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Manag., November-2017 – Q22

0. Evaluate the statements according to the Brand Asset Valuator Model of Brand Equity :
Statement (I): Knowledge measures the degree to which a brand is seen as different from others as well as its pricing power.
Statement (II): Esteem measures perceptions of quality and loyalty or how well the brand is regarded and respected.

  • Option : D
  • Explanation : The Brand Asset Valuator shows that successful brands are developed over time based on four pillars. Each pillar is derived from various measures that relate to different aspects of consumer brand perception. These pillars are:
    > Differentiation: Measures the degree to which the brand is seen as different from others. It states the brand’s reason for being.
    > Relevance: Measures the appropriateness of the brand to the individual consumer. The differentiation must be relevant to consumer needs and wants.
    > Esteem: Measures how well the brand is regarded and respected. In short, it measures how well the brand is liked.
    > Knowledge: Measures how familiar and intimate consumers are with the brand. It measures how well established the brand is.
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