7.3 Brand Equity (Figures 7-21, 7-22 and 7-23)

Analysis
Assets
Brand Assets Rel
Imp.
Very
Low
0
Below Average
25
About Average
50
Above Average
75
Very
High
100
Brand
Asset
Score
Brand Awareness
20
%
50
Emotional Connectedness
20
%
50
Brand Loyalty
20
%
50
Product Line Extensions
20
%
50
Price Premium
20
%
50
OVERALL BRAND ASSETS
100
 
50
Liabilities
Brand Liabilities Rel
Imp.
Very
Low
0
Below Average
25
About Average
50
Above Average
75
Very
High
100
Brand Liability Score
Customer Dissatisfaction
20
%
50
Product or Service Failures
20
%
50
Questionable Practices
20
%
50
Poor Record on Social Issues
20
%
50
Negative Associations
20
%
50
OVERALL BRAND LIABILITIES
100
 
50
BRAND EQUITY (Overall Brand Assets - Overall Brand Liabilities)
0
Starting Data
Assets
Brand Assets Rel
Imp.
Very
Low
0
Below Average
25
About Average
50
Above Average
75
Very
High
100
Brand
Asset
Score
Brand Awareness
20
%
50
Emotional Connectedness
20
%
50
Brand Loyalty
20
%
50
Product Line Extensions
20
%
50
Price Premium
20
%
50
OVERALL BRAND ASSETS
100
 
50
Liabilities
Brand Liabilities Rel
Imp.
Very
Low
0
Below Average
25
About Average
50
Above Average
75
Very
High
100
Brand Liability Score
Customer Dissatisfaction
20
%
50
Product or Service Failures
20
%
50
Questionable Practices
20
%
50
Poor Record on Social Issues
20
%
50
Negative Associations
20
%
50
OVERALL BRAND LIABILITIES
100
 
50
BRAND EQUITY (Overall Brand Assets - Overall Brand Liabilities)
0
Comments: