Facebook-Brand Equity & Brand Knowledge

1. Drivers of Brand Equity Arveen Shaheel B050

2. 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

3. Drivers of Brand Equity - Brand Elements II Logos Facebook Like Button Facebook Logo “f” Logo

4. Memorable Login Screen Short form - FB Meaningful Slogan Digital Marketing & Social Media Likeability 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

5. Product Connecting the World. Chat , Video Calling, Credits , Friends, Like, Message & Inbox, Groups & Pages, News Feed, Notifications, Poke, Status Update, Timeline. Place Mobile Access, Internet Connection. Promotion A platform for Organizations to reach out & connect with Customers to sell their Goods & Services. Pricing Free to Use & Connect. Ads, Gifts, & Organizations who are connecting with Users are charged. Drivers of Brand Equity - Marketing Activities

6. People The User on Facebook who you’re able to connect with. Make new Friends, or connect with old-Friends & Family. Process Easy Sign Up process; & two step Login. Available in Multiple language. Physical Evidence A good & easy to understand interface. Successful in providing a platform for easy, fun & realistic interaction. Drivers of Brand Equity - Marketing Activities II

7. 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.

8. 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”