Brand Equity

Examples of Brand Equity in the following topics:

• Promotional Objectives

  • A promotional plan can have a wide range of objectives, including: sales increases, new product acceptance, creation of brand equity, positioning, competitive retaliations, or creation of a corporate image.
  • Promotional merchandise, promotional items, promotional products, promotional gifts, or advertising gifts, sometimes nicknamed swag or schwag, are articles of merchandise (often branded with a logo) used in marketing and communication programs.
  • They are given away to promote a company, corporate image, brand, product or event.
  • A promotional plan can have a wide range of objectives, including: sales increases, new product acceptance, creation of brand equity, positioning, competitive retaliations, or creation of a corporate image.
  • They are given away to promote a company, corporate image, brand, product or event.

• Marketing Environment Research

  • Example of Marketing Research: Brand Equity Brand equity is a phrase used in the marketing industry to try to describe the value of having a well-known brand name, based on the idea that the owner of a well-known brand name can generate more money from products with that brand name than from products with a less well known name, as consumers believe that a product with a well-known name is better than products with less well known names. [1][2][3][4] Another word for "brand equity" is "brand value".
  • Some marketing researchers have concluded that brands are one of the most valuable assets a company has,[5] as brand equity is one of the factors which can increase the financial value of a brand to the brand owner, although not the only one. [6] Elements that can be included in the valuation of brand equity include (but not limited to): changing market share, profit margins, consumer recognition of logos and other visual elements, brand language associations made by consumers, consumers' perceptions of quality and other relevant brand values.
  • Consumers' knowledge about a brand also governs how manufacturers and advertisers market the brand. [7][8] Brand equity is created through strategic investments in communication channels and market education and appreciates through economic growth in profit margins, market share, prestige value, and critical associations[disambiguation needed].
  • Brand equity can also appreciate without strategic direction.
  • A Stockholm University study in 2011 documents the case of Jerusalem's city brand. [9] The city organically developed a brand, which experienced tremendous brand equity appreciation over the course of centuries through non-strategic activities.

• Demanding a Premium

  • Brands like Pepsi or Coke can price their goods at a premium, charging more than a generic soda brand due to its brand name.
  • To the marketer, it means creating a brand equity or value for which the consumer is willing to pay extra.
  • Marketers view luxury as the main factor differentiating a brand in a product category.

• Branding will make your blossoms bloom! Branding: The memorable rim on the wheel

  • In recent years a company's brand has become an asset with a financial worth known as "brand equity".
  • What is the brand essence of your new product or service?
  • The brand essence is the foundation of your brands true identity and the brand essence typically stays the same over time.
  • Coaching: What sets our brand apart from that of the competition?
  • What do customers see in the brand that the founders didn't?

• Owners' Equity

  • Shareholders' equity is the difference between total assets and total liabilities.
  • If liability exceeds assets, negative equity exists.
  • Ownership equity is also known as risk capital or liable capital.
  • Ownership equity includes both tangible and intangible items (such as brand names and reputation/goodwill).
  • Accounts listed under ownership equity include (for example):

• Joint Ventures

  • In a joint venture business model, two or more parties agree to invest time, equity, and effort for the development of a new shared project.
  • A joint venture is a business agreement in which parties agree to develop a new entity and new assets by contributing equity.
  • A consortium JV (also known as a cooperative agreement) is formed when one party seeks technological expertise, franchise and brand-use agreements, management contracts, and rental agreements for one-time contracts.

• Developing a Brand

  • Brands have different elements, namely brand personality (functional abilities), brand skill (its fundamental traits—e.g.
  • Chanel No 5 is seen as sexy) and brand relationships (with buyers) or brand magic.
  • The consumer perception of brands is brand knowledge: brand awareness, recognition and recall, and brand image denote how consumers perceive a brand based on quality and attitudes towards it and what stays in their memory.
  • This suggests that brand associations are anything linked in memory to a brand.
  • Pepsi brand in 10 - 50 year olds).

• Brand Categories

  • Coke, Pepsi, Sprite, and all other soda brand products fall into the same brand category of soft drinks.
  • Branding began as a functional marketing tool.
  • Brand awareness refers to the customer's ability to recall and recognize the brand under different conditions, using memory associations to link to the brand name, logo, jingles, and so forth.
  • It consists of both brand recognition and brand recall.
  • Brand awareness is of critical importance, since customers will not consider your brand if they are not aware of it .

• The Benefits of a Good Brand

  • Proper branding can yield higher product sales, and higher sales of products associated with the brand (or brand association).
  • Brand experience is a brand's action perceived by a person.
  • Orientation of the whole organization towards its brand is called brand orientation.
  • The art of creating and maintaining a brand is called brand management.
  • A brand which is widely known in the marketplace acquires brand recognition.

• Brand Management Strategies

  • Multi-product Branding – The inverse of individual branding in some ways, multi-product branding allows companies like Samsung, Apple, Sony, and Virgin to focus consumer loyalty on the broader parent brand.
  • Through doing so, all investments in branding boost the brand across all product spheres.
  • Sub-branding – Something of a cross between individual and multi-product branding, sub-branding allows an organization to create relatively large sub-brands for given product groups.
  • Co-branding – As the name suggests, often companies collaborate on projects and pursue branding together.
  • Nike's brand is iconic, for example.