Analysis of customer-based brand equity

A brand is a name or symbol used to identify the source of a product. When developing a new product, branding is an important decision. The brand can add significant value when it is well recognized and has positive associations in the mind of the consumer. This concept is referred to as brand equity. Brand equity is an intangible asset that depends on associations made by the consumer. There are three perspectives from which to view brand equity:

As discussed before, a brand is a unique business identity, and a well managed one would be the asset of an organization, and the marketing and financial value associated with its strength in a market is so-called brand equity. (Dibb et al, 2001, p 272) According to Dibb et al (2001), there are four main elements underlie the brand equity, which are brand name awareness, brand loyalty, perceived brand quality and brand associations.

Many consumers swear their allegiance to brand names. Branding is the marketing tool many companies invest in to become an in-demand product or service on the market. According to Ogden & Ogden (2014) “The use of branding has become more important because customers relate to a brand on an emotional and personal level” (p. 305). Marketers understand the relationship between consumers and an emotional bond with their organization’s product. Marketers use the relationship to drive their brand to gain recognition and acceptance. Recognition and

Although it is apparent that customer-based brand equity has multiple dimensions, there is no general agreement in current marketing literature as to the nature and content of these dimensions. Previous research has proposed two (e.g., Faircloth, Capella, & Alford, 2001; Keller, 1993), three (e.g., Han & Collins, 2002; Netemeyer et al., 2004), four (e.g., Aaker, 1991; Yoo et al., 2000), five (e.g., Lassar, Mittal, & Sharma, 1995), and even eight (e.g., Vazquez, Del Rio, & Iglesias, 2002) dimensions. However, many of these brand equity dimensions have not been systematically measured or validated within a nomological framework (Netemeyer et al., 2004). For example, the existence and function of trust have not been fully investigated within the context of brand equity. On the globalization front, branding has received increasing attention from marketing academicians. The two prominent reasons for this are increased cross-border population mobility and electronic mobility, both of which

A brand is a name that has the power to influence a buyer. Brand influence could be as a result of a set of mental associations and relationship built up over time among customers or distributors. Brand equity is the differential effect of a brand knowledge on a consumer response to the marketing of a brand. The present study focuses on the study of the basic four dimensions of customer-based brand equity on consumer`s perceptions of a brand viz. brand awareness, brand loyalty, brand image, brand performance. This is based on the assumption that all these dimensions of customer-based brand personality have

Brand awareness is an important and sometimes undervalued component of brand equity. Awareness can affect perceptions and attitudes. It can make peanut butter taste better and instill confidence in a retailer. In some contexts, it can be a driver of brand choice and even loyalty. Brand awareness reflects the salience of the brand in the customers mind, (CALIFORNIA MANAGEMENT REVIEW VOL 38. NO. 3 SPRING, 1996). There are levels of awareness, of course, which include:

According to Mohmmad Doostar and Maryam Kazemi (2012) researched the impact of brand equity and purchase decision of final consumer. The researchers have used the model of brand equity according to which brand equity has four dimensions perceived quality, brand loyalty, brand image and brand awareness. The methods to gather information in this study used were library (specialized texts) and field methods (questionnaires collected); the target population in this study was the buyers of the

The aim of this research is working on brand equity and customer loyalty and finding their significant relationship in banking industry in case of Bank Pasargad as a successful private bank in Iran. In this chapter after introducing necessary background information and Bank Pasargad history, problematic issue of this research will be explained and based on problem statement and gaps, more specific objectives and questions will be identified.

Christodoulides, George, and Leslie De Chernatony. "Consumer-based brand equity conceptualization and measurement." International Journal of Market Research 52.1 (2010): 43-66. EBSCO Business Source Complete. Web. 13 Apr. 2011.

The brands of today are evolving and changing faster than ever. Face to face interaction, sentiment, and loyalty are now less valued by the consumer than they were years ago. We talk about how to gain this loyalty and sentiment later in the report. Technology and e-commerce have changed the values of the consumer and now we value speed, ease, and low prices. The idea of a brand changes with time due many social and economic trends but the effect it has on consumer buying behavior will be researched and noted like it always has been. Our purpose of this exploratory project will be to determine the effect of brand awareness/brand image on consumer buying behavior and loyalty. We will be researching at how effective or ineffective brand

Why do you drive the car you drive? Is it because it’s affordable? Or is it because it’s been your dream car since childhood? Is Apple really better technology than Windows? Or do you make that association because you see figures in television media (hackers, designers, etc) using Macs that it is a quality brand? This all has to do with brand equity. Brand equity is one of the most important marketing concepts. Relatively new, the term came into practice in the late 1980s, and the study of this concept has grown fast. Over the years, many definitions and standards of measuring brand equity have developed upon researched definitions. Brand equity is defined by two factors: financial and consumer-based perspectives. For the purpose of the paper, I will review the dimensions of the customer-based brand equity; specifically media’s role in customer-based brand equity. I will do this by collecting information and research from various literature, including research papers, empirical students and dissertations produced discussing customer-based brand equity and cultivation theory in regards to branding and the perceived quality of brands based off television messaging.

This essay aims to firstly outline and critically assess the concept of Customer-based Brand Equity in marketing, and secondly evaluate Cadbury’s success in applying this model, as well as highlighting areas where improvements are

Brands as Relationship Partners: This center highlighted that brands have identity that makes clients structure dyadic associations with them. Subsequently, mark researchers recognized that the brand esteem co-creation methodology is social and therefore obliges a procedure introduction.

Since the early time, the conception of brand has marked a turning point in business whether it regards as brand identity, brand equity, or brand loyalty (Hart and Murphy, 1998). The brand now

The meaning of customers having relationships with a brand or brands is a topic of major interest in the marketing circles. Actually, this topic has attracted several arguments and debates among marketing academics, especially on whether customers can have relationships with brands. The debate