4. Six Levels of Brand
Attributes
Benefits
Values
Culture
Personality
User
5. Definitions of Brand Equity
“Brand equity is the set of brand assets and liabilities linked to the
brand, its name, and symbol, that adds or subtracts value to a product
or service for a firm/ or its customers” (David Aaker).
“Brand equity is the set of associations that permits the brand to earn
greater volume than it would without the brand name” (Marketing
Science Institute).
“Brand equity is everything the customer walks into the store with”
(Peter Farquhar).
“A set of associations which are most strongly linked to a brand name”
(Andrea Dunham).
9. Secure users
Open non-users
Types of Consumers
Entrenched users Available consumers
users who are not available for conversion, non-users who prefer the brand in question to
remain loyal their current choice
Average users Ambivalent consumers
secure users who are not available for non-users equally attracted to the brand in
conversion, committed to the brand question and current choice
Unavailable non-users
Shallow users Weakly unavailable consumers
beginning to show sign of wavering, loyalty below non-users whose preference lies with their
average, starting to consider other brands current brand, but not strongly
Convertible users Strongly unavailable consumers
on the threshold for leaving the brand non-users who have strong preference for their
current brand
Vulnerable users
10. Why Manage Brand Equity?
Presence of a brand in consumers mind
Influence on their buying behaviour
Effects on brands market position and
financial result
Financial value of the brand as a immaterial
assets of the company
