Brand equity
From Psychology Wiki
Community portal · Tasks to do · News · Help
Clinical · Educational · Ind&Org · Other fields · Professional · Transpersonal · World
Assessment |
Biopsychology |
Comparative |
Cognitive |
Developmental |
Language
Personality |
Philosophy |
Research Methods |
Social |
Statistics
Other Fields: AI · Computer · Consumer · Engineering · Environmental · Forensic · Military · Sport
Brand equity is the value built-up in a brand. It is measured based on how much a customer is aware of the brand. The value of a company's brand equity can be calculated by comparing the expected future revenue from the branded product with the expected future revenue from an equivalent non-branded product. This calculation is at best an approximation. This value can comprise both tangible, functional attributes (e.g. TWICE the cleaning power or HALF the fat) and intangible, emotional attributes (e.g. The brand for people with style and good taste).
[edit] Positivity
It can be positive or negative. Positive brand equity is created by effective promotion and consistently meeting or exceeding customer thoughts. Negative brand equity is usually the result of bad management.
The greater a company's brand equity, the greater the probability that the company will use a family branding strategy rather than an individual branding strategy. This is because family branding allows them to leverage off the equity accumulated in the core brand. This makes new product introductions less risky and less expensive.
[edit] See also
[edit] References
de:Markenwertes:Valor de marcanl:Merkwaarde
| This page uses content from the English-language version of Wikipedia. The original article was at Brand equity. The list of authors can be seen in the page history. As with Psychology Wiki, the text of Wikipedia is available under the GNU Free Documentation License. |
