Enhancing Brand Equity
Last updated: August 20, 2008

I. Brand Equity:

A.Consumer's perspective.

 

1.Brand Recognition

 

2. Brand Image

 

B.Sources of brand equity value for the firm - From the firm's perspective

 

1. Efficiency and effectiveness:

 

2. Strengthen brand loyalty

 

3. Higher profit margins:

 

4. Platform for growth extensions

 

5. Leverage for distribution channels:

 

6. Barrier of entry for future competitors

 

C. Personality Dimensions of Brand Equity

 

 

 

D. Measuring Brand Equity:

 

1. Loyalty:

 

2. Perceived Quality/Leadership Measures

 

3. Associations/Differentiation Measures

 

4. Awareness Measures: Brand Awareness

 

5. Market Behavior Measures

 

 

E. Communications strategies for brands

 

1. Dimensions

 

2. Positions/Strategies

 

Value

High
Low

Uniqueness

High
  • Promote
  • Increase advertising
  • Broaden distribution
  • Extend product line
  • Raise price

Low
  • Sharpen product positioning
  • Advertise uniqueness
  • Improve product
  • Advertise uniqueness and value

 

Adapted from Morgan , 1978; Rossiter and Percy, 1997

Further reading:

Advertising Communications & Promotion Management, 2nd Ed. by John R. Rossiter and Larry Percy, 1997. Irwin.

"The Value of Brand Equity" by David E. Aaker. 1992. The Journal Of Business Strategy;13(4), 27-32.

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Copyright © 2008 Drew Martin

Questions and Comments to: drmartin@hawaii.edu

This document was last modified August 20, 2008