Brand Equity

Examples of Brand Equity in the following topics:

• Brand Equity

  • Brand equity is the value of a brand that is well-known and conjures positive associations, which helps it remain relevant and competitive.
  • This is why brand equity is oftentimes directly correlated with a brand's profitability.
  • This is why brand equity is oftentimes directly correlated with a brand's profitability.
  • Brand equity is strategically crucial, but also very difficult to quantify.
  • List the 10 attributes used to measure brand equity according to marketing professor and brand consultant David Aaker

• 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.

• Brands and Brand Lines

  • What is the Purpose of a Brand Line or Brand Extension?
  • Organizations use this strategy to increase and leverage brand equity.
  • Brand line extensions are crucial because they reduce financial risk associated with new product development by leveraging the parent brand name to enhance consumers' perception as a result of its core brand equity.
  • Poor choices for brand extension may dilute and deteriorate the core brand and damage the brand equity.
  • Some studies show that negative impact may dilute brand image and equity.

• 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?

• Pricing During Difficult Economic Times

  • In marketing, a fighter brand (sometimes called a fighting brand) is a lower priced offering launched by a company to take on, and ideally take out, specific competitors that are attempting to under-price them.
  • Unlike traditional brands that are designed with target consumers in mind, fighter brands are created specifically to combat a competitor that is threatening to take market share away from a company's main brand.
  • The Celeron microprocessor, shown here , is a case study of successful fighter brand.
  • Intel wanted to protect the brand equity and price premium of its Pentium chips, but it also wanted to avoid AMD gaining a foothold on the lower end of the market.
  • The Celeron microprocessor is a case study of a successful fighter brand.

• 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):

• Liabilities and Equity

  • The balance sheet contains details on company liabilities and owner's equity.
  • If liability exceeds assets, negative equity exists.
  • In financial accounting, owner's equity consists of the net assets of an entity.
  • Equity appears on the balance sheet, one of the four primary financial statements.
  • The assets of an entity includes both tangible and intangible items, such as brand names and reputation or goodwill.

• The DuPont Equation

  • Total assets have a value of 5,000,000, and shareholder equity has a value of 10,000,000.
  • Using DuPont analysis, what is the company's return on equity?
  • Multiplying these three results, we find that the Return on Equity = 4%.
  • The DuPont equation is an expression which breaks return on equity down into three parts.
  • For high end fashion and other luxury brands, increasing sales without sacrificing margin may be critical.