### Step 1: Proofread Transcript Brand equity is very important in marketing theory and practice, and firms invest a lot of money and time to build it over many years. However, what is brand equity and how is it measured? In general, there are two broad measurement approaches, based on what consumers think and feel about the brand, and based on choice or share in the marketplace. The first measure is called consumer-based brand equity. Typically, companies and academics use large-scale consumer surveys to measure perceptions of brands. Sales-based measures of brand equity are that part of a brand's sales or market share which really is due to the brand and not due to attributes such as flavors or marketing such as promotions or advertising. Despite the importance of brand equity, no empirical study to date has systematically investigated the link between consumer-based brand equity and sales-based brand equity. The goal in this paper is to fill that gap by addressing the following research questions. First, what is the overall association between consumer-based and sales-based brand equity? Second, is the association the same across categories? For example, is the relationship the same for beer, laundry detergent, ketchup, and yogurt? Or are there certain category characteristics that make this association stronger or weaker? Third, does the equity of brands in the hearts and minds of consumers translate into a better response to the brand's marketing activity? For example, if consumers hold a brand in high regard, does advertising become more effective? We address these research questions with a really large dataset for 290 brands across 25 CPG categories over a period of 10 years. We use 10 years of annual data from Brand Asset Evaluator to measure the relevance of a brand to consumers, consumer knowledge of that brand, how much esteem a brand has, and how differentiated it is. We then combine this data with 10 years of weekly Symphony IRI scanner data and use advanced econometric models to calculate a brand's sales-based equity. Overall, we find that the dimensions of how consumers think and feel about a brand have a nuanced association with its marketplace equity. For example, if consumers think that a brand is personally relevant to them, this manifests itself into high equity in the marketplace. However, if a brand is very different and stands out from the crowd, this usually is associated with lower marketplace outcomes. Consumer packaged goods companies like P&G, Coca-Cola, and Heinz can learn which dimension of consumer-based brand equity to prioritize, depending on the category. For example, we find that relevance, esteem, and knowledge are important for fragmented categories with a lot of smaller brands like frozen pizza. Brands in hedonic categories like coffee, however, should highlight or enhance energized differentiation. Third, the results of this study caution against the broad-brush assumption that brand equity enhances all marketing mixed response. For example, brands that are relevant and held in high esteem get higher promotion and advertising response, but they benefit less from increased distribution. Related brands, in turn, only get better advertising response. To sum up, we find that consumer-based brand equity has nuanced relationships with sales-based brand equity and with marketing mixed response. ### Step 2: Translation (Not Applicable as the text is already in English) ### Step 3: Summary Brand equity is a critical concept in marketing, representing the value a brand adds to a product. It is measured through two main approaches: consumer-based brand equity (CBBE) and sales-based brand equity (SBBE). CBBE is gauged through consumer surveys that assess perceptions, while SBBE is determined by the portion of sales attributable to the brand itself, excluding other factors like product attributes or marketing efforts. Despite its importance, the relationship between CBBE and SBBE has not been thoroughly studied. This paper aims to bridge that gap by exploring three key research questions: the overall association between CBBE and SBBE, whether this association varies across different product categories, and if strong CBBE translates to better marketing effectiveness. Using a comprehensive dataset of 290 brands across 25 consumer packaged goods (CPG) categories over 10 years, the study employs advanced econometric models to analyze the data. The findings reveal that consumer perceptions of a brand have a nuanced impact on its market performance. For instance, brands perceived as personally relevant tend to have high market equity, while those seen as highly differentiated often perform worse in the marketplace. The study also highlights that different dimensions of CBBE should be prioritized depending on the product category. For example, relevance, esteem, and knowledge are crucial for fragmented categories like frozen pizza, while hedonic categories like coffee benefit from emphasizing differentiation. Moreover, the study cautions against assuming that high brand equity universally enhances all marketing efforts. Brands with high relevance and esteem see better results from promotions and advertising but gain less from increased distribution. Conversely, related brands only see improved advertising response. In summary, the study finds that CBBE has complex relationships with both SBBE and marketing effectiveness, offering valuable insights for companies aiming to optimize their brand strategies. ### Step 4: PowerPoint Slide Deck **Slide 1: Title Slide** - Title: Understanding Brand Equity: Consumer-Based vs. Sales-Based - Subtitle: Insights from a Comprehensive Study - Date: [Insert Date] - Presenter: [Insert Name] **Slide 2: Introduction** - Definition of Brand Equity - Importance in Marketing Theory and Practice - Investment by Firms **Slide 3: Measurement Approaches** - Consumer-Based Brand Equity (CBBE) - Large-scale consumer surveys - Sales-Based Brand Equity (SBBE) - Sales or market share attributable to the brand **Slide 4: Research Gap** - Lack of empirical studies linking CBBE and SBBE - Research Questions: - Overall association between CBBE and SBBE - Variation across categories - Impact on marketing effectiveness **Slide 5: Methodology** - Dataset: 290 brands, 25 CPG categories, 10 years - Data Sources: Brand Asset Evaluator, Symphony IRI scanner data - Analytical Tools: Advanced econometric models **Slide 6: Key Findings** - Nuanced association between CBBE and SBBE - Personal relevance leads to high market equity - High differentiation often results in lower market outcomes **Slide 7: Category-Specific Insights** - Fragmented Categories (e.g., Frozen Pizza) - Importance of relevance, esteem, and knowledge - Hedonic Categories (e.g., Coffee) - Emphasis on energized differentiation **Slide 8: Marketing Effectiveness** - High relevance and esteem improve promotion and advertising response - Less benefit from increased distribution - Related brands see better advertising response **Slide 9: Conclusion** - Complex relationships between CBBE, SBBE, and marketing effectiveness - Strategic implications for optimizing brand strategies **Slide 10: Q&A** - Open floor for questions and discussions **Slide 11: References** - List of sources and references used in the study **Slide 12: Contact Information** - PresenterÕs contact details for further queries --- This slide deck provides a structured overview of the study, highlighting key points and findings in a format suitable for a university exam or academic presentation.