Customer based Brand equity

Mar 10, 2013

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Brand Equity. Brand equity relates to the fact that different outcomes result in the marketing of a product or service because of its brand name, as compared to if the same product or service did not have that name. Brand Equity ? the added values endowed to product or service. Customer based Bran

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Customer based Brand equity

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Brand Equity

The Brand Equity Chain. Brand Meaning. Brand Equity. Brand Value.

688 views • 13 slides

CHAPTER 9: MEASURING SOURCES OF BRAND EQUITY: CAPURING CUSTOMER MINDSET

CHAPTER 9: MEASURING SOURCES OF BRAND EQUITY: CAPURING CUSTOMER MINDSET. Kevin Lane Keller Tuck School of Business Dartmouth College. Qualitative Research Techniques. Free association What do you like best about the brand? What are its positive aspects?

3.82k views • 98 slides

CHAPTER 2: CUSTOMER-BASED BRAND EQUITY

CHAPTER 2: CUSTOMER-BASED BRAND EQUITY. Customer-Based Brand Equity. “The differential effect that brand knowledge has on consumer response to the marketing of that brand.” Keller, 1993. Customer-Based Brand Equity. Customer-Based Brand Equity. Differential effect

2.06k views • 30 slides

Measuring Sources of Brand Equity: Capturing Customer Mind-Set

Strategic Brand Management Process. STEPS . KEY CONCEPTS. . . Identify and establishBrand positioning andValues. Plan and implementBrand marketingPrograms. Measure and Interpret Brand Performance. Grow and Sustain Brand Equity. . . . . Mental mapsCompet

962 views • 10 slides

Creating Brand Equity

Creating Brand Equity. Brand. A name, term, sign, symbol or design, or a combination of them, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors. The Role of Brands. Identify the maker.

892 views • 37 slides

MANAGING BRAND EQUITY-2

MANAGING BRAND EQUITY-2. Why is managing brand equity important over time?. Changing marketing environment (external forces) Shifts in consumer behaviour Competitive strategies Govt. regulations Internal forces Changes in strategic focus of the company.

2.09k views • 78 slides

MEASURING SOURCES OF BRAND EQUITY: CAPURING CUSTOMER MINDSET

MEASURING SOURCES OF BRAND EQUITY: CAPURING CUSTOMER MINDSET. Zeenat Jabbar. Qualitative Research Techniques. Free association What do you like best about the brand? What are its positive aspects? What do you dislike? What are its disadvantages?

918 views • 32 slides

Customer Based Brand Equity

Customer Based Brand Equity . Chapter 2. Customer Based Brand Equity. The differential knowledge that brand knowledge has on the marketing of that brand. Differential Knowledge Response to marketing . Making a Strong Brand . Brand awareness Brand Image. Sources of Brand Equity.

675 views • 30 slides

Brand Equity and Brand Communtity

Brand Equity and Brand Communtity. By: Brittany Risser Abbie Dunaway Lee Brown . Brand Equity. 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

502 views • 6 slides

Brands & Brand Equity

Brands & Brand Equity. MKT 3850 Dr. Don Roy. Name a brand (specific brand, not a general product) that, if taken off the market today, would result in your quality of life being negatively impacted. . What if…. How would the absence of that brand affect you?. What is a Brand?.

349 views • 9 slides

CREATING BRAND EQUITY

CREATING BRAND EQUITY. Ana Alice Haddad – 15650 Caroline Braga – 15970 Cynira Altenfelder – 15656 Lohayne Porto – 13760 Manoela Gazze – 15666 Priscila Salomon – 14338 Rafaela Reis - 14339. WHAT SHOULD YOU BE ABLE TO ANSWER AFTER OUR PRESENTATION?. YOU SHOULD KNOW.

1.45k views • 91 slides

CUSTOMER-BASED BRAND EQUITY

CUSTOMER-BASED BRAND EQUITY. Zeenat Jabbar. Brand Knowledge Structure. Brand awareness, depth, and breadth Brand associations. Summary of Customer-Based Brand Equity Framework. Sources of brand equity Strength Favorability Uniqueness Outcomes of brand equity Greater loyalty

679 views • 21 slides

Creating Brand Equity

Creating Brand Equity. LECTURE-8. Chapter Questions. What is a brand and how does branding work? What is brand equity? How is brand equity built, measured, and managed? What are the important decisions in developing a branding strategy?. Steps in Strategic Brand Management.

2.91k views • 33 slides

CHAPTER 2: CUSTOMER-BASED BRAND EQUITY

CHAPTER 2: CUSTOMER-BASED BRAND EQUITY. Krishna Unadkat MEFGI. Customer-Based Brand Equity. “The differential effect that brand knowledge has on consumer response to the marketing of that brand.” Keller, 1993. Differential effect Differences in consumer response Brand knowledge

615 views • 24 slides

Customer Based Brand Equity

Customer Based Brand Equity. Teacher – Shahed Rahman Chapter 2. What makes a brand strong ? How do you build a strong brand?. Customer Based Brand Equity CBBE Built Measured Managed. The power of a brand lies in what customers have Learned Felt Seen Heard

823 views • 17 slides

Brand equity

Brand equity. THE CONCEPT OF BRAND EQUITY. The brand equity concept stresses the importance of the brand in marketing strategies.

406 views • 12 slides

BRAND EQUITY BRAND IDENTITY

BRAND EQUITY BRAND IDENTITY. PRODUCT LINE EXTENSIONS BRAND EXTENSIONS PRODUCT MIX DECISIONS. BRAND EQUITY BUILDING STRONG BRANDS. BUILDING STRONG BRANDS. BRAND STRENGTH= DIFFERENTIATION * RELEVANCE BRAND STATURE=ESTEEM*KNOWLEDGE ESTEEM BASED ON PQ

1.37k views • 64 slides

McDonald Brand Equity

McDonald brand is the source of the company's success and failure due to its overwhelming popularity

1.2k views • 19 slides

Brand Equity

Brand Equity. A brand equity is the positive effect of the brand on the difference between the prices that the consumer accepts to pay when the brand known compared to the value of the benefit received.

279 views • 11 slides

CHAPTER 2: CUSTOMER-BASED BRAND EQUITY

CHAPTER 2: CUSTOMER-BASED BRAND EQUITY. Lecture 3. Customer-Based Brand Equity Pyramid. 4. RELATIONSHIPS = What about you and me?. RESONANCE. 3. RESPONSE = What about you?. FEELINGS. JUDGMENTS. 2. MEANING = What are you?. PERFORMANCE. IMAGERY. 1. IDENTITY =

511 views • 20 slides

Creating Brand Equity

Creating Brand Equity. Chapter Questions. What is a brand and how does branding work? What is brand equity? How is brand equity built, measured, and managed? What are the important decisions in developing a branding strategy?. Brand. A name, term, sign, symbol

331 views • 22 slides

CHAPTER: 9 Measuring sources of brand equity: capturing customer mindset

CHAPTER: 9 Measuring sources of brand equity: capturing customer mindset. Learning Objectives. Describe effective qualitative research techniques for tapping into consumer brand knowledge

1.72k views • 23 slides

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Customer based Brand equity

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Presentation Transcript

Brand Equity

CHAPTER 9: MEASURING SOURCES OF BRAND EQUITY: CAPURING CUSTOMER MINDSET

CHAPTER 2: CUSTOMER-BASED BRAND EQUITY

Measuring Sources of Brand Equity: Capturing Customer Mind-Set

Creating Brand Equity

MANAGING BRAND EQUITY-2

MEASURING SOURCES OF BRAND EQUITY: CAPURING CUSTOMER MINDSET

Customer Based Brand Equity

Brand Equity and Brand Communtity

Brands &amp; Brand Equity

CREATING BRAND EQUITY

CUSTOMER-BASED BRAND EQUITY

Creating Brand Equity

CHAPTER 2: CUSTOMER-BASED BRAND EQUITY

Customer Based Brand Equity

Brand equity

BRAND EQUITY BRAND IDENTITY

McDonald Brand Equity

Brand Equity

CHAPTER 2: CUSTOMER-BASED BRAND EQUITY

Creating Brand Equity

CHAPTER: 9 Measuring sources of brand equity: capturing customer mindset

Brands & Brand Equity