1. Drivers of Brand Equity
Arveen Shaheel
B050

2. Slogans
• “Facebook is a social utility that connects you with the people
around you”
URL
• FB.com
Drivers of Brand Equity -
BrandElements
Brand Elements : Trademark devices that Identify & Differentiate the brand

3. Drivers of Brand Equity -
BrandElementsII
Logos
• Facebook Like Button
• Facebook Logo
• “f” Logo

4. Memorable
• Login Screen
• Short form - FB
Meaningful
• Slogan
• Digital Marketing &
Social Media
Likeability
• Like Button
• News Feed
• Pages
Protectable
• Customize Personal
Privacy Settings
Adaptable
• Translations
Available
• Time Line
• Filter Friends
Drivers of Brand Equity -
BrandElement Choice Criteria

5. • Product
Connecting the World.
Chat, Video Calling, Credits, Friends, Like, Message & Inbox, Groups & Pages,
News Feed, Notifications, Poke, Status Update, Timeline.
• Place
Mobile Access, Internet Connection.
• Promotion
A platform for Organizations to reach out & connect with Customers to sell their
Goods & Services.
• Pricing
Free to Use & Connect. Ads, Gifts, & Organizations who are connecting with
Users are charged.
Drivers of Brand Equity -
MarketingActivities

6. • People
The User on Facebook who you’re able to connect with. Make new Friends, or
connect with old-Friends & Family.
• Process
Easy Sign Up process; & two step Login. Available in Multiple language.
• Physical Evidence
A good & easy to understand interface. Successful in providing a platform for
easy, fun & realistic interaction.
Drivers of Brand Equity -
MarketingActivitiesII

7. The 7 P’s
• Product
• Place
• Promotion
• Price
• People
• Process
• Physical Evidence
Drivers of Brand Equity -
MarketingActivitiesIII
Facebook’s Marketing Activities and Strategies (The 7 P’s of Marketing Mix)
help it to connect with its Customers. Facebook is able to create a strong
dependency on the Customer through the Product’s value offerings. They
continuously innovate the manner in which the value offering is made. E.g.
Timeline, Likes on Comments.
Hence, helping the Brand - “Facebook” grow.

8. A positive Brand Knowledge is the foundation of Brand Equity.
In 2010, Facebook debuted with an ACSI score of 64—the lowest of any
measured website.
In 2011, Facebook makes a modest gain, up 3% to 66, even though—or
perhaps because—its user numbers have exploded, reaching almost 1
billion.
But considering Facebook’s low user satisfaction, its current size
dominance cannot be taken for granted in the future.
For companies that provide low levels of customer satisfaction, repeat
business is always a challenge unless customers lack adequate
choices, as in the case of near monopolies.
Brand Knowledge
“is a function of awareness, which relates to consumers’ ability to recognize
or recall the brand, and image, which consists of consumers’ perceptions
and of associations for the brand”