7.3 Brand Equity (Figures 7-21, 7-22 and 7-23)

Analysis
Assets
Brand Assets Rel
Imp.		 Very
Low
0		 Below Average
25		 About Average
50		 Above Average
75		 Very
High
100		 Brand
Asset
Score
Brand Awareness
20
%
50
Emotional Connectedness
20
%
50
Brand Loyalty
20
%
50
Product Line Extensions
20
%
50
Price Premium
20
%
50
OVERALL BRAND ASSETS
100
  
50
Liabilities
Brand Liabilities Rel
Imp.		 Very
Low
0		 Below Average
25		 About Average
50		 Above Average
75		 Very
High
100		 Brand Liability Score
Customer Dissatisfaction
20
%
50
Product or Service Failures
20
%
50
Questionable Practices
20
%
50
Poor Record on Social Issues
20
%
50
Negative Associations
20
%
50
OVERALL BRAND LIABILITIES
100
  
50
BRAND EQUITY (Overall Brand Assets - Overall Brand Liabilities)
0
Starting Data
Assets
Brand Assets Rel
Imp.		 Very
Low
0		 Below Average
25		 About Average
50		 Above Average
75		 Very
High
100		 Brand
Asset
Score
Brand Awareness
20
%
50
Emotional Connectedness
20
%
50
Brand Loyalty
20
%
50
Product Line Extensions
20
%
50
Price Premium
20
%
50
OVERALL BRAND ASSETS
100
  
50
Liabilities
Brand Liabilities Rel
Imp.		 Very
Low
0		 Below Average
25		 About Average
50		 Above Average
75		 Very
High
100		 Brand Liability Score
Customer Dissatisfaction
20
%
50
Product or Service Failures
20
%
50
Questionable Practices
20
%
50
Poor Record on Social Issues
20
%
50
Negative Associations
20
%
50
OVERALL BRAND LIABILITIES
100
  
50
BRAND EQUITY (Overall Brand Assets - Overall Brand Liabilities)
0
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