Vadim Kotelnikov    

Brand Value and Brand Equity Case Studies

Marketing Effects Uniquely Attributable to the Brand

   

Business e-Coach     

 

 

 

Brand Equity as a Bridge

  • Brands as a Reflection of the Past

  • Brands as a Direction for the Future

Customer-Based Brand Equity (CBBE)

CBBE model incorporate recent theoretical advances and managerial practices in understanding and influencing consumer behavior. It helps answer the two most frequently asked questions:

  • What makes a brand strong?

  • How do you build a strong brand?

CBBE model provides a unique point of view as to what brand equity is and how it should best be built, measured, and managed.

Differentiation Strategies

Three Main Ways To Build Brand Equity

  1. Choose properly brand elements

  2. Develop supporting marketing programs

  3. Leverage secondary associations

   

Differentiation Strategy

4 Steps    Differentiating With Different Types of People

Advantages of Strong Brands  >> Good Practices

Brand Management  >>  Name    Slogan    Strategic Brand Management

Logo Design: Top 10 Tips  >> Logo of Ten3 Business e-Coach

Blue Ocean vs. Red Ocean Strategy    USP

Positioning  >>  7 Tips    10 Commandments

Advertising

Slogans  >>  Apples    Fun4Biz.com    Innompic Contests

Marketing Strategy

Buzz Marketing  >> Success Stories

3 Generic Business and Marketing Strategies

The 22 Immutable Laws of Marketing

Focus on Emotional Drivers  >> Success Stories

Public Relations Marketing

Synergistic Selling: 3 Components

   

Brand Equity Defined

Brand equity can become one of the largest assets on a companies balance sheet and ultimately lead to increased valuations.

Virtuoso Marketing

"Brand equity relates to the fact that different outcomes result from the marketing of a product or service because of its brand name or some other brand element that if that same product or service did not have that brand identification."1 It represents the marketing effects uniquely attributable to the brand and the added value endowed to a product or service as a result of past investments in the marketing activity for a brand. "Brand equity serves as the bridge between what happened to the brand  in the past and what should happen to the brand in the future."

Brands that have been well engineered have also been heavily invested in creating both tangible and intangible worth.

Create Customer Value: 10 Lessons from Konosuke Matsushita

Case Studies Amazon.com

"A brand for a company is like a reputation for a person.
You earn reputation by trying to do hard things well."
 ~
Jeff Bezos

Amazon.com has steadily increased its spending on advertising and promotion to make its brand stronger and build brand equity. By 2003, the brand of Amazon.com was worth US$ 22 billion. "A brand for a company is like a reputation for a person. You earn reputation by trying to do hard things well," says Jeff Bezos, the Founder of Amazon.com... More

Case Studies More Brand Management Case Studies and Success Stories >>>

Brand Value and Brand Valuation

Brand value is calculated as the net present value of the earnings the brand is expected to generate and secure during the next year. Brand valuations are a powerful measure of an organizationís ability to create real and lasting value for shareholders.

Bran Value vs. Brand Recognition

Brand value reflects the value created by a company for its customers. Brand recognition means that people just recognize the brand name. Leading companies care about brand value, not brand recognition. Building brand value is like earning respect: you cannot buy it, you have to earn it.

 

 

Great Value of Thought Leadership for Brand Equity

An admired Thought Leader Download PowerPoint presentation, pdf e-book, such as Jack Welch, Steve Jobs, Mark Zuckerberg, Richard Branson and Jack Ma, add a great amount of value to the brand equity of his or her firm.

Skillful Download PowerPoint presentation, pdf e-book execution of a creative and synergistic content marketing strategy driven by thought leadership increases  the value of the company dramatically.

Measuring Brand Equity

There are many ways to measure you brand equity. You can measure it at the firm level, at the product level, or at the consumer level.  A more complete evaluation of the brand equity can occur if multiple measures at all the three levels are used... More

 

 

References:

  1. Strategic Brand Management, Kevin Lane Keller

  2. Right Side Up, Alan Mitchel

  3. The 22 Immutable Laws of Marketing in Asia, Al Ries, Jack Trout and Paul Temporal

  4. "World's Greatest Brands," Interbrand Group

Innompic Games

Innompic Games ‒ a civilizational breakthrough ‒ help their partners to strengthen their brand and increase brand equity... >>>