Brand Knowledge vs. Brand Equity:

1
Brand Knowledge vs. Brand Equity

• Whats the Difference?

2
Brand Knowledge

• is a function of awareness, which relates to
  consumers ability to recognize or recall the
  brand, and image, which consists of consumers
  perceptions and of associations for the brand.
• Keller 1998

3
Consumer-Based Brand Equity

• the differential effect that brand knowledge
  has on customer response to the marketing of that
  brand.

4
Positive brand equity results in

• Greater perceived differentiation
• Stronger brand loyalty
• Larger profit margins
• Higher trade support
• Increased marketing communication effectiveness
• Opportunities to extend and license brand name

5
What are the unique features of the brands you
buy most often?

• Amazon.com
• Dunkin Donuts
• Yahoo!
• Costco
• Gap
• Supercuts
• Coke

6
Choosing elements to build brand equity
elements should be

• memorable, easy to recognize or recall
• meaningful or descriptive, persuasive, fun and
  interesting, rich in visual and verbal imagery
• transferable within and across product categories
  and across geographical and cultural boundaries
• adaptable or flexible and capable of being
  updated over time
• protectable, both legally and competitively