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Brand Equity
- 2. Brand equity
- 6. The concept of brand equity Mental Brand response Brand behavioural response Market response Brand Equity Mental Brand Equity Behavioural Brand Equity Financial/Economical Brand Equity
- 9. Types of Consumers Secure users Vulnerable users Open non-users Unavailable non-users Entrenched users users who are not available for conversion, remain loyal Available consumers non-users who prefer the brand in question to their current choice Average users secure users who are not available for conversion, committed to the brand Ambivalent consumers non-users equally attracted to the brand in question and current choice Shallow users beginning to show sign of wavering, loyalty below average, starting to consider other brands Weakly unavailable consumers non-users whose preference lies with their current brand, but not strongly Convertible users on the threshold for leaving the brand Strongly unavailable consumers non-users who have strong preference for their current brand
- 13. V/S
- 14. What do you prefer?
- 15. What motivates you to buy Sprite?
- 16. Will you pay more for Sprite?
- 17. What motivates you to buy 7up?
- 18. Will you pay more for 7up?
- 21. Is Sprite available everywhere and every time you want it?
- 22. Is 7up available everywhere and every time you want it?
- 23. Conclusions If Competition is a race then Brand Equity is Driving Skills!!!!!!!!!!