A Product Market Based Measure Of Brand Equity

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A Product-Market-Based Measure of Brand Equity

Author : Kusum L. Ailawadi
Publisher :
ISBN 13 :
Total Pages : 0 pages
Book Rating : 4.:/5 (137 download)

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Book Synopsis A Product-Market-Based Measure of Brand Equity by : Kusum L. Ailawadi

Download or read book A Product-Market-Based Measure of Brand Equity written by Kusum L. Ailawadi and published by . This book was released on 2011 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: Conceptually, brand equity can be thought of as the incremental revenue that a product earns as a brand over the revenue it would earn if it were sold without the brand name. However, the brand can have an impact on revenue through a variety of mechanisms, e.g., reduced price sensitivity, higher advertising effectiveness, greater distribution etc. Developing a structural model of all these relationships is difficult, likely to contain specification error, and not very practical for managers. Instead, we propose a simple and easily quantifiable measure of brand equity. We base our measure on the implicit assumption that outcomes in the market involve optimal decisions by firms who select a price for their brands in order to maximize net revenue. Their decisions depend on the demand curves and costs faced by branded and unbranded goods. In essence, these revenues result from a reduced form of the complex relations among brand, marketing mix elements, and customers. Instead of trying to estimate the hypothetical revenue that a branded product would earn if it did not have the brand name, we use the revenue of the private label product as a reasonable benchmark. Hence, the difference in revenue between a branded good and the corresponding private label represents the equity of the particular brand. We calculate this measure for brands in twenty-three different packaged goods categories and validate it by examining its behavior over time and its association with other variables with which brand equity should be related in specific ways. The measure is reliable in that it correlates strongly with its lagged value. It exhibits a trend over time that is consistent with conventional wisdom on the erosion of brand equity during the past decade. As expected, it is positively associated with advertising but not with promotion. Further, it is positively associated with stockpileability and hedonic categories and negatively associated with private label quality. Finally, the "up" price elasticity, i.e., the effect on sales when price is increased, is significantly lower than the "down" price elasticity for high equity brands. Overall, the measure is simple, intuitive, and easy to calculate from public sources, and has fairly strong face and construct validity.

Managing Brand Equity

Author : David A. Aaker
Publisher : Simon and Schuster
ISBN 13 : 1439188386
Total Pages : 336 pages
Book Rating : 4.4/5 (391 download)

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Book Synopsis Managing Brand Equity by : David A. Aaker

Download or read book Managing Brand Equity written by David A. Aaker and published by Simon and Schuster. This book was released on 2009-12-01 with total page 336 pages. Available in PDF, EPUB and Kindle. Book excerpt: The most important assets of any business are intangible: its company name, brands, symbols, and slogans, and their underlying associations, perceived quality, name awareness, customer base, and proprietary resources such as patents, trademarks, and channel relationships. These assets, which comprise brand equity, are a primary source of competitive advantage and future earnings, contends David Aaker, a national authority on branding. Yet, research shows that managers cannot identify with confidence their brand associations, levels of consumer awareness, or degree of customer loyalty. Moreover in the last decade, managers desperate for short-term financial results have often unwittingly damaged their brands through price promotions and unwise brand extensions, causing irreversible deterioration of the value of the brand name. Although several companies, such as Canada Dry and Colgate-Palmolive, have recently created an equity management position to be guardian of the value of brand names, far too few managers, Aaker concludes, really understand the concept of brand equity and how it must be implemented. In a fascinating and insightful examination of the phenomenon of brand equity, Aaker provides a clear and well-defined structure of the relationship between a brand and its symbol and slogan, as well as each of the five underlying assets, which will clarify for managers exactly how brand equity does contribute value. The author opens each chapter with a historical analysis of either the success or failure of a particular company's attempt at building brand equity: the fascinating Ivory soap story; the transformation of Datsun to Nissan; the decline of Schlitz beer; the making of the Ford Taurus; and others. Finally, citing examples from many other companies, Aaker shows how to avoid the temptation to place short-term performance before the health of the brand and, instead, to manage brands strategically by creating, developing, and exploiting each of the five assets in turn

Exploration of Brand Equity Measures

Author : Rong Huang
Publisher :
ISBN 13 :
Total Pages : 342 pages
Book Rating : 4.:/5 (456 download)

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Book Synopsis Exploration of Brand Equity Measures by : Rong Huang

Download or read book Exploration of Brand Equity Measures written by Rong Huang and published by . This book was released on 2008 with total page 342 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Brand Equity & Advertising

Author : David A. Aaker
Publisher : Psychology Press
ISBN 13 : 1317759826
Total Pages : 406 pages
Book Rating : 4.3/5 (177 download)

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Book Synopsis Brand Equity & Advertising by : David A. Aaker

Download or read book Brand Equity & Advertising written by David A. Aaker and published by Psychology Press. This book was released on 2013-10-31 with total page 406 pages. Available in PDF, EPUB and Kindle. Book excerpt: The tenth annual Advertising and Consumer Psychology Conference held in San Francisco focused on branding -- a subject generating intense interest both in academia and in the "real world." The principle theory behind these conferences is that much can be gained by joining advertising and marketing professionals with academic researchers in advertising. Professionals can gain insight into the new theories, measurement tools and empirical findings that are emerging, while academics are stimulated by the insights and experience that professionals describe and the research questions that they pose. This book consists of papers delivered by experts from academia and industry discussing issues regarding the role of advertising in the establishment and maintenance of brand equity -- making this volume of interest to advertising and marketing specialists, as well as consumer and social psychologists.

Brand Equity and Brand Value

Author : Michael Burger
Publisher : BoD – Books on Demand
ISBN 13 : 3848228505
Total Pages : 14 pages
Book Rating : 4.8/5 (482 download)

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Book Synopsis Brand Equity and Brand Value by : Michael Burger

Download or read book Brand Equity and Brand Value written by Michael Burger and published by BoD – Books on Demand. This book was released on 2012 with total page 14 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Loyalty Rules!

Author : Frederick F. Reichheld
Publisher : Harvard Business Press
ISBN 13 : 9781578512058
Total Pages : 248 pages
Book Rating : 4.5/5 (12 download)

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Book Synopsis Loyalty Rules! by : Frederick F. Reichheld

Download or read book Loyalty Rules! written by Frederick F. Reichheld and published by Harvard Business Press. This book was released on 2001 with total page 248 pages. Available in PDF, EPUB and Kindle. Book excerpt: Reichheld draws upon case studies of a variety of businesses including Harley-Davidson, Dell Computer, and Enterprise Rent-A-Car to show how employee and customer loyalty promote financial success. His approach to developing loyalty is based upon six principles of leadership including never profiting at the expense of partners, rewarding the right results, and honest communication. Reichheld is a Bain Fellow and author of The Loyalty Effect. c. Book News Inc.

Creating Brand Equity

Author :
Publisher : GRIN Verlag
ISBN 13 : 3346458679
Total Pages : 22 pages
Book Rating : 4.3/5 (464 download)

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Book Synopsis Creating Brand Equity by :

Download or read book Creating Brand Equity written by and published by GRIN Verlag. This book was released on 2021-08-04 with total page 22 pages. Available in PDF, EPUB and Kindle. Book excerpt: Seminar paper from the year 2020 in the subject Business economics - Miscellaneous, grade: 1,0, University of Applied Sciences Trier, language: English, abstract: In a global world where countless functionally similar products are offered, there must be a suitable reference point by which the success of a company can be defined - the brand equity. The following work therefore aims to provide a comprehensive overview of brand equity and its creation, measurement and maintenance. 1989 California - This year saw the start of an eight-year experiment in the USA, in which an identical compact car was sold under two different brands: the Toyota Corolla and the Chevrolet Prizm. The Toyota Corolla was launched several years earlier and had already gained the trust of many consumers in terms of quality, thus benefiting from a positive brand equity. The Chevrolet Prizm, on the other hand, was a completely new name for consumers in the compact car class. Despite the same technical characteristics of both vehicles, the Prizm was consistently rated worse and the price of the car was also lower than the one of the Toyota Corolla. What does the experiment demonstrate?

Empirical Models for Assessing the Role of Brand Equity in Market Performance and Brand Bundling

Author : Benjamin Kartono
Publisher :
ISBN 13 :
Total Pages : 396 pages
Book Rating : 4.E/5 ( download)

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Book Synopsis Empirical Models for Assessing the Role of Brand Equity in Market Performance and Brand Bundling by : Benjamin Kartono

Download or read book Empirical Models for Assessing the Role of Brand Equity in Market Performance and Brand Bundling written by Benjamin Kartono and published by . This book was released on 2006 with total page 396 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Brand Admiration

Author : C. Whan Park
Publisher : John Wiley & Sons
ISBN 13 : 1119308062
Total Pages : 290 pages
Book Rating : 4.1/5 (193 download)

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Book Synopsis Brand Admiration by : C. Whan Park

Download or read book Brand Admiration written by C. Whan Park and published by John Wiley & Sons. This book was released on 2016-10-03 with total page 290 pages. Available in PDF, EPUB and Kindle. Book excerpt: Brand Admiration uses deep research on consumer psychology, marketing, consumer engagement and communication to develop a powerful, integrated perspective and innovative approach to brand management. Using numerous real-world examples and backed by research from top notch academics, this book describes how companies can turn a product, service, corporate, person or place brand into one that customers love, trust and respect; in short, how to make a brand admired. The result? Greater brand loyalty, stronger brand advocacy, and higher brand equity. Admired brands grow more revenue in a more efficient way over a longer period of time and with more opportunities for growth. The real power of Brand Admiration is that it provides concrete, actionable guidance on how brand managers can make customers (and employees) admire a brand. Admired brands don't just do the job; they offer exactly what customers need (enabling benefits), in way that's pleasing, fun, interesting, and emotionally involving (enticing benefits), while making people feel good about themselves (enriching benefits). Providing these benefits, called 3 Es, is foundational to building , strengthening and leveraging brand admiration. In addition, the authors articulate a common-sense and action based measure of brand equity, and they develop dashboard metrics to diagnose if there are any 'canaries in the coal mine', and if so, what to do next. In short, Brand Admiration provides a coherent, cohesive approach to helping the brand stand the test of time. A well-designed, well-managed brand becomes a part of the public consciousness, and ultimately, a part of the culture. This trajectory is the fruit of decisions made from an integrated strategic standpoint. This book shows you how to shift the process for your brand, with practical guidance and an analytical approach.

Building Customer-based Brand Equity

Author : Kevin Lane Keller
Publisher :
ISBN 13 :
Total Pages : 31 pages
Book Rating : 4.:/5 (248 download)

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Book Synopsis Building Customer-based Brand Equity by : Kevin Lane Keller

Download or read book Building Customer-based Brand Equity written by Kevin Lane Keller and published by . This book was released on 2001 with total page 31 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Assessment of Brand Equity Measures

Author : Emine Sarigollu
Publisher :
ISBN 13 :
Total Pages : pages
Book Rating : 4.:/5 (13 download)

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Book Synopsis Assessment of Brand Equity Measures by : Emine Sarigollu

Download or read book Assessment of Brand Equity Measures written by Emine Sarigollu and published by . This book was released on 2015 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt: Although several brand equity measures were proposed in the literature, a comparative assessment of their characteristics and performances is lacking. This paper attempts to fill that gap. Combining survey data with real market data, this paper assesses two types of brand equity measures; customer mind-set measures (brand knowledge) and product-market performance measures (revenue premium). The results confirm that the customer mind-set measure captures cumulative brand-building effects better and offers diagnostic information. However, the revenue premium is found as a better choice for continuous tracking of brand equity because a) it reveals the true changes in brand equity; b) it is a practical and convenient measure since its data requirements are readily available; and, c) it flags any change in brand equity before the customer mind-set measure. Furthermore, product-market performance measure is found to precede the customer mind-set. This study also conducts the first empirical test of the well-known brand value chain model on real market data. Finally, operationalizing customer mind-set measure on real market data for the first time, this study confirms that advertising and distribution are positively associated with brand equity, while price promotion is negatively associated. By considering multiple measures, this study improves robustness of the findings as well as addressing marketing accountability issues.

Producing a Measure of Brand Equity by Decomposing Brand-Benefit Beliefs into Brand and Attribute Sources

Author : Randle D. Raggio
Publisher :
ISBN 13 :
Total Pages : 47 pages
Book Rating : 4.:/5 (129 download)

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Book Synopsis Producing a Measure of Brand Equity by Decomposing Brand-Benefit Beliefs into Brand and Attribute Sources by : Randle D. Raggio

Download or read book Producing a Measure of Brand Equity by Decomposing Brand-Benefit Beliefs into Brand and Attribute Sources written by Randle D. Raggio and published by . This book was released on 2009 with total page 47 pages. Available in PDF, EPUB and Kindle. Book excerpt: In 2003, Pamp;G rolled out a new proprietary brand tracking system based on Keller's (2003) consumer-based brand equity framework. This system produces a brand equity score for all brands in the categories in which Pamp;G competes. In this short period of time, Pamp;G has fully embraced this new system, with managers and executives using this brand equity measure as an indicator of brand health, as well as for reward and compensation. Since its inception, Pamp;G has already studied hundreds of brands, including all of its billion dollar brands, in more than 30 countries, and has its brands slated for continuous tracking. The survey consists of hundreds of questions that are primarily collected in check-box format, which give a general idea of how favorable consumers' beliefs are about brands. What these questions do not provide is any insight concerning how consumers arrive at those beliefs, important information that brand managers were lacking. This article incorporates two previously-published JMR articles to help Pamp;G utilize its existing check-box survey data (Edwards and Allenby 2003) to identify which sources consumers use to develop their beliefs about brands, i.e., high-level brand or detailed attribute sources (Dillon, et al. 2001), and the implications for brand management. The authors then develop a measure of brand equity based on consumers' use of the high-level brand source and show that a significantly smaller number of questions can produce a measure of brand equity that correlates highly with that produced by Pamp;G's current system. The major benefits to Pamp;G are an understanding of where consumers' brand beliefs come from, and a reliable measure of brand equity at much less cost and with fewer questions. The benefit to marketing management is the implication that by using the approach described in this paper, other companies also can better understand where their consumers' brand beliefs come from, and now can develop a measure of brand equity that does not require a large complex instrument.

Strategic Brand Management

Author : Kevin Lane Keller
Publisher :
ISBN 13 : 9780130411501
Total Pages : 0 pages
Book Rating : 4.4/5 (115 download)

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Book Synopsis Strategic Brand Management by : Kevin Lane Keller

Download or read book Strategic Brand Management written by Kevin Lane Keller and published by . This book was released on 2003 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: Written by today's leading authority in brand management and incorporating the latest industry thinking and developments, this exploration of brands, brand equity, and strategic brand management combines a comprehensive theoretical foundation with numerous techniques and practical insights for making better day-to-day and long-term brand decisions-- and thus improving the long-term profitability of specific brand strategies. Finely focused on "how-to" and "why" throughout, it provides specific tactical guidelines for planning, building, measuring, and managing brand equity. It includes numerous examples on virtually every topic and over 100 Branding Briefs that identify successful and unsuccessful brands and explain why they have been so. For industry professionals from brand managers to chief marketing officers.

The Strategy of Global Branding and Brand Equity

Author : Alvin Lee
Publisher : Routledge
ISBN 13 : 1317525221
Total Pages : 264 pages
Book Rating : 4.3/5 (175 download)

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Book Synopsis The Strategy of Global Branding and Brand Equity by : Alvin Lee

Download or read book The Strategy of Global Branding and Brand Equity written by Alvin Lee and published by Routledge. This book was released on 2015-03-02 with total page 264 pages. Available in PDF, EPUB and Kindle. Book excerpt: Why does a customer choose one brand over another? What are the factors which would make an individual more inclined to choose your brand? This book offers a way to predict which brand a buyer will purchase. It looks at brand performance within a product category and tests it in different countries with very different cultures. Following the Predictive Brand Choice (PBC) model, this book seeks to predict a consumer’s loyalty and choice. Results have shown that PBC can achieve a high level of predictive accuracy, in excess of 70% in mature markets. This accuracy holds even in the face of price competition from a less preferred brand. PBC uses a prospective predicting method which does not have to rely on a brand’s past performance or a customer’s purchase history for prediction. Choice data is gathered in the retail setting – at the point of sale. The Strategy of Global Branding and Brand Equity presents survey data and quantitative analyses that prove the method described to be practical, useful and implementable for both researchers and practitioners of commercial brand strategies.

Brand Strength

Author : Martin Walser
Publisher : Springer Science & Business Media
ISBN 13 : 332281629X
Total Pages : 323 pages
Book Rating : 4.3/5 (228 download)

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Book Synopsis Brand Strength by : Martin Walser

Download or read book Brand Strength written by Martin Walser and published by Springer Science & Business Media. This book was released on 2012-12-06 with total page 323 pages. Available in PDF, EPUB and Kindle. Book excerpt: Martin G. Walser breaks with the well established "advertising paradigm", which postulates that strong brands are above all the result of advertising. Instead, he focuses on "experiential information", i.e. the consumers' experience with the brand, as a main source of brand strength.

The Handbook of Brand Management Scales

Author : Lia Zarantonello
Publisher : Routledge
ISBN 13 : 1317803159
Total Pages : 346 pages
Book Rating : 4.3/5 (178 download)

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Book Synopsis The Handbook of Brand Management Scales by : Lia Zarantonello

Download or read book The Handbook of Brand Management Scales written by Lia Zarantonello and published by Routledge. This book was released on 2015-08-05 with total page 346 pages. Available in PDF, EPUB and Kindle. Book excerpt: The Handbook of Brand Management Scales is a concise, clear and easy-to-use collection of scales in brand management. Scales are a critical tool for researchers measuring consumer insights, emotions and responses. Existing handbooks of marketing scales do not include (or include very few) scales related to brand management constructs. This book is the first to meet this need. Sample scales include brand personality, brand authenticity, consumer–brand relationships and brand equity. Each scale is included with a clear definition of the construct it is designed to benchmark, a description of the scale itself, how to use it and examples of possible applications in managerial and academic contexts. A much-needed reference point, this is a unique, vital and convenient volume that should be within reach of every marketing scholar's and manager's desk.

Brand Gender

Author : Theo Lieven
Publisher : Springer
ISBN 13 : 3319602195
Total Pages : 276 pages
Book Rating : 4.3/5 (196 download)

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Book Synopsis Brand Gender by : Theo Lieven

Download or read book Brand Gender written by Theo Lieven and published by Springer. This book was released on 2017-10-06 with total page 276 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book explores ways to drive and increase a brand’s most important property, its equity. Focussing on gender, the author analyses the impact of assigning personalities and characteristics to products and how this can affect the management of brands on a global scale. Using detailed examples, the author argues that brands with low masculine and feminine characteristics have the lowest equity, whilst brands with both high feminine and masculine characteristics are shown to have the strongest equity. Including notions of androgyny in brands, this significant study reveals the different factors which can affect a brand being perceived as either masculine or feminine. Aiming to develop a comprehensive theory and provide practitioners with a guide to increasing the equity of their brands, this controversial and pioneering book lays the foundation for creating a global brand personality model.