sixth edition
market-based management
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7.3 Brand Equity (Figures 7-21, 7-22 and 7-23)
Estimate the brand assets and brand liabilities for a brand that you believe to be strong.
Estimate the brand assets and brand liabilities for a brand that you believe to be weak.
Compute the brand equity for each and discuss how a difference in brand equity could impact sales and profits.
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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