Competitions

CAT Prep

Upskill

Placements

MBA Co'26

RTI Response

Rankings

Score Vs. %ile

Salaries

Campus Tour

Quick Bites - Part 1 – Understanding Brand Equity

Sep 14, 2016 | 3 minutes |

Join InsideIIM GOLD

Webinars & Workshops

Compare B-Schools

Free CAT Course

Take Free Mock Tests

Upskill With AltUni

CAT Study Planner

1 Day to CAT 2024 (All the best)

Participants: 1

Final 2 Days to CAT 2024 Test-44

Participants: 370

Final 3 Days to CAT 2024 Test-43

Participants: 312

Final 4 Days to CAT 2024 Test-42

Participants: 352

Final 5 Days to CAT 2024 Test-41

Participants: 371

Final 6 Days to CAT 2024 Test-40

Participants: 350

Final 7 Days to CAT 2024 Test-39

Participants: 343

Final 8 Days to CAT 2024 Test-38

Participants: 316

Final 9 Days to CAT 2024 Test-37

Participants: 327

Final 10 Days to CAT 2024 Test-36

Participants: 289

Final 11 Days to CAT 2024 Test-35

Participants: 501

Final 12 Days to CAT 2024 Test-34

Participants: 336

Final 13 Days to CAT 2024 Test-33

Participants: 297

Final 14 Days to CAT 2024 Test-32

Participants: 278

Final 15 Days to CAT 2024 Test-31

Participants: 365

Final 16 Days to CAT 2024 Test-30

Participants: 295

Final 17 Days to CAT 2024 Test-29

Participants: 311

Final 18 Days to CAT 2024 Test-28

Participants: 342

Final 19 Days to CAT 2024 Test-26

Participants: 338

Final 20 Days to CAT 2024 Test-26

Participants: 306

Final 21 Days to CAT 2024 Test-25

Participants: 253

Final 22 Days to CAT 2024 Test-24

Participants: 268

Final 23 Days to CAT 2024 Test-23

Participants: 180

Final 24 Days to CAT 2024 Test-22

Participants: 226

Final 25 Days to CAT 2024 Test-21

Participants: 225

Final 26 Days to CAT 2024 Test-20

Participants: 278

Final 27 Days to CAT 2024 Test-19

Participants: 232

Final 28 Days to CAT 2024 Test-18

Participants: 235

Final 29 Days to CAT 2024 Test-17

Participants: 247

Final 30 Days to CAT 2024 Test-16

Participants: 282

Author's Note: Quick Bites is a series of write-ups on various marketing concepts. I decided to come up with this series to help people understand these concepts better through a few easy to read posts. Any comments or suggestions for the next topic are welcome. Cheers!

“The power of a brand lies in the minds of consumers” Brand equity reflects the real value the consumers associate with a brand. This is the reason why branded products charge a higher premium than generic or store products. It is the framework that deals with the emotional and functional (credibility in terms of product quality) associations the consumers have with the product. It has both tangible and intangible aspects associated with it.   Consumer-based Brand Equity (CBBE) The major conceptual dimensions associated with consumer-based brand equity are brand awareness, brand associations, perceived quality, brand loyalty, and other proprietary brand assets such as patents, trademarks and channel relationships. These provide a differential effect in lieu of the brand knowledge on consumer response. This also helps to explain how consumers will react to the different marketing mix during the different decision-making stages.   Five Dimensions of Brand Equity (Aaker's model of Brand Equity) 1. Brand Awareness
It is defined as the customers’ ability to recall and recognise a brand. It identified the level of awareness for the brand. Can be measured through top-of-the-mind associations (TOMA). 2. Brand Associations
Brand Associations represents the images and symbols with which consumers relate a brand. These are not usually functional but rather emotional in their appeal. These associations might be taglines, images, jingles or mere words. These are not reasons to buy but these are the differentiators that support a brands claim or helps them gain the customer mind share. Examples are Britannia’s signature tune ‘Ting-ting-ta-ding”, TATA Group’s association with the word Integrity. 3. Brand Loyalty
It is defined by the attachment a customer has with a brand. Quantified through the number of repeat purchases or Brand recalls. 4. Perceived Quality
Perceived quality is the customer’s judgment about a product’s overall excellence or superiority that is different from objective quality which refers to the technical, measurable and verifiable nature of products/services, processes and quality controls. 5. Other proprietary measures
These usually comprise of the competitive advantage the brand possesses with respect to the other players in the industry. Ex. patents, Intellectual proprietary rights etc.   Measuring Consumer-based Brand Equity (CBBE)- 1. Direct Approaches Example: Multi-Attribute Approach - The different attributes of the products are rated/ranked and their importance to the consumers is identified. This helps to identify the brand equity on the basis of the presence or absence or level of the presence of the preferred attributes. 2. Indirect Approaches A study identified 5 different CBBE dimensions namely performance, value, social image, trustworthiness, and commitment. These dimensions cannot be directly measured and hence, indirect ways such as utilities derived through the brand usage need to be used. These utilities might be ex-post (after the brand purchase) or ex-ante (prior to the purchase) in nature. Example: Price Premium- It is an outcome variable or proxy that can be used to measure the differential income for a brand over the other brands or generic products.   -------- About the Author: Priyanka is a second-year MBA student at Indian Institute of Management, Lucknow and is a member of InsideIIM’s second student team. She is also a part of PRiSM, The Marketing Cell at IIM Lucknow.