Creating Brand Equity: Prepared By: Sayed Momin Hashemi

Creating
Brand Equity
Prepared by: Sayed Momin Hashemi

How Does
Branding Work?
American Marketing Association

A brand is “a name, term, sign, symbol, or design, or a combination of
them, intended to identify the goods or services of one seller or group of
sellers and to differentiate them from those of competitors”
The role of brands
Brands’ role for consumers
 Set and fulfill expectations

 Reduce risk
 Simplify decision making
 Take on personal meaning
 Become part of identity
Brands’ role for firms
 Simplify product handling

 Organize inventory & accounting
 Offer legal protection
 Create brand loyalty
 Secure competitive advantage
The Scope of Branding
 Branding
 The process of endowing products and services with the power
of a brand. It’s all about creating differences between products.
Marketers need to teach consumers “who” the product is—by
giving it a name and other brand elements to identify it—as well
as what the product does and why consumers should care.
Defining Brand Equity
Brand equity is the added value endowed to products and services

with consumers. It may be reflected in the way consumers think, feel,
and act with respect to the brand, as well as in the prices, market
share, and profitability it commands. Marketers and researchers use
various perspectives to study brand equity.
Brand promise
A brand promise is the marketer’s vision of what the brand must be

and do for consumers.
Brand Equity Models
 Brand asset® Valuator

 Brandz
 Brand Resonance Model
Brand asset® Valuator
Advertising Agency Young and Rubicam (Y&R) developed a model of

brand equity called the Brand Asset® Valuator (BAV). Based on
research with more than 800,000 consumer’s in 51 countries, BAV
compares the brand equity of thousands of brands across hundreds of
different categories. There are four key components—or pillars—of
brand equity, according to BAV
 Energized differentiation measures the degree to which a brand is
seen as different from others as well as its pricing power.
 Relevance measures the appropriateness and breadth of a brand’s

appeal.
 Esteem measures perceptions of quality and loyalty, or how well the

brand is regarded and respected.
 Knowledge measures how aware and familiar consumers are with

the brand and the depth of their experience
Brandz
Brand Dynamics maintain that three different types of brand associations are
crucial for building customer predisposition to buy a brand meaningful,
different, and salient brand associations. The success of a brand along those
three dimensions, in turn, is reflected in three important outcome measures:
 Power: a prediction of the brand’s volume share
 Premium: a brand’s ability to command a price premium relative to the

category average
 Potential: the probability that a brand will grow value share

Brand Resonance Pyramid
The brand resonance model also views brand building as an ascending series
of steps, from bottom to top:
 ensuring customers identify the brand and associate it with a specific

product class or need;
 firmly establishing the brand meaning in customers’ minds by strategically

linking a host of tangible and intangible brand associations;
 eliciting the proper customer responses in terms of brand-related judgment

and feelings; and
 converting customers’ brand responses to intense, active loyalty.

 Brand salience is how often and how easily customers think of the
brand under various purchase or consumption situations—the depth
and breadth of brand awareness.
 Brand performance is how well the product or service meets
customers’ functional needs.
 Brand imagery describes the extrinsic properties of the product or
service, including the ways in which the brand attempts to meet
customers’ psychological or social needs.
 Brand judgments focus on customers own personal opinions and
evaluations.
 Brand feelings are customers’ emotional responses and reactions
with respect to the brand.
 Brand resonance describes the relationship customers have with the
brand and the extent to which they feel they’re “in sync” with it.
Building Brand Equity
Marketers build brand equity by creating the right brand knowledge

structures with the right consumers
1. The initial choices for the brand elements or identities making up

the brand (brand names, URLs, logos, symbols, characters,
spokespeople, slogans, jingles, packages, and signage)
2. The product and service and all accompanying marketing

activities and supporting marketing programs.
3. Other associations indirectly transferred to the brand by linking it to

some other entity (a person, place, or thing)
Brand element Choice Criteria
There are six criteria for choosing brand elements.
1. Memorable How easily do consumers recall and recognize the brand

element
2. Meaningful is the brand element credible?
3. Likable How aesthetically appealing is the brand element?
4. Transferable Can the brand element introduce new products in the same
or different categories?
5. Adaptable How adaptable and updatable is the brand element?
6. Protectable How legally protectable is the brand element?

Designing Holistic Marketing Activities
Brands are not built by advertising alone. Customers come to know a brand
through a range of contacts and touch points. A brand contact is any
information-bearing experience, whether positive or negative, a customer or
prospect has with the brand, its product category, or its market. Any brand
contact can affect consumers’ brand knowledge and the way they think,
feel, or act toward the brand.
Internal Branding
Activities and processes that help inform/inspire employees about

brands.
Some important principles for internal branding are:
 Choose the right moment
 Link internal and external marketing
 Bring the brand alive for employees
 Keep it simple
Measuring Brand Equity
 Brand audit
 Brand-tracking studies
 Brand valuation
Measuring Brand Equity
Devising a
Branding Strategy
A firm’s branding strategy—often called its brand architecture, reflects
the number and nature of both common and distinctive brand
elements. Deciding how to brand new products is especially critical. A
firm has three main choices:
 Can develop new brand elements for new product
 Can apply some of existing brand elements
 Can use a combination of new & existing brand elements

Devising a
Branding Strategy
When a firm uses an established brand to introduce a new product,
the product is called a brand extension. When marketers combine a
new brand with an existing brand, the brand extension can also be
called a sub brand, such as Hershey Kisses candy, Adobe Acrobat
software, Toyota Camry automobiles, and American Express Blue
cards. The existing brand that gives birth to a brand extension or sub-
brand is the parent brand. If the parent brand is already associated
with multiple products through brand extensions, it can also be called
a master brand or family brand.
1. What are McDonald’s core brand values? Have these changed over the
years?
2. How has McDonald’s grown its brand equity over the years? Has McDonald’s
changed in different economic times or in different parts of the world?
3. What risks do you think McDonald’s will face in the future?

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Creating

Prepared by: Sayed Momin Hashemi

American Marketing Association

Brands’ role for consumers

 Set and fulfill expectations

 Simplify product handling

Brand equity is the added value endowed to products and services

A brand promise is the marketer’s vision of what the brand must be

 Brand asset® Valuator

Advertising Agency Young and Rubicam (Y&R) developed a model of

 Relevance measures the appropriateness and breadth of a brand’s

 Esteem measures perceptions of quality and loyalty, or how well the

 Knowledge measures how aware and familiar consumers are with

 Power: a prediction of the brand’s volume share

 Premium: a brand’s ability to command a price premium relative to the

 Potential: the probability that a brand will grow value share

 ensuring customers identify the brand and associate it with a specific

 firmly establishing the brand meaning in customers’ minds by strategically

 eliciting the proper customer responses in terms of brand-related judgment

 converting customers’ brand responses to intense, active loyalty.

Marketers build brand equity by creating the right brand knowledge

1. The initial choices for the brand elements or identities making up

2. The product and service and all accompanying marketing

3. Other associations indirectly transferred to the brand by linking it to

1. Memorable How easily do consumers recall and recognize the brand

2. Meaningful is the brand element credible?

3. Likable How aesthetically appealing is the brand element?

5. Adaptable How adaptable and updatable is the brand element?

6. Protectable How legally protectable is the brand element?

Activities and processes that help inform/inspire employees about

 Can develop new brand elements for new product

 Can apply some of existing brand elements

 Can use a combination of new & existing brand elements

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