Drivers of Brand Equity

Arveen ShaheelB050

Slogans• “Facebook is a social utility that connects you with the people

around you”

URL• FB.com

Drivers of Brand Equity -Brand Elements

Brand Elements : Trademark devices that Identify & Differentiate the brand

Drivers of Brand Equity -Brand Elements II

Logos

• Facebook Like Button

• Facebook Logo

• “f” Logo

Memorable

• Login Screen• Short form - FB

Meaningful

• Slogan• Digital Marketing &

Social MediaLikeability

• Like Button • News Feed• Pages

Protectable

• Customize Personal Privacy Settings

Adaptable

• Translations Available

• Time Line• Filter Friends

Drivers of Brand Equity -Brand Element Choice Criteria

• ProductConnecting the World.Chat, Video Calling, Credits, Friends, Like, Message & Inbox, Groups & Pages, News Feed,

Notifications, Poke, Status Update, Timeline.

• PlaceMobile Access, Internet Connection.

• PromotionA platform for Organizations to reach out & connect with Customers to sell their Goods &

Services.

• PricingFree to Use & Connect. Ads, Gifts, & Organizations who are connecting with Users are

charged.

Drivers of Brand Equity -Marketing Activities

• PeopleThe User on Facebook who you’re able to connect with. Make new Friends, or

connect with old-Friends & Family.

• ProcessEasy Sign Up process; & two step Login. Available in Multiple language.

• Physical EvidenceA good & easy to understand interface. Successful in providing a platform for

easy, fun & realistic interaction.

Drivers of Brand Equity -Marketing Activities II

The 7 P’s

• Product• Place• Promotion• Price

• People• Process• Physical Evidence

Drivers of Brand Equity -Marketing Activities III

Facebook’s Marketing Activities and Strategies (The 7 P’s of Marketing Mix) help it to connect with its Customers. Facebook is able to create a strong dependency on the Customer through the Product’s value offerings. They

continuously innovate the manner in which the value offering is made. E.g. Timeline, Likes on Comments.

Hence, helping the Brand - “Facebook” grow.

A positive Brand Knowledge is the foundation of Brand Equity.

In 2010, Facebook debuted with an ACSI score of 64—the lowest of any measured website.

In 2011, Facebook makes a modest gain, up 3% to 66, even though—or perhaps because—its user numbers have exploded, reaching almost 1 billion.

But considering Facebook’s low user satisfaction, its current size dominance cannot be taken for granted in the future.

For companies that provide low levels of customer satisfaction, repeat business is always a challenge unless customers lack adequate choices, as in the case of near monopolies.

Brand Knowledge“is a function of awareness, which relates to consumers’ ability to recognize or recall the brand, and image, which consists of consumers’ perceptions and of associations for the brand”