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Topic: Brand equity

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	Strategic Marketing And Research Techniques - Brand Equity & Image
		The brand is a distinguishing name and/or symbol (logo, trademark, or package design) intended to identify the origin of the goods or services — and to differentiate those goods or services from those of competitors.
		A brand signals to the customer the source of the product — and protects both the customer and producer from competitors who would attempt to provide products that appear to be identical.
		Brand equity is initially built by laying a foundation of brand awareness — eventually forming positive brand images — and is ultimately maximized by high levels of brand loyalty:
	www.s-m-a-r-t.com /Exp_brandequity.htm (436 words)

	Brand Equity Research! \| Brand Equity Research for B2B, CPG, and Industrial Firms \| Power Decisions Group — San ...
		Brand equity research studies that our firm designs and conducts vary depending upon your company, business unit, or corporate objectives and the decisions that are driving the interest in brand awareness and equity research.
		Brand equity market research methodology is straight-forward and our portfolio of marketing research tools and methods provide the needed range of measurements.
		While most brand equity research studies are viewed as quantitative market research tasks, we may recommend qualitative research if the goals include an exploratory research assessment or evaluation of brand naming alternatives.
	www.powerdecisions.com /brand-equity-research.cfm (576 words)

	Brand Equity
		Brand equity is an intangible asset that depends on associations made by the consumer.
		The benefits of brand extensions are the leveraging of existing brand awareness thus reducing advertising expenditures, and a lower risk from the perspective of the consumer.
		Negative brand equity can be measured by surveys in which consumers indicate that a discount is needed to purchase the brand over a generic product.
	www.netmba.com /marketing/brand/equity (832 words)

	Brand Equity Research
		Some brand equity research approaches are better suited to brand valuations in the context of brand sale or acquisition; others are more suitable for measuring a brand's strength and ability to compete in its marketplace.
		Brand managers are also often interested in understanding the steps that can be taken to increase the value of their brand.
		To this end, it is important that the key drivers of brand equity be identified and understood as part of the measurement process.
	www.nationalanalysts.com /marketing/brand-marketing-research/brand-equity-research.asp (268 words)

	Untitled Document
		The concept of brand equity is based on the idea that a brand has a value greater than the sum of its tangible assets.
		It is the customer-oriented definition of a brand that is at the heart of the concept of brand equity.
		Experience shows that brand loyalty can be strengthened in one of several ways: increasing continuity of purchase via such techniques as “frequent flier” or “frequent buyer” programs, “members clubs”, “continuity promotions”; that reward cumulative purchases; affinity programs, that create identification between the users of a brand and some recognizable organization, cause, lifestyle or movement.
	www.brandoctors.com /f3.html (2176 words)

	SRBI.COM - Market and Strategy Research - Brand Equity Research
		A brand's equity, that which adds or detracts from the power of the brand, must be managed and leveraged to produce strong long-term performance and lasting revenue growth.
		Equity Structure Analysis identifies the characteristics that differentiate your brand versus the competition to determine the brand's "essence" or core equity.
		SRBI is the U.S. representative of the Brand Equity and Affinity Measurement (BEAM) System©.
	www.srbi.com /brand_equity_research.html (673 words)

	Brand glossary, branding dictionary - VentureRepublic
		A brand audit is a comprehensive and systematic examination of a brand involving activities (both tangible and intangible) to assess the health of the brand, uncover its sources of equity and suggest ways to improve and leverage that equity.
		Brand management is the process of managing an organisation's brand or portfolio of brands in order to maintain and increase long-term brand equity and financial value.
		Brand mapping is a research technique to identify and visualize the core positioning of a brand compared to competing brands on various dimensions.
	www.venturerepublic.com /resources/brand_glossary.asp (1965 words)

	AbsoluteBRAND Valuation \|Brand Equity Research
		Brand valuation has been in existence for at least 20 years, and has been for a large part of this time misunderstood and too often poorly practiced with the consequence that many in business have been rightly skeptical about the benefits Brand Valuation brings.
		Brand Valuation is starting to be recognized as a primary tool in the business model bringing together brand metrics, market analysis and finance to improve and inform Management decisions and maximize shareholder value.
		By application of a dynamic brand equity performance model specific consumer metrics can be applied to determine the viability of a brand to attract new users through brand extension activities, highlighting relative risks and rewards across a portfolio of brands and markets.
	www.absolutebrand.com /RESEARCH/brand_equity.asp (1480 words)

	AllAboutBranding.com : Glossary (Site not responding. Last check: )
		Brand attributes can be either negative or positive and can have varying degrees of relevance and importance to different customer segments.
		This becomes possible when the brand image and attributes have contributed to a perception with the consumer/user where the brand and not the product is the decision driver.
		It is important to note that a brand identity refers to the strategic goal for a brand; while brand image is what currently resides in the minds of consumers.
	www.allaboutbranding.com /index.lasso?page=11,54,0 (355 words)

	Valuing Brands and Brand Equity:
		Managers have also become aware of the fact that the brand has become an important company asset, and focus is needed on the creation of brand equity.
		The brand equity component is further broken down into two components, namely a demand-enhancing component and a component that caters for diminished marketing spend due to the brand being established.
		The value of the brand name is the difference between the price to sales ratio of a branded firm to that of a generic firm.
	www.huizenga.nova.edu /jame/valuing.htm (6787 words)

	brandchannel.com \| Licensing \| Building Brand Equity \| brand \| brands \| branding
		Because most brand managers spend all day long controlling the physical appearance of their products and advertising them consistently, they often find it difficult to approve licensed products that part ways with the look of their core products.
		Few consumer brands can accomplish successful merchandise-based licensing programs on a large scale; few brands are so huge, and few brand managers are tolerant of seeing their logo on so many products.
		Branding is often perceived as a manipulation of the mind, perhaps even a corruption of the soul.
	www.brandchannel.com /brand_speak.asp?bs_id=94 (1474 words)

	Boston Advertising Agency - Branding Strategy Consulting Services
		If brand awareness and brand recall are not kept fresh and strong, a lot of time and expense will be wasted, and the long term wealth generating.
		Brand Equity is the accumulated value of the brand image or identity in the consumer's mind.
		The brand equity can be estimated by calculating the sales of a comparable brand with the same features and benefits and subtracting those from your brand's sales.
	www.brandidentityguru.com /buildingbrandimage.htm (348 words)

	Brand Equity - Online Surveys - 400+ Free Survey Templates
		Successfully measuring brand equity and awareness can help companies tailor their marketing mix in a way that is not only cost-effective but also strategic in the long run.
		Most companies agree that their brand is an asset, yet measuring awareness and equity of the same asset seems to be more than art than a science.
		There are many models and mechanisms to measure brand equity and awareness and pros and cons of each of the models are beyond the scope of this article.
	www.questionpro.com /brand-equity.html (735 words)

	Corporate Branding Brand Identity - Brand Equity Value Boston Marketing Agency
		Whether you’re building a new brand or energizing an existing one, Brand Identity Guru’s Brand Masterpiece will maximize the value-relationship between corporate profitability and the perception of your brand.
		The stronger the brand, meaning the clearer the position it occupies in their minds, the more value it has and the more likely they are to choose it — again and again.
		The Sketch is an in-depth assessment, a strategic survey we use to determine the state of your company’s brand equity.
	www.brandidentityguru.com /big_branding.htm (977 words)

	Logo Design Help. Branding Basics - Brand Strategy - Brand Equity
		Your brand is derived from who you are, who you want to be, and who people perceive you to be.
		Your brand strategy is how, what, where, when and to whom you plan on communicating and delivering on your brand messages.
		Consistent, strategic branding leads to strong brand equity, which means the added value brought to your company's products or services which allows you to charge more for your brand than what identical, unbranded products command.
	www.logoyes.com /Logo-Design-Help_Branding.Basics.Brand.Strategy.Brand.Equity.htm (636 words)

	Use Revenue Premium to Measure Brand Equity - American Marketing Association - www.marketingpower.com
		Measuring brand equity is integral to guiding marketing strategy, making tactical decisions, and evaluating a brand’s overall health.
		Although there are several measures to calculate and measure brand equity, authors of a recent article put forth the revenue premium—the extra dollars that a branded product earns over a private label product—as an effective measuring tool of any company’s brand equity.
		Although the authors recommend that managers use this measure as a tool to calculate brand equity and brand health, they do provide two caveats: the revenue premium measure cannot provide a glimpse into consumer-based sources of brand equity, nor can it quantify the future of the brand in terms of its extendibility and potential.
	www.marketingpower.com /content20763.php (464 words)

	Harris Interactive \| News Room - Reynolds Wrap Aluminum Foil Ranks No. 1 in Overall Brand Equity
		Brand Study, a unique tool that measures and compares the brand quality and equity scores of over 1,000 brands within 39 categories.
		Figures for age, sex, race, education, income, presence of children (under 18 years old) in the household, and geographic region were weighted to align them with their actual proportions in the population.
		The Brand and Strategy Consulting practice designs and conducts research that helps clients understand their brand and identifies opportunities to better their business.
	www.harrisinteractive.com /news/allnewsbydate.asp?NewsID=1063 (835 words)

	IQLogo - Brand equity
		Brand equity is the value built-up in a brand.
		Positive brand equity is created by a history of effective promotion and consistently meeting or exceeding customer expectations.
		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.
	www.iqlogo.com /library/brand-equity.htm (173 words)

	[No title]
		Brand equity research is an attempt to put a value on the strength of a brand in the market, in the same way that the shares/stocks put a value on the strength of the corporation in the eyes of the investors.
		Indeed, brand equity research has shown that the two are related - the growth in brand equity correlates with the growth in stock values, and...
		The price-related benefits of positive brand equity are evident: manufacturers are able to charge premiums with more favourable consumer reactions, while at the same time being less threatened by competitor activity.
	www.lycos.com /info/brand-equity.html (531 words)

	Brand equity, marketing metrics, brand metrics - VentureRepublic
		There are several stakeholders concerned with brand equity, such as the firm, the customer, the distribution channels, media and other stakeholders like the financial markets and analysts, depending on the type of company ownership.
		Brand equity is the combined measure of brand strength and consists of three sets of metrics: knowledge, preference and financial as has been explained in Asian Brand Strategy.
		It is crucial for brands to score high on both awareness and association attributes to establish and sustain their presence in the market place.
	www.venturerepublic.com /resources/Brand_Equity_-_managing_by_marketing_metrics.asp (475 words)

	Using Discrete Choice Models To Measure Brand Equity (Site not responding. Last check: )
		Branding, then, is the process of making products and companies into brands—the consistent and disciplined way a company communicates a brand's essence to the public, according to Martin Thoma of Thoma Thoma Creative in Little Rock, Ark. Consumers' response to the brand revolves around the brand's image.
		Brand equity is a way to describe a brand and measure its total value.
		Brand equity can be illustrated by a hierarchy (See Figure 1 at end of article) incorporating the four Ps (product, price, place, and promotion [advertising]) of marketing.
	www.salesandmarketing.com /msg/content_display/sales/e3iB2iO6BSH0cA8mrVTvtw1QA==?imw=Y (1650 words)

	Underestanding Brand Equity (Site not responding. Last check: )
		Brand names are used to maintain higher awareness of your products, and they provide for continuity when company’s are acquired or reorganized.
		Brand names represent real assets that must be invested in, protected and nurtured to maximize their long-term value to your company.
		Brand names increase business value, including the ability to be bought and sold and the ability to provide strategic advantages.
	www.aegis-marketing.com /BrandEquity.htm (1475 words)

	[No title]
		Life science suppliers continue to place great emphasis on the value of their brands, both in terms of developing and maintaining the image of their brands, and in their overall pursuit to create and preserve customer satisfaction and loyalty.
		Understanding why customers choose one brand of product over another, and the extent to which customers are satisfied with, and loyal to, a brand is crucial to successful branding strategies.
		Brand equity reflects customers’ perceptions of a brand’s characteristics, which are based on a combination of their associations and knowledge (whether factual, emotional or otherwise) of both the supplier and the supplier’s competition.
	www.lycos.com /info/brand-equity--products.html (580 words)

	Research - Calculating the Dollar Value of Brand Equity - Stanford GSB
		Srinivasan and his colleagues also have identified two other sources of brand equity: a consumer’s perception that a brand is better than it really is (“attribute-based” equity), and nonattribute-based equity, for instance, a consumer’s preference for a brand based on the cachet of owning it.
		Despite such limitations, Srinivasan’s model is helpful for understanding the sources of brand equity and doing “what-if” analyses to predict the likely impact of alternative strategies to enhance brand equity.
		Because the study is the first to develop a detailed model of how the different sources of brand equity contribute to the bottom line, it can be used to evaluate the impact of alternative brand-building strategies.
	www.gsb.stanford.edu /news/research/mktg_srinivasan_brandequity.shtml (830 words)

	Measuring Brand Equity - How to Get Started
		This is vivid testimony to the equity of the Coke brand.
		Measuring brand equity is the first step toward actively managing your brand as an asset.
		Brand Equity measurement does not have to be complicated or difficult.
	www.brandamplitude.com /brand_equity/page3.htm (358 words)

	Brand Equity
		Brand equity is used to describe both the value of the brand and the brand's component values.
		Because strong brands have extra value to customers, the brands themselves are able to command a higher price in the market, not just to end users, but also through the distribution channel in the form of reduced margins compared to other similar products.
		One point to note is that it is also important to have a complete understanding of the brand values and perceptions before a company takes steps to try and increase Brand Equity.
	www.dobney.com /Research/Brand_equity_research.htm (730 words)

	Business Strategies - Building Brand Equity
		Branding a new product or ingredient is an important decision that should be taken seriously and with much forethought.
		Brand equity can be extended to a line of products in the same product category or even to other categories.
		Brand equity also can be bought by licensing or purchasing outright a strong brand already in existence or a new product.
	www.naturalproductsinsider.com /articles/470/470_591brandmarketing.html (1398 words)

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