Brand Equity andBrand Communtity

By: Brittany RisserAbbie Dunaway

Lee Brown

Consumers hold strong, favorable, and unique associations with a brand

Willing to pay more for a certain brand over others

Increases financial value of the brand to brand owner

Consumers create emotional ties to certain brand names based on past experiences

Brand Equity

Defined as an enduring self-selected group sharing a system of values and standards and recognize bonds or membership with each other.

Community formed on the basis of an attachment to a specific brand or product

Companies with strong brand communities include: Harley Davidson, Apple, Subaru, Saturn, Jeep, Lego, Palm, Volkswagen

Brand Community

Known as Vdub by enthusiasts Attracts younger consumers through

efficiency by the new “green movement” and still having high performance.

Attracts older consumers through past experiences with the brand ◦ Youthful ideas of the hippie era (ie the

“love bus”

Meet the Volkswagen

Owners of VW have created a vast number of forums online including:◦ Maintenance◦ Performance◦ VW car shows and events worldwide

Meet the Volkswagen

Known to the outdoor enthusiasts Jeep meshes prestige with a functional

ruggedness Jeep lovers say that owning a jeep is more

than just a choice, it’s a lifestyle Owners of Jeep have created websites,

blogs, and scheduled events to get together with other Jeep owners.

Jeep