Attribute-oriented Approach for evaluating Brand Equity
The approach in this method is… Take a particular brand. List all its attributes. Get ratings for each of these attributes on a 0-.10 scale from consumers. Sum up the…
Author: Drypen
Brand Knowledge Method for Evaluating Brand Equity
Brand knowledge can be expressed as a sum of brand awareness and brand image. Each of the parameters (i.e. brand recall/strength of brand associations/ attitudes/ user image) can be measured…
Price Premium Method for Evaluating Brand Equity
This is done by comparing the difference between the retail price of the “brand” and the retail price of an unbranded product in the same category. Here again the difference…
Market Share Equalization Method for evaluating Brand Equity
This method uses an ingenious way of tackling the brand equity problem. Let us suppose that there are totally hundred consumers of toothpaste in the country. Of these, 65 use…
Market Value Method for Evaluating Brand Equity
The brand value for a particular brand is obtained by comparing it with the value that had beery realized in a comparable, current merger or acquisition. Given below is a…
Replacement Cost- Method for evaluating Brand Equity
Consider a brand, say Colgate. How much would it cost to create a brand with similar turnover, profitability, distribution reach, brand loyalty, etc. This cost is its brand equity.
Cost-Based-Method for evaluating Brand Equity
Historical Costs: This is the money that has been spent on the brand till date. Suppose Rs.100 million have bean spent so far creating a brand called ‘X’. The value…
Media Buying Outfits
Media buying agencies also referred to as the Agencies of Record (AORs) have emerged in the recent past. They can be defined as the middlemen or space buyers. Their function,…
Media Buying Process
Planning and Buying are two parts of single operations : spending effectively the advertiser’s money. The two cannot in practiced be separate. The former is the strategy formulation while the…
People Meter
The People Meter is the measurement device at the heart of the audience measurement system. There are two primary functions that the meter system has to fulfill