BRAND EQUITY

Brand Equity

Table of Contents

Introduction2

Discussion2

Section A- Comparing the Brand Equity2

Section B- Levi's decline in recent years5

Section C- Your Country as a Brand8

References12

Brand Equity

Introduction

In recent times of the modern era, a brand is the most important asset of any organization, whether a corporation focused on products, services, or is located in the nonprofit sector or government (Aaker & Keller, 1990, 27-41). Even for investors, the brand represents the most reliable and stable indicator to measure the health of a business. In fact, through her brands can develop a sustainable competitive advantage for the company. Therefore, any organization wishing to add value to their daily processes should see them as a brand.

Discussion

Section A- Comparing the Brand Equity

Brand equity is the value referred by the customers, as current and potential; the name, symbols, and personality of a brand that aggregate to the value provided by the products, services and / or enterprise identify with that brand. The brands have become a central theme in the lives of consumers and hence the organizations trying to serve. In fact, the consumer-brand relationship is very similar to a relationship between people. Initially the brand is a name of no importance, but, over time, names, logos and what they symbolize, come to represent powerful associations in the minds of consumers, into how you perceive others and themselves (Allenby & Ginter , 1995, 80). This close relationship has led organizations to significantly appreciate the role and prominence of the marks in their business strategy. The brand can and should be the determining factor, differential, and inimitable to create and add value to products, services and businesses and nonprofit. The successful brand management builds and manages its role / mission in the dimensions that make up the brand equity, which are both actionable and measurable variables.

Today the brand is the most important asset of any organization, whether a corporation focused on products, services, or is located in the nonprofit sector or government. Even for investors, the brand represents the most reliable and stable indicator to measure the health of a business (Kotler, 2002, 50-106). In fact, through her brands can develop a sustainable competitive advantage for the company. This set of variables acting on the attitude develops its three constituent elements: the knowledge, affection and the behavior treatment, to create and maintain a strong and ongoing partnership in between the needs and desires of consumers and the brand. The two brands that are given for a brief analysis include Lululemon and Icebreaker. Icebraeker Merino is a clothing line for men, women and kids, making finest clothing related to weathers from the ancient breed of sheep skin called merino. On the other hand, Lululemon is a sportswear brand for men and women.

Brand Mantra for each brand

A brand mantra is a short phrase that enhances and highlights the brand's point-of-difference. A brand mantra highlights the best selling feature of the brand that stands out in comparison to other similar firms (Aaker & Keller, 1990, ...