Essay about Mobile Servey

990 Words Feb 5th, 2014 4 Pages
Product and Brand Management

Submitted To Submitted By
Prof. Neeraj Dubey Virendra Prasad Tamta (1219)

Date: 13 Feb 2013

Centre for Management Education
Vaikunth Mehta national Institute of Cooperative Management
University Road, Pune- 411 007

------------------------------------------------- Brand equity

Brand equity is a phrase used in the marketing industry which describes the value of having a well-known brand name, based on the idea that the owner of a well-known brand name can generate more money from products with
…show more content…
A boomingtourism industry in Jerusalem has been the most evident indicator of a strong ROI.
Brand equity is strategically crucial, but famously difficult to quantify. Many experts have developed tools to analyze this asset, but there is no universally accepted way to measure it. As one of the serial challenges that marketing professionals and academics find with the concept of brand equity, the disconnect between quantitative and qualitative equity values is difficult to reconcile. Quantitative brand equity includes numerical values such as profit margins and market share, but fails to capture qualitative elements such as prestige and associations of interest. Overall, most marketing practitioners take a more qualitative approach to brand equity because of this challenge. In a survey of nearly 200 senior marketing managers, only 26 percent responded that they found the "brand equity" metric very useful.

The purpose of brand equity metrics is to measure the value of a brand. A brand encompasses the name, logo, image, and perceptions that identify a product, service, or provider in the minds of customers. It takes shape in advertising, packaging, and other marketing communications, and becomes a focus of the relationship with consumers. In time, a

Related Documents