2. Perceived quality
3. Brand loyalty
4. Brand associations
Brand Equity
Brand Loyalty: Higher Loyalty to a brand is an
important asset. It can be utilized to persuade
customers for more purchase or for spreading word of
mouth.
Name Awareness: Creating Name Awareness is a
necessary condition for trial. Customers rarely
purchase an unknown brand.
Perceived Quality: A known brand often conveys an
aura of quality. Customers own judgment about quality
induces purchase action.
Brand Associations: Customers attach certain
subjective and emotional attachments which form a
part of the brand equity. Those associations together
form a brand personality, which suggests situations
and customers for whom the particular brand is suited.
Other Assets: Patents, Trademarks, etc. are valuable
other assets of a brand
Customer-Based Brand Equity Model
Consumer- INTENSE,
INTENSE,ACTIVE
ACTIVE
LOYALTY
LOYALTY
Brand
Resonance
RATIONAL
RATIONAL&&
Consumer Consumer EMOTIONAL
EMOTIONAL
Judgments Feelings REACTIONS
REACTIONS
POINTS-OF-
POINTS-OF-
PARITY
PARITY&&
Brand Brand POINTS-OF-
POINTS-OF-
Performance Imagery DIFFERENCE
DIFFERENCE
DEEP,
DEEP,BROAD
BROAD
Brand Salience BRAND
BRAND
AWARENESS
AWARENESS
Salience 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