Brand equity

brand valuebrandbrand denominationdamage it did to the Cadillac branddid major damage to the brand's imageequityname change programstrong brand
'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 revenue simply from brand recognition (that is from products with that brand name than from products with a less well known name), as consumers believe that a product with a well-known name is better than products with less well-known names.wikipedia
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Brand

brand namemarquebrands
'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 revenue simply from brand recognition (that is from products with that brand name than from products with a less well known name), as consumers believe that a product with a well-known name is better than products with less well-known names.
Brand equity is the measurable totality of a brand's worth and is validated by assessing the effectiveness of these branding components.

Brand language

verbal
Elements that can be included in the valuation of brand equity include (but not limited to): changing market share, profit margins, consumer recognition of logos and other visual elements, brand language associations made by consumers, consumers' perceptions of quality and other relevant brand values.

Umbrella brand

family brandingbrand familyfamily brand
The greater a company's brand equity, the greater the probability that the company will use a family branding strategy rather than an individual branding strategy.
Umbrella branding is mainly used by companies with a positive brand equity (value of a brand in a certain marketplace).

Brand valuation

brand valueroyalty relief method
Measuring brand equity in this way is often referred to as brand valuation.

Return on marketing investment

marketing ROIROI
This is directly related to marketing ROI.
Brand valuation is distinguished from brand equity by placing a money value on a brand, and in this way a ROMI can be calculated.

Brand management

brandingbrand managerbrand strategy
Brand management is a function of marketing that uses special techniques in order to increase the perceived value of a product (see: Brand equity).

Brand extension

spin-offbrand stretchingextend
Organizations use this strategy to increase and leverage brand equity (definition: the net worth and long-term sustainability just from the renowned name).

Semantic Brand Score

Brand equity is traditionally assessed through a series of models, which are often based on the administration of questionnaires to consumers or, for example, on financial evaluations.

Ford Taurus

TaurusFordTaurus SHO
The aging Taurus, which became one of the most significant cars in American auto history, would be abandoned in favor of three entirely new names, all starting with "F," the Five Hundred, Freestar, and Fusion.
Partially blaming the Five Hundred's struggles on its name, Mulally decided that the revised vehicle should be marketed as the Taurus, the name he believed the Five Hundred sedan should have used from the beginning as he believed Ford was better off continuing to use its older nameplates that maintained decent brand equity rather than trying to build up new ones.

David Aaker

David A. AakerAaker Model
David Aaker, a marketing professor and brand consultant, highlights ten attributes of a brand that can be used to assess its strength.
Aaker is the creator of the Aaker Model, a marketing model that views brand equity as a combination of brand awareness, brand loyalty, and brand associations.

Ford Fusion (Americas)

Ford FusionFusionFord
The aging Taurus, which became one of the most significant cars in American auto history, would be abandoned in favor of three entirely new names, all starting with "F," the Five Hundred, Freestar, and Fusion.
However, a report by Bloomberg News in July 2018, citing an unnamed Ford source, is stating that Ford is reconsidering dropping the Fusion name due to strong brand equity in the name as well as dealer protests.

Equity

Threaded marketing

This stronger brand equity pays off for the brand through higher profitability and market value.

Phrase

phrasesTense phrasephrasal
'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 revenue simply from brand recognition (that is from products with that brand name than from products with a less well known name), as consumers believe that a product with a well-known name is better than products with less well-known names.

Marketing

marketermarketedmarketing campaign
'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 revenue simply from brand recognition (that is from products with that brand name than from products with a less well known name), as consumers believe that a product with a well-known name is better than products with less well-known names.

Brand awareness

brand recognitionhousehold nameawareness
'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 revenue simply from brand recognition (that is from products with that brand name than from products with a less well known name), as consumers believe that a product with a well-known name is better than products with less well-known names.

Quantitative

quantitatively
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.

Qualitative

qualitatively
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.

Equity (finance)

equityshareholders' equityequity capital
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.

Profit margin

marginprofit marginsmargins
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. Brand equity is created through strategic investments in communication channels and market education and appreciates through economic growth in profit margins, market share, prestige value, and critical associations.

Market share

sharemarketmarket-share
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. Brand equity is created through strategic investments in communication channels and market education and appreciates through economic growth in profit margins, market share, prestige value, and critical associations.

Visual brand language

visualvisual elements
Elements that can be included in the valuation of brand equity include (but not limited to): changing market share, profit margins, consumer recognition of logos and other visual elements, brand language associations made by consumers, consumers' perceptions of quality and other relevant brand values.

Strategy

strategicstrategiesStrategic thought
Brand equity is created through strategic investments in communication channels and market education and appreciates through economic growth in profit margins, market share, prestige value, and critical associations.

Investment

Investmentsinvestingcapital investment
Brand equity is created through strategic investments in communication channels and market education and appreciates through economic growth in profit margins, market share, prestige value, and critical associations.

Communication channel

channelchannelscommunications channel
Brand equity is created through strategic investments in communication channels and market education and appreciates through economic growth in profit margins, market share, prestige value, and critical associations.