Matakuliah : J0114/Manajemen Pemasaran
Tahun
: 2008
Emotional Branding
Pertemuan 5
Learning Outcome
•Students can show the understanding of brand
equity and its measurement
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Material Outline
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Definition of branding
Benefit of branding
Case study
What is brand equity?
Brand equity measurement
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Definition of Branding
• A brand is a name, a symbol, a drawing or a design
that gives specific meaning that will distinguish one
product from another and indicate a certain value
representation (Nelly Ma’arif, 2008)
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Benefits of Branding
• Customers will regard the product as the originator
• A brand protects the consumers and producers from
competitors who attempt to provide similar offers
• A brand helps a product move beyond the commodity it
sells
• A brand distinguishes a product from competitor’s.
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Case Study: Samsung
• The slogan of Samsung is “imagine the possibilities”.
Byung-Chul Lee founded Samsung trading company in
Seoul (YPM). Samsung was launched in South Korea,
1953. The 1990s saw Samsung as an international
corporation. Not only did it acquire a number of
businesses abroad, but also began leading the way in
certain electronic components and electronic products
(Nelly Ma’arif, 2008)
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What is Brand Equity?
• Brand equity is a set of assets (and liabilities) linked to a
brand’s name and symbol that adds to (or subtracts
from) the value provided by a product or service to a firm
and/or that firm’s customers (David Aaker, 2001)
• Brand equity is the positive differential effect that
knowing the brand name has on customer response to
the product or service (Kottler, 2005)
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What is Brand Equity?
• Major assets categories:
– Brand name awareness, refers to the strength of a brand’s
presence in the consumer’s mind.
– Brand loyalty
– Perceived quality, is a brand association that is elevated to the
status of a brand asset for some reasons
– Brand associations. These associations might include product
attributes, a celebrity spokesperson, or a particular symbol.
Brand associations are driven by the brand identity
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Brand Equity Measurements
• Measure Criteria:
– The measures should reflect the construct being measured
– The measures should reflect constructs that truly drive the
market
– Selected measures should be sensitive: when brand equity
changes, the measures should detect that change.
– Measures should be developed that can be applied across
brands, product categories and markets
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Brand Equity Measurements
• Loyalty measures:
– Price premium
– Satisfaction/loyalty
• Perceived Quality/Leadership measures:
– Perceived quality
– Leadership/popularity
• Associations/Differentiation measures:
– Perceived value
– Brand personality
– Organizational associations
• Awareness measures:
– Brand awareness
• Market behavior measures:
– Market share
– Market price and distribution coverage
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Conclusion:
• A brand is a name, a symbol, a drawing or a design that gives
specific meaning that will distinguish one product from another and
indicate a certain value representation (Nelly Ma’arif, 2008)
• Customers will regard the product as the originator
• A brand protects the consumers and producers from competitors
who attempt to provide similar offers
• A brand helps a product move beyond the commodity it sells
• A brand distinguishes a product from competitor’s.
• Brand equity is a set of assets (and liabilities) linked to a brand’s
name and symbol that adds to (or subtracts from) the value provided
by a product or service to a firm and/or that firm’s customers (David
Aaker, 2001)
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