Brand equity vs brand identity [Detailed Response]

Last updated : Aug 20, 2022
Written by : Lenny Losado
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Brand equity vs brand identity

What's the difference between brand identity and brand equity?

Brand equity: Brand equity is the organizational viewpoint of a brand. Brand image: Brand image is the customer viewpoint of a brand. A positive brand image will result in adding value to brand equity. Accordingly, companies should invest in strengthening a positive brand image to be successful.

What are the 4 elements of brand equity?

Brand equity has four dimensions—brand loyalty, brand awareness, brand associations, and perceived quality, each providing value to a firm in numerous ways.

What is of brand identity?

Brand identity is the visible elements of a brand, such as color, design, and logo, that identify and distinguish the brand in consumers' minds. Brand identity is distinct from brand image.

What does brand equity mean?

Brand equity is a marketing term that describes a brand's value. That value is determined by consumer perception of and experiences with the brand. If people think highly of a brand, it has positive brand equity.

What is an example of brand equity?

Brand equity has a direct effect on sales volume because consumers gravitate toward products with great reputations. For example, when Apple releases a new product, customers line up around the block to buy it even though it is usually priced higher than similar products from competitors.

What is brand equity and why is it important?

Brand equity is the level of sway a brand name has in the minds of consumers, and the value of having a brand that is identifiable and well thought of. Organizations establish brand equity by creating positive experiences that entice consumers to continue purchasing from them over competitors who make similar products.

What are the five measures of brand equity?

  • Awareness:
  • Brand associations:
  • Perceived quality:
  • Brand loyalty:
  • Other proprietary brand assets:

What are the 7 Directives of brand equity?

Brand Equity is made up of seven key elements: awareness, reputation, differentiation, energy, relevance, loyalty and flexibility.

What are the two types of brand equity?

  • Brand Loyalty. This explains the level of loyalty that a customer shows towards a brand.
  • Brand Awareness. This is the extent to which the brand is popular in the market.
  • Perceived Quality.
  • Brand Associations.
  • Proprietary Assets.
  • Who are you?
  • What are you?
  • What do I think about you?

What is the brand identity of Coca Cola?

The Coca-Cola logo is one of the most recognizable visual identities in the world. However, a lesser-known version of the iconic logo exists. The simple 1886 wordmark in black and white had a “typewritten” feel about it. The 1886 Coca-Cola logo portrayed seriousness, sophistication and class.

What is the brand identity of Nike?

The Nike Brand Identity The brand is famous for its swoosh logo and tagline that states “Just do it.”. They have become one of the most recognizable visual brand elements. Originally a styled version of the name served as the logo, later combined with a swoosh.

What makes a good brand identity?

A brand logo should be instantly recognizable: simple, unique, appropriate, and memorable. Most importantly, it should clearly convey the company's messaging. Companies should also consider the various sizes and shapes their logo will be expected to take, from website headers to products to stationary.

How do you determine brand equity?

In this method of brand equity measurement, brand value is calculated by first taking the price difference between the branded product and a generic product, and then multiplying the difference with the total branded sales volume.

How do you create brand equity?

  1. Step 1 – Identity: Build Awareness. Begin at the base with brand identity.
  2. Step 2 – Meaning: Communicate What Your Brand Means and What It Stands for.
  3. Step 3 – Response: Reshape How Customers Think and Feel about Your Brand.
  4. Step 4 – Relationships: Build a Deeper Bond With Customers.

What is Starbucks brand equity?

Starbuck's brand equity is built on selling the finest quality coffee and related products, and by providing each customer a unique “Starbucks Experience”, which is derived from supreme customer service, clean and well-maintained stores that reflect the culture of the communities in which they operate, thereby building ...

What are three qualities of strong brand equity?

There are three things your company needs to build brand equity. These are a quality product or service in a niche market, a recognizable name and logo, and most of all brand-loyal customers.

What are the four benefits of brand equity?

The four benefits of brand equity are: Less-drastic declines in revenue when the team loses. Ability to charge price premiums. Greater corporate interest.

What factors affect brand equity?

  • Brand loyalty.
  • Brand awareness.
  • Perceived quality.
  • Brand associations in addition to perceived quality.
  • Other proprietary brand assets such as patents, trademarks and channel relationships.

What are the sources of brand equity?

  • Market Research: Market research is one of the important sources of brand equity.
  • Quality: Quality of the brand is also a source of brand equity.
  • Marketing Mix :
  • Brand Extension:
  • Customer Opinion:
  • Customer Satisfaction :

How do you manage brand equity?

  1. Developing a quality product or offering excellent customer service.
  2. Engaging in an effective marketing plan.
  3. Creating a memorable brand name or logo.
  4. Protecting the brand with appropriate copyright or trademark registration.

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Brand equity vs brand identity

Comment by Donetta Bergara

hey folks welcome to this video on brand branding and brand identity where we're going to look at the three terms and get a good handle on what they actually mean because from my experience many people use those three terms interchangeably when they shouldn't so let's jump into the first one which is brand now the word brand can be described in many ways but i like to use the term that marty neumeyer came up with he's the author of the fantastic book called the brand gap i like marty's explanation so much that i've actually copied the pages and stuck them onto the wall of my office so that when clients visit i can show them what exactly it is that i'm trying to help them with when it comes to brand here's what marty says a brand is a person's gut feeling about a product service or company so you can see from that statement that a brand is not a logo as many people believe it is more intangible than that it's an emotion it's a feeling that people have about your brand in addition to marty's gut feeling statement he also says a brand is not what you say it is a brand is what they the customer says it is so what he's saying is you cannot tell people what your brand is what it should be how they should feel about it because they will make their own decision and their own judgment on the interactions that they have with your brand or what other people have told them about the interactions they've had with your brand so although we can't specifically tell people what to think we can influence them and that's where branding comes in it is through branding that we create positive interactions and experiences for our customers and these are what build that trust and loyalty and that gut feeling that the customer has towards your brand branding is used to show your uniqueness when customers begin to compare your brand with others and to do that your branding needs to utilize different elements and these can be found in what's known as your brand identity brand as we've said is that intangible gut feeling your brand identity is the visual tangible element of your brand these are things such as your logo color palette your website how you communicate with your customers your tone of voice brochures advertisements and so on where you have a brand touch point with a customer your brand identity will be in play when customers see your brand identity working cohesively and consistently together hopefully that builds on that positive experience that we want to give them you need to continually nurture that positive experience so that customers will continue to come back again and again and also hopefully to recommend your brand to others because when it comes to buying from brands one of the first things that we all do is we ask friends family work colleagues who have they purchased a specific product or service from and who would they recommend so by building up lots of loyal customers or brand advocates they will do a lot of the heavy lifting for the brand they will be that referral for you and then when it comes to your brand identity that will be the visual icing on the cake that lets those customers know they've landed on the right brand for them so to recap here are the three things that you need to know brand is what customers feel and think about you branding is the process of influencing a customer's perception their gut feeling of your brand and brand identity is the look and feel of your brand i hope this video has cleared up the three definitions for you if you'd like more tips like these delivered directly to your inbox once a month absolutely free sign up to my rock your brand email newsletter you'll see the address to do that on screen right now and make sure you subscribe to my channel give the video a like and i'd love to hear your comments in the comment section below until i see you next time stay creative you

Thanks for your comment Donetta Bergara, have a nice day.
- Lenny Losado, Staff Member

Comment by MaillareA

hey the filler marketers professor Walters here and today with the Rift Valley in Tanzania and today we're going to talk about is the difference between brand image and brand identity because one thing we can control we can do something about to have people perceive our brand another way the other thing well it's a little bit harder for us control because some other people can influence what people think about us okay so if we start off with like what we call the brand image this is how our brand is perceived by others it's kind of like I tell you hey what do you think of Tanzania well you might not have been there you might not have gone on the great so far as who make the wonderful people have the good food you just think Oh Tanzania what comes to mind right and so that is your perception of it and that's the brand image is what people think of your product or think of your brand now brand image is based on the impressions and experiences of a consumer so if all your experience of Tanzania is what you've seen in the news or watching Lion King well that's gonna influence your brand image for Tanzania right and so you have that and the thing is is people's experiences can be different for the same product may think about it what you think is a good restaurant might be for somebody else be not a good restaurant so it's a lot of perception kind of thing like how your friends will say oh it's a good movie and you see and go this movie sucks right and so you do have that so it's really based on your perception and your experiences and so therefore it's very judgmental it's very selective about things I might think about it is their restaurant used to go to all the time because you loved then you had one bad experience and you're like I'll never go back there again well the thing is you're very being selective about that one incidence like oh well actually all the other times I went there it was fantastic but this one time just ruined it for everything and so you do see those things so people could be very selective of how they see a brand okay so that's one thing you got to think about with your brand image now the thing is is also our brand image can be influenced by external events for example right now superhero movies are super popular so the fact that we might make a movie about a superhero we oughta know that that brand images oh is it like a a Marvel movie or is it like a DC movie oh as a superhero movie we should go see it think back 10 years ago every single movie was about you know vampires and stuff like that before that it was you know the the dystopian society and how only young people could change the world and kind of stuff like that and that's where you kind of look at it is this is really influenced by these external events that's what's popular now and so people do that and that will influence your perception of a brand the thing is a brand image is very difficult to manage because it's nothing these are things that are out of your control how do I let people know that you know the professor Walters channel will really help them unless they watch it they can just think oh it's a boring marketing channel why would I ever want to do that right and so you do have those things so what companies need to do is they need to manage their brand identity the brand identity is who or what your brand is what does it stand for what do we do how do we set up our shop and if you want to be make it the the Mark Walters all-american diner right well that ain't red white and blue line need to make sure we have hamburgers and a cowboy hat and stuff like that right so you can kind control the things that are in there to influences people's perception of your brand and so we can also put in the actions and performances that we think are important to get that brand identity across that look we're a very helpful brand right and so I wonder how do we make sure people realize that we put in guarantees we have super helpful people that are gonna be there we answer questions and within 30 seconds and we we answer the phone call by the second ring you're doing these things that will then influence how people might see your brand image because you can control that Veron identity we're going to do all these things for our brand identity so people will see this is what we're doing now if they take it that way that's another thing okay that's one of the difficulties of it but the thing is is your brand identity is what you can control you can do things to make it a better experience for people and hopefully that will transfer over to the brand image and that's the thing is you'll see companies that have really changed their brand image over time I remember when I was a kid you know Honda and Toyota were not seen as good cars but what they did is they started making better cars better designed longer-lasting and then over time doing that with her brand identity by making better cars the brand image changed they were no longer seen as bad cars they were seen as good cars and so the brand image really did change okay so they kind of both influenced each other and we do need to keep control of these things as much as we can so do what you can to make sure your brand identity is really showing what your brand stands for and then hopefully that will influence into the brand image so consumers see that same thing but just realize sometimes it's out of your control it could be that someone just had a bad experience at one of your restaurants and will never go back again and your brand image is kind of destroyed from them but hey that's just the way it is anyway it's getting dark here and I want to go you know just put a little more time look at the Rift Valley so I wish you all the best we have all kinds of fun videos on Tanzania and our other channel if you want to check that out but if you do like marketing videos like this do subscribe we hope it can help you out by from here in Tanzania

Thanks MaillareA your participation is very much appreciated
- Lenny Losado

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