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  • Brand Equity: Neha Agarwal - 54 Shruti Kashyap - 80

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    ANKITisbm1
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    This document discusses brand equity and how Godrej Industries measures and builds brand equity. It defines brand and brand equity, noting that brand equity is the value built up in a brand from positive consumer sentiment. The document outlines Godrej's methodology for measuring brand equity which includes brand loyalty assessments, positioning, tracking, and campaign effectiveness. It also discusses how Godrej uses family branding across related products and repositions brands to adapt to changes in the market.

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    Brand Equity

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    This document discusses brand equity and how Godrej Industries measures and builds brand equity. It defines brand and brand equity, noting that brand equity is the value built up in a brand from positive consumer sentiment. The document outlines Godrej's methodology for measuring brand equity which includes brand loyalty assessments, positioning, tracking, and campaign effectiveness. It also discusses how Godrej uses family branding across related products and repositions brands to adapt to changes in the market.

    Hak Cipta:

    Attribution Non-Commercial (BY-NC)
    Unduh sebagai PPT, PDF, TXT atau baca online dari Scribd
    Tandai sebagai konten tidak pantas
    13 tayangan20 halaman

    Brand Equity: Neha Agarwal - 54 Shruti Kashyap - 80

    Diunggah oleh

    ANKITisbm1
    This document discusses brand equity and how Godrej Industries measures and builds brand equity. It defines brand and brand equity, noting that brand equity is the value built up in a brand from positive consumer sentiment. The document outlines Godrej's methodology for measuring brand equity which includes brand loyalty assessments, positioning, tracking, and campaign effectiveness. It also discusses how Godrej uses family branding across related products and repositions brands to adapt to changes in the market.

    Hak Cipta:

    Attribution Non-Commercial (BY-NC)
    Unduh sebagai PPT, PDF, TXT atau baca online dari Scribd
    Tandai sebagai konten tidak pantas
    dari 20

    BRAND EQUITY

    NEHA AGARWAL - 54 SHRUTI KASHYAP 80

    WHAT IS A BRAND?
    A

    brand is an identifying mark, image, name or concept which distinguishes a product or service. A marketers promise to deliver a specific set of features, benefits, and services consistently to the buyers

    WHAT IS BRAND EQUITY?


    Brand

    brand. When a brand has accumulated a mass of positive sentiment among consumers, the company is said to have acquired brand equity.

    Equity is the value built-up in a

    BRAND EQUITY Some factors


    Monetary

    value

    Intangible Perceived

    Quality

    OBJECTIVES
    Retain

    current customers Attract new customers

    Brand equity is a company asset that must be invested in, protected and nurtured to maximize its long-term value to the company.

    LEVELS OF BRAND EQUITY

    COMPONENTS OF BRAND EQUITY

    Brand Permeation: a weighted combination of brand and advertising awareness and availability (i.e., distribution). Brand Distinctiveness: a weighted combination of measures that indicate brand differentiation, uniqueness, and superiority. Brand Quality: An overall assessment of the brand as a whole and its line extensions in terms of its overall reputation for quality of product or service.

    Brand Value: A weighted combination of measures that reflect the extent to which the brand delivers what buyers pay Brand Personality: The extent to which the brands image is congruent with who the buyer is or wants to be. Brand Potential: The extent to which consumers will pay more for, or are willing to try this brands new products Competitive Inoculation: The extent to which the consumer would stick with the brand in times of competitiveness.

    COLLECTING INFORMATION
    CONTROLLED

    METHOD 1. Market Research 2. Public Relations 3. R&D UNCONTROLLED METHOD 1. word-of-mouth

    WHY MEASURE BRAND EQUITY


    Allows

    a company to establish a baseline and track changes in its brand equity over time To trace progress of the company Aids in setting marketing and management priorities in the next business planning cycle.

    METHODOLOGY
    Brand

    Brand
    Brand Brand Brand Brand

    Loyalty and Risk Assessment Positioning Tracking Extension Informational Sources Campaign Assessment

    COMPANY VISIT
    GODREJ INDUSTRIES LTD. VIKHROLI,MUMBAI

    GODREJS METHOD
    Utility

    Estimation

    utility of a product's features and price level overall utility including brand name

    Total utility - utility of product's features = Brand Equity

    Family Branding
    A

    marketing strategy that involves selling several related products under one brand name. It is contrasted with individual branding in which each product in a portfolio is given a unique identity and brand name.

    Godrejs Co-Branding
    Marketing

    Good Knight, purchased from Trans-elektra Trans-elektra had ISI mark, a symbol of quality. Godrej had the image of affordable price, availability and lasting effect.

    GODREJ APPLIANCES
    Refrigerators

    Washing

    Machines Air Conditioners

    COSTS INCURRED
    Market

    survey Market research Pricing research Advertising Providing after-sales service

    REPOSITIONING
    Reasons for repositioning : Global competition Price pressures Shrinking margins Changing technology

    ADVANTAGES OF BRAND EQUITY


    Trade

    Leverage when dealing with distributors and retailers Charge high price Brand extension becomes easier Adds to the credibility of the brand Defence against price competition

    THANK YOU

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