Brand Equity by Emiliano Rocha https://padlet.com/emilianord95/f00y0ovajbbe Hyemin Choi en-us 2018-05-01 04:18:23 UTC 2018-05-01 04:48:46 UTC hello@padlet.com https://padlet-assets.s3.amazonaws.com/icons/Growing.png Brand equity is a marketing term that describes a brand’s value. emilianord95 https://padlet.com/emilianord95/f00y0ovajbbe/wish/256761818 2018-05-01 04:26:29 UTC https://padlet.com/emilianord95/f00y0ovajbbe/wish/256761818 emilianord95 https://padlet.com/emilianord95/f00y0ovajbbe/wish/256761940 That value is determined by consumer perception of and experiences with the brand. ]]> 2018-05-01 04:27:48 UTC https://padlet.com/emilianord95/f00y0ovajbbe/wish/256761940 emilianord95 https://padlet.com/emilianord95/f00y0ovajbbe/wish/256762021 When a brand consistently under-delivers and disappoints to the point where people recommend that others avoid it, it has negative brand equity. ]]> 2018-05-01 04:28:24 UTC https://padlet.com/emilianord95/f00y0ovajbbe/wish/256762021 emilianord95 https://padlet.com/emilianord95/f00y0ovajbbe/wish/256762205
  • Companies can charge more for a product with a great deal of brand equity 
  •  That equity can be transferred to line extensions – products related to the brand that include the brand name – so a business can make more money from the brand. 
  •  It can help boost a company’s stock price 
    • ]]>     2018-05-01 04:30:37 UTC https://padlet.com/emilianord95/f00y0ovajbbe/wish/256762205     emilianord95 https://padlet.com/emilianord95/f00y0ovajbbe/wish/256762466 Brand equity develops and grows as a result of a customer’s experiences with the brand. The process typically involves that customer or consumer’s natural relationship with the brand that unfolds following a predictable model ]]> 2018-05-01 04:33:16 UTC https://padlet.com/emilianord95/f00y0ovajbbe/wish/256762466 Awareness emilianord95 https://padlet.com/emilianord95/f00y0ovajbbe/wish/256762518 The brand is introduced to its target audience  using  advertising 
    in a way that gets it noticed. ]]>     2018-05-01 04:33:57 UTC https://padlet.com/emilianord95/f00y0ovajbbe/wish/256762518     Trial emilianord95 https://padlet.com/emilianord95/f00y0ovajbbe/wish/256762639  Now that they recognize the brand and know what it is or stands for, they try it ]]> 2018-05-01 04:35:05 UTC https://padlet.com/emilianord95/f00y0ovajbbe/wish/256762639 Preference emilianord95 https://padlet.com/emilianord95/f00y0ovajbbe/wish/256762685 When the consumer has a good experience with the brand, it becomes the preferred choice. ]]> 2018-05-01 04:35:28 UTC https://padlet.com/emilianord95/f00y0ovajbbe/wish/256762685 Loyalty emilianord95 https://padlet.com/emilianord95/f00y0ovajbbe/wish/256762735 After a series of good brand experiences ]]> 2018-05-01 04:35:54 UTC https://padlet.com/emilianord95/f00y0ovajbbe/wish/256762735 Brand Loyalty emilianord95 https://padlet.com/emilianord95/f00y0ovajbbe/wish/256762898  • Reduced marketing costs 
     • Trade leverage 
     • Attracting new customers via awareness and reassurance 
     • Time to respond to competitive threats ]]>     2018-05-01 04:37:34 UTC https://padlet.com/emilianord95/f00y0ovajbbe/wish/256762898     Brand Awareness emilianord95 https://padlet.com/emilianord95/f00y0ovajbbe/wish/256763092  • Anchor to which other associations can be attached
     • Familiarity which leads to liking
     • Visibility that helps gain consideration 
    • Signal of substance/commitment ]]>     2018-05-01 04:39:56 UTC https://padlet.com/emilianord95/f00y0ovajbbe/wish/256763092     Brand Associations, including Perceived Quality emilianord95 https://padlet.com/emilianord95/f00y0ovajbbe/wish/256763173 • Help communicate information 
    • Differentiate/Position 
    • Reason-to-buy 
    • Create positive attitude/feelings 
    • Basis for extensions ]]>     2018-05-01 04:40:38 UTC https://padlet.com/emilianord95/f00y0ovajbbe/wish/256763173     emilianord95 https://padlet.com/emilianord95/f00y0ovajbbe/wish/256763558  The introduction of brand loyalty to the model was and is still controversial as other conceptualizations position brand loyalty as a result of brand equity ]]> 2018-05-01 04:43:41 UTC https://padlet.com/emilianord95/f00y0ovajbbe/wish/256763558 emilianord95 https://padlet.com/emilianord95/f00y0ovajbbe/wish/256763617 Brand equity also provides value to customers. ]]> 2018-05-01 04:44:11 UTC https://padlet.com/emilianord95/f00y0ovajbbe/wish/256763617 emilianord95 https://padlet.com/emilianord95/f00y0ovajbbe/wish/256763777  This model provides one perspective of brand equity as one of the major components of modern marketing alongside the marketing concept, segmentation, and several others. ]]> 2018-05-01 04:45:45 UTC https://padlet.com/emilianord95/f00y0ovajbbe/wish/256763777 emilianord95 https://padlet.com/emilianord95/f00y0ovajbbe/wish/256763831  This model provides one perspective of brand equity as one of the major components of modern marketing alongside the marketing concept, segmentation, and several others. ]]> 2018-05-01 04:46:22 UTC https://padlet.com/emilianord95/f00y0ovajbbe/wish/256763831 Brand Associations, including Perceived Quality emilianord95 https://padlet.com/emilianord95/f00y0ovajbbe/wish/256763857  • Help communicate information 
    • Differentiate/Position 
    • Reason-to-buy 
    • Create positive attitude/feelings 
    • Basis for extensions ]]>     2018-05-01 04:46:38 UTC https://padlet.com/emilianord95/f00y0ovajbbe/wish/256763857