Measuring Brand Performance : Adidias

According to Holt (2004), a brand can be defined as a term, name or a design that distinguishes product or service of one manufacturer from others. Brands are normally utilized in advertising, business and marketing. In accounting terms, brand is an intangible asset which is present within every organization. It is most valuable asset that is outlined in the balance sheet of a company. Brands owners need to effectively manage their brands in order to enhance shareholder value. Brand valuation is an important technique that associates money with a brand. Effective branding often results into high sales volumes of a particular product. A customer who prefers a brand is more likely to choose other products which are offered by the same brand. Brand can be stated as a personality that facilitates identification of a company, product or service. It even encompasses relation with other constituents like customers, partners, investors, staff, etc. Individuals distinguish psychological aspect of a brand from experimental

Regarding to the two independent variables, we have three measures including purchase intention, brand awareness and brand loyalty. Purchase intention refers to that a customer would potentially buy a product due to the certain need, or their specific perception towards the product. (Madahi et al., 2012) Brand awareness presents the fundamental degree of the involved brand knowledge, that is to say, the extent to which

FRONTLINE® brand products are used to kill fleas, ticks, and lice that harbor themselves in household pets such as cats and dogs. These common pests are easily contracted from other pets or the outside environment and can cause a range of ailments from hair loss, sores, and scabs to anemia, allergies, and other skin diseases. In the U.S., there are nearly 79.5 million households that own either a cat or dog; 30.4% being cats and another 36.5% owning dogs (AVMA.org, 2012). With these substantial numbers of household pets, fleas and tick infestations are a constant threat and reoccurring problem for many pet owners. In 2016, over-the-counter medication, supplies, and veterinarian care generated over $30.6 billion in sales with an overall total

First of all, a strong brand can be seen as the condition for organisations to expand products, offer more service, and introduce new products (Chernatony and McDonald, 2003). Secondly, a strong brand can lead to growth marketing communication effectiveness (Keller, 2009). ‘To build a strong brand, the right knowledge structures must exist in the minds of actual or prospective customers so that they respond positively to marketing activities and programs in these different ways.’(Keller, 2003, p. 140) Furthermore, Kay (2005) asserted that the strong brand can be seen as a resource of management, which make brand extension easier and useful to build distribution network. Companies are not treated by the intermediaries (Chernatony and McDonald, 2003). Moreover, companies are comparatively easier to change price if they have strong brands. As Henderson, et al (2003) said, a strong brand can allow for premium pricing even still remain loyalty customers, which help companies to survive in the intensive competitive market.

15. There are five key components—or pillars—of brand equity. Which of those components or pillars measures the breadth of a brand’s appeal?

The brand value chain offers a comprehensive diagram for following value creation which could render marketing exploration and intelligence endeavors straightforward. Every phase and multipliers has a group of procedures through which it is measured. Generally, there are three central foundations of intelligence, and each extract a value stage and a multiplier. In the initial period, the marketing curriculum share, is simple and originate from the marketing strategy and budget and we measure equally customer mind-set and the program quality multiplier utilizing quantitative and qualitative research. Whereas, supplementary exploration is frequently necessary to develop interpretation of exactly how patrons shop for and utilize dissimilar brands and what they believe and their impressions. Subsequently a more concentrated and conclusive survey-based quantitative research. (Keller, K., 2012)

The Value chain is a tool, a set of interconnected procedures and marketing actions that corporations implement to evaluate how brands are built or need to be improved in order to create a more valuable product or service for their targeted consumers and consequently, succeed in the market. The data that results from the brand value chain analysis is key for the management team as it helps them brainstorm activities or even conduct effective marketing research, and therefore maximize value and customer's experience. Furthermore, this data provides rich information for potential investors. (Pearson Custom Business Resources, MKTG 1020, p. 102)

Brand: According to the BAV Brand Asset Valuator (BAV Consulting, 2015), the company has the well differentiated, energized brand with high brand strength but with an inferior brand stature: brand esteem and the brand knowledge. The brand grows progressively through the four key measures: differentiation, relevance, esteem, and knowledge. The next step in the development of the brand is esteem and knowledge. The company should bring the process forward to the esteemed brand a starting point to the wider knowledge and the leadership position in the future.

brand equity represents the value (to a consumer) of a product, above that which would result for an otherwise identical product without the brand’s name. In other words, brand equity represents the degree to which a brand’s name alone contributes value to the offering (again, from the perspective of the consumer).” The Marketing Science institute (1988) defines brand equity as, “The set of associations and behaviours on the part of the brand’s customers, channel members, and parent corporations that permit the brand to earn greater volume or greater margins than it could without the brand name and that gives the brand a strong, sustainable, and differentiated advantage over

One of the most valuable assets for any firm is the intangible asset represented by its brands. Therefore, it’s important to properly manage brands to maximize their value—or brand equity—to the firm (Keller & Lehmann, 2003).

The CBBE model approaches brand equity from the perspective of the customer – whether customer is an individual or an organization. The CBBE model provides a unique point of view as to what brand equity is and how it should best be built, measured and managed. The power of a brand lies in what customers have learned, felt, seen and heard about the brand as a result of their experiences over time. The big challenge for marketers is to ensure that customers have the right type of experiences with their products and services. In order to do this, marketers must develop marketing programs in way that best fit into customers’ mind and linked the brand to the desire customers’ feelings,

Brand Value Creation: Analysis of the Interbrand-Business Week Brand Value Rankings Author(s): Singfat Chu and Hean Tat Keh Source: Marketing Letters, Vol. 17, No. 4 (Dec., 2006), pp. 323-331 Published by: Springer Stable URL: http://www.jstor.org/stable/40216698 . Accessed: 04/04/2011 12:32

Define what is meant by "brand equity" and discuss what a company can do to maintain brand equity

In order to discuss the term value and what it represents in relation to brands and the consumer, one must first try to define it, and understand its underlying message. In the early 2000s, many researchers tried to create holistic conceptualisations, such as Khalifa (2004) and Woodall (2003). These abstractions attempted to conceptualise in on an individual level (Holbrook 1994, 1999). However, recent definitions have tried to encapsulate a more rounded and pragmatic perspective which recognises value in the environment of consumer experiences (Edvardsson et al 2011). Further, Grönroos and Helle (2010) placed further emphasis on economic improvements created communally or by business partners. This, of course, is the definititions of value in a brand-oriented point of view. One of the more general definitions of value derives from Grönroos (2008) where he summarised value

Challenge: Consumer awareness of the brand and brand perception are not the sole factors for determining the value of the brand. The overall customer satisfaction is a major factor for assessing the brand value and hence, the above assumption can be challenged.