The value of a brand is acknowledged only when a consumer is happy and satisfied using it. Hence, recognition and praise enhance the brand value or brand equity of a product, and makes a product ‘a brand’. Therefore, brand equity becomes a precedence for any product to become a brand. This book delves onto the concepts and theories of Brand Equity, and how it forms an integral part of any product becoming a success.
The book skillfully explains fundamental concepts of brand equity, and its importance in product/services marketing, in the Indian context. Divided into four parts, Part 1 of the book begins by explaining the meaning of branding and brand equity. Part 2 then focuses on various components of brand equity. Part 3 educates the readers/students on how to measure brand equity of a product or a brand. Part 4 concludes by elaborating on ways and means to enhance brand equity of any product.
This book is designed for the postgraduate degree and PG Diploma students of management specializing in Marketing and brand management. The book will be equally useful for practising Product/Brand Managers.
KEY FEATURES
• Well-supplemented with illustrative advertisements, figures and video links to assist the students in understanding the concepts of brand equity thoroughly.
• The Case Studies included in the book, give an analytical insight to the theories explained.
About the Author
SANGEETA TROTT is an Associate Professor, Marketing, ITM SIA Business School, Mumbai, Maharashtra. She has published/presented many papers/topics in national and international journals and conferences. Her research areas include Green Supply Chain initiatives.|VINOD V. SOPLE, is the Director, ITM SIA Business School, Mumbai, Maharashtra. He has over a decade of experience in teaching management subjects in India and abroad, apart from professional experience in more than two decades in various functional areas of management. He has contributed several research papers in reputed management journals. He has authored many books, including Business Process Outsourcing, and Managing Intellectual Property, published by PHI Learning.
Table of Contents:
Preface • Acknowledgements
Part 1: Introducing Brand Equity
1. Brand Equity Basics
Part 2: Various Components of Brand Equity
2. Brand Awareness
3. Brand Loyalty
4. Brand Association
5. Brand Image
6. Perceived Quality
7. Other Proprietary Assets
Part 3: Measuring Brand Equity
8. Measurement of Brand Equity
9. Brand Audit
10. Green Brand Equity
11. Enhancing Brand Equity with Green Supply Chain Initiatives
Part 4: Enhancing Brand Equity
12. Enhancing Brand Equity through CSR Activities
Case Study 1 Surf—Riding on Strong Brand Equity
Case Study 2 Kan Khajura Tesan Campaign
Case Study 3 Big Bazaar Customer Loyalty Program
Case Study 4 Vodafone Zoo Zoos—Spreading Awareness
Case Study 5 Tata Motors—Towards Quality Excellence
Index
