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Brand Equity (Components of Brand Equity - 2 theories (Interbrand Theories…

- - - - Depth - brand comes to mind easily
        Breadth - brand comes to mind in different usage situations
    - - Attributes & Benefits
        Style & Price
        Quality & Superiority - largely determine brand purchase decision
    - - Distribution
        Shelf Space
        Patents & Trademarks
        
        RELATES TO SALES PROMOTION BETWEEN RETAILERS - SHELF SPACE
    - - Price Premium
        Satisfaction/Loyalty
        Market Share
        
        Behavioural (keep buying) and attitudinal loyalty (buying cause I like it)
    - - psychological and social needs
        
        User/Usage Imagery
        Brand Personality (for differentiationbetter with consistency over time - cambell's sincerity, Levi's ruggedness)
        Brand Feelings
- - - - Brand knowledge - power of a brand lies in hearts & minds of consumers from what they have heard, felt, seen from past experiences
      - Consumer response to marketing - Consumer's choice of brand, brand recall from advertisements, response to sales promotion
      - Differential effect - how consumer sees a product differently and if they can't find differences, then the only thing that's comparable is price. This leads to commoditazion of products
- - - - Branding & outcomes - different outcomes for a marketed product that is branded, vs. if it were not branded
      - Psychological pull - the power lies in the hearts & minds of consumers - from what they have heard, felt, seen from experiences in the past (Keller, 2013)
        
        Also linked to brand feelings (intangible) which bring in emotional responses to brand
      - Differential position - the way companies distinguish their brands from the competition; avoiding commoditization
        
        Also linked to brand personality (intangible) which helps to differentiate brand