Chapter 8: Creating Brand Equity and Driving Growth

Chapter 8: Creating Brand Equity and Driving Growth

Defining Brand Equity

·         Brand equity- the added value endowed to products and services with consumers.

Customer-Based Brand Equity

·         Customer-based-brand-equity- the differential effect brand knowledge has on consumer response to the marketing of that brand.

·         Brand Knowledge- the thoughts, feelings, images, experiences, and beliefs associated with the brand.

·         Brand Promise- the marketer’s vision of what the brand must be and do for consumers.

Brand Equity Models

·         Models of brand equity offer some differing perspectives on branding,

·         Here are three more established ones:

o   BrandAsset Valuator

o   BrandZ and BranDynamics

o   Brand Resonance Model