{"id":205,"date":"2019-07-03T14:51:39","date_gmt":"2019-07-03T14:51:39","guid":{"rendered":"https:\/\/courses.lumenlearning.com\/suny-hccc-marketingv2\/chapter\/outcome-brand-equity\/"},"modified":"2019-07-03T14:51:39","modified_gmt":"2019-07-03T14:51:39","slug":"outcome-brand-equity","status":"publish","type":"chapter","link":"https:\/\/courses.lumenlearning.com\/suny-hccc-marketing\/chapter\/outcome-brand-equity\/","title":{"raw":"Outcome: Brand Equity","rendered":"Outcome: Brand Equity"},"content":{"raw":"\n<h2>What you'll learn to do: define brand equity and its role in measuring brand strength<\/h2>\nWhen most people see the Nike swoosh, what makes them&nbsp;think, \"Just Do It!\"? When kids&nbsp;see Mickey Mouse ears, what makes them&nbsp;think, \"Disneyland\"? When fans see the international soccer logo,&nbsp;FIFA, what makes them&nbsp;think&nbsp;of corrupt officials and financial misdeeds? &nbsp;When many&nbsp;Americans&nbsp;see the BP logo, what makes&nbsp;them&nbsp;think of environmental disaster in the Gulf of Mexico?\n\nAll of these scenarios are examples of <em>brand equity<\/em>, which are the associations people have about&nbsp;a 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&nbsp;Skechers 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.\n\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.\n<h3>Learning Activities<\/h3>\nThe learning activities for this section include the following:\n<ul>\n\t<li>Reading: Brand Equity<\/li>\n\t<li>Self Check: Brand Equity<\/li>\n<\/ul>\n","rendered":"<h2>What you&#8217;ll learn to do: define brand equity and its role in measuring brand strength<\/h2>\n<p>When most people see the Nike swoosh, what makes them&nbsp;think, &#8220;Just Do It!&#8221;? When kids&nbsp;see Mickey Mouse ears, what makes them&nbsp;think, &#8220;Disneyland&#8221;? When fans see the international soccer logo,&nbsp;FIFA, what makes them&nbsp;think&nbsp;of corrupt officials and financial misdeeds? &nbsp;When many&nbsp;Americans&nbsp;see the BP logo, what makes&nbsp;them&nbsp;think of environmental disaster in the Gulf of Mexico?<\/p>\n<p>All of these scenarios are examples of <em>brand equity<\/em>, which are the associations people have about&nbsp;a 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 &#8220;super bonus&#8221; a teen boy feels for a pair of Adidas or Nike sneakers compared with&nbsp;Skechers 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.<\/p>\n<p>Brand equity waxes and wanes with the fortunes of a company, product, and market. As you&#8217;ll discover, many things contribute to brand equity, and there are many ways to measure it.<\/p>\n<h3>Learning Activities<\/h3>\n<p>The learning activities for this section include the following:<\/p>\n<ul>\n<li>Reading: Brand Equity<\/li>\n<li>Self Check: Brand Equity<\/li>\n<\/ul>\n\n\t\t\t <section class=\"citations-section\" role=\"contentinfo\">\n\t\t\t <h3>Candela Citations<\/h3>\n\t\t\t\t\t <div>\n\t\t\t\t\t\t <div id=\"citation-list-205\">\n\t\t\t\t\t\t\t <div class=\"licensing\"><div class=\"license-attribution-dropdown-subheading\">CC licensed content, Original<\/div><ul class=\"citation-list\"><li>Outcome: Brand Equity. <strong>Provided by<\/strong>: Lumen Learning. <strong>License<\/strong>: <em><a target=\"_blank\" rel=\"license\" href=\"https:\/\/creativecommons.org\/licenses\/by\/4.0\/\">CC BY: Attribution<\/a><\/em><\/li><\/ul><\/div>\n\t\t\t\t\t\t <\/div>\n\t\t\t\t\t <\/div>\n\t\t\t <\/section>","protected":false},"author":141992,"menu_order":6,"template":"","meta":{"_candela_citation":"[{\"type\":\"original\",\"description\":\"Outcome: Brand Equity\",\"author\":\"\",\"organization\":\"Lumen Learning\",\"url\":\"\",\"project\":\"\",\"license\":\"cc-by\",\"license_terms\":\"\"}]","CANDELA_OUTCOMES_GUID":"8e05c385-2ca8-45ef-86d8-74953edeb2b6","pb_show_title":"on","pb_short_title":"","pb_subtitle":"","pb_authors":[],"pb_section_license":""},"chapter-type":[],"contributor":[],"license":[],"class_list":["post-205","chapter","type-chapter","status-publish","hentry"],"part":199,"_links":{"self":[{"href":"https:\/\/courses.lumenlearning.com\/suny-hccc-marketing\/wp-json\/pressbooks\/v2\/chapters\/205","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/courses.lumenlearning.com\/suny-hccc-marketing\/wp-json\/pressbooks\/v2\/chapters"}],"about":[{"href":"https:\/\/courses.lumenlearning.com\/suny-hccc-marketing\/wp-json\/wp\/v2\/types\/chapter"}],"author":[{"embeddable":true,"href":"https:\/\/courses.lumenlearning.com\/suny-hccc-marketing\/wp-json\/wp\/v2\/users\/141992"}],"version-history":[{"count":0,"href":"https:\/\/courses.lumenlearning.com\/suny-hccc-marketing\/wp-json\/pressbooks\/v2\/chapters\/205\/revisions"}],"part":[{"href":"https:\/\/courses.lumenlearning.com\/suny-hccc-marketing\/wp-json\/pressbooks\/v2\/parts\/199"}],"metadata":[{"href":"https:\/\/courses.lumenlearning.com\/suny-hccc-marketing\/wp-json\/pressbooks\/v2\/chapters\/205\/metadata\/"}],"wp:attachment":[{"href":"https:\/\/courses.lumenlearning.com\/suny-hccc-marketing\/wp-json\/wp\/v2\/media?parent=205"}],"wp:term":[{"taxonomy":"chapter-type","embeddable":true,"href":"https:\/\/courses.lumenlearning.com\/suny-hccc-marketing\/wp-json\/pressbooks\/v2\/chapter-type?post=205"},{"taxonomy":"contributor","embeddable":true,"href":"https:\/\/courses.lumenlearning.com\/suny-hccc-marketing\/wp-json\/wp\/v2\/contributor?post=205"},{"taxonomy":"license","embeddable":true,"href":"https:\/\/courses.lumenlearning.com\/suny-hccc-marketing\/wp-json\/wp\/v2\/license?post=205"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}