Marketing Short Note-`Brand Equity'

Brand Equity is the value and strength of the Brand that decides its worth. It can also be defined as the differential impact of brand knowledge on consumer’s response to the Brand Marketing. Brand Equity exists as a function of consumer choice in the market place. The concept of Brand Equity comes into existence when consumer makes a choice of a product or a service. It occurs when the consumer is familiar with the brand and holds some favourable positive strong and distinctive brand associations in the memory.

Brand Equity can be determined by measuring:
• Returns to the Share-Holders.
• Evaluating the Brand Image for various parameters that are considered significant.
• Evaluating the Brand’s earning potential in long run.
• By evaluating the increased volume of sales created by the brand compared to other brands in the same class.
• The price premium charged by the brand over non-branded products.
• From the prices of the shares that an organization commands in the market (specifically if the brand name is identical to the corporate name or the consumers can easily co-relate the performance of all the individual brands of the organization with the organizational financial performance.

Factors contributing to Brand Equity
• Brand Awareness
• Brand Associations
• Brand Loyalty
• Perceived Quality
• Other Proprietary Brand Assets