What is Brand Equity?

[Sultan Mahmud Sujon]

A brand as a name, term, sign, symbol or design or a combination of them, intended to identify the good or services of one seller or group of seller and to differentiate them from those of competitor. A brand is thus a product or service whose dimension different it in some way from other product or service deigned to satisfy the same need. These difference may be also be more symbolic, emotional, or intangible related to what the brand represents

[saratasneem]

 It is appreciable that some brands are becoming more cautious about their product quality and    attitude towards customers to keep the goodwill up.

[Reza S. H.]

Is it possible that we come out from text and think in our own way about what actually brand is?

I think Brand is an Experience and Certainty that consumers value over other competitors. Such experiences and certainty of product quality should and must be unique in order to gauge a greater market share.

Reza
Lecturer
BBA, FB&E, DIU

[Adiba_Anis]

Hello

I think nowadays the concept of Brand has transformed a lot. It'd not limited in products anymore. You can brand anything and everything.
e.g. Sloppy service, pesky brother, the ally behind Cafe Melange.... etc.

Don't you thing so?

[sajib]

Brand Equity is the value and strength of the Brand that decides its worth. It can also be defined as the differential impact of brand knowledge on consumers response to the Brand Marketing. Brand Equity exists as a function of consumer choice in the market place. The concept of Brand Equity comes into existence when consumer makes a choice of a product or a service. It occurs when the consumer is familiar with the brand and holds some favorable positive strong and distinctive brand associations in the memory.

Brand Equity can be determined by measuring:
   - Returns to the Share-Holders.    
   - Evaluating the Brand Image for various parameters that are considered significant.
   - Evaluating the Brand’s earning potential in long run.
   - By evaluating the increased volume of sales created by the brand compared to other brands in the same class.
   - The price premium charged by the brand over non-branded products.
   - From the prices of the shares that an organization commands in the market (specifically if the brand name is identical to the corporate name or the consumers can easily co-relate the performance of all the individual brands of the organization with the organizational financial performance.

[Reza S. H.]

whatever theoretical aspects we consider, in the real marketplace only two research organizations can calculate brand equity. those are Milward Brown and InterBrand... thank you