Business - Business -Marketing (wed 4/2) Brand Equity...

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Business -Marketing (wed 4/2) 02/04/2008 15:04:00 Brand Equity Brand Quality Perceptions o Associations with the brand (the belief of the quality Nike products  translates into your belief in the quality or any single one of their  products) Brand Associations o Nike endorses Tiger Woods…and every time he wins a grand slam, it  is good for Nike o The risk is that if the person you endorse goes crazy and shaves their  heads it makes a negative association with you brand Consumer Value Convenience Status o Driving a Lexus versus a Toyota makes you feel like you have status Quality Safety Seller Value Purchase Convenience o If you don’t have to do any research because your customers will stick  with your brand Efficiency o New Products If you bring out one product under one brand name….
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o Promotion Budget Nike doesn’t have to spend money to advertise all its different  products separately, it just has to advertise Nike Consumer Loyalty o Allows a company to charge higher prices…. Advil versus Generic The PRODUCT LIFE-CYCLE Product Introduction First you identify and establish and image High initial investment – launch advertising Penetration Pricing
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Business - Business -Marketing (wed 4/2) Brand Equity...

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