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House Meeting..!!

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Submitted By nishii89
Words 4137
Pages 17
8/31/2009

XIMB

PRODUCT

AND

BRAND MANAGEMENT PROJECT PHASE 2

Brand Equity | DOVE

Product and Brand Management Project- Phase 2

Part 2: Brand Equity Measurement
EXECUTIVE SUMMARY The objective of this phase of the project is to measure the Brand Equity for the brand “Dove”. Brand equity refers to the marketing effects or outcomes that accrue to a product with its brand name compared with those that would accrue if the same product did not have the brand name. In a market where products are similar, branding can have a large effect on the price that customers will pay. Brands therefore add value to a basic product or service by enabling the product or service to command a higher price, or higher market share than an unbranded equivalent. Its value may be a monetary value (which may be discounted to a net present value), an increase in a rate of return or any number of softer market research measures such as awareness or consideration. There are at least two perspectives from which to view brand equity:


Financial or pricing based approach: One way to measure brand equity is to determine the price premium that a brand commands over a generic product. Consumer based: A strong brand increases the consumer’s attitude strength toward the product associated with the brand.



In this part of the project we have used a combination of three techniques to measure the brand equity of the brand Dove: 1) Price Premium at Indifference ( Price Based Method of calculating Brand Equity)
2) Yoo and Dinthu’s Brand Equity Model

3) David Aaker’s Brand Equity Model.

The basic reason for doing so is to use a combination of both Price Based and Customer-Based Equity methods, as both the methods applied independently have some inherent advantages and shortcomings. The Price Premium at

Product and Brand Management Project- Phase 2
Indifference method

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