Brand Marketing

Brand Marketing Brand Equity Measurement Individual Assignment 1

305188

Brand Marketing Brand Equity Measurement Individual Assignment 1

305188 Sustainability
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2013-MBA I

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Niketa Sharma (305286)

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Statement of authorship
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I certify that this assignment is my own work and contains no material which has been submitted as part of an assignment in any institute college or university. Moreover, to the best of my knowledge and belief, it contains no material previously published or written by another person, except where due reference is made in the text of the assignment.
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Signed………Niketa Sharma………………………………

TABLE OF CONTENTS

1. Introduction
What is Brand Equity ……………………………………………………………………………..4

2 Measurements of Brand Equity
Methods of Measuring Brand Equity. …………………………………………………………...4
Consumer Based ……………………………………………………………………………….…5
Finance Based……………………………………………………………………………………...5
Holistic Based……. ……………………………………………………………………………….6

3 Critical analysis of Methods… ……………………………………………………………......6

4 Marriott International Case Study……………………………………………………………...7

5 Conclusion.. .…………………………………………………………………………………..8

6 References……………………………………………………………………………………...9

INTRODUCTION
Brand equity is a term that has been used to define the relationship between customers and the brands produced. (Wood, 2000, p. 662). Aaker has defined brand equity as “a set of liabilities linked to a brand,

References: See The World. (2012). Retrieved from Marriott InternationalL, Inc. 2012 Annual Report. Aaker, D. A. (1996). Building Strong Brands. Aaker, D. A. (1996). Measuring Brand Equity Across Products and Markets. California Management Review, 38(3), 102-120. Ambler, T., & Styles, C. (1997). Brand Development Versus Product Development: Toward a Process Model of Extention Decision. Journal of Product and Brand Management, 6(4), 222-234. Christodoulides, G., & Chernatony, L. d. (2009). Consumer- Based Brand Equity Conceptualisation and Measurement. International Journal of Market Research, 52(1), 43-66. Erdem, T., Swait, J., Bronairczyk, S., Chakrvarty, D., Keane, M., Kapferer, J.-N., . . . Zettelmeyer, F. (1999). Brand Equity, Consumer Learning and Choice. 310-318. Keller, K. L. (1993). Conceptualising, Measuring, and Managing Customer- Based Brand Equity. Journal of Marketing, 57(1), 1-22. Lassar, W., Mittal, B., & Sharma, A. (1995). Measuring Customer- Based Brand Equity. Journal of Consumer Marketing, 12(4), 11-19. Shamma, H. M., & Hassan, S. S. (2011, Feburary). Integrating Product and Corporate Brand Equity into Total Brand Equity Measurement. International Journal of Marketing Studies, 3(1), 11-20. Wood, L. (2000). Brands and Brand Equity:Defination and Management. 38(9), 662-669.