CONSUME

R
BEHAVIOR
BRAND EQUITY
AND
20 MOST
VALUABLE
BRANDS
WHAT IS A
BRAND?
A brand is a name, term, sign,
symbol, or design which is intended
to identify the goods or services of
one seller or group of sellers and to
differentiate them from those of
competitors.

 Something used to show customers that one

product is different than the products of
another manufacturer.
THE CONCEPT OF BRAND
EQUITY
 The brand equity concept stresses the
importance of the brand in marketing
strategies.
 Brand equity is defined in terms of the
marketing effects uniquely attributable
to the brand.
 Brand equity relates to the fact that different
outcomes result in the marketing of a product
or service because of its brand name, as
compared to if the same product or service
did not have that name.
THE CONCEPT OF
CUSTOMER-BASED BRAND
EQUITY
Customer-based brand
equity
 Differential
effect
 Customer brand knowledge
 Customer response to brand
marketing
DETERMINANTS OF
CUSTOMER-BASED BRAND
EQUITY
Customer is aware of and
familiar with the brand
Customer holds some
strong, favorable, and
unique brand associations in
memory
BUILDING
CUSTOMER-BASED BRAND
EQUITY
 Brand knowledge structures depend
on . . .
 The initial choices for the brand elements
 The supporting marketing program and the
manner by which the brand is integrated
into it
 Other associations indirectly transferred to
the brand by linking it to some other
entities
BENEFITS OF
CUSTOMER-BASED BRAND
EQUITY
 Enjoy greater brand loyalty, usage,
and affinity
 Command larger price premiums
 Receive greater trade cooperation &
support
 Increase marketing communication
effectiveness
 Yield licensing opportunities
 Support brand extensions.
BRAND EQUITY
AS A “BRIDGE”
Customer-based brand equity
represents the “added value”
endowed to a product as a result
of past investments in the
marketing of a brand.
Customer-based brand equity
provides direction and focus to
future marketing activities
THE KEY TO
BRANDING
 For branding strategies to be successful,
consumers must be convinced that
there are meaningful differences among
brands in the product or service
category.
 Consumer must not think that all brands
in the category are the same.
 PERCEPTION = VALUE
 CUSTOMER-BASED
BRAND EQUITY PYRAMID

4.4. RELATIONSHIPS
RELATIONSHIPS
RESONANCE ==
What
Whatabout
aboutyou
you&&
me?
me?
3.3. RESPONSE
RESPONSE ==
JUDGMENTS FEELINGS
What
Whatabout
aboutyou?
you?

2.2. MEANING
MEANING
PERFORMANCE ==
IMAGERY
What
Whatare
areyou?
you?

1.1. IDENTITY
IDENTITY
SALIENCE ==
Who
Whoareareyou?
you?
SALIENCE
DIMENSIONS
Depth of brand awareness
Ease of recognition & recall
Strength & clarity of category
membership
Breadthof brand awareness
Purchase consideration
Consumption consideration
PERFORMANCE
DIMENSIONS
 Primary
characteristics &
supplementary features
 Productreliability, durability, and
serviceability
 Service
effectiveness, efficiency, and
empathy
 Style and design
 Price
IMAGERY
DIMENSIONS
 User profiles
 Demographic & psychographic characteristics
 Actual or aspirational
 Group perceptions -- popularity

 Purchase & usage situations

 Type of channel, specific stores, ease of purchase
 Time (day, week, month, year, etc.), location, and context
of usage
 Personality & values
 Sincerity, excitement, competence, sophistication, &
ruggedness
 History, heritage, & experiences
 Nostalgia
 Memories
JUDGMENT
DIMENSIONS
 Brand quality
 Value
 Satisfaction

 Brand credibility
 Expertise
 Trustworthiness
 Likability

 Brand consideration
 Relevance

 Brand superiority
 Differentiation
FEELINGS
DIMENSIONS
Warmth
Fun
Excitement
Security
Social approval
Self-respect
RESONANCE
DIMENSIONS
 Behavioral loyalty
 Frequency and amount of repeat purchases

 Attitudinal attachment
 Love brand (favorite possessions; “a little pleasure”)
 Proud of brand

 Sense of community
 Kinship
 Affiliation

 Active engagement
 Seek information
 Join club
 Visit web site, chat rooms
BRAND
MANTRAS
 A brand mantra is an articulation of the
“heart and soul” of the brand.
 Brand mantras are short three to five word
phrases that capture the irrefutable
essence or spirit of the brand positioning
and brand values.
 Nike
 Authentic Athletic Performance
 Disney
 Fun Family Entertainment
 BEST GLOBAL
BRANDS
Country of Origin Sector Brand
Name

1.United States Beverages

2.United States Computer Services

3.United States Computer Software

4.United States Diversified

5.Finland Consumer Electronics

Country of Origin Sector Brand
Name
6.United States Restaurants

7.United States Internet Services

8.Japan Automotive

9.United States Computer Hardware

10.United States Media

11.United States Computer Hardware

Country of Origin Sector Brand Name
12.Germany Automotive

13.United States Personal Care

14.United States Computer Services

15.Germany Automotive

16.France Luxury
Country of Origin Sector Brand
Name

17.United States Tobacco

18.Japan Automotive

19.Republic of Korea Consumer Electronics

20.United States Computer Hardware