Brand Marketing

Topics: Brand, Brand management, Brand equity Pages: 8 (2572 words) Published: September 17, 2013
Brand Marketing
Brand Equity Measurement
Individual Assignment 1

305188

Brand Marketing
Brand Equity Measurement
Individual Assignment 1

305188
Sustainability
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2013-MBA I

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Niketa Sharma (305286)

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Statement of authorship
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I certify that this assignment is my own work and contains no material which has been submitted as part of an assignment in any institute college or university. Moreover, to the best of my knowledge and belief, it contains no material previously published or written by another person, except where due reference is made in the text of the assignment. -------------------------------------------------

Signed………Niketa Sharma………………………………

TABLE OF CONTENTS

1. Introduction
What is Brand Equity ……………………………………………………………………………..4

2 Measurements of Brand Equity
Methods of Measuring Brand Equity. …………………………………………………………...4 Consumer Based ……………………………………………………………………………….…5 Finance Based……………………………………………………………………………………...5 Holistic Based……. ……………………………………………………………………………….6

3 Critical analysis of Methods… ……………………………………………………………......6

4 Marriott International Case Study……………………………………………………………...7

5 Conclusion.. .…………………………………………………………………………………..8

6 References……………………………………………………………………………………...9

INTRODUCTION
Brand equity is a term that has been used to define the relationship between customers and the brands produced. (Wood, 2000, p. 662). Aaker has defined brand equity as “a set of liabilities linked to a brand, its name and symbol, that add to or subtract from the value provided by a product or service to a firm and/to that firm’s customer” (Aaker, Building Strong Brands, 1996). This has further been simplified by categorising it into three parts, first on the basis of the total value of the brand, second on the customer’s attachment to the brand and lastly the associations and beliefs the customer has about the brand (Wood, 2000, p. 662; Christodoulides & Chernatony, 2009, p. 46). Strong brand equity is important as it affects a firm both financially and non-financially. This shows that it is necessary to evaluate the value of the brand through various brand measurement methods (Shamma & Hassan, 2011, p. 11). However, the difficulty faced is in making a credible and balanced measurement system to measure the brand strength and justify the brand building activities. (Aaker, Measuring Brand Equity Across Products and Markets, 1996, p. 103).

BRAND EQUITY MEASUREMENT
The guidelines to formulate different methods to assess the value of a brand can be derived from ascertaining drivers of brand equity in relevant product markets. (Aaker, Measuring Brand Equity Across Products and Markets, 1996, p. 104). Although brand equity was well defined by authors like Aaker and Keller, an operational scale for measurement was not formed. This led to numerous attempts to quantify brand equity with statistical procedures (Christodoulides & Chernatony, 2009, p. 48). The different methods having their own unique perceptions have been proposed by marketers for years to measure brand equity (Shamma & Hassan, 2011, p. 11). In the end, most of them have universally identified these four dimensions as important for measuring brand equity: (1) Brand loyalty, (2) Perceived quality, (3) Brand awareness and (4) Brand association (Christodoulides & Chernatony, 2009, p.47; Aaker, 1996, p. 105). Keller has gone further to define this measurement process as “Brand Value Chain”. This is a...

References: See The World. (2012). Retrieved from Marriott InternationalL, Inc. 2012 Annual Report.
Aaker, D. A. (1996). Building Strong Brands.
Aaker, D. A. (1996). Measuring Brand Equity Across Products and Markets. California Management Review, 38(3), 102-120.
Ambler, T., & Styles, C. (1997). Brand Development Versus Product Development: Toward a Process Model of Extention Decision. Journal of Product and Brand Management, 6(4), 222-234.
Christodoulides, G., & Chernatony, L. d. (2009). Consumer- Based Brand Equity Conceptualisation and Measurement. International Journal of Market Research, 52(1), 43-66.
Erdem, T., Swait, J., Bronairczyk, S., Chakrvarty, D., Keane, M., Kapferer, J.-N., . . . Zettelmeyer, F. (1999). Brand Equity, Consumer Learning and Choice. 310-318.
Keller, K. L. (1993). Conceptualising, Measuring, and Managing Customer- Based Brand Equity. Journal of Marketing, 57(1), 1-22.
Lassar, W., Mittal, B., & Sharma, A. (1995). Measuring Customer- Based Brand Equity. Journal of Consumer Marketing, 12(4), 11-19.
Shamma, H. M., & Hassan, S. S. (2011, Feburary). Integrating Product and Corporate Brand Equity into Total Brand Equity Measurement. International Journal of Marketing Studies, 3(1), 11-20.
Wood, L. (2000). Brands and Brand Equity:Defination and Management. 38(9), 662-669.
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