Definition of Brand Equity?

Summary of Brand Personality Dimensions > Forum > Definition of Brand Equity? (10)

Oscar Menacho, Peru
"I did not found the definition of "BRAND EQUITY". Could sombody insert its definition, please?
Thanks"

Brand Equity
Hannah Simon, UK
"Brand Equity is the added value a brand name identity brings to a product or service beyond the functional benefits provided. It can be measured / described using a methodology such as the Brand Personality Dimensions or the Brand Asset Valuator."

Brand Equity (1)
Philip Holden, UK
"There isn't just one definition of 'brand equity'. However it's useful just to think of it as the value of the brand over and above the physical properties of any products to which the brand may be attached. Here are some other definitions: * "Broadly stated, brand equity refers to the residual assets resulting from the effects of past marketing activities associated with a brand." (Rangaswamy et al. 1990). * Brand equity is added value that "is attributable to the brand name itself which is not captured by"

Brand Equity (2)
Philip Holden, UK
"the brand's performance on functional attributes." (Sikri 1992). * "Brand equity can be measured by the incremental cash flow from associating the brand with the product." (Farquhar 1989). * "Brand equity is defined in terms of the marketing effects uniquely attributable to the brands - for example, when certain outcomes result from the marketing of a product or service because of its brand name that would not occur if the same product or service did not have that name." (Keller 1993)."

Brand Equity
Sylvia, Kenya
"Hey Oscar, Brand equity is the amount of power and value of a particular brand in the marketplace. Or the extent to which customers are willing to pay more for the brand."

Brand Equity
Ron Strauss, USA
"The terms 'brand value' and 'brand equity' have different meanings. Brand equity is a subset of brand value. For more, see "Value Creation: The Power of Brand Equity" by Neal and Strauss."

Brand Equity Definition
N. Bindu Madhavi, India
"Brand equity is the totality of the brand's perception, including the relative quality of products and services, financial performance, customer loyalty, satisfaction and overall esteem towards the brand. It is all about how customers, consumers, employees and all stakeholders feel about the brand."

Brand Equity
Nitin, India
"It is the incremental cash flows which a product commands over other products."

Metrics for Brand Equity
Judy Ward, England
"Has anyone used Young & Rubicam's model for measuring brand equity? I need to come up with new metrics for our media publications, beyond traditional KPIs for profits, circulation etc."

Brand Equity Vis a Vis Company Logo/identity Change
Elizabeth A. Martin, USA
"In my view, brand equity represents the current value that a company has in its identity/persona as perceived by its stakeholders. Brand equity is a crucial concept to gauge if management considers changing or updating its name and/or logo system.
If identity changes are too radical when a company's branding is strong, this could potentially damage stakeholder perceptions with a resultant loss of brand equity. Conversely, if management ignores "the big identity question" at a time when its image requires updating to reflect, say, a changing profile through diversification or innovation or new management initiatives geared towards rapid growth to a first-tier company, a great opportunity could be missed.
Thus, it's essential to determine your company's brand equity and to ask the deep questions -- who are we to ourselves and to our markets and industry? -- and is our current branding reflective of where we want to go?"

Return on Brand Equity
Sheeraz, Pakistan
"How we can get a good return on brand equity?"