researcher studied
related researches, theories, concepts and literatures focusing with the followings:
Related Researches
Research Hypothesis
As the theories, concepts and related literatures mentioned above, the
researcher established the specific hypotheses for this research about the involvement
Brand Awareness as brand recall and recognition, and b) Brand Image as strength,
favorability and uniqueness. The high brand knowledge will stimulate high Brand
Equity. The low brand knowledge will lead to the low Brand Equity. These show in
2. As the levels of Consumer-based Brand Equity, the high involvement product may
gain higher consumer-based brand equity than the low involvement product with the
3. Consumer-based Brand Equity of any parent product has positive correlation with
Brand Attribute Association, 2) Attitude toward the Original Brand, 3) Fit between the
Original and Extension Product Class comprising with complement fit, substitute and
transfer of the Parent Brand, and 4) Perceived Difficulty of Making the Extension.
Extension vary in the similar direction. In both high and low involvement products,
higher brand equity, higher consumer evaluation of brand extension or lower brand
Research Method
This research is the quantitative research with survey research method and
specific questionnaire. The researcher established the research method involving with
population, sample group, research tool, information collection, and statistical analysis
Population
Population group of this research is consumers in Bangkok with the age
between 18-45. Television and an extended brand as camera is the selected product in
this research.
Sample Group
As the determination of sample group in this research, the researcher takes the
principle of total variance between sample group and variances of random sampling of
The population size is 2,657,186. The reliability is 95%. The standard deviation
is 5%.
(1+2,657,186 (0.05)2)
Sampling Method
The researcher takes both non-probability sampling and probability sampling in
this research. Fifty districts in Bangkok (Office of Urban Design, Bangkok, 1998) are as
The researcher conducts the purposive sampling with the selected districts that
gained abundant commercial and residential areas. These districts are separated by
The Urban Design Act in 1975 (Office of Urban Design, Bangkok, 1998). The selected
districts enhance the research approach and convenience of information collection. The
abundant commercial and residential areas are 36 areas as: (see in the chart 3.1)
Rajchaburana, 18. Bangplad, 19. Dindeang, 20. Buongkum, 21. Sathorn, 22. Bangsue,
23. Jatujak, 24. Bangkorlam, 25. Pravej, 26. KlongTeoy, 27. Suanluong, 28. Jomthong,
29. Donmuang, 30. Rajchathevi, 31. Ladprao, 32. Wattana, 33. Bangkae, 34. Luksee,
Then, researcher takes the probability sampling in the simple random sampling
by the sampling selection of non-mimic sample. This method scales down the sample
Bangplad. The researcher gathers information with the convenience sampling in each
Consumer Evaluation of Brand Extension. The selected products in this research aree
products that offer the brand extensions in horizontal and category. This research
considers in products that have the differences in the market share. They will address
the clear identification of the involvement between Consumer-based Brand Equity and
The low involvement product as Yogurt-sour milk earns the extending brand as
pasteurized milk. Based on the marketing information in 1998, the market value of
pasteurized milk was 18,000 million baht. Meji was the top brand with 52% market
share. Foremost earned 17%. Dutch Milk shared market as 17% and Nongpoe Milk
was 2%. Chokchai Milk was 5%. Calcemax earned 2% and others gained 5%
(Krungthep Business, 1998). The selected yogurt in this research is Yakool and
As the high involvement product, the researcher selects, with the consideration
of product market share, the vehicle products that provide the extending brand to the
all-purpose vehicle. In 1998, Toyota gained the largest market share as 36%. Honda
earned 30%. Nissan hold 14%. Mitsubishi had 6%. Mazda kept 2% and others earned
12% (Thansetthakit, 1998). Consequently, the selected brands in this research are
Toyota and Mazda because they had huge differences in their market share.
Research Tool
Research tool is the specific questionnaire that was designed and developed for
this research. It contains 5 sections with different questions and purposes as the
followings:
Section I Population characteristic involves with age, gender, marital status,
in this section.
Section III Consumer Evaluation of Brand Extension is determined as consumer
this section.
research (Keller, 1993). The other measuring tool for brand extension is developed
from the research of Aaker and Keller (1990). These tools are qualified with the validity
opinion. And then, this questionnaire is launched to do the pre-test with 20 people who
had similar characteristics of the sampling group. The coming results assist to develop
the final questionnaire that had been used in the real information gathering.
Variances
Individual product was suitable for variance measurement and scoring as the
followings:
1. Consumer-based Brand Equity This research followed the Keller’s
contained with Brand Awareness as brand recall and recognition, and Brand Image as
research obtained the elements of Consumer Evaluation of Brand Extension from Aaker
and Keller (1990). It consisted of Brand Attitude Associations, Attitude toward the
Original Brand, Perceived Difficulty of Making the Extension and the element of Aaker
and Keller (1992) in the perceived fit of the proposed extension with the company.
Scoring
1. Questions for the brand awareness were measured brand recall and
2. Questions for measuring the brand image involved with 3 aspects as
strength, favorability and uniqueness. Keller (1993) expressed that many measurement
tools indicated with the highest to lowest levels of consumer’s opinion were fit for
measuring the brand image. Hence, researcher decided to take the measuring tool as
the rating scale with 5 levels for both high and low involvement products as the
followings:
The pre-test generated the questions about product attribute in the final
of Brand Extension
with brand recognition of consumer. As the Attribute toward the Original Brand, Aaker
and Keller (1990) took the rating scale with 7 levels but the researcher modified and
developed the new rating scale with 5 levels in both high and low involvement products
as the followings:
2. Attitude toward Brand Extension was determined by the 5-level rating scale
3. Perceived Difficulty of Making the Extension was evaluated by 5-level rating
4. Perceived Fit of the Proposed Extension with the Company also took the 5-
level rating scale for measuring in both high and low involvement products as:
computed the results by the computer and the software SPSS for WINDOWS. The
research analysis obtains the descriptive statistics for clear identification of sample
group’s characteristics, the percentage (%) for notable explanation of information, the
inferential statistics, the Pearson’s product moment correlation coefficient and the
statistical T-Test for evaluating the correlation of each pair of variances depending on
the hypothesis.
References
Aaker D.A. (1996). Building Strong Brands, The Free Press, New York
Crainer, Stuart The real power of brands : making brands work for competitive Imprint
management.
Narong Jiwangkul (1998), Brand is really about the customer relationship. BrandAge
(Advertising).
Graduate School. Major Master. Arts (Advertising)Tauber, EM, 1981. Brand franchise
extensions: new products benefit from existing brand names. Bus Horiz 24 2, pp. 36–40
Tauber, EM, 1988. Brand leverage: strategy for growth in a cost-controlled world. J