1. Brand Dynamics
System for measuring & understanding brand value and equity
Consumer Equity Brand Equity
(Financial)
(Perceptual)

2. Consumer Equity
Consumers thoughts, feelings, associations
linked to the brand
Result of Sales force efforts, A & P, personal
experience, Credibilty endorsement, etc…
Consumers thought, feelings actively define
what a brand means to them
Associations define what brand worth to them
Consumer Equity is fundamental to Brands
Equity

3. Consumer Equity
Brand Associations have a real financial value
to the brand & in effect determine the brand
value in the market
Perceived Value of the brand should be higher
than the price of the brand
If a brand is able to sustain a premium price; its
value as an asset is likely to be greater than a
brand that generates more volume but produces
less revenue

4. Brand Dynamics Pyramid
Bond
Advantage
Performance
Relevance
Presence

5. Presence
Brand must develop a presence as
customer does not want to buy a brand
that they know nothing of
x

6. Relevance
The feature of the brand which gives an
appropriate benefit which meets the
needs of the consumer
BD looks at this level as a -ve check.
i.e those who do not find the brand
relevant, for them the brand remains at a
Presence Stage
x

7. Performance
Brand needs to live up to the customers’
expectations of product performance
within the category
BD looks at this level as a -ve check, i.e.
those brands that do not perform remain
only at the Performance Stage
x

8. Advantage
For sustaining the relationship with the
customer the brand must be differentiated
appropriately
Developing distinctive personality gives
the brand a perceived consumer
advantage
x

9. Bond
Strong relationship with the brand due to
reliance on product performance
As relationship deepens consumers confirm
that the brand is the right one for them
When consumers bond with the brand they
take performance for granted
Reliability, Trustworthiness
Result:
True loyal consumer
Refusal to alternatives