Towards Customer Equity: should marketers shift focus from brand equity? E-Book

Malini Majumdar

• Herausgeber: GRIN Verlag
• Sprache: Englisch

Veröffentlichungsjahr: 2009

Beschreibung

Scientific Essay from the year 2009 in the subject Business economics - Offline Marketing and Online Marketing, , language: English, abstract: A strong brand, having high brand equity generates higher revenue for the company. Brand Equity, as evidenced, results from a strong mental association that the customer links with the brand. It can be considered as the sum of customers’ assessments of a brand’s intangible qualities. Therefore, it cannot be a true measure of the marketing efforts of a company, though it was perceived so long to be so. Customer Equity, of late, has been identified as a basis to build powerful customer-centric marketing programs, which are more effective in highly competitive business scenario. There are three drivers of customer equity—value equity, brand equity, and relationship equity. Today's turbulent business environment is in requirement of maximizing the value of a company's customer assets. This stresses further the importance of focusing on Customer Equity as a customer-centric approach, rather than on Brand Equity, basically a product-centered approach.

Leseprobe

Table of Content

Towards Customer Equity: should marketers shift focus from brand equity?

Brand equity revisited.

Brand Equity from customer’s point of view

Customer based Brand equity (CBBE):

Brand Identity:

Brand Meaning:

Brand Relationships:

From Brand equity to Customer equity:

A research evidence showing the importance of customer equity concept: (Clancy

Why to focus so much on customer equity? Some evidences:

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Towards Customer Equity: should marketers shift focus from brand equity?

Dr. Malini Majumdar

Assistant Professor, Army Institute of Management Judges Court Road, Alipore Kolkata 700027

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Towards Customer Equity: should marketers shift focus from brand equity?

Abstract

A strong brand, having high brand equity generates higher revenue for the company. Brand Equity, as evidenced, results from a strong mental association that the customer links with the brand. It can be considered as the sum of customers’ assessments of a brand’s intangible qualities. Therefore, it cannot be a true measure of the marketing efforts of a company, though it was perceived so long to be so. Customer Equity, of late, has been identified as a basis to build powerful customer-centric marketing programs, which are more effective in highly competitive business scenario. There are three drivers of customer equity—valueequity, brand equity, and relationship equity.Today's turbulent business environment is in requirement of maximizing the value of a company's customer assets. This stresses further the importance of focusing on Customer Equity as a customer-centric approach, rather than on Brand Equity, basically a productcentered approach.

Key words:Brand, Brand Equity, Customer Equity, CBBE model, Relationship Equity, Value Equity.