brand equity


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Brand Equity

The value of brand recognition. Brand equity increases the value of an otherwise indistinguishable product. For example, consider two soft drinks that taste exactly the same. If one has a great deal of brand recognition, and the other does not, consumers will be more likely to buy the one they recognize. This increases the value of the drink with brand recognition in the minds of consumers. Brand equity is difficult to measure (as are all intangible assets), but is important in determining the value of a good or the company that produces that good.

brand equity

the goodwill associated with a BRAND NAME which adds tangible value to a company through the resulting higher profits and sales.
References in periodicals archive ?
Tenders are invited for Appointment Of A Creative Agency For India Brand Equity Foundation (Ibef) For The Campaign Of Brand India
For this reason, the present study tries to examine two variables that influence the repurchase intention, namely, the marketing mix and the brand equity.
This is just one of the findings from the 2014 Harris Poll EquiTrend (EQ) study which measures the Brand Equity of more than 1,500 brands across 170 categories on three key factors of Brand Equity: Familiarity, Quality, and Purchase Consideration.
At the same time marketers are warned of the inefficiency of Marketing Programs, whether it is declining brand equity, unprofitable sales promotion programs, success rates of a meager 10 percent or an even more meager ROI on advertisement campaigns of 4 percent.
If the extension is unsuccessful it could harm the brand equity that has been developed by the team (John, Loken, & Joiner, 1998; Loken & John, 1993).
com)-- KLeN Laundry, producers of environmentally conscious apparel and accessories utilized by action sports enthusiasts, professional athletes and those that appreciate a quality product with a charitable aspect have inked a deal with Brand Equity Showroom to represent the brand.
The creation of brand equity shares many similar elements.
Schwartz was recognized for his extension of the Purex brand equity from a value to premium laundry category via groundbreaking marketing and innovations.
Marketing efforts, trust, and brand equity may be factors that strengthen relationships in this market.
But many choose to punctuate price discounting with added value, brand equity work that counteracts any negatives associated with perennial cuts.
Value added by a brand to the product is termed as brand equity (Farquhar, 1990).