2 - Brand Equity o Brand awareness o Brand loyalty o Brand...

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Brand Equity o Brand awareness o Brand loyalty o Brand quality perceptions – ex. All Nike products must be good because of their brand perception o Brand associations – ex. Nike uses Michael Jordan, Tiger woods etc. this can be a shaky subject if your endorser does something unethical etc, this may hurt your brand association. Consumer Value- A branded item is valueable for consumers because it offers o Convenience- you know the product you are buying will coorellate with the quality of that brand, etc. o Status- Mercedes over Toyota etc o Quality – you can rely on the wuality of the brand o Safety – reducing your risk that you are buying a good product Seller Value o Purchase convience o Efficiency – if you bring a new product with the same brand name you get all the associations with that brand name. Promotion budget is more efficient they can advertise all of nike in one commercial.
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