Creating Low-Code Loan Applications using the Trisotech Mortgage Feature Set
How Well Does Consumer-Based Brand Equity Align with Sales-Based Brand Equity and Marketing Mix Response? | Part 1
1. From:
What is brand equity and
how can it be measured?
Datta, Ailawadi, and van Heerde (2017)
2. From:From:
What is brand equity?
Datta, Ailawadi, and van Heerde (2017)
Roberto Goizueta, the former CEO of the Coca Cola Company:
“[W]hat would happen if tomorrow we woke up and
every single asset that Coke has was wiped out. I
could walk into any bank and borrow the money to
restart operations, just based on the strength of the
Coke brand name.”
3. From:From:
Brand equity is the value of having a well-known brand name, based
on the idea that the owner can generate more money from products
with that brand name than from products with a less well-known name,
as consumers believe that a product with a well-known name is better
than products with less well known names.
Source: American Marketing Association
In short: The more favorable response a product or service receives
because of its brand identification.
It is an intangible asset owned by the firm that needs to be measured
What is brand equity?
Datta, Ailawadi, and van Heerde (2017)
4. From:From:
How can brand equity be measured?
Datta, Ailawadi, and van Heerde (2017)
Sales-Based Brand Equity
(SBBE):
In-Market Sales Data
Example of brand measures: Brand Equity
Ten, CBBE Pyramid, Brand Asset Valuator
Share of choice/market after removing
contribution of marketing mix and
product attributes
Consumer-Based Brand Equity
(CBBE):
Perceptual Measures
5. From:From:
Consumer-based brand equity
(CBBE) is obtained via surveys
Energized
differentiation
Relevance EsteemKnowledge
How appropriate
is the brand
to you?
An intimate
understanding
of the brand
How do you
regard the
brand?
A brand’s uniqueness and
ability to adapt to future
consumer needs
CBBE = Combination of the ‘Four Pillars’
used here: others:
Datta, Ailawadi, and van Heerde (2017)
6. From:From:
Sales-based
Brand Equity
Sales-based brand equity (SBBE)is obtained
from choice, sales, or market shares
Total Market Share
(based on scanner data)
Sales-based
Brand Equity
SBBE is the brand’s market share after removing
the contribution of the marketing mix and product attributes.
Product
attributes
Regular Price
Price promotions
Advertising
Distribution
Feature/Display
Product attributes
Regular Price
Price promotions
Feature/Display
Advertising
Distribution
Brand A Brand B
Datta, Ailawadi, and van Heerde (2017)