Brand Value Creation: Analysis of the Interbrand-Business Week Brand Value Rankings

Generally brand equity refers to the fact that various outcomes result from service or product marketing owes to its brand elements as compared to outcomes of other brand.”

Finally, Shamma (2011) claims that total brand equity consists of product and corporate brand equity which depends on company’s market, social and financial performance. Furthermore, there is a positive relationship between company’s corporate brand and socially responsible marketing and total brand equity (Shamma, 2011). Similarly, Grace and King (2011) talks about employee brand equity, which is the result of positive and productive employee brand-related behaviour and is strongly linked with brand’s strength (Grace and King, 2011). In contrast, Kay (2004) argues that corporate branding differs from product and service branding as it is aimed at different target audiences. For instance, corporate branding usually targets company’s shareholders and employees whereas product and service branding is focused on consumers who are not really interested in corporate brand identity (Kay, 2004). However, it is also claimed that some companies, especially those that started as niche businesses that appealed to small segments of socially conscious customers succeeded in creating strong and distinctive corporate brands. Referring to CC and Jim Beam corporation consumers are not that concerned about company’s overall image, however introduction of corporate social responsibility and socially

The moment that a brand adds value to the organisation through marketing actions and consequent consumer response, it is the creation of brand equity. The wider relationship of brand equity recognises the importance of the relationship between multiple stakeholders. It also recognises that branding is about creation and understanding between brands. Brand equity is an intangible asset that adds value to the organisation.

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Brand competitors and the diversity of choice that is available to consumers, puts brands under pressure to offer high quality products and service, excellent value and a wide availability (Clifton et al., 2009). Brands must differentiate themselves from the competition and create an unforgettable impression.

Kotler and Keller (2012, pp. 271-272) maintain that there are three main sets of brand equity drivers:

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Within the context of evaluating marketing opportunities, brand value relates to the intangible aspects of a company that act as a major source of competitive advantage and benefit for both consumers and sellers. For example, a strong brand value allows for a faster purchase decision process for consumers as information can be gathered quickly, and alternatives will often not be considered with equal weighting. Healy confirms this stating that “Good brands create shortcuts in product choice” (p. 136).

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Brand recognition and strategy was a struggle during the first year. Global Imports purchased market judgment to gauge how well the products were selling, and to see if they were meeting consumer needs. Unfortunately, we had to rebrand the workhorse and innovators product line, as they did not sell very well during the first year. However, as the second year approached we found that in comparison to the other competition that was meeting product needs for workhorse and innovators we could boost sales and revenue. Even though we rebranded, we found that introducing another product would also increase sales and possibly increase sales in other areas as well. As an end result the workhorse and innovators brands actually did become profitable. Whereas, the diverse line cost more money to produce than anticipated. Furthermore, then one thing that hurt the firm in the last stages was the firm did not purchase the market judgment to

Taking into account the different elements involved in measuring the value of a brand relevant data I have found for measuring NRF’s brand value is as follows:

Purpose: Brand extension refers to the use of recognized brand names for introducing new offerings . In a typical brand extension situation, an established brand name is applied to a new product in a category either related or unrelated, in order to take advantage of the equity of the core brand name. The present study is based on two highest selling FMCG companies in India i.e. Hindustan Unilever & ITC. Indian Tobacco Company Limited “ITC” is rated among world's most reputable companies by Forbes magazine and among India’s most valuable companies by Business Today. It ranks among India's '10 Most Valuable (Company) Brands', in a study conducted by Brand Finance and published by the Economic Times. The Company has a diversified presence in FMCG. Hindustan Unilever Limited (“HUL” or “Company”) is a Fast Moving Consumer Goods (FMCG) company. HUL has a diversified presence, It has 35 different brands in 20 different categories