{"id":4237,"date":"2016-01-23T03:12:38","date_gmt":"2016-01-23T03:12:38","guid":{"rendered":"https:\/\/courses.candelalearning.com\/marketingxwaymakerxspring2016\/?post_type=chapter&p=4237"},"modified":"2016-02-18T18:05:21","modified_gmt":"2016-02-18T18:05:21","slug":"outcome-brand-equity","status":"publish","type":"chapter","link":"https:\/\/courses.lumenlearning.com\/clinton-marketing\/chapter\/outcome-brand-equity\/","title":{"raw":"Outcome: Brand Equity","rendered":"Outcome: Brand Equity"},"content":{"raw":"

What you'll learn to do: define brand equity and its role in measuring brand strength<\/h2>\r\nWhen most people see the Nike swoosh, what makes them\u00a0think, \"Just Do It!\"? When kids\u00a0see Mickey Mouse ears, what makes them\u00a0think, \"Disneyland\"? When fans see the international soccer logo,\u00a0FIFA, what makes them\u00a0think\u00a0of corrupt officials and financial misdeeds? \u00a0When many\u00a0Americans\u00a0see the BP logo, what makes\u00a0them\u00a0think of environmental disaster in the Gulf of Mexico?\r\n\r\nAll of these scenarios are examples of brand equity<\/em>, which are the associations people have about\u00a0a particular brand. Brand equity translates into a value premium (or deficit) associated with a given brand in the minds of customers. Think of it as the \"super bonus\" a teen boy feels for a pair of Adidas or Nike sneakers compared with\u00a0Skechers or no-name shoes. Or think of it as the negativity an airline has to overcome the day after one of its planes goes down in a crash.\r\n\r\nBrand equity waxes and wanes with the fortunes of a company, product, and market. As you'll discover, many things contribute to brand equity, and there are many ways to measure it.\r\n

Learning Activities<\/h3>\r\nThe learning activities for this section include the following:\r\n