The value of a brand is acknowledged only when a consumer is happy and satisfied using it. Hence, recognition and praise enhance the brand value or brand equity of a product, and makes a product ‘a brand’. Therefore, brand equity becomes a precedence for any product to become a brand. This book delves onto the concepts and theories of Brand Equity, and how it forms an integral part of any product becoming a success.
The book skillfully explains fundamental concepts of brand equity, and its importance in product/services marketing, in the Indian context. Divided into four parts, Part 1 of the book begins by explaining the meaning of branding and brand equity. Part 2 then focuses on various components of brand equity. Part 3 educates the readers/students on how to measure brand equity of a product or a brand. Part 4 concludes by elaborating on ways and means to enhance brand equity of any product.
This book Useful for Management students.
Part 1: Introducing Brand Equity
1. Brand Equity Basics
Part 2: Various Components of Brand Equity
2. Brand Awareness
3. Brand Loyalty
4. Brand Association
5. Brand Image
6. Perceived Quality
7. Other Proprietary Assets
Part 3: Measuring Brand Equity
8. Measurement of Brand Equity
9. Brand Audit
10. Green Brand Equity
11. Enhancing Brand Equity with Green Supply Chain Initiatives
Part 4: Enhancing Brand Equity
12. Enhancing Brand Equity through CSR Activities
Case Study 1 Surf—Riding on Strong Brand Equity
Case Study 2 Kan Khajura Tesan Campaign
Case Study 3 Big Bazaar Customer Loyalty Program
Case Study 4 Vodafone Zoo Zoos—Spreading Awareness
Case Study 5 Tata Motors—Towards Quality Excellence