The Brand Iceberg ogo Name Values Intellect Culture
26 The Brand Iceberg
What is Brand Equity?
27 What is Brand Equity?
Definition Brand Equity is a set of assets(and liabilities) linked to a brand's name and symbol that adds to (or substracts from) the value provided by a product or service to a firm and/or that firm's customers O Copy rights reserved, Zou Deqiang
28 28 © Copy rights reserved, Zou Deqiang Definition Brand Equity is a set of assets (and liabilities) linked to a brand’s name and symbol that adds to (or substracts from) the value provided by a product or service to a firm and/or that firm’s customers
Brand Equity Increases Value Brand loyalty Brand Awareness d Value to Customer r Perceived Quality rand Value to firm Equit qu Brand associations Other Brand Assets O Copy rights reserved, Zou Deqiang
29 29 © Copy rights reserved, Zou Deqiang Brand Equity Increases Value Brand Equity Brand Loyalty Brand Awareness Perceived Quality Brand Associations Other Brand Assets Value to Customer Value to Firm
Brand Equity and Brand value Brand Equity provides value to customers Interpretation/processing of information Confidence in the purchase decision > Use satisfaction O Copy rights reserved, Zou Deqiang
30 30 © Copy rights reserved, Zou Deqiang Brand Equity and Brand Value • Brand Equity provides value to customers: ¾Interpretation/processing of information ¾Confidence in the purchase decision ¾Use satisfaction